Discover the Singapore Trade Association: Balancing Indie Support with Attracting Overseas Firms

At the Gamescom Asia event, former Sony executive Shawn Layden described Southeast Asia as the region that will bring about the next great opportunities for the gaming industry. The Singapore Games Association (SGGA) is working diligently to achieve this goal in its part of the region, focusing on supporting, growing, and promoting the city-state's gaming industry. Don Baey, business development director at indie developer Trueworld Studios and chairperson of the SGGA, is a founding member of the trade body. He began his gaming career at Ubisoft, one of the many AAA developers with a presence in Singapore. Baey recalls his decision to join the government about five years into his career, which was during Singapore's 50th year of independence. A local government agency had launched a campaign to promote and support the gaming industry, and this project had a profound impact on him. As he delved deeper into the world of independent creators, from solo developers to small and mid-size studios, Baey discovered a new passion for the indie scene. The SGGA was established to bring the community together, support one another, and advocate for the industry. The association has grown rapidly since its inception in 2017, with initiatives like the monthly "DrinkUp" gatherings, which have expanded from 20 people to 70-100 attendees. As of 2021, there were 160 gaming-related companies in Singapore, with 50% being developers and 10% being publishers. The country has seen over 250 games developed since the first title was released in 1997, with around 20-25 games shipped annually in the past five years. Notable indie examples include Cat Quest and Cuisineer. However, the post-COVID landscape has brought about changes, with some companies ceasing operations while others have emerged with new games. The SGGA emphasizes the importance of sharing experiences and supporting one another, which is why it focuses on providing opportunities for gaming professionals to connect. Singapore faces challenges as an international hub, with rising living costs and competition for talent. Indies must contend with multinational corporations (MNCs) for experienced professionals, while MNCs prefer to hire seasoned talents, putting pressure on smaller companies to train junior staff. Funding is also a challenge, with most private investments targeted at mainstream tech sectors rather than the gaming industry. Government grant schemes are available, but they are not tailored specifically for the gaming industry, making it difficult for indie studios to navigate and capitalize on these opportunities. Baey notes that the government has been supportive, but the gaming industry requires education and understanding from government agencies. The presence of AAA companies in Singapore can be beneficial, especially in terms of talent development. However, the education system must also be considered, as not all talents will end up in big studios. Some may aspire to start their own companies or work at smaller studios. The SGGA aims to build a community through networking and sharing sessions, including an annual industry day that connects students with the industry. The association also helps international companies expand into Singapore, providing guidance and support. Additionally, the SGGA promotes Singaporean games at international events and works with other trade associations in Southeast Asia to build local ecosystems and communities. The global gaming industry needs diversity and inclusivity, and Southeast Asia offers a unique cultural melting pot. The SGGA is committed to promoting and advocating for this diversity, as creativity thrives on it.