Aussie game industry body expands to NZ

Australia's Interactive Games and Entertainment Association (iGEA) expanded its borders today, announcing a new partnership that will see it join forces with its New Zealand counterpart.

Formerly known as the Interactive Software Association of New Zealand (ISANZ), the overseas industry body will now change its name and structure to reflect the new agreement with Australia's local video game industry body.

iGEA’s membership will now include a total of 22 companies: 14 Australian and an additional seven organisations based in New Zealand. However, these new additions will not change its focus--the iGEA will continue to represent companies that publish, market, and distribute interactive games and entertainment content in Australia and, now, New Zealand.

Speaking to GameSpot AU, iGEA CEO Ron Curry said the two bodies have traditionally shared common members, something that has led to duplication in each body's respective efforts.

"With the maturing of the industry on both sides of the Tasman and the more global implications of our members’ business models, it seemed appropriate for our two associations to merge," Curry said. "There will be largely no change in the local Australian operation apart from our greater focus in NZ. On the NZ side, we will have more dedicated resources to focus on lobbying, advocacy, and PR activities while freeing up our members to get on with their own businesses."

According to independent market research group Gfk, the Australian video game industry cracked the A$2 billion revenue mark last year. By comparison, the New Zealand market reached A$170 million, an increase of 12 percent from 2008.

Former president of the ISANZ and iGEA director, Mark Goodacre welcomed the new partnership between Australia and New Zealand's video game industry bodies.

"This strategic partnership will help ensure we remain relevant to our members on a local and international level," he said.