BA (Hons) Business of Games*

BA (Hons) Business of Games offers a comprehensive understanding of the business side of the gaming industry. You'll gain skills in marketing, finance, project management, and publishing, while exploring industry trends, ethical issues, and new technologies like AI. The course prepares graduates for careers in game studios, publishing, or launching their own ventures.

All undergraduate courses at AUB offer an optional placement year, to be taken between your second and third years of study.

If you’re unsure about this optional placement, you don’t need to decide now. Once you’re here and studying with us, the course team will discuss the placement options with you, so when the time comes, you can make a decision that’s right for you.

Year 1 launches with Introduction to the Games Industry. In this unit, you'll gain a comprehensive understanding of the global games industry, exploring the roles of key players such as developers, publishers, and distributors. You'll examine how different entities operate within the industry and the interconnections between them, including partnerships and outsourcing. You'll also understand major market trends, including the growth of mobile and indie games, the role of new platforms like VR, and the expansion of games into new markets. By the end of the unit, you'll be able to contextualise current industry dynamics and predict how future trends might influence the market.

In the second term, the Games Marketing and Audience Engagement unit focuses on the essential principles of marketing within the gaming industry, exploring how games are positioned and promoted to different audiences. You'll learn how to identify and target specific gaming communities, craft brand identities, and create marketing campaigns that resonate with both casual and hardcore gamers. The unit will cover the development of community engagement strategies, including influencer partnerships, social media presence, and live streaming events. You'll also explore how audience feedback can be integrated into marketing strategies to ensure long-term engagement and retention. By the end of this unit, you'll be able to design comprehensive marketing plans tailored to various game genres and audience segments.

Year 1 concludes with Games Finance and Revenue Models 1 (Introduction). This unit becomes a trilogy of units over the three years, which become incrementally more advanced. In this introductory finance unit, you'll explore the fundamental financial principles that underpin the games industry. You'll learn how to create basic budgets for game development projects, taking into account costs such as salaries, software, and marketing. The unit will cover the different revenue models that games use to generate profit, including premium pricing, free-to-play models, and micro-transactions. You'll explore the financial life cycles of both indie and AAA games, gaining an understanding of how different types of games are funded and how they generate returns post-launch. By the end of the unit, you'll be able to analyse the financial viability of different types of games and create simple financial models for game projects.

The first unit of Year 2 has a collaborative element. With this shared unit, Gender, Values, and Identity (Business of Games), you'll examine the representation of gender, identity, and values within games and how these elements impact both the development process and player experience. The unit will explore how games reflect or challenge societal norms and how they influence perceptions of gender, race, and cultural identity. You'll engage with debates on inclusivity and representation in games, considering the ethical responsibilities of game creators. This unit has shared delivery with BA (Hons) Games Art and Design and BA (Hons) Games Narrative. Case studies will include both indie and AAA titles that have handled these themes successfully or controversially. By the end of the unit, you'll be equipped to critically analyse games from an ethical perspective and apply these insights to their own work.

Games Finance and Revenue Models 2 (Intermediate) builds on the introductory concepts covered in Year 1. This unit will look deeper into the economics of the games industry, focusing on advanced financial management and revenue strategies. You'll explore more complex funding models, such as venture capital, crowdfunding, and publisher agreements. The unit will also cover evolving revenue models, including the rise of games-as-a-service (GaaS), battle passes, and in-game economies driven by micro-transactions. Through case studies and financial modelling exercises, you'll gain a clearer understanding of the financial mechanisms that drive both indie and AAA game success. By the end of this unit, you'll be able to construct detailed financial forecasts and assess the long-term sustainability of different revenue models.

The Launchpad (Business of Games) unit runs throughout the year and is partly shared with BA (Hons) Games Art and Design and BA (Hons) Game Narrative. This unit is designed to prepare you for your future careers by developing essential professional skills and industry knowledge. You'll learn how to build a professional portfolio, craft an effective CV, and navigate job applications within the games industry. You'll also be introduced to key entrepreneurial concepts, learning how to pitch ideas, secure funding, and manage a game studio. Project management methodologies such as Agile and Scrum will be taught, enabling you to effectively lead or collaborate in team settings. By the end of this unit, you'll have a clear understanding of industry roles and career pathways, as well as the skills needed to enter the job market with confidence.

The final year concludes with the Games Finance and Revenue Models 3 (Advanced) as the final unit of the three. In the final finance unit, you'll engage with the most advanced aspects of game finance, focusing on global market challenges, financial scalability, and long-term sustainability. You'll explore innovative revenue models, including blockchain technologies, NFTs, and decentralised game economies. You'll analyse the financial risks associated with emerging technologies and how to manage large-scale financial operations in both indie and AAA contexts. Additionally, the unit will cover strategic growth, including how studios expand through mergers, acquisitions, or the development of franchises. By the end of the unit, you'll be able to create complex financial plans and revenue strategies, preparing them for high-level financial roles in the industry.

The Games Publishing and Distribution unit provides students with an in-depth understanding of how games are published and distributed, with a focus on both traditional and digital platforms. You'll explore the relationships between developers, publishers, and distributors, and the various business models that govern these partnerships. The unit will cover self-publishing, as well as distribution via platforms like Steam, Epic Games, and mobile app stores. You'll also learn about the logistical and legal challenges involved in bringing a game to market, including international distribution and localisation. By the end of the unit, you'll have the knowledge to navigate publishing agreements and create distribution strategies for games of any scale.

Finally, the Games Studio Business Plan is seen as a final major project, in which you'll apply all your accumulated knowledge to create a comprehensive business plan for a gaming-related venture. This could involve starting a new game studio, launching a game publishing platform, or developing a new game IP. You'll be required to consider all aspects of business planning, including market research, financial forecasts, branding, and distribution strategies. The final business plan will emphasise strategic financial planning, market positioning, and innovation within the gaming industry. By the end of this project, you'll have a fully realised business proposal that could be pitched to investors or used to launch their career in the gaming sector.

The school year is planned to include educational visits. During the academic year, at least one excursion to London or another UK cultural hub is available. Due to Bournemouth's proximity to London, you can easily plan excursions to the city's art galleries and museums to supplement your academic work. Your professional progress as practitioners depends on primary research.

Trips give you confidence, promote independence, and present opportunities for your future professional and personal development. Any additional fees are disclosed before the visit.

Visiting tutors play a pivotal role in the BA (Hons) Business of Games course. These industry professionals bring invaluable insights into the business side of the gaming industry, sharing their expertise and experiences. They conduct workshops, deliver lectures, and critique student projects, offering constructive feedback from both educational and industry perspectives.

Their presence also provides opportunities to network and learn about potential career paths, industry trends, and professional practices. Visiting tutors often introduce diverse perspectives and unique skills, enriching the learning experience and fostering a deeper understanding of the standards and expectations within the business of games industry.