PMF 2013 | Gamecity | La performance d’un programme qui positionne Hambourg comme la capitale européenne du jeu vidéo

PMF 2013 | Gamecity | La performance d’un programme qui positionne Hambourg comme la capitale européenne du jeu vidéo

• 1.
  Présentations  du  Place  Marketing  Forum  2013   14  &  15  Octobre   Centre  des  Congrès  Aix    
• 2.
  Game  City  Hamburg   The  performance  of  a  program  that  sets  Hamburg  as  the   European  Capital  of  gaming                                                             New  Regional  Marke/ng  and  Cluster       Stefan  Klein   Project  Manager  Gamecity  Hamburg   14  Octobre  2013  
• 3.
  The  Star/ng  Posi/on   Since  1998  exists  a  Public  Private  Partnership   between  the  City  state  of  Hamburg  and  the   Associa/on  for  Media,  IT  and  the  Telecommunica/on   Industry.   This  Cluster  Ini/a/ve  “Hamburg@work”  is  partly   financed  by  the  Ministry  of  Economy  and  partly  by   the  member  fees  of  the  Industry  Associa/on.   Ini/al  sugges/on  from  this  network  to  support  also   the  local  GAMES  INDUSTRY  
• 4.
  The  Star/ng  Posi/on     We  had  no  valid  informa/on  about  our  local   industry  (Number  of  companies,  Structure,  People   employed,  Freelancers)     No  knowledge  of  their  needs  or  problems     No  valid  addresses     Through  Hamburg@work  we  invited  for  a  first   ROUND  TABLE  with  the  GAMES  companies  
• 5.
  First  Steps    We  learned  through  this  intensive  dialogue  that   there  was  a  strong  demand  to  aYend  na/onal  and   interna/onal  fairs.     Small  studios  could  not  afford  a  booth   We  gave  a  first  basic  support  by  organising  an   affordable  umbrella  booth  at  a  Fair  in  Leipzig  
• 6.
  First  Consequences       With  this  official  booth  of  Hamburg  we  were  the   first  Federal  State  in  Germany  who  took  care  of   this  industry     City  allows  us  to  use  their  official  logo     Large  Publicty  due  to  good  PR  work     While  in  parts  of  Germany  Poli/cians  and  the   Public  see  Computer  games  s/ll  very  cri/cal     Hamburg gets the image of a liberal FIRST MOVER
• 7.
  Intensive  Dialogue  con/nues     Due  to  our  survey  and  intensive   interviews  we  realised  a  need  for  a   PLATFORM  to  meet  and  discuss  ideas,   plans  and  problems     No  other  associa/on  is  organising  this  for   this  specific  industry     Centrally  located  venue  with  a  simple   code  of  admission  :  working  in  the  value   chain  of  this  industry     Gamecity Treff (Meet-up) are set 5 times a year  
• 8.
  Discussing  the  needs     Continuously we listened to the members of industry   Making our success THEIR success   Encouraging them to come up with ideas   We learn what kind of financing is needed to help a Start-Up The PROTOTYPE Funding starts in 2006
• 9.
  Na/onal  Media  report   Gamecity HH: Hamburg quits Prejudices against Computergames Spotty faced boys, brutalized and neglected – fault primarily of Computer – and Videogames. That’s the credo of many politian. Totally different in Hamburg. In the Hanseatic Town games development will be supported with public money for the first time.
• 10.
  More  than  money  needed     Discussions  reveal  a  problem  with  office  space     Fairly  priced  offices  are  rare     Most  contracts  are  given  for  3  years  minimum     Small  Studios  work  on  projects  with  freelancers   which  last  12  to  18  months,  which  is  a  large   obstacle  to  start  business     Hamburg offers the first property specially designed for games StartUps: Gamecity Port
• 11.
  Rewarded  “Place  of  Ideas“  
• 12.
  Libing  an  image  of  an  industry     We look at the games industry as a vital part of the variety of media companies in our region   We set up events to exchange ideas with the film industry, the advertising agencies and the music cluster   We opened our best prestigious locations to set up high ranking talks with our local government The industry develops a new self- esteem
• 13.
  Broad  Porcolio  of  ac/vi/es     First  Federal  State  to  start  a  “Game  Master   Degree”  at  the  University  of  Applied  Science       Establishing  a  “gamecityLab”  with  technical   equipment  enabling  students  to  create  games       Organizing  Umbrella  Booths  at  Interna/onal  Fairs   in  Asia  and  the  USA     Spearheading  Recrui/ng  Tours  with  companies   looking  for  young  talents  in  Germany,  Denmark   and  The  Netherlands   Trying to develop new formats of Support
• 14.
  A  lot  of  Public  Rela/on  Work     If  you  not  in    the  Media,  you  don’t  exist     In  2012  we  send  out  151  Press  Releases     With  this  we  gained  a  circula/on  in  print  of   7.294.379  and  with  online  32.181.507       57  ar/cles  were  published  without  the  content  of   our  Press  Releases  which  gained  14.421.914  /   21.716.293     In  Total  208  ar/cles  with  a  total  circula/on  of  46   Million     We are in the Media !
• 15.
  Results     Strong  increase  in  employees  and  companies     In  2004  we  counted  800  employees     3128 Permanent staff members 3708 Jobs Aug. 2013
• 16.
  Results     Recent  development  show  a  slowdown  in  growth,  but  the   number  of  permanent  employed  staff  members  s@ll  rise,   while  the  number  of  companies  decrease   140
• 17.
  Innova/ve  ?  Crea/ve?     Innova/on  lies  in  the  approach  of  a  certain   industry     Not  a  well-­‐paid  consultant  made  a  plan     Developed  in  strict  accordance  with  the  industry     Make  your  target  group  part  of  the  whole  aYempt     It  became  a  real  JOINT  VENTURE   Every single step was a joint success and we did not stop telling that
• 18.
  Condi/ons  of  Success     Our  very  close  contact  with  the  industry     Long-­‐las/ng  work  of  nearly  10  years     Flexible  response  to  changing  needs     Lean  management  (3  !  Persons  )     One-­‐Stop-­‐Shop  approach  covering  all  demands     Poli/cal  Back-­‐Up,  gained  through  our  sucess   It‘s simple to copy !
• 19.
  Construc/ve  Hindsight    Discuss  the  needs  and  problems     Develop  common  steps     Give  them  a  feeling  of  being  taken  serious     Do  PR  work  on  a  new  image     Raise  journalis/c  interest     Focus  on  commercial  success  of  the  industry  and   not  of  the  success  of  your  ini/a/ve       Let your target group become a vital part of the strategy.
• 20.
  Contact  gamecity:Hamburg   Stefan  Klein         Hamburg@work         Tel  +49  (40)  22  70  19  41             stefan.klein@hwf-­‐hamburg.de    
• 21.
  TABLE  RONDE   NOUVELLE  STRUCTURATION  ET  QUALIFICATION  DE  L'OFFRE     NEW  REGIONAL  MARKETING  AND  CLUSTER   Stefan  Klein   Directeur  de  Gamecity  Hambourg   Patrick  Cheenne   Directeur  du  développement   économique  de  l’Etablissement  Public   Paris-­‐Saclay  (EPPS)   Marcus  Anderson   Ancien  Directeur  des  affaires  publiques   du  Baltic  Sea  Forum,  directeur   recherche  et  business  de  Tendensor  AB     Yvan  Aymon   Président  de  Valais  Excellence