Simple Lifeforms joins TIGA

TIGA, the trade association representing the UK games industry, today announced Simple Lifeforms as its newest member. 


Simple Lifeforms is a games consultancy based in London and Dublin which specialises in social games design, development and publishing. Formed in 2008 by Tadhg Kelly and Alan O’Dea, it helps clients who are already in the social space, or those thinking about getting involved in it, to make the best game they can, understand the trends in the market and figure out the best business model.

Their consultancy services have been used by clients from around the world, including IPC Media, Two Way Media, Mudlark, Protégé, Paddy Power, Keas, MadBid and Outso. 

Tadhg Kelly has worked as a designer and producer for companies like Lionhead, BSkyB and Climax. He is a prolific writer on the subject of games through his own blog, and contributes to industry-leading websites such as Inside Social Games, Gamasutra, MCV and Gamesbrief.  His blog (and forthcoming book), What Games Are, explores the intersection of game making as an art and a business. With over 1,000 subscribers and 15,000 monthly readers in the five months since its launch, it has become an important voice in the debate about games, both creatively and commercially.

Alan O’Dea has an MBA from the Bradford University School of Management, specialising in the video game sector. He worked as the business development director for Monumental, and publishing manager for Cybersports, as well as with other companies such as Eutechnyx and Revolution. He has many years prior to this as an executive in the Internet advertising and web design businesses, including winning a Golden Spider award. He is currently leading a project under the Propeller Fund in Dublin for Simple Lifeforms, and consults with various social and online game clients on their business strategy and approach.

Tadhg explains the reason why Simple Lifeforms joined TIGA:

“Games are an evolving industry, and it’s difficult for many of our clients to find the help that they need to navigate these complicated waters. TIGA struck me as an excellent way to meet people from all across the sector, hear their views and concerns, and get in touch with them.”

Richard Wilson, CEO of TIGA, stated:

“At TIGA we are proud to represent the diverse and talented companies, like Simple Lifeforms, that make up the exciting video games sector.  We are passionate about fostering greater networking and knowledge sharing in our creative industry and look forward to working closely with Simple Lifeforms in this regard.”


Notes to editors:

About TIGA:

TIGA is the trade association representing the UK’s games industry. The majority of our members are either independent games developers or in-house publisher owned developers. We also have games publishers, outsourcing companies, technology businesses and universities amongst our membership. TIGA was awarded‘Trade Association of the Year’ and the‘Member Recruitment Award’ at the Trade Association Forum Best Practice Awards 2010. TIGA has also been named as a finalist in the 2010 Chartered Management Institute (CMI) National Management and Leadership Awards in the category of‘The Outstanding Organisation of the Year Award (SME)’. TIGA is an Investors in People organisation.

TIGA's vision is to make the UK the best place in the world to do games business.  We focus on three sets of activities: political representation, generating media coverage and developing services that enhance the competitiveness of our members.  This means that TIGA members are effectively represented in the corridors of power, their voice is heard in the media and they receive benefits that make a material difference to their businesses, including a reduction in costs and improved commercial opportunities.

For further information, please contact Dr Richard Wilson, TIGA CEO on 07875939643: or email ; or contact David Hodges on 02070911653


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