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Présentations du Place Marketing Forum 2013 14 & 15 Octobre Centre des Congrès Aix
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
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
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
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
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
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
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
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.
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
Rewarded “Place of Ideas“
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
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
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 !
Results Strong increase in employees and companies
In 2004 we counted 800 employees
3128 Permanent staff members 3708 Jobs Aug. 2013
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
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
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 !
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.
Contact gamecity:Hamburg
Stefan Klein Hamburg@work
Tel +49 (40) 22 70 19 41 stefan.klein@hwf-‐hamburg.de
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