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This case features a brief overview of the video game industry in Canada. Interviewed are the Entertainment Software association of Canada’s President Jayson Hilchie, Ubisoft Product Manager Stéphane Drapeau, and gamers Ella Siemeni and Wilfred Young.


Canada’s video game industry is constantly innovating to adapt their business models to an ever changing technological environment. In this IEKH Case Study, we feature members of the video game ecosystem including President and CEO of the Entertainment Software Association of Canada, Jayson Hilchie; Ubisoft Product manager for Roller Champions, Stéphane Drapeau; and two self identified gamers both working in the industry, Ella Siemeni and Wilfred Young. Hosted by Thierry Harris, you’ll learn about stakeholders in the video game ecosystem, the different business models, gamer profiles and the impact of the pandemic on the industry.

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Case Content

Video game business models, video game industry, how video games get made, types of video games, Video gamer profiles, Content creators, marketing video games, diversity in video games, gamification, future of video games, COVID impact on industry, government support for video game industry.


Research Links

Canadian video game industry research (courtesy ESAC)

2020 Canadian video gamer profile essential facts

Roller Champions – Ubisoft official website link

Roller Champions Game creation

Industry lockdown Trends – Deloitte report


COVID-19 industry response

Artificial intelligence impact on game development (source the Verge)


Technical Specs

Produced in 2020.


Case study Participants

Jayson Hilchie, Entertainment Software Association of Canada

Stéphane Drapeau, Production Manager, Roller Champions Ubisoft

Ella Siemeni, Video Game Script Writer

Wilfred Young, Video Game Quality Assurance Analyst


Executive Producers

Dr Hamid EtemadMcGill University

Hamed MotaghiUniversité du Québec en Outaouais

Thierry HarrisCartouche Media

Melissa GendronCartouche Media


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