Nation Branding in a Digitalized World: The Case of Black State
The global video games market is forecast to be a colossal $282 billion industry by 2024 and is expected to grow by 8% annually through 2027.
Over the past decade, branding has become increasingly prominent in the field of international relations, although it is primarily a topic of business studies. In essence, nation branding refers to the strategies used by a state to reposition itself within the international system or to strengthen its current position in certain areas. Nation branding is fundamentally about constructing and exporting a positive image of a state, and is closely related to the concept of public diplomacy.
When examining examples of the nation branding in the international system, it is evident that the positive impact of various brands on users and consumers also enhances the perception of the country of origin. The literature highlights diverse examples of nation branding, ranging from tourism and music bands to gastronomy and technology. One notable example is the Witcher video game series produced by CD Projekt Red, a Polish game studio. The global success of the Witcher series has significantly boosted Poland’s image, showcasing it as a country capable of producing high-quality, culturally rich digital content. This success story highlights how video games can be a powerful tool for exporting a country’s positive image.
Another prominent example is the Call of Duty series, which, despite its ups and downs, has played a significant role in setting a narrative for the United States. The series has often portrayed American military prowess and heroism, contributing to a positive image of the U.S. on the global stage. Similarly, “the Stalker” series has bolstered the image of Ukraine, with the game studio GSC Game World garnering substantial support for the Ukrainian army, particularly amid ongoing geopolitical tensions.
Japan’s From Software has also made notable contributions to nation branding with the Dark Souls series and its latest hit, Elden Ring, and its forthcoming DLC, Shadow of the Erdtree. Not only have these games been commercially successful, but they have also showcased Japanese creativity and excellence in game design, enhancing Japan’s cultural footprint worldwide.
As the title of this paper suggests, in a digitalized world, digital intellectual property can positively influence a state’s position in the international system. For instance, the user experiences associated with Microsoft’s operating systems and office programs, and Nvidia’s graphics cards contribute to the perception of their respective countries of origin. This integration of hardware and software on digital platforms is remarkable.
The global video games market, driven by digital intellectual property, is forecast to be a colossal $282 billion industry by 2024. According to Statista, the market is expected to grow by 8% annually from 2024 to 2027, reaching $363 billion by 2027. Statista reports that China is the leading country in terms of revenue from the video game market, generating $94 million in 2024. Türkiye’s video game market, which reached $985 million in 2024, is expected to surpass the $1 billion mark by 2027 with an annual growth rate of 7.72%.
Visitors play a video game during Thailand Game Show x Wonder Festival at Queen Sirikit National Convention Center in Bangkok, Thailand on October 21, 2023. The event aims to promote the gaming industry and expand the digital content market in Thailand. Photo by Anadolu Images
In Türkiye, apart from a few exceptions such as the Mount & Blade series and Anomaly Agent, most of the video games market is focused on the hyper-casual mobile games market. However, this should not be misconstrued as a negative narrative. In fact, Peak Games, a mobile gaming company based in Istanbul, was sold to the American gaming giant Zynga for $1.8 billion. This shows that focusing on the hyper-casual market has been fruitful for most gaming companies. As a result, AAA or AA games have not been a primary focus. Until 2024, there were no internationally released AAA video games from Türkiye—until the arrival of “Black State.”
Developed by Motion Blur, the video game studio founded by Mahir Orak and led by veteran game developer Kadir Demirden, Black State was announced on 10 July 2024 as part of IGN’s global marketing campaign. From the promotional trailers, it is clear that “Black State” is a digital intellectual property capable of delivering in-game technologies that global competitors cannot. Following the promotional trailers, Black State attracted significant global interest and contributed positively to Türkiye’s international image. Considering the declining interest and market share of the global cinema industry, which was the top entertainment industry of the last century, the international release of a Turkish AAA video game like “Black State” not only provides significant economic benefits, but also highlights the promotion of Türkiye as a technology hub. This situation enhances Türkiye’s image as a technology exporter, alongside its defense industry.
VIDEO: Black State – Official Trailer
In Türkiye, the video games market revenue is projected to reach $985.70 million in 2024. The market is expected to grow at a compound annual growth rate of 7.72% (CAGR 2024-2027) to reach $1,232.00 million in 2027. The number of users in the video games market is expected to reach 14.9 million by 2027. The user penetration rate is expected to increase from 15.5% in 2024 to 17.1% in 2027. The largest segment within the video games market is mobile games, with a market value of $356.10 million in 2024. Globally, China is expected to generate the highest revenues, with a value of $94,490.00 million in 2024. Furthermore, the average revenue per user (ARPU) in the video games market is forecast to be $73.87 in 2024.
Türkiye’s video game market is thriving, with a growing number of local developers creating innovative and culturally relevant games, demonstrating the significant potential for nation branding through digital intellectual property in a globalized world. By capitalizing on the success of digital products such as Black State, Türkiye can establish itself as a major player in the global technology and entertainment sectors, much as Poland has done with the Witcher series, the US has done with the Call of Duty series, Ukraine has done with the Stalker series, and Japan has done with Dark Souls and Elden Ring. This not only enhances Türkiye’s economic standing, but also promotes its cultural heritage and technological prowess on the international stage.
The success of Black State is an example of how Türkiye can use video games as a nation branding tool. This strategic move can lead to significant economic benefits and enhance the country’s image as a technology exporter. As evidenced by the impact of The Witcher series on Poland, Call of Duty’s narrative for the US, Stalker’s support for Ukraine, and Dark Souls and Elden Ring’s enhancement of Japan’s image, Türkiye’s foray into the international video game market holds immense potential for enhancing its global reputation and influence. To further enhance its image, Türkiye should highlight its technological innovations not only in the entertainment sector, but also in areas such as defence, renewable energy and healthcare. Showcasing these advances through international exhibitions, partnerships and the media can enhance Turkey’s reputation as a hub of technological progress. This comprehensive approach will ensure that Turkey’s contributions to global technology are recognized and respected across industries.
