Annual Report Editorial

2019 ANNUAL REPORT EDITORIAL

EDITORIAL

“Our ambition is to bring together “The wide presence of video all the great initiatives that help games in homes incites concerns recognise and promote video but also opportunities for gaming." sharing. "

DEAR MEMBERS, Paris Games Week pursued its investment to DEAR MEMBERS, agreement with Silver Geek that will promote encourage everyone to take part in the event, access to digital technology for seniors and optimising its accessibility. Our ambition is to also develop their use of eSport as a leisure The tempo for 2019 bring together all the great initiatives that help 2019 was full of projects activity. was set by the many recognise and promote video gaming. and challenges for projects that promoted the video game eSport was also a very popular topic in 2019 with the rich fabric of video We support these initiatives at PGW and sector. With a market the ever-increasing involvement of political gaming, the many talented people in the also throughout the year with many projects representing over 4.8 billion euros in France, decision-makers and organisations. With the industry but first and foremost the gamers. This about important society issues. Our industry’s video gaming confirms its role in the life of presentation of the government’s 2020-2025 was translated by the heavy involvement of responsibility has always been a driving force French people, 49% of whom play regularly. eSport strategy, backed by both Cédric O and SELL in content production, event organisation for SELL, through the recognition of PEGI and This wide presence in homes incites concerns Roxana Maracineanu, the sector and France and investments in community initiatives. our many commitments, too. Today, SELL is and also opportunities for sharing. Esports in particular have become even more involved in optimising accessibility in gaming established. With its targets and missions, this Last year, we wanted to spotlight the different with CapGame, developing intergenerational Video gaming is an excellent media for roadmap gives the organisation all it needs to stages of creating a video game and its connections through video games with Silver circulating stories and discovering new worlds. help the government make eSport an attractive relationship with art through a series of Geek, promoting and improving sexual equality It is also an opportunity for families to share feather in France’s cap. documentaries: “Art & Video games” and “Game in our sector alongside Women in Games and, time together and create new connections. This in Progress”. This year, we are giving a voice to finally, through the PédaGoJeux collective, year, SELL wanted to raise awareness about The interest the public authorities and elected gamers through a series of portraits entitled raising parent awareness about children’s how important these play times are through officials have for our sector is demonstrated by “Player Profile”. These short videos tackle the leisure activities. a campaign for parents called “Good gaming, its recognition. Franck Riester, the Minister for connection between the passion for gaming good memories”. Its focuses are promoting Culture, awarded Julie Chalmette a Knighthood and other leisure activities like painting, sport I would like to thank Franck Riester, the Minister PEGI, game time and parental controls. from the Order of Arts and Literature for her and fashion. for Culture, for awarding me a Knighthood from commitment to video games, culture and the Order of Arts and Literature. I'm extremely The intergenerational connection created diversity. Through our Chairwoman, it is our These passionate fans came together for Paris honoured to have received this award. I see it through video gaming is something that entire creative industry that is recognised for Games Week which welcomed some 317,000 as important recognition for our sector and the SELL is developing with Silver Geek. This its talent and work. visitors. The event that celebrated its 10th women who have contributed to it. organisation wants to build social connections edition closed its doors with a new visitor by helping seniors in care homes discover The SELL team would like to congratulate Julie record. PGW is a reflection of the passion that This year again, SELL members have video games. Workshops were set up by Chalmette once again for her hard work for drives us and enables visitors to witness the demonstrated their keen motivation for young people on civilian military service, SELL over the last three years, focusing our industry’s many facets. A great many products our vocation. Thanks to all of you for your helping build connections between the actions on promoting a responsible industry, for the festive season and 2020 previews were contribution and commitment. generations. This programme also includes a the gamers and highlighting the sector’s tested. competition with the organisation of eSport talented people. JULIE CHALMETTE tournaments between care homes all over SELL CHAIRWOMAN France. To help the organisation roll-out EMMANUEL MARTIN its project nationally, SELL signed a partnership GENERAL DELEGATE OF SELL 2 3 SELL

CONTENTS SELL CONTENTS WHO WE ARE

SELL 5 he Union of Video Game Publishers is a professional organisation About us 5 made up of businesses from the video game sector specialised Members 6 in publishing. With 23 members, 20 publishers and three The board of directors 7 associate members, SELL is the spokesperson for video game Tbusinesses in contact with gamers, families, politicians, organisations Our missions 8 and the media. Our partners 10 High points in 2019 12 Publishers are specialists in video game promotion. They find and Representing video game editors 14 support talented studios and provide the distribution, marketing and advertising resources for what they create. SELL’s vocation Public affairs 14 is to federate these partners and encourage their work on agreed The structure of eSport 20 actions, expressing the richness, creativity and responsibilities of this Informing, protecting and supporting initiatives 22 industry. Its main missions are to promote video gaming and raise Informing and protecting 22 awareness of gamers and their families about best practices, so they can enjoy gaming with peace of mind. Safeguarding video games 24 Supporting inclusion 26 Promoting video games 28 Paris Games Week 2019 28 Key figures 30 SINCE 1995, EVERY YEAR IDEF 2019 32 Creating benchmark content 34 THE UNION WORKS AND INCREASES A cultural and artistic dimension: video games and talent 36 ITS ACTIONS IN LINE SELL in the media 38 Structuring market information 40 WITH THE SECTOR’S Market figures 40 DYNAMIC DEVELOPMENTS French people and video games 41 Union life 42

