“This is a trivial amount to take from the marketing budget of a triple-A console title, but could be a significant sum of money for someone who's self-published a great little iOS title or developed an innovative Flash game, and the fee … awards are based not on a particular developer skill or talent, but on games in a particular genre (Action, Family, Online Multiplayer, Sports/Fitness, Strategy), or released on a particular platform (Browser Online, Mobile and Handheld). …

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Pickford: UK BAFTAS “designed to discourage smaller games …