Aussie games body changes tack

The Interactive Entertainment Association of Australia (IEAA)--the body representing video game publishers and distributors in Australia and New Zealand--is the IEAA no longer. From today, the organisation has been rebadged the Interactive Games and Entertainment Association (iGEA) and has "refocused" its objectives to better represent current trends in the local games industry.

Ron Curry, CEO of iGEA, says the industry has evolved dramatically, with video games becoming a much more popular form of entertainment among Australians.

"Video games are now played in 88 percent of Australian homes, and the industry has recorded momentous growth in recent years, reaching sales bordering on A$2 billion," Curry said.

The iGEA has also launched a new Web site aimed to provide easier access to materials to gamers, parents, and students, as well as industry and government organisations.

GameSpot AU spoke with Ron Curry to find out what these new changes will mean for the local industry.

GameSpot AU: Why the name change?

Ron Curry: "Interactive Entertainment" had little meaning to those outside of the industry, and we wanted a name that clearly spoke to what we do and defined our membership. The new name also articulates that we are involved in both gaming and entertainment content.

GS AU: How has the focus of the IEAA shifted with this name change?

RC: Maybe refocused would be a better way of saying it. Over the years, our members and their entertainment offerings have changed dramatically, and we--as a representative association--need to ensure we are clear on how we offer value that is relevant.

GS AU: How long has this been in development? Why is it being implemented now?

RC: The iGEA board and management have been conducting a strategic review over the past six months. One of the major takeouts from the review was ensuring our name reflected who we are.

GS AU: What do you mean by a "wider range of entertainment devices?" Does this have anything to do with the rise of casual gaming in the Australian market?

RC: In part, yes. We are seeing the introduction of richer and more diverse content delivery on traditional game consoles, while on the other hand, we’re seeing game content being delivered on a wider range of entertainment devises. Gaming is ubiquitous and the "traditional" methods of delivering both gaming and entertainment content are rapidly morphing.

GS AU: What will this mean for publishers and developers in Australia?

RC: We hope that it means a greater connection between all the stakeholders involved in the industry, and with that, more productive and mutually beneficial relationships.

GS AU: How do you think the interactive entertainment industry has evolved?

RC: It’s hard to map the incredible growth and advancement of the industry in the last 10 years. I think if there is one defining point it is that gaming is no longer "child’s play." It is now seen as a mainstream entertainment and education medium. It’s moved out of the children’s room and taken over the family room and beyond.

GS AU: Where is the local industry headed?

RC: I think we will continue to see a closer alignment between traditional mainstream entertainment and video games. As technology also advances, providing even richer gaming experiences, we will see a continuation of the trend toward games that have sophisticated and highly developed storylines to cater to the wide range of adults who now play.

GS AU: How will the IEAA site now change? Who will this change be targeted at?

RC: The new site is still in its infancy. Our plan is to have both a public-facing site and also a more social and community backend for our members. The public-facing site will contain much more content than the old site and will be much easier to navigate.

Our aim is to develop a very accessible resource for anyone interested in finding out more about the industry. They may be a parent looking for information about video games, a student researching a project, or a gamer looking for more information on a specific issue. We really want to include a very wide range of information we think people will find useful.

The new iGEA site can be found here.