Originally published December 8, 2007
Report: Video games mean big money to Florida's economy
Local businesswoman bringing her salad-top creation to market

By Will Brown
DEMOCRAT STAFF WRITER

Whoever said video games are mindless drivel may not have seen the recently released report detailing the industry's infusion of $105.3 million into the Florida economy last year.

The Entertainment and Software Association published a report last month detailing the scope of the $7.4 billion industry. Video Games in the 21st Century: Economic Contributions of the U.S. Entertainment Software Industry was one of the first studies to measure the impact of the industry.

"We knew there was a large computer and video game presence," said Dan Hewitt, spokesman for the association. "We are not an industry that is localized in one or two areas. Look at EA Tiburon, it's a major development facility in Florida. We're able to go where it makes the most sense."

Orlando-based EA Tiburon is one of the seven video game publishers or developers based in Florida. EA Tiburon is the maker of the wildly popular John Madden football game that is updated each year.

The seven Florida companies were responsible for 630 jobs in the state, with an average 2006 salary of $84,818. The national average salary last year was $73,182.

With nearly 10,000 industry employees, California is the largest producer and developer of computer and video games. Washington, Texas and New York are other hubs of the industry.

The burgeoning industry is one reason local retailers are expecting another record-breaking holiday season. Holland Ricker, store manager of the Wal-Mart on Apalachee Parkway, said gaming technology that includes more user interaction may be one reason for his increased holiday sales.

"In the past, it used to be two-dimensional, with little to no interaction from the actual user," Ricker said. "Guitar Hero II is a huge game for us and a huge game for the market. It's not just individual player-to-television interaction. It's something where the whole family can get together and have fun."

Hewitt said the industry and gamers themselves are more diverse than parents or other gaming grumblers may think. Last month, one of the few black-owned developers of video games visited Florida A&M University for its homecoming festivities.

Brian Jackson, creative design director for Nerjyzed Entertainment, said the visit was part of a tour of historicially black colleges and universities to promote "BCFX", a football game featuring and highlighting the HBCU football experience. The game was released Nov. 23.

"As more African-Americans buy video games than any other demographic on a 2:1 ratio, they represent 1 percent of the industry," Jackson said. "That is one of the things Nerjyzed wanted to show: 'We buy these games. There should be companies that look like us, that make these games.'"

Florida consumers' infatuation with computer and video games allowed Gainesville developer Artificial Studios to merge with Ignition Entertainment Dec. 1. One of the stipulations of the deal was the ability to remain in Florida, said co-founder and lead developer Jeremy Stieglitz.

Stieglitz said Florida's quality of life and cost of running a business are cheaper than California.

"Games drive people to the store," Stieglitz said. "They get people to the store on launch day. . . to play the best games you need to have the latest high-definition television, the latest controller, the latest router for your Internet connection. Games are really one of the few pieces of technology that get people to upgrade their technology systems."

Stieglitz said market penetration of games made 2007 a good year for retailers and developers. By the end of March, he said Artificial Studios is looking to double its staff to 50.

"Games are a natural form of entertainment, the same as movies," Stieglitz said. "Until games have reached the kind of penetration that movies have, I think you'll see growth like that for a number of years."

# Contact business reporter Will Brown at (850) 599-2312 or wbrown@tallahassee.com.