IGEA New Zealand 2010

The Interactive Games & Entertainment Association (iGEA) is an industry association representing Australian and New Zealand companies in the computer and video game industry.  Its members publish, market and/or distribute interactive games and entertainment content.

Espresso worked closely with the iGEA to launch Interactive New Zealand 2010 (INZ10), a research report undertaken by Dr Jeffrey Brand of Bond University.  INZ10 is the first comprehensive study conducted in New Zealand which provides data on who is playing video and computer games in the country.

Espresso developed a strategic plan to engage with a wide range of journalists and not only gaming media who were very familiar with issues surrounding video and computer games.  Espresso identified gamers – mums, dads, children and seniors – who were used as case studies by media to support the research findings and showcase the broad demographic of people who now play games.   Two events were also organised in Auckland and Wellington which were well attended by journalists and representatives from the interactive entertainment industry and government sector.

The INZ10 launch was a great success resulting in 23 pieces of coverage across all types of media.  The majority of coverage was found in mainstream media and covered by general news, lifestyle and business journalists across New Zealand.   This included Sunday Star Times, Morning Report, Campbell Live, Breakfast TVNZ and Kiwi FM.