4 5 SELL

SELL THE BOARD MEMBERS OF DIRECTORS

Activision Blizzard Bandai Namco Entertainment Bethesda Frédérique Christophe Havart Julie Chalmette de Fondaumière

Electronic Arts Focus Home Interactive Microids Dominique Cor John Bert Yves Bléhaut

Microsoft Nintendo Sony Interactive Entertainment Ina Gelbert Philippe Lavoué Philippe Cardon

Take-Two Interactive Ubisoft Warner Bros. Entertainment Patrick Bellaiche John Parkes Yves Elalouf and Michel Magne

The Board of Directors would like to thank Hugues Ouvrard for his hard work. 6 7 SELL

SELL

PROMOTING VIDEO GAMES OUR MISSIONS SELL’s mission is to promote video gaming, the industry’s innovations and creativity with the general public, national and European stakeholders and also the media, through various messages and REPRESENTING THE PUBLISHING INDUSTRY statements and also two annual benchmark events: As an industry spokesperson, SELL’s primary vocation is to defend the interests of its members and, • IDEF – created in June 2006, this trade show brings together manufacturers, publishers, accessory more generally, the entire video game sector. It is the key contact with public authorities, politicians manufacturers and buyers to generate business; and also innovative and cultural ecosystems. • Paris Games Week – created in October 2010, this general public exhibition promotes the entire To achieve this, SELL is involved with several organisations and working groups: gaming ecosystem every year to share the sector’s new products with gamers. The 2019 edition • Inter-ministerial working group made up of the General Directorate for Enterprise (DGE), the CNC, hosted some 317,000 visitors and 194 exhibitors. the National Video Game Union (SNJV) and SELL; • CSA – member of the Child Protection Commission; • CNC – member of the Commission for Diversity in the Cultural Sector; • ISFE – member of the Board of Directors; • Industry monitoring committee; • Strategic guidance for the National Digital Council; • France Esports – Secretary General and member of the Board of Directors.

INFORMING, PROTECTING AND SUPPORTING RESPONSIBLE INITIATIVES Since its beginnings, SELL has been committed to a corporate social responsibility initiative to inform and protect the consumer. In this way, the organisation operates in many areas to raise the awareness of gamers, parents and families about how to play video games. This investment is represented by concrete actions: • PEGI – created in 2003 and approved in 2015 by the French government, this European video game STRUCTURING MARKET INFORMATION system that rates the games according to content and age provides clear and precise information SELL works with partners to provide the whole ecosystem with reliable studies on the video game about video games; market, gamer profiles and also gamer purchasing and use. Several panels are used to provide this • PédaGoJeux – a collective created in 2008 by bringing together people from public bodies, the analysis: gaming industry and associations. Its aim is to guide parents and educators through the world of • GSD panel: Game Sales Data (distributors and digital) – ISFE/B2Boost; video gaming; • GameTrack panel (consumers) – ISFE/IPSOS; • Supporting organisations working on responsible inclusion: Women in Games to promote diversity, • Annie App panel (mobile) – ISFE; CapGame to develop accessibility and Silver Geek for intergenerational connection. • Other surveys: “French people and video games” – SELL/Médiamétrie. 8 9 SELL

SELL OUR PARTNERS OUR NATIONAL PARTNERS

Every day, SELL works with many partners to promote video game development. It is an ex officio member of the Board of Directors of the Interactive Software Federation of Europe (ISFE), chaired by Olaf Coenen (Electronic Arts). Within this European federation, SELL regularly networks with its European counterparts.

SELL is also a member of the international Global Working Group, which brings together unions from the video game industry around the world.

SELL works with local organisations, in particular PédaGoJeux, CapGame, Silver Geek and Women in Games as well as the National Video Game Union (SNJV) and the regional business cluster Capital Games. OUR MEMBERSHIPS AND MANDATES OUR INTERNATIONAL PARTNERS

