With start-ups struggling, the industry's finest prove their business prowess to Lord Sugar
Every year the Develop Awards opening video brings about intrigue, delight and terror, and this year was no exception.
The UK industry’s best took on Lord Sugar in a parody of The Apprentice, venting the usual complex business terminology that only the candidates themselves understand.
The video features a number of game developers and industry execs from all sides of the sector, with cameos from Epic’s Mark Rein and Tim Sweeney, TT Games’ Jonathan Smith, Lift London’s Lee Schuneman, Playmob’s Jude Ower, Sophia George of Swallowtail Games and Remode’s Ella Romanos among numerous others.
Here's the full cast, you can watch the video at the bottom of the page:
Lee Schuneman - Lift London
Shahid Ahmad - SCEE
Jonathan Smith - TT Games
Darren Jobling - Eutechnyx
Trevor Williams - Playground Games
Alex Wright-Manning - Creative Assembly
Mike Bithell - Independent developer
Peter Lovell - Jagex
Tim Sweeney - Epic Games
Mark Rein - Epic Games
Jude Ower - Playmob
Roberta Lucca - Bossa Studios
Lizzi Attwood - The Blast Furnace
Jackie Tetley - nDreams
Sophia George - SwallowTail Games
Gina Jackson - Women in Games
Ella Romanos - Remode Studios
Nina Cliff - Consultant
So sit back and enjoy, or be horrified, as famous industry developers and execs vie for Lord Sugar’s approval in the video below.
If you enjoyed that, you can watch the opening videos from previous Developer Awards below: