A fresh ‘IIDEA’: AESVI unveils exciting rebrand

The Association changes to keep pace with the evolution of videogaming

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, itching 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.