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