CSPLA HIGH COUNCIL FOR LITERARY AND ARTISTIC PROPERTY

10 11 HIGH POINTS IN 2019 HIGH POINTS IN 2019 HIGH POINTS IN 2019 > A new advertising campaign: > Partnership between “Good gaming, good memories” SELL and Silver Geek To help parents with the fast-approaching Silver Geek is an organisation promoting access festive season, SELL launched a new to digital technology for seniors, limiting information and awareness campaign to give their isolation by developing social and them the necessary information for worry-free intergenerational connections. video gaming at home. Young people in civilian military service have This campaign called “Good gaming, good been running workshops on video games in care memories” was on television, in the press and homes. After an initial year of collaboration, online from 15th November to 15th December. SELL wanted to be more involved with Silver The Minister for Culture Franck Riester awarded Julie Chalmette, Chairwoman of SELL, a Knighthood For the first time, it covered all the tools and Geek and signed a partnership to help the from the Order of Arts and Literature. best practices in video gaming, from compliance organisation roll-out its actions on a national with PEGI labelling to gaming supervision and scale. > Julie Chalmette receives a Knighthood from the > 2020-2025 roadmap for eSport activating parental controls. Order of Arts and Literature After the eSport Conference which took place in On the preview evening for the 10th edition of the first half of 2019, the government presented Paris Games Week, the Minister for Culture Franck the 2020-2025 eSport strategy at the preview Riester awarded Julie Chalmette, Chairwoman of evening of Paris Games Week. Backed by both SELL, a Knighthood from the Order of Arts and Cédric O, the Secretary of State for Digital Literature. Business, and Roxana Maracineanu, the Minister This honorary French award recognises people for Sport, this inter-ministerial roadmap who through their creativity have made significant promotes the actions of France Esports, contributions to the arts or literature, or have legitimising the organisation and setting clear helped propagate the fields of arts or literature in objectives to increase eSport development in France and around the world. Franck Riester who France. Like, for example, support for creating came to the exhibition to give the award, wanted an eSport training sector or promoting the to celebrate Julie’s investment and commitment appeal of France and its eSport ecosystem. to video gaming, culture and diversity. He said: “Through Julie, this recognises the high-standards of this creative industry and celebrates all the talented people that bring video games to life."

12 13 REPRESENTING PUBLISHERS REPRESENTING PUBLISHERS

of many studios all over France. The CIJV Finally, Céline Calvez wanted to make the video PUBLIC also turned out to be an important draw for game tax credit dependent on diversity. The international businesses which invested more member of parliament explained that this heavily in French production studios. This amendment was only an appeal amendment AFFAIRS assessment compared different and similar tax to question the role that tax credits can play credits elsewhere in the world, demonstrating in reducing inequality before withdrawing the international competition in this field. amendment. The subject should be discussed AS WELL AS A BUSY TIME FOR THE FRENCH PARLIAMENT, It was shared with all stakeholders working again within the framework of the 2021 Finance FOR SELL 2019 WAS MARKED BY MANY INITIATIVES on the Finance Bill for 2020 (parliamentarians, Bill. FOCUSED ON CHALLENGES THAT REPRESENT PREVENTION public administration, ministerial cabinets, AND PROTECTION OF YOUNG GAMERS. etc.). SELL’s actions upstream and during this Finance Bill meant that only the amendment SELL met with key people working on the requesting a report from the CNC on the Finance Bill, in particular Bertrand Sirven, use of tax credits was adopted, the others Assistant Director of the Cabinet of Bruno Le being either withdrawn or rejected. However, Maire (Minister of the Economy and Finance), it is important to follow the work that will to raise their awareness about the necessity take place throughout 2020 to influence the of keeping the tax credit. Meetings with assessment of the video game tax credit and the most involved parliamentarians were the directions that may be explored and avoid also organised, which helped forestall the any conditioning of the CIJV that would damage government’s wish to criticise the video game the industry. tax credit. Unfortunately, these efforts did not prevent several of them rolling out initiatives for reform. The general budget rapporteur at the French National Assembly, Joël Giraud, wanted to implement limitations on the tax credit as of 31st December 2022. This amendment was initially Speech by Cédric O, Secretary of State for adopted by the Finance Commission before SELL Digital Business, during PGW. was able to ensure its withdrawal during a public session. So the video game tax credit has been SELL ran a huge campaign promoting the This assessment measures the effects of the saved from any limitations this year. CIJV (video game tax credit) to safeguard its CIJV between 2014 and 2018, in particular Furthermore, the general budget rapporteur conditions. demonstrating the impacts of the reform in adopted an amendment to set up an annual The video game alliance Budget preparation in 2019 heard key 2016. It illustrates the CIJV’s very positive effects assessment of all tax credits managed by for the environment. announcements from the government about on the French economy as over five years it the CNC, including the video game tax credit. cutting tax breaks and different tax credits. helped create 3,100 jobs and 270 M€ of added This assessment report should in particular The increase in environmental questions about The risk of an attack on the CIJV had been value. The CIJV also had a positive impact on analyse the impact of the CIJV on France’s digital technology anticipated by SELL which had launched an the government’s revenue; one euro invested in appeal as a nation and the direct and indirect In a Cabinet meeting on 10th July 2019, the upstream assessment of this tax credit to the video game tax credit generates up to €5.30 business it generates. It should also provide French government adopted the draft bill to demonstrate its effectiveness and positive in tax revenue. The CIJV benefits the whole recommendations to limit the cost of the CIJV if fight waste and promote the circular economy. impact on businesses and jobs. nation, in particular enabling the development it should increase. 14 15 REPRESENTING PUBLISHERS REPRESENTING PUBLISHERS

