With their latest title Sker Ritual out now and proving popular, Wales Interactive co-founder and director Richard Pring discusses, with Billy Edwards, his determination to position the nation as a video game production heavyweight.
In 2012, Richard Pring and David Banner jointly established Wales Interactive as a distinctly Welsh video-game studio that produces, publishes, and sells games to an international market. After studying both programming and animation at the University Of South Wales, the company arose from Pring’s aspiration to break into the gaming industry while staying in Wales – at the time, a relatively unfeasible prospect.
“Our original motivations for establishing the business were twofold,” he says now. “To establish a notable presence for the games industry in Wales, and to leverage the local talent pool of graduates. Our goal was not only to put Wales on the map for video game development but also to create sustainable, highly skilled jobs in the gaming sector.”
With such an attraction for Welsh heritage, do Pring’s surroundings inspire the development of his company’s games? “Absolutely!” he says, citing Maid Of Sker as a key example. This Wales Interactive game, released in 2020, is inspired by the ghostly Bridgend legend of Elisabeth Williams – the real-life Maid Of Sker. Pring advises players of this game to listen out carefully for “reimagined famous Welsh hymns, such as Calon Lân, Suo-Gân and Ar Hyd Y Nos, brought to life by the voice of Welsh singer Tia Kalmaru.
“This connection to local folklore and historical settings enables us to craft immersive and authentic experiences that highlight the rich culture and eerie landscapes of Wales,” he continues. “By incorporating these elements, we not only distinguish our games but also preserve and promote Welsh cultural heritage.”
Wales Interactive’s clients range from fellow indie companies to gaming giants PlayStation, Xbox and Nintendo. One particular area of interest for the company’s future is ‘interactive movies’, which function as a regular film until the viewer is able to choose the next step of its protagonist. “We are going to continue harnessing Wales’ strong film and TV industry by creating more interactive movies, or FMV [full motion video] games.”
These include Five Dates, an online dating experience constructed in lockdown and now boasting a large fanbase on Twitch. “With direct access to gatekeepers like Sony and Microsoft, we hope to continue to combine the skills of the booming film and TV industry in Wales with the knowledge and interactivity of the games industry to create a sustainable interactive movie pipeline locally,” Pring says.
New for this year is Sker Ritual, which has proved a top-three bestseller on the virtual video game store Steam. Belonging to the round-based shooter genre, Pring states how reinvention and accessibility are key to its success.
“Sker Ritual embellishes this very familiar and much-loved formula with the unique Miracle roguelike system, high-octane objectives, and a refreshing steampunk aesthetic intertwined with real Welsh folklore. Having access to multiple difficulties both outside and inside the game also allows players to transform their experience from an easy to a nightmarish one at the drop of a sword, which allows players of all skills to enjoy the game.”
It’s not all fun and games, however. Pring emphasises the importance of his role in anticipating certain trends and tastes in a “constantly evolving” industry. “The primary issue today is the sheer number of games released weekly. Standing out without millions in the marketing budget or an established, recognisable IP is extremely difficult”, he admits.
To make a defiant stand in the industry, Wales Interactive are keen to work closely with their fanbase of gamers, in Wales and beyond, to produce appealing titles. “We’ve consistently focused on innovation and fostering our community within the gaming industry,” Pring tells me. “Our Discord channels involve our community in the development process. We’ve always strived to identify our niche and expand upon it.”
Info: walesinteractive.com
words BILLY EDWARDS
