Australia - Country Commercial Guide
Creative Industries

This is a best prospect industry sector for this country. Includes a market overview and trade data.

Last published date: 2021-08-16

Overview

Contemporary Australia is home to a wide range of creative arts and industries, from world-class films, visual and performing arts, to publishing and the games industry. Australia has a vibrant arts, culture, and entertainment community which is known internationally for its unique cultural style and enriched Indigenous history.

Leading Sub-Sectors

Digital Games

Across mobile gaming, consoles and e-sports, Australia’s gaming industry has thrived over the course of 2020 – owing to lockdowns and a growing reliance on digital entertainment. The gaming sector in Australia was drawing less than $3.2 billion in revenues in 2019 – a figure that jumped to $3.4 billion in 2020. The 6% plus jump year-on-year continues a longer-term growth story in recent years, with a notable injection of momentum from the Covid-19 crisis. With the emergence of new gaming platforms such as mobile and virtual reality (VR), the Australian games industry has entered a period of renewed growth and energy. Approximately 60% of Australia’s share in the over US$80 billion games marketplace is earned from mobile and web games , though traditional platforms such as consoles and PCs still make up a substantial part of the local industry’s output.

This recent growth has been accompanied by a major shift in how local businesses operate. In the 1990s, the local industry was dominated by ‘work for hire’ contract projects for international clients, often on licensed intellectual properties. Today, Australia has shifted its focus toward original properties. Of the 225 companies actively creating games in Australia, over 75% identify themselves as independent studios working primarily on their own properties.

Opportunities

The demand for digital games is expected to grow across a wide range of applications. Nearly 70% of Australians play video games for entertainment, and they are also used extensively in education, medicine, disability services, mental health, and more.  The growth of the market has been spurred by the shift towards companies enabling and encouraging employees to work from home in the wake of the pandemic.

Games in Australia are backed by numerous government agencies and non-government organizations, such as Film Victoria, Screen Queensland, and Creative Victoria. The industry has an excellent track record of making efficient use of grants, providing substantial returns on government investment, and attracting significant private sector investment. The international games industry will continue to grow at a rapid pace, with industry self-reporting showing that 78% of local studios expect to grow in the next 12 months. With the global games market expected to top US$100 million in annual sales by 2025, Australia is well positioned to be a key player.

Thousands of jobs across Australia’s arts industry will be backed with a new $250 million targeted package to help restart the creative economy and get the entertainment, arts, and screen sectors back to work as they rebuild from the impacts of COVID-19.

A range of new grant and loan programs will roll out over the next 12 months to different parts of the arts sector to support the $112 billion creative economy and the more than 600,000 Australians it employs.

Resources

Austrade Digital Games Overview (https://www.austrade.gov.au)

Associations:

Creative Victoria is the state government body dedicated to championing, growing, and supporting Victoria’s creative industries by investing in the ideas, talent, organizations, events, and projects that make Victoria a creative state.

Film Victoria is the State Government agency that provides strategic leadership and assistance to the film, television, and digital media sectors of Victoria.

Game Developers Association of Australia is a non-profit, nongovernment membership organization that aims to raise the profile of the Australian game development industry domestically and internationally.

International Game Developers Association is a non-profit professional association built from a global network of collaborative projects and communities from all fields of game development.

Events

RTX Sydney Consumer Expo covers many fields of interest, with independent video games a major component.

Game Connect Asia-Pacific is Australia’s premier game development conference focusing on skills development, addressing industry trends, and forging connections between international business.