Improving SIC codes for the Games Industry February 2015

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1 Improving SIC codes for the Games Industry February 2015 This paper recommends the following reform to SIC codes for the games industry: 1. Creation of a full 4-digit code for games development titled Computer games and interactive entertainment software development. 2. This new games development code to be consolidated with the existing 4-digit code for Publishing of Computer Games within a newly-created 3-digit code titled Computer Games Industry Activities. 3. These new codes to be recognised as a separate category and reported on directly within the annual Creative Industries Economic Estimates 1. Introduction This paper has been prepared by Ukie and NEMOG to call for a review of the position of the games industry under the Standard Industrial Classification (SIC) system for measuring economic activity and to recommend changes that can be made. Ukie has been raising issue for several years with the problems caused by the current SIC system for measuring the games industry. We wish to ensure that the opportunity for a review in 2017 is not missed. This paper, prepared in collaboration with NEMOG following their work on a Business Model Classification for the games industry, proposes amendments to the SIC codes capturing the games industry to ensure that future official estimates of the creative industries fully capture the size and contribution of this important, fast-growing industry. 2. Explanation of the SIC code system and the current classification of games 2.1 The SIC code system Standard Industrial Classification codes are four-digit numerical codes originally introduced by the United States government to identify and classify business establishments according to their primary business activities. This has developed into a global system, the International Standard Industrial Classification (ISIC) system, with further harmonization at European level under NACE (Nomenclature statistique des activités économiques dans la Communauté européenne). Under this four-digit classification, the first two digits of the code identify the major industry group, the third digit identifies the industry group and the fourth digit identifies the industry. Businesses are hierarchically grouped and placed into 21 sections, 88 divisions, 272 groups, and 615 classes. The UK also chooses to include sub-classes in some areas, creating a fifth-digit level. These subclasses, of which there are 191 (including one for games development) are not comparable at international level. This system was developed to facilitate the collection, presentation and analysis of data, and to promote uniformity and comparability in the presentation of statistical data. The classifications are

2 agreed globally for the first two digits, and the UK harmonizes with Europe down to the third and fourth digit level. Every company registered in the UK has a primary SIC code which indicates their primary business activity. What determines a company s primary SIC code is the activity that generates the highest revenue for that company at a specific location in the past year their code is supposed to reflect the company s main economic activity. Companies are then classified into industries based on these primary codes, allowing for the collection of economic data at the aggregate level to estimate the size of different sectors of the economy. 2.2 Treatment of Games under the SIC Games industry activity is captured by a wide range of SIC codes, covering manufacturing, software development, publishing and other areas. However, there are two dedicated SIC codes which represent the core activity of the industry: Publishing of Computer Games (58.21) and Ready-made interactive leisure and entertainment software development (62.01/1). These are the two codes used by DCMS to generate an official estimate of the economic contribution of the games industry in the UK. The way in which these codes translate into an estimate of our industry s size, and comparison to the wider creative sector, is the core problem we wish to address. There are two facets of this problem: the disconnect between the two codes being in different sections; and games development only having a five-digit code. These problems mean that the games industry is not reported on clearly as a distinct industry in the Creative Industries Economic Estimates. These are published annually by DCMS and represent the official government statistics on the size and shape of the creative sector as a whole. Yet they only refer to directly to games in an Annex, in which they recognise the limitations of the current system for measuring our industry. This also means that it is impossible to properly compare the games industry on a global or even European level, even though the global consumer market for games is predicted to reach $100 billion by The creative sector is split into nine industry groups in the DCMS Economic Estimates. As of 2014, games was included wholly within the IT, software and computer services group. The games industry is directly addressed in Annex C of the publication, but with a caveat that data gathered from five-digit SIC codes are volatile and should be treated with caution. 2.3 Importance of SIC codes The SIC code system is the basis for official estimates of the size and economic impact of industries. These are the information sources that academics use to understand an industry; that government uses to determine where to provide support; and often that investors use to guide their decisions on where opportunities exist to invest. By being under-represented in the SIC code system, the UK games industry will find it harder than should be the case to attract investment, both domestically and internationally, and will find it

