1. Gaming the DAM system
How do organisations in the gaming industry view and utilise
DAM systems in response to technology innovation?
A report submitted as part of the requirements for the degree of MA
Digital Asset and Media Management
at the Arts and Humanities Department
King’s College London, London, United Kingdom

2. “Any system that is complex enough to express mathematics cannot prove, by itself, that everything it
saysistrue.Itwillrelyonsomethingoutsidethe systemthatyouhavetoassumeistrue butcannotprove.“
- Kurt Gödel

3. ABSTRACT
Thisresearchis focusedonthe role of DAM systemimplementationinthe dynamicandcomplex
gamingindustry ina periodof technologyinnovation.Itwillsupport managerstodetermine the needfor
investment in a DAMsystem or an alternative solution, based on the opportunities and risks associated
with this process. The field data on the responsesof small independent game developing companies to
DAMpracticesand industryinnovationsindicatesthe lackof a dominantmodel atpresent.Nevertheless,
the findingsalsoshowthe emergence of developmenttoolswithintegratedDAMfunctionalityandtheir
increasedusage acrossthe market.The finalresultisamodeldevelopedtoillustrate therelation between
the gamingindustry,technologyinnovationsandthe need of some DAMpractices inbetweenthesetwo.