Australian digital game design exports exceed $100 million

Media Release

Australia is developing a new niche export sector in digital
game development services which were estimated to be worth
$108.3 million, according to a trade analysis report released
by the Department of Foreign Affairs and Trade.

The analysis, which was published today in "Trade
in Services 2007", shows that 92.6 per cent of the
sector's output is exported.

Digital games services cover the development of games for
personal computers, console formats (such as PlayStation 2,
PS3, Xbox, Wii), hand held game machines and mobile
phones. The majority of exported services are for the
international game console market.

One company forging a reputation in
the new field is Adelaide-based games entertainment producer
Imagination Entertainment Pty Ltd, twice winners of the
Australian Export Awards for Art, Entertainment and Design in
2004 and 2007.

Since establishing in 2001, the company has expanded rapidly
and today employs 100 people with offices in the US and Europe
as well as Australia.

CEO Shane Yeend said "Australia is really punching
above its weight in cross platform game production, it is a
10-year overnight success story but all the hard work is really
paying off. Australia is delivering world class product and it
would surprise many people if they knew how many of the
best-selling games are actually created and developed down
under."

Overall, Australia's two-way trade in services in 2007
grew by 8.6 per cent to $94.1 billion made up of exports of
$48.0 billion (up 9.4 per cent) and imports of $46.1 (up 7.7
per cent).

This publication is part of a series of trade publications
published each year by DFAT. The publications are available at: www.dfat.gov.au/publications/statistics.html.
Should clients wish to obtain printed copies of these
publications, they will be directed from the DFAT website to an
external website, where they can place an order for a hard
copy.

Media Enquiries: DFAT Media Liaison - 02 6261
1555