Steve Tan, general manager of amusement equipment manufacturer UNIS, has suggested that the process of modernising China’s amusement regulations could offer a solution for the struggling Italian market.
Two years ago, he explained, the Chinese industry went through a stage where the government officials sought to clarify and modernise the regulatory framework of the industry. “But first," he said, “they wanted to understand the industry.”
Through the Chinese amusement association, UNIS and its fellow members invited government officials to the IAAPA Attractions Show in Orlando, US, to expose them to the kind of games now available. Licensed titles, such as Raw Thrills’ Fast and Furious and Bandai Namco’s Star Wars demonstrate how this industry connects to others, such as the film and mobile industries, Tan (pictured, right) explained.
“Our purpose was to show that we are the out-of-home experience; we want to bring families to entertainment centres, we want to give the chance to experience these games out of home.”
The Chinese government has now taken steps that regulate the sector and recognise it as a cultural experience, he added.
“In my mind, what we have done in China is pave the way for a healthy industry for decades and decades to come,” Tan said. “We have been successful because we took the effort to show the government what the industry is really about.”
Tan was speaking as part of a panel discussion organised by Italian trade association SAPAR during this week’s ENADA Spring show in Rimini. China’s experience in recent years provides lessons for the Italian amusement industry, he said.
“I travel extensively and my colleagues and I have never seen a country where it is so misunderstood, because we feel we are very unfairly linked together to the gaming industry. What we did in China was go through a phase that is not different to what Italy is going through right now, but we feel we have been successful by showing the government what a healthy industry should look like.”
ENADA Spring closes today.
A full report will be included in a forthcoming issue of InterGame.