This draft bill initially had four major chapters: about any new obligations that could impact more particularly with its General Secretariat, 1. Consumer information; the future of video game publishers. to better understand the bill’s content, the 2. Fighting waste; directions chosen by the government and try 3. Reinforcing manufacturer responsibility; The Senate also examined the text, announcing to influence this reaction, taking into account 4. Transposition of directives. the creation of a fact-finding commission on the content of the directive on copyright and During the debates, the Senate considerably the environmental impact of digital technology. the problems encountered by its translation broaden the field of the text to cover in In early 2020, SELL will present the measures into French. Even if this did not help with the particular the question of digital technology the industry has taken to demonstrate how writing of the bill, the issues were nevertheless and planned obsolescence, where the text motivated it is in this challenging field and also better understood by the people writing it, initially covered the sectors of furnishings, the measures that could be proposed by the in an attempt to try and move the situation Franck Riester, Audrey Leprince textiles, construction and the challenges of Senate to effectively reduce the environmental forward with the parliamentarians involved. and Julie Chalmette at PGW. plastic packaging. impact of video games. At the National Assembly, Aurore Bergé (LREM, The 10th edition of Paris Games Week was After examination, the National Assembly also Yvelines) was appointed general rapporteur marked by institutional recognition for the significantly modified and added to this text. for the audiovisual draft bill, responsible for industry, those involved and SELL’s chairwoman Included in these modifications: the organisation and transposition of the SMA From 30th October to 3rd November 2019, the - The obligation for any product from directive. 10th edition of Paris Games Week (PGW) brought the EPR industries sold on the market for Two other rapporteurs were appointed: together 317,000 visitors over the exhibition’s household use to have the Triman symbol, as - Sophie Mette (Modem, Gironde), five days. At PGW, video gaming is showcased of 1st January 2021; responsible for the transposition of the as a real societal phenomenon: a reputed and - For electric and electronic equipment, directive on copyright and the fight against popular pastime. eSport, innovations, culture, an extension of the requirement to inform pirating; responsible gaming, inclusiveness...all these the consumer about the availability or non- - Béatrice Piron (LREM, Yvelines), responsible elements made the 2019 edition a genuine availability of spare parts, as of 1st January for public service broadcasting. success with everyone sharing this celebration 2021; Rapporteurs for notices from other commissions of video gaming. - The obligation for manufacturers or were also appointed: There were several institutional visits and importers of electric and electronic equipment - Éric Bothorel (LREM, Côtes-d’Armor) will events at 2019’s Paris Games Week. The event to display, with no cost to the seller, the Franck Riester tests a VR headset at PGW. be the rapporteur representing the Economic was attended by Sophie Cluzel, Secretary of reparability score for the equipment and the Affairs Commission; State for the Prime Minister responsible for parameters that helped determine said score, SELL anticipated the debates on the audiovisual - Jean-François Portarrieu (LREM, Haute- People with Disabilities, and Cédric O, Secretary as of 1st January 2021; draft bill by working on the preliminary draft Garonne) was appointed rapporteur of State for Digital Business, for the Economy - The ban on making the repair or bill and, in particular, the transposition of the representing the Foreign Affairs Commission; and Finance Minster and the Budget Minister, reconditioning of a device impossible outside directive about copyright. - Christine Hennion (LREM, Hauts-de-Seine) who spoke at the eSport Summit before a long of authorised channels; The draft bill on audiovisual communication was appointed observation rapporteur for the tour of the exhibition and its booths. - The obligation for manufacturers, importers and cultural sovereignty in the digital era was audiovisual draft bill. Adrien Taquet, Secretary of State for Child and distributors of new non-food products adopted in a Cabinet meeting on Thursday 5th For the Senate, the appointment has not been Protection for the Minister for Solidarity and to re-use or recycle their unsold products, December 2019. It proposes the transposition made official, but Jean-Pierre Leleux (LR, Alpes- Public Health, chatted with many families, both from 31st December 2021 for products of part of the directive on copyright and Maritimes) should be appointed rapporteur. parents and children, about video gaming and subject to EPR and from 31st December 2023 related rights in the unique digital market. In preparation for the National Assembly screen time. for others. When the administration was writing the debates, SELL has requested meetings with key SELL followed all the stages of this text so it draft bill, SELL actively worked with the legal parliamentarians to discuss this text and video could warn its members as early as possible departments of the Ministry for Culture and gaming issues. 16 17 REPRESENTING PUBLISHERS REPRESENTING PUBLISHERS

