La Chaire A&NMT a récompensé lors du PMF 2013 le programme Gamecity Hamburg pour son rôle clé dans le développement et la structuration d’une offre territoriale compétitive dans un secteur créatif de pointe: l’industrie du jeux vidéos. Par son approche partenariale, et ses différentes activités, Gamecity Hambourg a contribué à renforcer les synergies entre les institutions publiques (gouvernement, université des sciences appliquées d'Hambourg), l'industrie locale du jeu vidéo et les autres industries créatives du territoire (plus de 20 000 emplois). Il a ainsi donné naissance à un véritable écosystème de l'industrie digitale, favorable à la création de starts-up, au développement de nouveaux produits et marchés. En termes de résultats, cette réussite s’illustre par de fortes retombées économiques, dont la croissance du nombre d’emplois (passage de 800 en 2003 à plus de 4400 en 2013) d’entreprises du secteurs (144 en 2011, 155 en 2012) et par le positionnement d’Hambourg comme la ville leader de l’industrie du jeu vidéo en Allemagne.

1. Présentations
du
Place
Marketing
Forum
2013
14
&
15
Octobre
Centre
des
Congrès
Aix

2. Game
City
Hamburg
The
performance
of
a
program
that
sets
Hamburg
as
the
European
Capital
of
gaming
New
Regional
Marke/ng
and
Cluster
Stefan
Klein
Project
Manager
Gamecity
Hamburg
14
Octobre
2013

3. The
Star/ng
Posi/on
Since
1998
exists
a
Public
Private
Partnership
between
the
City
state
of
Hamburg
and
the
Associa/on
for
Media,
IT
and
the
Telecommunica/on
Industry.
This
Cluster
Ini/a/ve
“Hamburg@work”
is
partly
financed
by
the
Ministry
of
Economy
and
partly
by
the
member
fees
of
the
Industry
Associa/on.
Ini/al
sugges/on
from
this
network
to
support
also
the
local
GAMES
INDUSTRY

4. The
Star/ng
Posi/on
 We
had
no
valid
informa/on
about
our
local
industry
(Number
of
companies,
Structure,
People
employed,
Freelancers)
 No
knowledge
of
their
needs
or
problems
 No
valid
addresses
Through
Hamburg@work
we
invited
for
a
first
ROUND
TABLE
with
the
GAMES
companies

5. First
Steps
 We
learned
through
this
intensive
dialogue
that
there
was
a
strong
demand
to
aYend
na/onal
and
interna/onal
fairs.
Small
studios
could
not
afford
a
booth
We
gave
a
first
basic
support
by
organising
an
affordable
umbrella
booth
at
a
Fair
in
Leipzig

6. First
Consequences
 With
this
official
booth
of
Hamburg
we
were
the
first
Federal
State
in
Germany
who
took
care
of
this
industry
 City
allows
us
to
use
their
official
logo
 Large
Publicty
due
to
good
PR
work
 While
in
parts
of
Germany
Poli/cians
and
the
Public
see
Computer
games
s/ll
very
cri/cal
Hamburg gets the image of a
liberal FIRST MOVER

7. Intensive
Dialogue
con/nues
 Due
to
our
survey
and
intensive
interviews
we
realised
a
need
for
a
PLATFORM
to
meet
and
discuss
ideas,
plans
and
problems
 No
other
associa/on
is
organising
this
for
this
specific
industry
 Centrally
located
venue
with
a
simple
code
of
admission
:
working
in
the
value
chain
of
this
industry
Gamecity Treff (Meet-up) are set 5 times a year

8. Discussing
the
needs
 Continuously we listened to the members of industry
 Making our success THEIR success
 Encouraging them to come up with ideas
 We learn what kind of financing is needed to help a Start-Up
The PROTOTYPE
Funding starts in 2006

9. Na/onal
Media
report
Gamecity HH: Hamburg quits
Prejudices against Computergames
Spotty faced boys, brutalized and
neglected – fault primarily of Computer –
and Videogames. That’s the credo of
many politian. Totally different in
Hamburg. In the Hanseatic Town games
development will be supported with public
money for the first time.