3 harder to argue the case for further public support to help it reach its potential. The potential longterm impacts of this are severe. 2.4 Comparison to other games industry estimates In September 2014, Ukie and Nesta published A Map of the UK Games Industry. This used a big data approach of finding and assessing online information on companies to build a comprehensive database of games companies in the UK, their locations, and the platforms for which they make games. This work found that there were at the time 1,902 companies making or selling games in the UK, with an estimated contribution to GDP between them of 1.7 billion. Two thirds of these 1200 companies are not counted in either of the SIC codes under which the games industry is measured. Although some of these will be micro-companies, and therefore not picked up by the SIC system, there remain a large number sitting in other codes. Much of this is because of the poor design and low visibility of the games SIC codes, leading games companies to place themselves in more generic software or computer technology codes (see diagram 1). Ukie are undertaking a public campaign to encourage games companies to ensure they are in the right SIC code, to maximise our impact under the existing system. However, the underlying flaw in the codes remains, particularly the restricting of games development to a sub-class and the separation of the two codes between different industry groups. These will always limit the system s effectiveness in picking up games companies, and therefore its usefulness in communicating the full size and impact of the games industry. [section on BFI economic impact report?]

4 Diagram 1: Companies in Nesta dataset split by SIC codes 100% No SIC code available 90% 355 Other 80% 5829/0 Other software publishing 70% % 50% 40% 30% /0 Other business support service activities n.e.c 6202/0 Computer consultancy activities 6209/0 Other information technology and computer service activities 6201/2 Business and domestic software development 20% 10% 0% % 6201/1 Ready-made interactive leisure and entertainment software development 5821/0 Publishing of computer games

5 3. The computer games Industry Economic Activities Economic Activity is defined by the ONS document of the UK SIC of Economic Activities , as the process of combining resources, such as capital goods, labour, intermediate products and manufacturing techniques through a production process into final goods and services. NEMOG s research focused on the analysis and identification of the computer-games industry s economic activities and their corresponding links and structure. The research adopted the Business Model conceptual framework as the focal point of analysis because it provides a holistic approach towards examining the corresponding economic activities. Business models focal point is the process of value creation and capturing. Consequently, it goes beyond the restrictive statistical unit of analysis, such as the enterprise, and examines the enterprise group and the constellation of units of economic activities, and their relations. Consequently distinguishes among principle, secondary and ancillary activities, being consistent with the methodology as described by the SIC (2007) revision document. The introduction of new methodological variation to the classification process is beyond the scope of the current document. Our goal is to provide evidence - supported arguments for a better representation of the industry s economic activities by the SIC system. The relations among the industry s business models, and the corresponding economic activities that they imply, are established through the identification of the evolutionary links. Using common ancestry as the reference point provides us with the much-desired objectivity in the classification process. The output of the research is a hierarchical classification map of the industry s evolutionary trajectory. The major difference of evolutionary classification compared to the SIC hierarchical counterpart is that it is not nested. Instead, it shows the evolutionary trajectory in time. The economic activities can be grouped (nested) through the prism of the industry s value chain. The main findings of the paper is that the industry is characterised by a plethora of economic activities that contributes towards the industry s increased diversity which stems from the on going innovation process, both product and process, and suggests a strong relationship among the industry s economic activities. This strong relationship suggests that the activities of the industry can and should be grouped together in both division and class level of the SIC classification. Four distinct classes have been identified historically (Diagram 2): arcade computer games manufacturing, console manufacturing, publishing and computer game development. The aforementioned classes are characterised by the same production process. Variations usually stem from technological or product innovation. However, these classes belong to a spectrum of economic activities, which can be described roughly as the production, marketing and sales of computer games and platforms dedicated to rendering the video games. This suggests the creation of the division of Computer game activities. Regarding the 4-digit level of classification, known as classes, currently the Computer games development activity is part of the Software development one. This implies that video-game production process is similar to the development of software-based solutions. However, our research provides evidence that the production process of a video game is substantially different compared to the corresponding IT. The evolutionary classification method shows that computer game production process is highly influenced by other creative industries, such as film and music, being project-based and highly dependent on publishers of the industry. 1 ONS UK Standard Industrial Classification of Economic Activities:

