Coventry tech firm gets serious about successful exporting

A COVENTRY technology business has shared advice on successful exporting to an online audience around the UK.

Serious Games International took part in the Facebook question and answer session during Export Week.

The Q & A gave visitors the opportunity to pitch their questions about exporting and to pick up some tips from SGIL about how the firm has been so successful in global markets including Singapore, the United Arab Emirates and the US.

SGIL’s games industry expertise coupled with robust academic research has enabled the company to go from strength to strength. In just two years it has created world class simulation training, games-based learning and 3D intelligent avatars for a diverse range of sectors, including: automotive, military, emergency services, healthcare, retail, tourism and construction sectors, both in the UK and abroad.

The firm recently secured business with Cadbury owner and the world’s largest snack company, US-based, Mondelez International, by developing a serious game to help marketing managers better understand brand marketing. The firm has also developed a game for the Singapore Stock Exchange to teach 8-14 years old about futures trading.  

Tim Luft, Managing Director, Serious Games International, was the man dishing out the advice.

On developing a partnership approach with UK Trade & investment he said the firm had utilised its local UKTI International Trade Adviser, Ajay Desai in Coventry, who had introduced the firm to the various services offered by the trade agency to SMEs.

He added that firms needed to be confident of their products but realistic about the impact they could have on an international scale.

“Our products, including serious games and simulations, have a major impact in that businesses can see the value and return on investment of visualising scenarios through this technology, identifying problems and allowing people to make more informed decisions more rapidly; before putting them in real life scenarios. In essence equipping employees with the vital skills and training,” he said.   

“Serious games can also distract kids suffering from illness, and also support therapy across the healthcare sector; they can teach people to drive/ operate dangerous machinery and reduce accidents; they can also attract more people to learning through highly engaging and interactive platforms.”

He said it was also invaluable to talk to other exporters, as firms could learn a lot from each other.

Firms should also recognise their markets and before they started exporting to a certain country, they should make sure they fully understand how its regulations could affect their products.

“There are cultural differences that can have an impact on your relationship with foreign customers, added Luft.

“We chose Singapore initially due to English speakers, the rule of law is the same as the UK, we have the ability to protect our IP, we have access to high quality programmers with an excellent skills base and a proactive Government keen to support us. In addition we recognised opportunities in the US and further development in SE Asia and the Middle East.”

Firms should also take into account changes in currency rates and think about the possibilities of selling abroad without first visiting the market.

“Although very difficult to do so, we have created technology that allows you to do business virtually,” said Luft.

“SGI’Ls ‘realvue’ technology, allows businesses to create stunning high fidelity landscapes, architectures and environments so that visitors can experience their buildings before actually setting foot in them.”

He said the firm utilised the technology to create a Virtual Experience Centre for the European Business Technology Centre (EBTC) based in Bangalore. EBTC showcases European technologies, solutions and research and development opportunities via real and virtual media.

Opportunities presented by trade shows and exhibitions could also be significant, he added.