Interview

2013 In Review: UKIE's Jo Twist

'There is room in the market for all business models'

2013 In Review: UKIE's Jo Twist

As 2013 fades into memory, it's time to look back at the events that dominated the last 12 months in mobile gaming.

As such, we've asked the industry's great and good to give their take on the last year, as well as predicting the trends that will come to pass in 2014.

Jo Twist is CEO of UKIE, the association for UK interactive entertainment.

Pocket Gamer: What do you think was the most significant event for the mobile games industry in 2013?

Jo Twist:
From a policy point of view the OFT investigation into free-to-play games and children was pretty significant.

Whilst the likely principles may not be welcomed by some the OFT investigation did focus a lot of thought from mobile games businesses as to what a responsible attitude to in app purchasing was to children from a fast maturing sector.

The ongoing discussion about business models in general is fascinating. I feel the great strength of our industry is that we give players choice of how they want to pay and diversity: there is room in the market for all types of business models.

What was the most significant event for UKIE?

Moving to our new office - and giving our members access to its free meeting rooms and hot desks - was a big event for us, but also hosting the biggest ever UK industry stand at this year's Gamescom, passing our milestone of having 50 percent representation of devs and publishers on the Board, and more devs than pubs as members.

What was your favourite mobile game of the year?

The Room and The Room Two. Handheld was Animal Crossing without doubt.

Fireproof's The Room Two

What do you predict will be the most important trends in 2014?

An ever-crowded market place for mobile games and a rise in mobile budgets, making market know-how, discoverability, access to finance, and cash flowing even more important.

We'll be helping games companies access discounted marketing and PR training in the new year and will continue to raise awareness of where games businesses can unlock money – including of course pushing hard to get the tax credits over the finish line.

Plus there will be lots of opportunities in overseas mobile markets that we want to help open up to games businesses.

I'm also looking forward to more diversity in different kinds of games coming to market to serve our massively diverse, demanding audiences, and cross play opportunities and innovation.

What's your New Year's resolution and what resolution would you enforce on the industry?

Make a game. And shout loud and proud to mainstream media about what a positive force we are economically, culturally and socially.

Thanks to Jo for her time.

With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.