10. More
than
money
needed
 Discussions
reveal
a
problem
with
office
space
 Fairly
priced
offices
are
rare
 Most
contracts
are
given
for
3
years
minimum
 Small
Studios
work
on
projects
with
freelancers
which
last
12
to
18
months,
which
is
a
large
obstacle
to
start
business
Hamburg offers the first property specially designed for games
StartUps:
Gamecity Port

11. Rewarded
“Place
of
Ideas“

12. Libing
an
image
of
an
industry
 We look at the games industry as a vital part of the variety of
media companies in our region
 We set up events to exchange ideas with the film industry, the
advertising agencies and the music cluster
 We opened our best prestigious locations to set up high
ranking talks with our local government
The industry develops a new self-
esteem

13. Broad
Porcolio
of
ac/vi/es
 First
Federal
State
to
start
a
“Game
Master
Degree”
at
the
University
of
Applied
Science
 Establishing
a
“gamecityLab”
with
technical
equipment
enabling
students
to
create
games
 Organizing
Umbrella
Booths
at
Interna/onal
Fairs
in
Asia
and
the
USA
 Spearheading
Recrui/ng
Tours
with
companies
looking
for
young
talents
in
Germany,
Denmark
and
The
Netherlands
Trying to develop new formats of
Support

14. A
lot
of
Public
Rela/on
Work
 If
you
not
in
the
Media,
you
don’t
exist
 In
2012
we
send
out
151
Press
Releases
 With
this
we
gained
a
circula/on
in
print
of
7.294.379
and
with
online
32.181.507
 57
ar/cles
were
published
without
the
content
of
our
Press
Releases
which
gained
14.421.914
/
21.716.293
 In
Total
208
ar/cles
with
a
total
circula/on
of
46
Million
We are in the Media !

15. Results
 Strong
increase
in
employees
and
companies
 In
2004
we
counted
800
employees
3128 Permanent staff members
3708 Jobs Aug. 2013

16. Results
 Recent
development
show
a
slowdown
in
growth,
but
the
number
of
permanent
employed
staff
members
s@ll
rise,
while
the
number
of
companies
decrease
140

17. Innova/ve
?
Crea/ve?
 Innova/on
lies
in
the
approach
of
a
certain
industry
 Not
a
well-­‐paid
consultant
made
a
plan
 Developed
in
strict
accordance
with
the
industry
 Make
your
target
group
part
of
the
whole
aYempt
 It
became
a
real
JOINT
VENTURE
Every single step was a joint success and we did
not stop telling that

18. Condi/ons
of
Success
 Our
very
close
contact
with
the
industry
 Long-­‐las/ng
work
of
nearly
10
years
 Flexible
response
to
changing
needs
 Lean
management
(3
!
Persons
)
 One-­‐Stop-­‐Shop
approach
covering
all
demands
 Poli/cal
Back-­‐Up,
gained
through
our
sucess
It‘s simple to copy !

19. Construc/ve
Hindsight
 Discuss
the
needs
and
problems
 Develop
common
steps
 Give
them
a
feeling
of
being
taken
serious
 Do
PR
work
on
a
new
image
 Raise
journalis/c
interest
 Focus
on
commercial
success
of
the
industry
and
not
of
the
success
of
your
ini/a/ve
Let your target group become a vital part of the
strategy.

20. Contact
gamecity:Hamburg
Stefan
Klein
Hamburg@work
Tel
+49
(40)
22
70
19
41
stefan.klein@hwf-­‐hamburg.de

21. TABLE
RONDE
NOUVELLE
STRUCTURATION
ET
QUALIFICATION
DE
L'OFFRE
NEW
REGIONAL
MARKETING
AND
CLUSTER
Stefan
Klein
Directeur
de
Gamecity
Hambourg
Patrick
Cheenne
Directeur
du
développement
économique
de
l’Etablissement
Public
Paris-­‐Saclay
(EPPS)
Marcus
Anderson
Ancien
Directeur
des
affaires
publiques
du
Baltic
Sea
Forum,
directeur
recherche
et
business
de
Tendensor
AB
Yvan
Aymon
Président
de
Valais
Excellence