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The Singapore Games Association (SGGA) officially launches today as Singapore’s primary trade association for the gaming and esports industry. SGGA is supported by Enterprise Singapore (ESG), Infocomm Media Development Authority (IMDA), and the Singapore Tourism Board (STB), with the aim to develop and support a sustainable gaming and esports ecosystem locally, while placing Singapore’s name on the world map.
Statista, an online market research portal, projects Singapore’s growth in video games – both local gaming and esports – to reach US$130m in 2020 and US$138m by 2024. SGGA builds on the former Singapore Games Guild (SGG), itself a non-profit organisation founded in 2017 as a sister organisation of the International Games Development Association Singapore (IGDA|SG). SGG’s efforts were focused on supporting Singapore-based game development companies and advocating the creation of made-in-Singapore games. The new SGGA will take on the expanded role as an enabler to support the full spectrum of the gaming and esports industry.
Long term plans for SGGA include the formulation and administration of Singapore’s first accreditation scheme for the gaming and esports industry, and organising programmes to raise professional standards and community engagement. One such initiative is Singapore Esports, managed under SGGA to provide holistic development, and position Singapore as a country of choice for international esports tournaments and events.
The Association is non-profit and membership-based, and will empower members to network with local and international gaming and esports associations, organisations and businesses, to promote best practices and explore global opportunities. Upcoming plans include working with the organisers of gamescom asia to showcase made-in-Singapore games in the digital version of Gamescom this August. Workshops and capability development programmes to support professional growth are in the pipeline to support the gaming and esports industry’s need for a steady stream of highly-skilled, innovative and creative talent.
In-depth industry experience leading the way
Industry veteran Gwen Guo – co-founder and Creative Director of Imba Interactive – will be chairing the association and will work alongside Elicia Lee, the Managing Director of Eliphant. Imba Interactive is a game audio services studio based in Singapore while Eliphant specialises in game marketing, events, live stream production and esports in Asia. They will be supported by an Executive committee and Advisory Board of industry professionals.
“It is an exciting time to rally the gaming and esports industry and work together to uplift our expertise and break new ground, as we fly the Singapore flag high on the world stage. SGGA will retain a core element of SGG – uniting the local community through events, celebrating local games and offering our talent a friendly, nurturing home to explore, grow and connect with potential collaborators – and offer more. We look forward to nurturing a more resilient and innovative industry with sustained growth and opportunities through infrastructure and capabilities building.”
Gwen Guo
Boosting Singapore’s gaming and esports industry: Resilient, Innovative, Talented
SGGA will launch its paid membership programme in Q3 2020, open to all companies registered in Singapore, as well as Singapore-based individuals including freelancers. Association members will enjoy special rates and access to SGGA initiatives, including local and overseas event participation, focus groups, networking opportunities, resources, training courses and benefits through SGGA’s partner network. The Association is also seeking patrons who are keen to contribute to industry initiatives and volunteers across multiple roles.
As part of its goal to build a steady pipeline of talent for the industry, SGGA will curate and organise more than ten workshops across a range of topics including gaming, esports and business management for startups in its first year. Other initiatives include engaging with educational institutions, SMEs and corporations to facilitate training and hiring of talent, addressing misconceptions about gaming and esports, and raising awareness on the career opportunities in the games industry.
“The SGGA’s goal is to engage with and represent the full spectrum of Singapore’s gaming and esports ecosystem, which although small, is diverse. Each Exco member and appointed advisor brings valuable expertise and perspective unique to their roles in the industry, and this will equip us with the knowledge needed to address gaps and create more opportunities for our companies to grow and succeed.”
Elicia Lee
SGGA also aims to be a platform for thought leadership for the industry, by connecting companies with the latest gaming policies and trends related to the local and Asian markets. Insight reports will be provided to companies to leverage on, for picking up best practices and staying abreast of the latest developments.
Increasing accessibility to esports, developing a Southeast Asian Esports Hub
The Singapore Esports initiative by SGGA is meant to celebrate achievements of the Singaporean esports community; and improve Singapore’s appeal as a host for esports events by establishing industry-wide standards.
A key focus is to increase accessibility to esports through:
- Supporting esports events and networking conferences;
- Raising industry standards through training and accreditation;
- Showcasing achievements of local businesses and talent in the
The initiative will seek to boost the visibility of Singapore as a Southeast Asian esports hub and position Singapore esports enterprises as credible partners for international companies and organisations keen to host esports events in Asia.
The first local public directory for all esports-related services will be created to boost the visibility of the companies as well as available job opportunities. The directory, hosted on the association’s website, will be available on a later date. Training programmes and internships will be curated to boost capabilities to develop local talent to meet global demands.
“Esports is a new and growing industry with massive potential. The end goal is to create the right environment for a prosperous and sustainable ecosystem in Singapore for our esports businesses and all stakeholders to thrive in. This initiative is the first step towards it with a key focus on shaping perceptions and changing mindsets while laying the foundations for industry standards.”
Jayf, Exco member of SGGA, and CEO & Founder of one of Singapore’s largest esports team, Resurgence
Eyes on the Global Market
SGGA will be a command centre to identify and spark collaborations, and showcase Singapore’s gaming industry expertise on overseas platforms. A strategic partnership with gamescom asia will seek to showcase Singapore gaming and esports companies, starting with the digital version of Gamescom 2020, and plan for a significant presence at gamescom asia 2021. The SGGA will continue to build upon existing partnerships with other gaming and esports associations and lead agencies, and plans to showcase Singapore companies at international events such as Taipei Game Show, Tokyo Game Show and Game Developers Conference (GDC) in 2021.
The inaugural SGGA Industry Day will also be held, a digital conference on 7 and 8 August. With dedicated tracks on games development and esports in the local and regional scenes, participants can glean insights from and network with local and overseas experts, from understanding AAA games to the skillsets required to secure a job in the esports industry. Learn more here.
Details about SGGA, its initiatives and membership application are available on the website.