6 Diagram 2: Classification of the Video-game Industry s Business Model Archetypes Moreover, the links among the different economic activities of the industry are very strong which manifests on the industry s increased vertical integration. Our work does not take into consideration the legal ownership of these activities but instead the value chain process and how this is integrated by the industry s enterprises. Furthermore, the methodology distinguishes between principle, secondary and ancillary activities. Only the characteristics that suggest sufficient different are taken into consideration in the classification process and consequently ancillary activities are omitted, following a contingency-based approach.

7 For instance, the business model archetype: 1 st Party developing activities (Diagram 2) could be mistakenly considered as an ancillary activity given that effectively it is owned by a publisher. However, given the criteria of identifying ancillary activities, 1 st Party developing could not be considered as such because although it contributes 100% to the enterprises costs and serves only the unit that it belongs, it generates gross fixed capital formation, through production of new IPs and Middleware and, as a result, no comparable activity is undertaken by a different unit. To sum up, by adopting a value-central point of view in our analysis, enterprises can be classified according to the top-down methodology suggested by the SIC system based on the contribution of the economic activity that accounts more that 50% of the total activity. As a result, we argue that the suggestions presented in this policy brief are consistent with the definitions and the methodology dictated by the SIC 2007 revision document. 3. Recommendations for Change We propose that the following changes be made to improve the recognition of the games industry under the SIC system, and as a result official reporting on the size and impact of our industry: 1. Creation of a full 4-digit code for games development titled Computer games and interactive entertainment software development. The restricting of games development to a 5-digit code in the current system causes significant problems in how our industry is measured. The low sample size that results makes data extrapolated from the code volatile and unreliable, and in most cases mean that it is simply wrapped up in the wider computer programming activities 4-digit code, making it impossible to extract the size of games development in the UK in official figures. Furthermore, the current name of the 5-digit code, ready-made interactive leisure and entertainment software development, does not reflect current industry nomenclature. It would not be recognised by many in the industry as relating to games development, further exacerbating the issue with games companies not placing themselves in games-specific codes. Again this reduces the sample size, creating the difficulties described above. Creating a separate 4-digit code for the development of computer games is a priority for our industry in any revision of the SIC codes, as it would do a great deal to improve recognition of our industry in official estimates. 2. This new games development code to be consolidated with the existing 4-digit code for Publishing of Computer Games within a newly-created 3-digit code titled Computer Games Industry Activities. Splitting the two core games industry SIC codes between the publishing division (58) and the computer programming division (62) fails to reflect the nature of the games industry as a single, coherent entity which employs large [numbers of people] and serves the fastest-growing entertainment market in the world. Combining the two codes into a single, 3-digit group titled Computer Games Industry Activities will reflect the growing importance of our industry on the global stage and will ensure that we are identified and measured accurately as a single industry. As an example, it would ensure that ONS

8 reporting of import and export performance by different industries was accurate for the games industry, which is not currently the case. 3. These new codes to be recognised as a separate category and reported on directly within the annual Creative Industries Economic Estimates As a result of the fracturing of the games industry across different divisions, and of the restriction of games development to a 5-digit SIC code, the games industry is not currently directly reported on as part of the annual Creative Industries Economic Estimates. It is featured only in a separate Annex, which itself recognises the fallibility of the figures based on the low sample size. The current government has rightly made significant policy interventions to support the games industry, not least the introduction of Video Games Tax Relief. The current inability of the estimates to accurately track our industry will make it impossible to properly track the impact of these interventions. We recommend that, when the above reforms are made to the SIC code system, the DCMS Economic Estimates reflect this change and include the games industry at the top-line level, alongside other creative industries such as music, film and TV, so that our size and growth can be directly compared.

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