"Austrade has definitely accelerated our export earnings. There is no question about it."
– Stephen Harris, Chief Financial Officer, Micro Forté Pty Ltd |
When not restoring a global post-apocalyptic wasteland in its Fallout Tactics: Brotherhood of Steel or smashing metal in the demolition-derby environment of HotWheels: Bash Arena, Australian games developer Micro Forté Pty Ltd is a consistent high scorer in the competitive international marketplace.
Known worldwide for its interactive graphics, compelling characters and creative story lines, Micro Forté has also emerged as a leader in gaming technology. In addition to its business success, Micro Forté is a recognised leader in the Australian gaming industry. The company was instrumental in the creation of the Academy of Interactive Entertainment (AIE), the Australian Game Developers Conference and the Game Developers Association of Australia.
In 2002, Micro Forté landed an earth-shattering deal with Microsoft involving the joint creation of one of the world's first massively multiplayer online games (MMOG) for the Xbox platform. The partnership with the world's largest software company was a huge step forward in the exporting process for 18-year-old Micro Forté.
Micro Forté Chief Financial Officer Stephen Harris says international achievements such as the Microsoft contract are the result of one major marketing component: presence.
"You have to be out there and make sure you're seen," the CFO says. "Especially in our industry, whether it is attending trade shows or personally visiting potential partners, you have to have a presence and make sure it leaves an impression."
The Canberra-based company credits Austrade with dramatically increasing its visibility overseas.
"Austrade's Export Market Development Grant (EMDG) allowed us to send a team to various trade events, instead of the one or two people we normally could have sent," Mr Harris says. "Bringing a group of staff indicates that we have the resources to meet client needs and that can be crucial at a convention when you find your booth surrounded three-people deep."
Austrade's EMDG scheme reimburses up to 50 per cent of marketing expenses for Australian companies expanding into new overseas markets.
Mr Harris says presence is even more important in the United States, where Micro Forté may eventually set up a permanent office.
"US companies have the mentality that they like to do business with other US companies. If you can establish an office in their country, it makes them more comfortable and allows the actual IT development aspects to stay in Australia."
In future expansion, the company plans to use Austrade's market research services to enter Asian regions.
"We have a good rapport with Austrade, and we will certainly continue to use it in the future," Mr Harris says. "Austrade has definitely accelerated our export earnings. There is no question about it."
Mr Harris offers three pieces of advice for IT exporters:
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Take advantage of government assistance programs.
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Choose one currency for all your transactions and hedge if it isn't Australian.
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Keep an ad hoc travel budget for unexpected trips overseas
"You have to ensure you can be flexible to the needs of your international clients," he adds.
Through further marketing of its multiplayer BigWorld Technology, Micro Forté plans to expand business in Korea, China, Japan and the USA