Campaign: The Interactive Entertainment Association launch of Interactive Australia 09 - a national research report into the video and computer games industry

Background: As part of an ongoing engagement with IEAA, Espresso Communications was appointed to manage the Interactive Australia 2009 research launch.

The IEAA is Australia’s national industry association actively representing companies in the interactive entertainment industry. This year the IEAA launched the third iteration of a research paper titled ‘Interactive Australia 2009’, a study showcasing new trends and changes emerging in the gaming industry in Australia. It was conducted by Bond University, surveying a random sample of over 1600 homes nationwide.

Some key findings of the report were;

• The average age of the Australian gamer has risen from 28 to 30 in one year.
• 68% of Australians play computer or video games.
• 91% of adults (including gamers and non-gamers) say Australia should have an R18+ classification for games.

In previous launches of the IA event, much of the coverage came from gaming media who were well versed on issues such as the introduction of an R18+ Classification and the habits of Australian gamers. In a direct bid to engage more mainstream media, Espresso Communication developed a strategic plan to successfully engage features writers of prominent Sunday papers from across the country.

Key issues discussed in the report were made available to targeted Sunday journalists through lengthy briefing sessions and the provision of embargoed copy of Bond University's findings from the research. In doing so, Espresso highlighted the diversity of the Australian gamers, introduced the R18+ discussion to mainstream commentators and identified case studies that served as colour pieces for a wide range of publications. In addition to a mainstream media strategy, Espresso also conducted a media conference which was very well attended by gaming, business, general news journalists including Channel 9 and ABC television, along with Government representatives and industry.

The event was an all round success, resulting with over 60 pieces of coverage across all types of media. The majority of coverage came from mainstream news media, such as the Sunday Telegraph, the Sun Herald, the Australian Financial Review and the Australian. Espresso also secured substantial radio coverage, including a 15 minute interview with Richard Stubbs on ABC 774 Melbourne.