Interactive Scotland Creative Sector Capability

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  • @

    INTERACTIVE

    SCOTLAND

    Capability of the

    Scottish Digital Media

    Sector Looking at Interactive Scotlands

    Client Base

  • @

    Con

    ten

    ts

    Gaming

    Film & Video Production

    Broadcast

    Publishing

    Digital Design

    Animation

    Music

    Software and new media

    Advertising & Marketing

    Digital Technology

    Co

    nte

    nts

    Page 14

    Page 18

    Page 22

    Page 26

    Page 30

    Page 34

    Page 38

    Page 42

    Page 46

    Page 50

    Interactive Scotland Overview Page 3

  • Introduction to Interactive Scotland

    Introduction

    Funded by Scottish Enterprise and delivered by PA Consulting

    Group, Interactive Scotland (IS) provides expert help and

    support for small to medium enterprises (SMEs) across the

    digital community in Scotland. IS works with over 600 clients

    with specialisms in a number of areas including gaming, publishing and digital design to provide market intelligence and business support.

    In addition to providing industry insight through Thought

    Leadership and business advice, IS helps connect the digital

    community with:

    Potential sources of funding and investment

    New partners and collaborators

    Buyers of digital media

    IS does this through its understanding of its client base and its

    knowledge of the market. In the recent past, IS has helped their

    clients access close to 4 million in additional revenue.

    Essentially, IS helps connect capability with opportunity.

    Potential sources

    of funding and investment

    New partners

    and collaborators

    Buyers

    of digital media

    IS helps connect the digital community with:

  • Introduction to Interactive Scotland

    Purpose of this document

    The purpose of this document is to provide an overview of the

    capability of IS client base. This is not a comprehensive market

    study. This will serve as a reference point for Scottish

    Enterprise and PA Consulting as partners delivering the

    Interactive Scotland programme, but is also aimed at:

    Funders/investors: to equip them with an understanding of the investment-ready digital media companies in Scotland

    and their potential growth prospects

    New partners and collaborators: to help identify compelling synergies between organisations and product

    lines

    Buyers of digital media: to show potential customers what digital media companies can do and how this might help

    address their strategic objectives

    It will describe the core competences of the sector and

    specialisms and will provide case examples and company

    summaries on some of the key organisations in the sector.

    Funders/investors

    New partners and

    collaborators

    Buyers of

    digital media

    This document informs

  • What does Interactive Scotland look like?

    619 companies 8,500 Employees

    and counting

    450

    million

    TURNOVER

    The last

    time they

    checked

    their bank

    balance!... around the same as Real

    Madrid paid for

    their squad of

    Galacticos!

    Next gen broadband Our companies cluster in Dundee, Glasgow and Edinburgh next to leading-edge infrastructure

    Age of company (years)

    5% 17% 37% 34% 3% 4%

    Babies

    (1

  • Key market statistics

    0

    500

    1,000

    1,500

    2,000

    2,500

    3,000

    3,500

    0

    50

    100

    150

    200

    250

    Gaming Film & Video Broadcast Publishing Digital Design Animation Music Software & NewMedia

    Advertising &Marketing

    DigitalTechnology

    #E

    mp

    loyees

    Tu

    rno

    ver

    (M

    ) #C

    om

    pan

    ies

    Turnover (M) #Companies #Employees

  • Includes BBC Scotland and BBC Children

    Over one third of ISs clients specialise in Software & New Media Summary

    Chart shows the proportion of companies operating in each sub-sector in IS client base

    IS works with a broad range of sub-sectors

    This is not representative of the overall digital media sector in Scotland, but may be

    representative in certain sub-sectors

    Largest sector by number of companies is Software & New Media with 34% of companies

    760K average turnover per company and

    Average of 13 employees per company

    Smallest sector by number of companies is Broadcast although they have highest average

    number of employees/company (174)

