Ten Tips for Going Global

Employ these game-making and marketing tips and you could have the world at your feet, says Scott Steinberg, managing director of Embassy Multimedia Consultants

"Sweet – we're a hit in Luxembourg!"

Ah, yes… There's nothing quite like a colleague's gentle ribbing (generally accompanied by a rump-shaking jig) to remind you that no matter the field's progression to date, how far the videogame industry has yet to come.

In other words, what might signal death in another medium – one-hit musical wonders, we're looking at you – can instead herald the dawn of emerging opportunities in a still-maturing business such as interactive entertainment.

To wit: The key word in the quote above isn't Luxembourg. It's hit. Others see a country whose population is roughly .0016% that of America's. I see instead a potential, still-growing audience (roughly 474,413 proud citizens at last count) from which a small, independent development house or publishing studio could eventually derive a relatively healthy income.

A point which simply goes to illustrate a problem all-too common to our industry: Corporate myopia. In an era of increasing globalization, I'll be neither the first nor the last to say it. Maintaining a strict focus on domestic markets is tantamount to committing commercial suicide.

Before it's here, it's on the Bloomberg Terminal.