Creating opportunities for Māori & Pasifika talent in gaming
EHF Fellow James Mielke (Manu Tukutuku) is set to make a significant impact on the gaming landscape in Aotearoa NZ by creating opportunities for Māori and Pasifika talent to thrive in the industry.
As a veteran game developer and the founder of the BitSummit indie game development event in Kyoto, Japan, James brings more than two decades of experience and connections to his latest venture: a transformative gaming development studio based in Aotearoa NZ. Leveraging his background and networks, James is establishing a studio that aims to produce commercially successful games, while prioritising indigenous representation and providing opportunities for Māori and Pasifika to become leaders in the gaming industry.
Jupiter & Mars and BitSummit
Born and raised in New York City, James pursued art and illustration from a young age, eventually transitioning into freelance work for publications such as Marvel Comics. His foray into game journalism led to editorial positions in San Francisco, where he honed his expertise over a decade. In 2009, he ventured into game development in Japan, drawn by a desire for a more hands-on role. Returning to New York City, James co-founded Tigertron, a gaming company dedicated to environmental advocacy through gaming. His debut title, Jupiter and Mars, explored the consequences of climate change in a submerged Earth. In 2022, Jupiter and Mars was nominated for the Raindance Immersive Festival awards in two categories: Best Immersive Game and Best Immersive Experience for Social Impact.
"I’d rather do something interesting, something worth leaving a legacy behind, than just contributing to the discourse of violent video games. I’m very environmentally concerned, so I thought why not use the video game medium to reach an audience that isn’t watching TV shows like Planet Earth, and what better way than to create games that have environmental themes and environmental messages."
He aims to spark curiosity and inspire players to delve deeper into some of the issues the games explore, saying:
"The goal is that when they’re done playing a game I’ve worked on, a gamer might ask themselves ‘wow, if all the ice caps melted, how high would sea levels really rise’. And if they Google that, they will find the actual results. And then we’ve achieved something that is very organic and natural."
And he’s ready to use his new home of Aotearoa NZ to extend his mission, to support indigenous talent, and provide opportunities for Māori and Pasifika individuals in the gaming industry. He says:
"Now that I’m in Aotearoa, I’m trying to do something similar, but in making video games I want to empower as many Māori and Pasifika as possible to help give them a leg up in the industry that I know so well.”
A Shared Goal
James met Guy Royal, a NZ-based investor and indigenous development advisor, at a NZTE and EHF event in New York in 2022. They bonded over shared passions for innovation and James’ vision of establishing a gaming development studio in Aotearoa NZ that focused on employing Māori creators. Recalling their pivotal conversation, James shares:
"I told him I’d like to create a team with as many Māori creators as possible, and he said, ‘if you intend to support Māori creators, I can find money to help get this project off the ground.’ So that was it - that was the catalyst."
Guy, who is a Director at Tuia Group, says James's deep understanding of the global gaming market and his ability to execute international game development projects really stood out.
"I was so impressed by James on a personal level that it made it easy for me to get into a business with him. Always, always, make sure you build businesses and projects with people you admire and get along with."
This conversation laid the foundation for their partnership, with Guy now leading efforts to secure investment and bring James' vision to fruition. James elaborates:
"Right now, we’re preparing materials to put in front of investors. Game development involves a lot of logistics ––it’s like producing a film–– and requires substantial funding. Guy's expertise in fundraising complements my creative strengths perfectly."
Together, they are taking up the wero (challenge) of building a successful gaming studio, leveraging their complementary skills to realise their shared goal.
From left to right: Guy Royal, Abigail Crawford (Tuia Group), James Mielke and Toko Kapea (Tuia Group) at the 2024 NZ Hi-Tech Awards
Increasing Diversity & Representation
James’ vision for his gaming studio in Aotearoa NZ looks beyond solely commercial success; it's about catalysing a shift towards inclusivity and indigenous representation in the gaming industry. With a resolute commitment to increasing opportunities for Māori and Pasifika talent, James aims to establish a vibrant creative ecosystem where cultural diversity thrives. He says:
"The vision is establishing a space where indigenous creators can showcase their creativity and culture and play an integral role in successful games, to inspire and establish a template for future generations. The important thing is to get this representation on the team. Maōri representation, Pasifika representation - that’s the goal."
Guy adds to this vision by saying:
“We are utilising James' expertise, networks and experience to drive a pipeline of compelling games. We will attempt to provide him with a pool of young capable Māori, Pacific and Pakehā talent to deliver on the studio vision. We see the studio as an opportunity to provide an entry point for more Māori and Pasifika talent into the game industry and to improve representation generally.”
Central to the vision is James’ plan to conduct outreach programmes in schools with ethnically diverse student rolls. These programmes will look to inspire Māori and Pasifika rangatahi (young people) to pursue careers in game development by showing them clear pathways and opportunities in the industry.
James explains:
“We aim to visit schools and engage with students by asking, 'Who here enjoys playing video games?' Many hands will likely go up. Then, I'll ask, 'Who here would like to create video games?' Again, many hands will likely rise. Finally, I'll ask, 'How many of you know the steps needed to enter this industry?' Few hands typically go up. This is where I step in to explain how our studio is helping to pave the way forward.”
Opportunities for Aotearoa in Gaming
Gaming represents a pivotal sector in Aotearoa NZ's weightless export technology industry, with the potential to drive economic growth, particularly within the Māori economy. Guy explains:
"My business partner Toko Kapea and I sit on Māori investment groups and we champion and promote alternative technology and IP approaches to our heavily primary sector commodity-focused Māori sector. We wanted to make sure we weren't hypocrites and we were doing something personally in this space.”
James echoes this sentiment:
"I believe Aotearoa NZ is well-positioned to lead in game development. The talent is strong, the supportive environment is conducive, and being an English-speaking country with reasonable pay scales makes it an attractive destination." He adds, "NZ's potential in this form of entertainment is immense, constrained only by the current developer count. There are already many great studios here, and with time, I hope NZ becomes synonymous with innovation and inspiration in the global gaming industry."
NZ Government support for business including the recent Game Development Sector Rebate also helps in this goal. As the studio progresses, James remains dedicated to his vision of actively bridging the talent gap by providing pathways for young indigenous developers. With an emphasis on innovation, collaboration, and inclusive representation, James wants to propel Aotearoa NZ to the forefront of global game development while cultivating an environment where young Māori and Pasifika creators can flourish.
If you would like to find out more about the gaming studio James is establishing, including how you can support, contact James or Guy g.royal@tuiagroup.com
To hear more from Guy Royal about the importance of NZ ventures going global and growth opportunities for the Māori economy, view the recording of the ‘Going Global: Transforming NZ Startups into Global Leaders’ panel discussion here.