    Gaming 6%

    Film & Video 13%

    Broadcast 3%

    Publishing 6%

    Digital Design 18%

    Animation 6%

    Music 4%

    Software & New Media

    34%

    Advertising & Marketing

    5%

    Digital Technology

    5%

  • IS clients achieve national and global

    recognition

    Scottish Design Awards

    Whitespace

    Game Connection Marketing Awards

    Axis Animation

    Imagina Grand Jury Prize

    Axis Animation

    Scotland IS Digital Technology Awards

    Kotikan Firefish Software

    NMA & Econsultancy Top 100 Digital Agency

    Equator

    BAFTA

    Lucky Frame Beartrap Games Tern TV Finestripe Productions Axis Animation

    Royal Television Society

    Finestripe Productions

    DBA Awards & Top 10 Most Effective

    UK Agency

    999 Design

    Apple Editors Choice Outplay Entertainment

    Gaming

    Film and video

    Broadcast

    Publishing

    Digital design

    Animation

    Music

    Software and

    new media

    Advertising

    and marketing

    Digital

    technology

    Our clients have won many awards too many to list here

    but we have provided a selection of awards and winners below

  • Interactive Scotlands client base Overview

    From gaming to BAFTA award-winning film and video

    production, the Interactive Scotland (IS) client base

    has gained global recognition in delivering leading-

    edge digital media products and services.

    With over 600 companies employing 8,000 plus digital experts generating revenues in the region of 0.5BN, the IS client base works with a number of public, private and third sector clients with government (helping make more public services available online) and food and drink (working with clients on customer experience and digital brand) considered key growth markets.

    Although Scotland has a strong reputation in the gaming sector, Interactive Scotland clients work across a number of sub-sectors. Those are Gaming; Publishing; Animation; Music; Advertising & Marketing; Film & Video; Broadcast; Digital Technology; Digital Design; and Software & New Media.

    The proliferation of mobile devices (smartphones and tablet computers) is stimulating the development of new apps and innovation in the use of digital technologies particularly in consumer-led industries. Alongside government and food and drink, rapid growth is expected in financial services and retail.

    Since there is a strong financial services sector in Scotland, this is expected to present opportunities for the development of new applications and services. Organisations with skills in gaming, software & new media, animation and digital technologies are expected to benefit.

    Depending on the sector, Interactive Scotland clients cluster around three main cities: Glasgow, Edinburgh and Dundee. Broadcast and film clients can generally be found in Glasgow. The majority of gaming companies are based in Dundee. And marketing and advertising companies gather in Edinburgh.

    Helped by Scotlands universities, producing high-calibre graduates and delivering the latest thinking, IS advertising and marketing companies have built a strong reputation for creativity supported by a cluster of creative design and video production firms. ISs film and video clients have key strengths in CGI alongside pre- and post-production technologies. And their software and new media clients are well-renowned for their creativity and front-end solutions.

  • Why Scotland?

    Key components of the success of the client

    base are its reputation, its ability to

    collaborate and a heritage dating back to the

    early 1970s.

    Working from a low cost base, the Interactive

    Scotland client base has a strong track

    record in client delivery. They understand

    how to respond to market demand, working

    closely with buyers who look to SMEs to

    provide the leading-edge expertise that they

    require. It is this combination of low cost,

    reputation for project delivery and leading-

    edge expertise that limits customer churn,

    builds their knowledge and because of their

    partnership approach to client management,

    they continue to develop market-led

    solutions.

    Inter-connected through geography, there is

    a very strong eco-system of companies

    collaborating. (You will note from figure 1

    that our clients tend to cluster in Glasgow,

    Edinburgh and Dundee).

    Beartrap Games for example partnered with

    Leith Agency to develop a game for Home

    Energy Scotland a government-backed campaign to help people keep their homes

    warm during winter. Universities engage

    with the sector through KTPs (Knowledge

    Transfer Partnerships) and all of their

    computer scien