Denis Masséglia, member of parliament To achieve this, he is planning on giving parental control resources and making said for Maine-et-Loire and Chairman of the parents more control of children’s use of resources easier to use. National Assembly’s video game study digital technology with the implementation of In association with all those involved and group, accompanied several parliamentary parental controls that are by default, instead in particular telecoms operators, smart delegations to reinforce discussions between of voluntary. This obligation, still vague at this operating system providers and the CSA, professionals, gamers and legislators. time, should concern internet access providers awareness campaigns about parental Paris Games Week also received a visit from the and operating systems. If internet providers control resources will be organised. new chairman of the National Cinema Centre do not propose a solid solution to the issue, Furthermore, a single platform grouping (CNC) Dominique Boutonnat, who came to learn he will propose a law that imposes mandatory together all the information about the different more about the video game sector and all those parental controls. Furthermore, France’s existing parental control systems will be made involved with the creative side of the industry. President believes that simply declaring available to the public by the end of the first Finally, the visitor that most thrilled the your age is not enough to prohibit access to half of 2020. exhibition this year was Franck Riester, pornographic content for minors under 15 years A practice committee was set up at the end Minister for Culture, who came to award Julie old. His ambition is to generalise age checking of 2019 to precisely measure the threat, the Chalmette with a Knighthood from the Order resources for pornographic sites. availability of parental control systems and the of Arts and Literature. Mr Riester explained These announcements follow an initiative progress made over a year. Regular tracking that “this Knighthood from the Order of Arts already launched by the Secretary of State for should help assess the effectiveness of the and Literature recognises Julie Chalmette’s Child Protection, Adrien Taquet, with a view measures taken with all involved and if said struggles and all those who share them with to signing a protocol for the prevention of measures are insufficient, in autumn 2020 a her. The struggle for video gaming, the cultural exposure to pornographic content for minors. legal obligation for default parental control struggle, the struggle for equality between In application of this protocol, telephone will be introduced on all mobile phones and men and women and finally, the fight for operators and internet access providers are tablets sold in France. diversity. Through Julie, this recognises the improving information for parents about high-standards of this creative industry and celebrates all the talented people that bring Poster for the “Good gaming, good memories” campaign. video games to life”. created by playing video games. It highlights Launch of a new awareness campaign about the importance of reduced gaming times, the Adrien Taquet, Secretary of State for Child Protection, answers questions PEGI symbols as the government and the need to choose games adapted to the child’s from parents about video gaming administration ramp up their actions about age and promotes the use of parental controls. at PGW. children and screen time By learning about video gaming, we understand SELL launched an extensive awareness drive which boundaries not to break and which about protecting young audiences when rules to lay down. We create moments when they play video games through a campaign the family can bond together. The campaign promoting PEGI and parental controls. This was very well-received and was supported campaign should help everyone understand by several important public institutions. that there is an audience for every game and a In parallel, for the 30th anniversary of the game for every audience. International Convention on the Rights of the Operating through different media channels with Child, France’s President Emmanuel Macron the ambition of reaching the greatest number of made a speech at UNESCO during which he people, the campaign has a positive message, lengthily covered the issue of protecting showing moments of bonding and sharing children in the digital arena. 18 19 REPRESENTING PUBLISHERS REPRESENTING PUBLISHERS

Our country can also count on the commitment - Introducing a better framework for training and support of sector professionals, both private video game players through the creation of a and public, federated around France Esports, France Esports label; the collegial model of which inspires other - Improving the structure of a video game ecosystems around the world. competition network at an amateur level, with France Esports at its head; Growing parliamentary concern about eSport - Creating a France Esports qualification for In July 2019, Denis Masséglia presented the eSports events with specifications that include findings of a parliamentary working group on inclusiveness, diversity and accessibility; eSport. Through its general delegate, SELL was - Encouraging agreements between publishers involved in this working group. and France Esports covering intellectual property On this occasion, Mr Masséglia underlined the issues in amateur eSport competitions that difficulty France has in terms of its attractiveness: publishers could be incited to finance; the employment conditions most interesting - Reviewing the status of professional players for gamers are in other countries because of as created by the Lemaire law which is too strict Presentation of the government’s tax advantages. Furthermore, French labour law and does not allow for the requirements of eSport strategy with France Esports. is not immediately adaptable to the specific professionals; characteristics of eSport with few jobs and - Establishing a visa policy adapted to eSport competition with contracts offered by other players. THE STRUCTURE OF countries which are more financially rewarding and more flexible in terms of employment conditions. SELL met with Denis Masséglia regularly The report by the chairman of the working group as he wrote the report to move certain ESPORT IN FRANCE has 16 recommendations, including: recommendations forward and redirect others to - Setting up a ministerial department for promote development of the sector. More support from the government The eSport Conference helped the government France Esports and giving it new missions that to encourage this sector’s development prioritise its actions to support the needs of this could be public service contributions, and writing The eSport Conference was organised jointly by constantly changing industry with in particular a contract containing objectives and resources. the General Directorate for Enterprise (DGE), the the formulation of a roadmap with the ambition of Financial compensation could be made in return; Directorate for Sport (DSS) and France Esports making France the European leader in the eSports and involved a series of consultative workshops. sector by 2025. The strategy focuses around four These workshops run by Chloé Borie, policy officer key directions: for the Ministry for Industry, brought together a - Promoting the development of responsible wide range of businesses and organisations from and social eSports; the French eSport sector. - Supporting the creation of a training sector The workshop themes prepared in collaboration with a particular focus on high-level players; with France Esports were as follows: national - Implementing a support policy to help French and local structure, inclusiveness, training and people develop in eSports; the status of professional players; business - Promoting the appeal of France and its eSport development and innovation; appeal of ecosystem. the industry and the organisation of major France is lucky to have a pool of high-level eSport international events. gamers who excel at international competitions.

