Australian Games Industry Calls for Overhaul in Government Support
A new report from Australia’s long-standing games organisation, Freeplay, in collaboration with the newly established National Games and Play Working Group, has shed light on the significant hurdles confronting the local games sector. The report, alongside a joint submission to the now-concluded National Cultural Policy review, details the persistent challenges and frustrations experienced by Australian game developers, particularly concerning government assistance and funding.
The core of the issue, as the report outlines, stems from a fundamental lack of understanding surrounding the games industry. Developers often find themselves competing for a share of funding alongside film arts, frequently receiving less investment despite the sector’s significant economic and cultural contributions. Freeplay is urging the Australian government to reassess its approach to supporting the local games industry, advocating for tangible, fit-for-purpose support that enables sustainable development.
Pillars for a Thriving Games Sector
Freeplay and the National Games and Play Working Group have identified three critical changes they believe will foster positive outcomes for the Australian games industry and the broader economy:
- Establish a Clear Definition of Games: Developing a coherent and nationally consistent definition of “games” is crucial. This will provide game makers with clarity and certainty regarding their eligibility for various federal, state, and territory programs.
- Address Decades of Underinvestment: The report calls for a significant boost in public games funding, proposing it be matched up to 10% of the total public investment allocated to film production. This aims to rectify a decade of underinvestment and bring games funding in line with other established art forms.
- Create a Dedicated National Agency: The establishment of a dedicated national agency, tentatively named “Games Australia,” is recommended. This agency, supported by a practitioner-led Australian Games Council, would be responsible for designing games programs, assessing funding applications, and promoting Australian games both domestically and internationally.
The report emphasises the need for policy decisions to be informed by experienced practitioners who understand the unique needs of the games workforce. With an estimated 10,000 creative workers in the local games industry and 82% of Australians engaging with games, the demand for improved support is pressing.
Funding Disparities and Global Comparisons
Current funding levels for games programs are starkly contrasted with those for other arts. Freeplay’s analysis indicates that games receive only 0.5% of national cultural funding, a mere 3% of what film production receives, and significantly less than dance, design, or opera. Furthermore, the sector is excluded from export, audience, and market development programs that are readily available to film, television, music, and literature.
Global comparisons reveal a significant disparity in per-capita investment. Australia invests approximately $0.42 per person working in the games industry, trailing behind New Zealand ($0.85), Canada ($1.49), and Germany ($2.43). The report asserts that Australia’s current cultural governance is “miscalibrated” with the strategic needs of its games sector, lacking the strong collective agenda and identity seen in other art forms, which has facilitated more cohesive advocacy elsewhere.
Resilience and the Call for Recognition
Travis Jordan, Freeplay’s Advocacy, Fundraising and Sustainability Lead, highlights a growing frustration with the tendency to pigeonhole games in Australia, with public discourse often focusing on narrow aspects of the medium. “Filmmakers wouldn’t accept their whole artform being defined by Marvel blockbusters or children’s TV shows,” Jordan states. “Theatre would revolt if people’s first thought was of the latest Hairspray tour. Music isn’t less worthy of support because Taylor Swift is a billionaire. But still for many arts leaders, mentioning games just brings to mind the latest mass market title – instead of the hundreds of successful indie games Australia makes.”
Jordan points out that many of Australia’s most significant cultural exports of the past decade have originated from the games sector. Even smaller narrative-driven indie or experimental titles achieve global sales in the hundreds of thousands, while some breakout hits reach millions more than best-selling films. “Games deserve our fair share of attention and funding. But we’re stuck fighting decades-old fights justifying our very existence in the arts world – and frankly we’re all tired of it,” he adds.
Despite facing significant economic upheaval, Australia’s games industry has demonstrated remarkable resilience. Jordan believes the sector now possesses a clearer understanding of how to navigate challenging times, but it requires leadership and investment to do so effectively. “Now is Australia’s chance to lead,” he asserts. A robust National Cultural Policy that recognises the value of Australia’s games sector and the impact of financial support is seen as the critical first step towards future success.
Case Studies: Funding Fuels Success
The Freeplay report showcases compelling case studies demonstrating how financial support directly contributes to Australia’s economy. Even modest investments have yielded substantial long-term economic growth.
Untitled Goose Game: Developed by House House, this critically acclaimed title received $80,000 in funding from VicScreen. It went on to sell an estimated 1.6 million copies globally, generating $12.5 million in revenue, a portion of which was reinvested into the economy.
Unpacking: Another successful Australian game, Unpacking by Witch Beam, secured $60,000 in funding from Screen Queensland. This investment helped propel the game to over 1.2 million copies sold on Steam (PC) alone, generating more than $18 million in revenue that was partially returned to the economy.
These examples, along with many others, illustrate how direct funding empowers developers to bring their innovative ideas to fruition, resulting in titles that resonate with audiences and contribute significantly to the nation’s economic prosperity. While some games achieve success without direct funding, many would not exist without the financial backing to support lengthy development cycles. Enhanced funding across the board has the potential to unlock numerous future hits, fostering economic growth, creating jobs, and stabilising local businesses.
Charting a Course for a Brighter Future
Freeplay and the National Games and Play Working Group advocate for a more nuanced and multi-layered approach to supporting the Australian games industry. They call for a framework that embraces the dynamic and ever-evolving nature of games, acknowledging their rapid development driven by technological innovation and experimental practices.
The report stresses the importance of consistent public funding across states and territories, developed through comprehensive consultation and in conjunction with a dedicated games agency. “Several other countries have made significant investments in interactive arts over the last three years in dual recognition of the risk to the sector from global economic disruption and the possibility for rapid sectoral growth,” the report notes.
Ultimately, Freeplay and the National Games and Play Working Group are seeking a fair opportunity for the Australian games ecosystem. They are requesting a significant overhaul of existing support structures, informed by a deep understanding of the sector, to ensure future stability and sustained growth across the country.
