Leading inspirational video game companies say they ‘value the support’ of bookstores, who understand ‘message and value of games’

Industry observers are expressing hope for the future of inspirational video games in light of the merger of two of the nation’s largest Christian video game companies. They say that the support from Christian retailers “is critical to the success of Christian gaming.”

Inspired Media Entertainment, the inspirational video game company that makes games based on the “Left Behind” book series, announced in February that it would merge with Digital Praise, the maker of Guitar Praise—a Christian game similar to the popular Guitar Hero.

Troy Lyndon, chairman and CEO of Inspired Media Entertainment—known as Left Behind Games (LBG) to the mainstream market—said the merger had “four key ingredients that will take our company to the next level.”

“Those keys are strong brands and products, multi-channeled distribution, a solid management team and a history of generating millions of dollars in the emerging Christian video game market—a feat no company has matched,” he said.

Digital Praise President and CEO Tom Bean, now president of LBG, added: “This merger gives us access to capital that we anticipate will enable us to produce far more new innovative games than we could hope to develop as a privately held company.”

Michael Patcher, research analyst at financial services and investment firm Wedbush Securities, said the Christian video game market is “a significant market currently underserved by traditional publishers.”

Sales of computer games—the primary platform of Christian games—in the U.S. were $538 million in 2009, while total video game and PC sales game software were $20.2 billion last year, according to market researcher The NPD Group (National Purchase Diary).

“This merger will allow (Inspired Media) to be well-positioned to serve the millions of people of faith that enjoy Christian entertainment,” Patcher said.

Tim Emmerich, director of conferences for the Christian Games Developer Conference/Association of Christian Entertainment, told Christian Retailing that both companies have previously participated in the group’s conference—slated this year for July 15-17 at Concordia University in Portland, Ore.

“Digital Praise is intimately involved in the association,” said Emmerich, who owns GraceWorks Interactive, which develops and distributes games such as The Interactive Parables and Interactive Bible: James. “We are definitely praying that God will bless the merger and bless the people who experience (Christian) games. … I encourage players to reach out to ... their local Christian bookstore as their source for Christian games.”

Ralph Bagley, spokesperson for the nonprofit Association for Family Interactive Media, told Christian Retailing that “the marketplace has always been ready for more high-quality Christian games.”

“The problem is that in order to create a high-quality Christian game that is available on several platforms, it takes a budget of roughly $10 million-$15 million dollars to develop it,” said Bagley, whose N’Lightning Software company produced games such as Catechumen and Ominous Horizons, which are available in Christian bookstores. “On top of that, you need millions more for marketing. The question is when can the Christian game developer community create a game that transcends a small niche market and goes mainstream?”

Based in Murrieta, Calif., Inspired Media publishes six games, including Charlie Church Mouse, Keys of the Kingdom and Left Behind: Tribulation Forces, the sequel to Left Behind: Eternal Forces—regarded as the most widely distributed Christian PC game.

Besides Guitar Praise, Newark, Calif.-based Digital Praise—now a subsidiary of Inspired Media—publishes several games, including Adventures in Odyssey, Dance Praise, Light Rangers, Hermie & Friends, aMazing Bible and two new iPhone game applications. Longtime Christian metal band Stryper recently signed a licensing agreement for the Guitar Praise Stryper Expansion Pack, which was to be released by Digital Praise in stores before Easter.

Bagley said there are currently close to 100 independent Christian game developers worldwide. “The problem is that very few of them have the resources to flourish under these very tough market conditions,” he said. “The support from the Christian retailers is critical to the success of Christian gaming, but the developers must create great games that are fun to play in order for the equation to really work.”

Bean agreed. “The Christian retail stores are a critical channel for the success of the Christian video game industry,” he told Christian Retailing. “We value the support of the large chains as well as all the independent stores that promote and sell our product line. The Christian retail channel provides our customers with knowledgeable staff that understand the Christian message and value of our games.”

Inspired Media recently reported that consumers have shown a desire “to purchase good, wholesome games.” Three PC games—including Charlie Church Mouse, retailing between $19.96 and $29.96—by the company formerly known as Left Behind Games were offered last fall in approximately 100 Wal-Mart stores in Dallas and Houston as well as in other Texas markets.

Left Behind: Tribulation Forces and Charlie Church Mouse were “completely sold out” in those stores several days before Christmas, Lyndon said. “Further, the original, 3-year-old Left Behind: Eternal Forces continued to show life as it was distributed in nearly every Target store in America, demonstrating that Christian games have longer lives,” he added.

Lyndon said that the retail test was “significantly successful enough” to attract interest from the country’s largest video-game representative firm, SMP Communications—resulting in an agreement to distribute its products into mainstream retail outlets throughout this year.

“Major Christian retailers appear to be bouncing back from the recession and have begun to place orders,” he said. “Now that the marketplace appears to be ready for more Christian games, our new focus on the Nintendo Wii and XBox 360 for future titles should begin our company’s transformation from a PC game publisher to an all-platform video game producer. … Christian games will become a significant market. The question isn’t ‘if,’ it’s just a matter of ‘when.’ ”

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