20 21 INFORMING, PROTECTING INFORMING, PROTECTING AND SUPPORTING INITIATIVES AND SUPPORTING INITIATIVES

Ministry for Economy and Finance, the Ministry INFORM for the Budget and the Ministry for Culture which granted it the official status of a general AND PROTECT interest campaign. Broad visibility for this campaign The campaign was broadcast on the France A major awareness campaign: Télévisions network, enjoying preferential “Good gaming, good memories” rates because of its non-commercial nature This year, SELL opted for a more global and was rebroadcast on TF1. To reach the message about video gaming with your family. maximum amount of families unfamiliar with The campaign covered all the tools and best video gaming, it also appeared in Télérama, practices with three clear focus points: choose Version Femina and TV Magazine which are the a game adapted to the age of the child thanks two best-selling magazines in France. Online, to the PEGI label, supervise the time spent and the campaign reached over 12 million parents the actual gaming and set up parental controls. of children under the age of 3. Finally, retailers Rolled out as a television and online advert and such as Leclerc and Fnac helped relay the relayed in the press, the “Good gaming, good campaign by promoting it on their online stores memories” campaign was supported by the and social media.

The PEGI system recognised by the French government PédaGoJeux.fr game. To extend its scope, it is developing SELL has always worked for institutional This approval firmly establishes the system SELL is a founding member of PédaGoJeux a network of ambassadors, state or charity recognition of the PEGI label and to convince the used since 2003 by the video game sector and works hard to develop it. Since 2008, organisations working in the fields of public authorities of the quality and legitimacy and demonstrates that a collective and this collective has had a mission to raise family awareness and information. In 2014, of the regulation developed by the video game voluntary initiative taken by responsible awareness and help people understand this programme received the "Défenseur industry. On 17th December 2015, the French professionals can guarantee the public stability video gaming. PédaGoJeux guides parents des droits" label dedicated to the 25th government officially approved PEGI; the decree and security. This recognition represents an by providing best practices that help them anniversary of the Convention on the Rights establishes by law the use of the system that historic exemplary success for video gaming. better support their children when they of the Child. rates video games by age and by risk. 22 23 INFORMING, PROTECTING INFORMING, PROTECTING AND SUPPORTING INITIATIVES AND SUPPORTING INITIATIVES SAFEGUARDING VIDEO GAMES

Currently, video gaming is a leisure activity that is share this fantastic story with the general public well-established in the habits of French people and through several projects with different partners. has been for several years. It has travelled through The evolution of gaming has been explained in the the generations with different consoles and many documentary Itinéraires du jeu vidéo (The journey of Bibliothèque nationale de France (BnF) licences and today has become a genuine mainstream video games) made by SELL in 2017 and available on The French National Library (BnF) collects, phenomenon. SELL is working hard to safeguard and the SELL TV YouTube channel. catalogues, safeguards, enriches and promotes the nation’s documentary heritage. It has the largest public collection of video games with over 17,000 titles, from gaming’s origins to recent releases. For two years, the BnF has taken part in PGW. At its booth, it shows how it curates video games and it also organises a day of conferences. Organised by both the BnF and SELL, in 2019 these conferences focused on the fantasy world and the game Lie in my Heart.

MO5.COM MO5.COM is a non-profit association (under French law 1901) founded on 31st January 2003 with the objective of preserving digital heritage. Thanks to a great many donations since it was National Conservatory of Video Games first founded, MO5.COM has managed to create The National Conservatory of Video Games (CNJV) has a mission to gather one of the most important digital heritage industrial and personal collections to preserve, archive and facilitate collections in Europe. The organisation presents their study and promotion. Its objective is to share the developments part of this collection every year at PGW in an in the video game sector in terms of technology and also creativity and area dedicated to retrogaming. This booth design, providing access to the methods, processes and techniques that allows parents to share their gaming memories have helped create video games from the olden days of Pong to today’s with their children on vintage consoles and also virtual reality. presents the ancestors of current video games. 24 25 INFORMING, PROTECTING INFORMING, PROTECTING AND SUPPORTING INITIATIVES AND SUPPORTING INITIATIVES SUPPORTING INCLUSION Silver Geek: bringing generations together For several years now, SELL has been working to encourage inclusiveness in the video game sector through video gaming and in eSport. The union has partnered several organisations to help fulfil its mission. To build connections between the generations, since 2014 Silver Geek has been developing a programme that introduces seniors in care homes to new technologies and how to play video games, with help from young civilian military service volunteers. For a year, SELL and Silver Geek have been working together to promote the organisation during Paris Games Week, in particular with exhibition matches between seniors. This year, their collaboration progressed to another level with the signature of a partnership agreement to help Silver Geek roll-out its project on a national scale.

CapGame: video games accessible to everyone Video gaming may be the leisure activity for a majority of the French population but at times it is not accessible for everyone. CapGame works to improve accessibility to gaming through five types of actions including game tests, developing software and equipment solutions, Women in Games: promoting Twitch channel which broadcasts interviews, research, eSport and also support for video diversity to increase creativity game tests and other original content. Finally, game professionals. CapGame also ran the “Play as you are” zone which This year has seen the launch of many projects. Women in Games represents video gaming SELL decided to increase its involvement in hosted different organisations working to improve Women in Games sponsored a trip for three in the Femmes@Numérique collective and accessibility, in particular at PGW. With the help accessibility in the video game sector. Finally, women for the GDC, organised many networking contributes to the diversity working group led by of CapGame, many resources were rolled out to at Paris Games Week the organisation also held meetings and took part in lots of shows and the CNC, proof of the organisation’s legitimacy. make visits easier for people with disabilities. the finals of the CapGames Arena, an inclusive exhibitions to present video game careers to SELL helped Women in Games increase its Signing for the hearing impaired and maps in competition on the exhibition’s main stage with young women. The organisation also set up an visibility with a booth at Paris Games Week Braille were widely available throughout the three games: Street Fighter V, eFootball PES 2020 and eSport incubator to offer high-potential women where games developed by mixed teams were exhibition. Forza Motorsport 7. gamers personal coaching and launched its promoted in the Made in France zone. 26 27 PROMOTING VIDEO GAMES PROMOTING VIDEO GAMES PARIS GAMES WEEK PARIS GAMES WEEK 2019 2019

