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March 31, 2020
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Press Releases
  A fresh ‘IIDEA’: Italian Video Game Trade Body ‘AESVI’ unveils exciting rebrand
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[This unedited press release is made available courtesy of Gamasutra and its partnership with notable game PR-related resource GamesPress.]

Milan, Italy - February 20, 2020: Kickstarting a wider refocusing for the entire organisation, the  Italian Interactive Digital Entertainment Association - previously known as AESVI - is proud to announce it will now be known as IIDEA.

The rebranding is designed to trigger a series of initiatives planned to run throughout 2020, all pitched at further establishing IIDEA as a leader and advocate for the Italian video games sector - one of the top five markets in Europe.

The new moniker ‘IIDEA’ has been devised to serve as a more identifiable handle for the Italian video games industry on a worldwide basis, highlighting the association’s continued desire to improve the country’s standing on the global stage. As such, IIDEA will serve as a gateway for international video gaming companies wanting to access the Italian market, facilitating global trade for homegrown talent and expertise.

In tandem with the rebranding, IIDEA has also announced plans for two international B2B events for 2020, First Playable in Pisa this July, and Round One in Riva del Garda this May.

“The rebranding of the Association is a new venture for us and aims to position the Association at both a national and international level,” says Thalita Malago, Director General of IIDEA. “The goal is to refresh the image of our Association, to better represent our membership - that today includes publishers, developers and esports operators – and, last but not least, to have a name that appeals to a global audience”.

Current changes and initiatives planned for 2020 include:

  • Launch a brand new website in Italian and in English
  • Increase social media presence on Facebook, Twitter, LinkedIn and Instagram
  • Provide support and representation to developers and esports operators across the Italian Video Games sector using our two new board members: Mauro Fanelli as Developer Representative and Federico Brambilla as Esports Representative.
  • Kick off the Game2Human project, a collection of Italian stories to showcase the positive impact that video games have in our society - promoting inclusion, diversity,  creativity and innovation.
  • Launch a national consumer website in Italy, Tutto sui videogiochi, echoing projects like Ask About Games in the UK, in order to better educate parents and carers about responsible gaming.
The new board members bring heritage and entrepreneurship to the expanded board. Mauro Fanelli is CEO and co-founder at Mixed Bag, an independent studio based in Turin, and Federico Brambilla is CEO and co-founder of Exeed - an esports team based in Milan.

As stated, First Playable is the first international B2B gaming event in Italy and is organised by the Italian Games Industry Association and Tuscany Film Commission with the support of the Italian Trade Agency and powered by Game Connection. The 2020 event will take place from 1st - 3rd July 2020 in the world-famous city of Pisa. It will feature talks by international speakers, pitching sessions between Italian developers and international publishers and exclusive networking events.

The Association is also organising the first international B2B esports event in Italy, Round One. The objective of the event is to connect esports teams, organisers and investors for business purposes. The event will take place May 11-13 at the Congress Centre on the shores of the beautiful location, Lake Garda, the pearl of the Italian Alpine lakes.

“This exciting sector has evolved dramatically since AESVI was first established in 2001,” says Marco Saletta, Chair of the Board to Directors. “It’s therefore essential that the trade body representing the sector in Italy also evolves, and that’s what the rename, rebranding and plans for B2B events are all about. However, we remain unerring in our mission to best represent the potential we have in Italy on the domestic and World stage: in fact we now intend to double down on our objective with our announcement of numerous exciting and important trade and consumer projects and events.

For more information please visit the IIDEA website at

For more information, please contact:


Stefano Petrullo – Renaissance PR

[email protected] +44 (0) 7828 692 315

Emily Britt - Renaissance PR

[email protected]  +44 (0) 7530 081 191

Keith Andrew - Renaissance PR

[email protected] +44 (0) 7834 237 322

- ENDS -


Italian Video Game Market in numbers: Essential Facts about Video Games in Italy, Published March 2019

The total turnover generated by the video game market in 2018 was over 1.7 billion euros, with an 18.9% increase compared to 2017.

16.3 million people have played video games in 2018, namely 37% of the Italian population aged 6 - 64 years.

Italian Esports Market in numbers: Italian Esports Report, Published May 2019

350.000 avid fans in 2019: people in Italy between 16-40 who follow esports events every day (+35% compared to 2018).

1.200.000 fanbase in 2019: people in Italy between 16-40 who follow esports events more than once a week (+20% compared to 2018).

Italian Video Games Industry in numbers: Census Data, Published January 2019.

The majority of studios (54%) have been founded in the last 3 years, while 1 studio out of 5 has been operating in the market for more than 8 years. The average age of a studio owner is 36, against 33 in the 2016 survey

Italian developers are mainly active in the development of PC video games, with 52% of the studios working on this platform, versus 36% of 2016. Second, in terms of importance is mobile development (29%). Then consoles (15%) and web gaming (2,5%) follow.

To date there are more than 125 video game studios and around 1.100 people employed in the industry in Italy. Between 2016 and 2018, the number of employees grew by 10%.

76% of Italian developers operate in the consumer market (B2C). 66% operate in the business market (B2B). 42% of the studios operate in both markets.

65% of studios rely on self-publishing, while 22% make use of a publisher to distribute their products.

Italian game developers sell their video games especially on Steam (72%) followed by Google Play (49%) and the App Store (45%).

With regards to the B2C sector, Italian development studios obtain 61% of their revenue from the foreign market and the remaining 39% domestically. Concerning the B2B segment, the development studios acquire 75% of their revenue from the Italian market and 25% abroad.

The distribution channel used most by Italian studios is digital sales (83%), followed by retail sales (29%).


We are the Association representing the video games industry in Italy. We give voice to our members on common sector-wide issues. We work to promote Italian companies abroad and to facilitate the access to the Italian market for multinational companies. We carry out a number of initiatives to amplify the value of the video games sector for economy, society, culture and education. Among them: Games Industry Day, annual forum between industry and public institutions to discuss about the present and the future of the sector in Italy; First Playable, the first international business event dedicated to indie developers in Italy, Round One, the first international business event dedicated to esports in Italy, Italian Video Games Awards, the celebration of video games and esports. Internationally, we are proud member of ISFE (Interactive Software Federation of Europe). We are an agile, slender and results-oriented Association. Our line of work is very pragmatic and based on the constant involvement of our members in order to ensure that our action keeps abreast of the industry steady evolution. Our members are at the heart of any choice or action carried out by the Association.