Agenda

Any country can be reduced to stereotypes once its culture crosses borders. Emerging markets, in particular, often struggle to define themselves beyond simplified global narratives. This session examines why cultural exports matter, and how games have become one of the most powerful instruments for shaping national identity abroad. Using Brazil as a case study, the session presents over two decades of coordinated advocacy and internationalization efforts led by Abragames, together with the Brazil Games Export Program, developed in strategic partnership with ApexBrasil. From regulatory advances such as the Games Legal Framework to the creation of structured acceleration programs and cultural recognition initiatives, the talk demonstrates how games operate not only as commercial products, but as strategic cultural assets with tangible impact. The result is measurable ecosystem growth, increased exports, and a stronger, more nuanced global presence for emerging creative economies.

Takeaway

Attendees gain insight into how games can function as instruments of cultural influence and international positioning, drawing lessons from a long-term national case study that connects advocacy, public policy, and industry coordination to measurable ecosystem growth.

Intended Audience

This session is designed for policymakers, ecosystem builders, trade agencies, and studio executives of all sizes interested in international growth, cultural positioning, and emerging markets. No prerequisite knowledge is required, the conversation is relevant to anyone who sees games as cultural expression and global opportunity.