THE 10TH PARIS GAMES WEEK! THIS YEAR ONCE AGAIN, PARIS GAMES WEEK WAS A FABULOUS OPPORTUNITY TO DISCOVER ALL THE ASPECTS OF VIDEO GAMING.

More than ever before, this 10th edition of Paris Whether it was testing the latest new products for Games Week excited all the generations who the festive season, previewing some of the most came to celebrate video gaming. 317,000 visitors keenly awaited games for 2020 or watching eSport of all ages came to game, discover and share competitions, the pleasure of gaming was shared their passion in some 80,000 square metres of by the different generations as never before: exhibition space at Paris Expo Porte de Versailles. children, teenagers, parents and grandparents!

PGW official store Centre Pompidou booth

PGW Junior Parents’ lounge

“We’re all gamers! A stroll through the alleys at the exhibition was all you needed to understand the broad range of visitors there. The involvement and commitment of manufacturers, publishers, studios, organisations PGW Family and associations have helped us enrich the exhibition’s events over the For 2019, hall 2.2 at PGW was renamed “PGW Family” years to address new audiences today. 2020 will reflect a new stage: a with the development of a strong focus on sharing as second decade for Paris Games Week. The industry’s creative strength a family. A family circuit guided parents and children combined with its capacity for innovation mean we still have a great deal round the main booths in this hall. A prize was given of surprises in store over the coming years.“ to the children taking part! Emmanuel Martin, General Delegate of SELL

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317 Square metres 316 (1 = 1,000) 307 310 304

Exhibitors 272 PARIS GAMES WEEK 2019 (1 = 1) 245 Visitors KEY FIGURES (1 = 1,000) 212 180 194 188 176 180

120 123 44% 114 PARIS AND GREATER PARIS 79 80 80 80 80 60 51 50 36 32 28 24 26 14 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 ELSEWHERE53% IN FRANCE

2,597 MEDIA 1,303 73% 27% ARTICLES AND MENTIONS, ACCREDITED 3% INCLUDING 229 FEATURES JOURNALISTS OVERSEAS AND 14 HOURS OF TV AND RADIO 2,368 10,935 1,400 FOCUS ON VISITS TO PGW ARTICLES IN THE PRESS ARTICLES AND REPORTS ACCREDITED AND ONLINE ON BLOGS AND SOCIAL MEDIA INFLUENCERS A FRIENDLY AND A SHOW FAMILY EXHIBITION FOR FANS

of visitors play SOCIAL MEDIA visited video games at with friends least once 155,900 628,000 72,000 8,200 43% 86% a week FOLLOWERS FOLLOWERS FOLLOWERS FOLLOWERS

as a family are eSport with children fans 31% 55% +2% -0.2% +48% +15% growth growth growth growth MAIN REASONS FOR VISITING TOTAL TOP THEMES: 66% 66% MENTIONS 1 GAMES AND CONSOLES For fun and the To77% discover To try out 2 BOOTH EVENTS atmosphere new products the games 974,589 3 INFLUENCERS 30 31 PROMOTING VIDEO GAMES PROMOTING VIDEO GAMES IDEF 2019

The 14th edition of IDEF took place on 1st, presented at the opening conference. This 2nd and 3rd July 2019. The event was held at report is a joint project between SELL, GSD the Juan-Les-Pins Palais des Congrès and was and GameTrack detailing the sector’s business attended by publishers Activision Blizzard, activity, gamer profiles and their purchasing Bandai Namco Entertainment, Electronic Arts, habits. The event is also a unique opportunity Just for Games, Koch Media, Sony Interactive to bring together the major players in retail and Entertainment, Take-Two Interactive and publishing in fun surroundings for business Ubisoft. meetings; a great start to the second half of the IDEF 2019 saw the return of the market report year and the festive season.

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Essential Video Game News - special issue: Terrains de jeux CREATING This video documentary accompanied by a special issue of Essential Video Game News explores 50 years of technological innovations. What are the major phases that represented this industry’s development? Which technologies from video games have spread to other sectors? What are the current video game BENCHMARK CONTENT trends that are shaping our future? A panel of video game industry experts attempts to answer all these questions. SELL CONTINUES TO SPOTLIGHT ESSENTIAL TOPICS FOR THE SECTOR. IT IS THE VOICE OF THE INDUSTRY’S VALUES: CREATIVITY, RESPONSIBILITY, SHARING, DIVERSITY AND UNIVERSALITY.

A dynamic and innovative industry: Essential Video Game News Providing market figures and gamer purchasing habits, every year SELL publishes several issues of Essential Video Game News, reporting on different studies about the French video game market and the profiles and uses of gamers.

