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Interactive Games & Entertainment Association Fails To Deliver

It appears that PR outfit Espresso Communications has a problem determining which publications cover the gaming market for their client the Interactive Games & Entertainment Association who also have a problem returning calls.

Yesterday Espresso sent a gaming press release to several ‘Enterprise’ technology media outlets but not to several media Companies who cover gaming in both the Channel and consumer markets.

Interactive Games & Entertainment Association is an organisation that taps gaming brands for fees but appears to do little representing the industry, or retailers selling gaming.

In 20 years of covering the gaming market, attending major gaming events and the likes of Comdex in Taiwan 4Square Media has never got a press release from this organisation or their spokesperson IGEA CEO Ron Curry.

In fact, it appears that the so called Association has little in the way of resources and outsources third parties whose research work they spruke under their own Association.

Yesterday they were claiming that more than two-thirds of Australians now play video games and 91 percent of households own a video game device, according to a new study from the Interactive Games & Entertainment Association (IGEA).

This is not new news, but it does sound good when one is trying to spin a yarn to justify one’s fees.

The study, dubbed “Digital Australia 2020”, shows the average age of a video game player in Australia has remained at 34, the same age found in the Digital Australia report released two years ago – and it turns out nearly half of those video game players are female another fact that we have reported on for at least five years.

Older Australians still flock to games, it seems, with 42 percent of those aged 65 and over identifying as gamers, while less than a quarter of video game players are under the age of 18.

The study also sheds light on perceptions of the power of video games to help people maintain social connections (67 percent) and contribute to their social (66 percent) and emotional (74 percent) wellbeing.

Jeff Brand, a professor at Bond University and co-author of the report, said: “This biennial study has been conducted since 2005, and gives us a powerful insight into who plays video games, how they play, and why they play.”

IGEA CEO Ron Curry said, “Digital Australia 2020 emphasises the integral role games play in Australians’ lives. Far from being a solitary endeavour, our research supports the fact that most people play games with other people.”

Calls to the organisation went unanswered when we tried to contact the management listed on their web site.

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