Made in Creative UK initiative encourages studios to use special logo in UK-made games

Blitz plots increase in public awareness of UK devs

Blitz has unveiled a new scheme aimed at promoting UK-developed games to consumers with a new iconic logo.

Called Made in Creative UK, the campaign invites developers up and down the country to use the scheme’s logo in their games to help recognise the industry’s cultural and economic contribution to the global game industry.

The scheme was partly inspired by the 2011 Livingstone-Hope report which suggested the UK industry’s commercial success did not equate to public awareness of the developers involved.

To qualify for the scheme, more than 50 per cent of a game’s development needs to have taken place in the UK. More than 20 studios have pledged their support for the scheme, such as Crytek UK, Mind Candy, Revolution, Playdemic and Full Fat Games.

The first title to use the logo will be Blitz’s own iOS title Paper Titans.

Although Blitz is currently leading the initiative; it said it hoped an independent body representing the UK’s creative industries would take over responsibility for its implementation in future.

“So few people are aware that some of their favourite games are made here in the UK, and that the UK games industry has a rich heritage and deserved reputation for originality, creativity and innovation,” said Blitz Games Studios CEO Philip Oliver.

“We want the world to recognise video games made in the UK as a sign of quality.”

The Minister for Culture, Communications and Creative Industries Ed Vaizey added: “The UK has a proud history of video game production and it’s wonderful to see the industry exploring ways in which Britain’s contributions to the worldwide market can be both acknowledged and celebrated.”

For more information and to download the Made in Creative UK logo, visit the official website.

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