34 35 PROMOTING VIDEO GAMES PROMOTING VIDEO GAMES A CULTURAL AND DEVELOPING ARTISTIC DIMENSION: SELL'S VIDEO GAMES DIGITAL ECOSYSTEM AND TALENT VIDEO STATS IN 2019, SELL INTENSIFIED ITS COMMUNICATION STRATEGY, total views ESTABLISHING AN ACTION PLAN BASED ON PERMANENT PROMOTION OF THE VIDEO GAME SECTOR THROUGH CONTENT CREATION. THE OBJECTIVE HERE IS TO GIVE A VOICE TO TALENTED PEOPLE, TO SPREAD THE WORD ABOUT OUR SECTOR. 700,000 371,000 on YouTube completion rate: 48.2% Player Profile Play as you are YouTube like rate: 94% Through this new web series, SELL interviews men This nine-minute video shows how video gaming and women gamers and particularly focuses on is an inclusive activity for people with disabilities. their many different passions. Fashion, running, Professionals, charity workers and people with painting, cinema... These hobbies may initially disabilities discuss initiatives that have made SELL seem unconnected, but they are all linked. gaming accessible to all and helped change Creativity, competition, sharing...these talents society’s views of disability. Video gaming is a are communicable and complement each other fantastic tool for breaking down barriers and 762 2019 820 perfectly. getting everyone to play together. FOLLOWERS FOLLOWERS +86% 11,682 +67% FOLLOWERS + 28% 2,200 VS. 2018 7,900 SUBSCRIBERS FOLLOWERS +44% +17%

Daily monitoring of the entire ecosystem and creation of a discussion and information cell for agencies that work with SELL

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MARKET REPORT 2019 SELL 194 MENTIONS, INCLUDING IN THE MEDIA

“The growth of French video “A record year for gaming, always two figures, video gaming in France." PRESS riding the digital wave." 26 RELEASES Lunchtime television news “The video game market “The French video game market grew 15% in 2018." PRESS CONFERENCE: grew by 15% in 2018." 1 PARIS GAMES WEEK INTERVIEWS81

LAUNCH OF THE “GOOD GAMING, GOOD MEMORIES” CAMPAIGN 3,141 81 MENTIONS INCLUDING PRESS TRIP PRESS Before Christmas, parents are made “SELL launches a new aware of best practices for video gaming: awareness campaign about E3 WITH EUROPE1 1 / LE FIGARO / ARTICLES “Families need to talk about this issue." video gaming." KONBINI / LE POINT POP

“Are you unsure about giving your “Good gaming, child a video game for Christmas? good memories." WEEKLY PRESS How to discuss the issue without 47 REVIEWS stress or arguments." 38 39 STRUCTURING MARKET INFORMATION STRUCTURING MARKET INFORMATION MARKET FRENCH PEOPLE FIGURES AND VIDEO GAMES

A benchmark source for French market figures, since its beginnings SELL has published many The “French people and video games” study by structural studies for the sector. It works with the ISFE and different research organisations to provide Mediamétrie for SELL aims to define the profile information about the video game market, the profiles and purchasing habits of French gamers. of a typical video game player. By analysing the answers of over 4,000 interviewees, the survey shows changes in player typologies, their GSD gaming, buying, cultural and leisure habits. This Launched in 2013, the GSD survey is delivered every year in October, for project is the result of a Paris Games Week. European initiative run by the ISFE with around a hundred partners, with the aim of unifying data collection from different territories and regrouping this data (physical or digital) within one tool available to trade associations, distributors and video game publishers participating in the panel. The retail panel has been launched in 23 European countries. The GSD digital panel today covers 43 countries in Europe, the Middle East, Africa and Asia-Pacific. These panels are operated by B2Boost.

across all platforms, helping to generate an in- depth view of their gaming habits and uses. The GameTrack countries covered are France, the UK, Germany GameTrack is an additional project set up and Spain and also the United States and in 2011, built around a consumer panel and Russia. GameTrack supports the GSD project by managed by Ipsos for the ISFE. GameTrack data providing a more global vision of the markets in comes from monthly survey data published which it operates. quarterly. It analyses the demographics of European gamers, their buying behaviour 40 41 UNION LIFE UNION THE TEAM LIFE

SELL’s actions are structured around the Board Games Week, advertising) to define the union’s Emmanuel Anne Sophie Camille Julie Meryl of Directors, heavily invested in all problems actions with member representatives. Martin Montadier Adam Chalmette Pioche dealt with by the professional organisation. General Delegate Communication Public affairs and Chairwoman Marketing Manager SELL’s internal newsletters help communicate and Marketing Communication Twice a year a General Meeting presents to all members about public affairs, the industry, Manager Project Manager members with a report on the actions events we organise and union life in general. implemented and the directions for the coming months. Member information is the key priority in SELL’s mission. The SELL team also organises themed commissions (legal, CSR, data, eSport, Paris

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Emmanuel Martin Anne Sophie Meryl Pioche Camille Adam General Delegate Montadier Marketing Public Affairs and [email protected] Communication Manager Communication and Marketing [email protected] Project Manager Manager [email protected] [email protected]

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