Gaming: How the UK’s Youngest Sector Has Matured Beyond Its Years
For an industry that only started in the 1970s and 80s, the gaming sector is making waves and forcing its rivals to glance over their shoulders with tense looks on their faces. While the US, China, and Japan are often seen as the leaders of the revolution, the truth is that the UK is also experiencing a transformation across the pond.
In Britain, for example, the gaming market is valued more than the film and music industries combined. Considering both have at least half a century head start on their rival, this is a very impressive statistic. Of course, this leaves people wondering how the UK’s gaming sector has come such a long way in a short period.
A sense of national identity will always help brands to connect with customers and encourage them to engage with the latest trends. In the UK, gaming companies do this by setting up hubs throughout the different countries and regions. Indeed, some of the biggest releases of the past decade have been developed in these war rooms, with Red Dead Redemption 2 being the main example. Mostly developed in Edinburgh, Rockstar Games’ highly anticipated follow-up to the original landed the number one spot on release, beating the likes of Call of Duty Black Ops 4 and FIFA 19.
Red Dead Redemption 2 grossed $725 million in worldwide retail sell-through during its first three days.
The only other game to beat it was Grand Theft Auto V which grossed $1 billion in the same time period. https://t.co/jhwjbihnyH
— Daniel Ahmad (@ZhugeEX) October 30, 2018
There are several reasons why UK sales were strong, yet the fact that Scotland played a significant role in the final product appealed to Britons’ sense of identity and encouraged them to engage with the title. Of course, hosting opportunities also add to the weight of emotion. After all, some of the most reputable events and competitions are often held in London, Manchester, and Glasgow, including SL One Birmingham and FIFAe World Cup. EGX and Resonate Total Gaming conventions, meanwhile, command audiences in the tens of thousands, adding to the perception of the UK as an essential part of the gaming sector.
It might seem as if developers release games to guaranteed fanfare, but this isn’t the case. The most successful instances within the industry are usually tweaked to ensure they appeal to the area’s target audience. Britain is no different since the sector regularly localizes its titles during the development and marketing stages. The UK isn’t the same as the US, which is why this strategy is essential. Tellingly, the union only shares a few similarities with Europe, even though it’s part of the continent. Take the UK’s most popular sports. Soccer is an obsession, but cricket, rugby league, and rugby union aren’t far behind in terms of viewing figures and participation numbers.
So, it shouldn’t be surprising that FIFA, Football Manager, and Brian Lara International Cricket are some of the most consumed video games in the United Kingdom. Non-sporting titles, such as bingo, have experienced a revival as a result of localization, too. Bingo is an institution in the UK, with millions of people logging onto their favorite site to indulge in everything from scratch cards to slots and casino classics. Online Bingo UK is very British because it welcomes everyone and offers a sense of community, while also being a lot of fun. You can also see examples of very British revivals in classic board games such as special Aspinal of London editions of Scrabble or James Bond Monopoly.
The combination of localization features now means that the UK gambling industry is worth an estimated £15 billion ($21 billion), a third of which is accounted for by online users and platforms. Today, the UK’s gaming industry appears as if it’s an old hand due to the maturity it is showcasing. Therefore, the fact that it is among the most valuable and lucrative sectors in Britain and the world isn’t shocking, even though it’s an astonishing feat all things considered.