The field of IT- / High Tech- & Games is generally recognized as one of the key industries of creative economies. Several trendsetting branches, such as film, video, animation and music, come into play here. The huge potential for innovation in this branch can be seen as an important pacemaker and thus general motor for the growth of this branch.

However the positive developments in this area do bring along some difficulties: the utility and functionality of highly technological and complex products are often more difficult to communicate; an extremely high competitive pressure; and rapidly changing demands of target groups, to name but a few; additionally building up customer loyalty to avoid the One-Shot-Syndrome; all of that can quickly have an overwhelming effect.