An export success that is no simulation

From creating virtual shops and showrooms of the future, to interactive apps and 3D training tools, the use of computer games technology is now central to many business activities. And that’s good news for Coventry-based Serious Games International, whose customers include Jaguar, Nissan and BAE Systems as well as the National Health Service (NHS) and local government.

Spun out of Coventry University’s Serious Games Institute in 2012, the company develops commercial products that engage users and solve real life business problems.

The part of the business that is growing “at a tremendous rate,” according to managing director Tim Luft is exports. “As a technology company, there is naturally a global market for our products,” says Luft. “We saw that South East Asia is one of the largest growth areas in this field.”

After attending trade missions to Hong Kong, China, South Korea and Singapore, Serious Games decided to use Singapore as its regional hub. It rapidly won work there, including a contract worth £250,000 with the Ministry of Health. Today, Singapore generates around 10 per cent of Serious Games International’s turnover.

“As we got ourselves up and running in Singapore, we used Passport to Export to give our staff practical training about the policy, procedure and processes of export,” adds Luft. The company has been a consistent user of United Kingdon Trade and Investment (UKTI) services and the effort is paying off. Export is now, he says in this film, “absolutely central to the company.”

UKTI has helped businesses such as Serious Games International with advice and support in many aspects of exporting. Find export opportunities, events and practical guidance on the Exporting is GREAT site. You can download a full case study about Serious Games International.