Interview: we spoke with Matea Alikadić about the state of the gaming industry in B&H

The video game industry is entering a new era. Not only does the gaming industry represent a serious economic branch in many countries around the world, but it is also establishing itself as an industry that encompasses dozens of professional disciplines and thousands of jobs.

However, the situation in Bosnia and Herzegovina is a bit different. On this occasion, we spoke with Matea Alikadić, the director of the Sarajevo Loading Festival, which is the first and largest gaming festival of its kind in Bosnia and Herzegovina.

Q1: Good day Matea, it is an honor to speak with you. To start off, could you introduce yourself to our audience? How did you enter the world of video games?

I entered the world of gaming quite by accident, but I stayed on purpose 🙂

My husband, who is actually the visionary behind everything we do now, decided to bring that idea to Sarajevo after a trade fair in Barcelona. I joined the story during the pandemic, even though I didn’t know much about video games—actually, every day I realize I knew nothing 🙂 Back then, it felt like everything was falling apart; the whole world literally stopped, and because of our lack of knowledge, so did we. Then Elsin joined our small team, and he is actually the reason why this is no longer just a job, but a way of life. We started from scratch and decided to change the esports and gaming scene in Bosnia and Herzegovina and, without exaggerating at all, in a year and a half, we have done more than everyone else before us.

My previous job had nothing to do with this industry, but by nature, I am a person who loves business challenges, so a new industry that isn't talked about as much fit in perfectly.

Q2: Where did the idea for organizing the Loading festival come from, and is there interest in such things in our country?

Loading was organized for the first time in 2019 and was one of the most successful events in Bosnia and Herzegovina at that time. Although he wasn't part of the initial lineup, the greatest credit for keeping it going goes to Kemal Balihodžić, who took over all the rights regarding Loading. For two years, nothing was happening in terms of gaming festivals, and those of us from Connect Arena had an indescribable desire to change that. I mentioned this during a casual coffee with Kemal, and she mentioned how she would like to do Loading, but something was missing.

That "something" was actually our role—specifically, the competitive part of the festival—and we were waiting for the right moment. When I say "the right moment," I mean the part where at least one institution stands behind it, because anything other than that was out of the question for us. A few months after that coffee, I happened to see a call for applications from the Sarajevo Canton Tourist Board (TZKS), and we decided to apply. We received a portion of the requested funds, and then there was no turning back; we had to put the event together in a month and a half. Since neither Orior Media nor Connect Arena do things halfway, that event had to be excellent.

After TZKS, we received support from the City of Sarajevo, and then the Ministry of Economy of Sarajevo Canton. Sponsors followed one after another, and we managed to create a festival that gathered more than 1,000 visitors and over 400 players, considering we had three tournaments on the main stage. What makes me happy is that some sponsors reached out to us during the festival itself and asked to be part of the next one, so it wasn't a question of whether we would do it this year, but when.

Q3: Given that the pandemic has significantly impacted the development of the gaming industry in recent years, have you noticed a better attitude toward this industry in Bosnia after the pandemic?

Well, unfortunately, Bosnia and Herzegovina has still not recovered from certain other crises, so the pandemic only deepened that state. However, gaming is not strictly tied to the country as such, so our gamers earn very well in other countries. When we talk about raising awareness about this industry, I must say that something has been happening lately—positive, of course.

It’s as if the media has woken up and started taking an interest in the fastest-growing industry, thus bringing it closer to those who do not understand it. I believe this is a "consequence" of the fact that the kids have grown up, gotten jobs, started their own companies, and can play games to their heart's content, which we see best through our Business league.

Q4: Considering the high growth rate of this industry compared to others in other countries, why do you think the gaming industry is so neglected here?

I already answered that to a large extent in the previous question. The problem is that in key positions in the state and cantons, we have people who do not understand the industry itself; some don't see the purpose, and some don't like it, so they are of the opinion that we don't even need it. I must particularly highlight the Minister of Economy of Sarajevo Canton, who is one of the few who decided to listen to what we are saying, but also to inform himself and realize that this is the future. I sincerely hope that people with a slightly broader view of everything will come into these positions.

Q5: Do you think we will see gaming at the Olympics soon?

Predictions are that it will appear as early as 2028; I really hope that by then, we as a country will take gaming seriously and send representatives because we truly have talented players.

Q6: For many years, there was resistance from parents toward gaming, and they didn't allow children to spend days playing video games! What is your stance on this issue?

As a parent, I understand the concern, but the problem is not the children and the games, but the parents' lack of information. If we view gaming as a sport, then the time spent playing games is not wasted. Children training for football face twice as many challenges and time commitments, but it isn't viewed that way here. Through our Arena, many children pass, and we meet many parents who are in the IT world; they don't have that resistance because by playing games, children learn the language, socialize, and only the best succeed.

What I personally like the most is that your name and surname, where you are from, and whose child you are doesn't play a role at all. Talent and skill are the only things that can help you in a match. This doesn't suit some parents, so we've had situations, for example, during birthday competitions, where parents openly ask us to "fix" it so their child wins 🙂

There are parents who forbid it, but they cannot stop it. Technologies will not disappear, and as soon as their child earns their first money, they will buy themselves a gaming computer. We always advise parents not to be exclusive and to find a compromise. We don't support spending the whole day in front of a computer or with a mobile phone either. I believe that everything within normal limits should be supported.

Q7: What are the future plans for the Sarajevo Loading festival?

We are well into the organization of this year's Loading, which should be held in October. This year, we are bringing a completely new concept, and I am sure we will push existing boundaries when it comes to organization. We will publish more information soon 🙂

Until then, I want to exclusively announce a COD 2 competition that will take place from March 17th to 19th at International Burch University with a prize pool of 5,000 euros. The event ambassador is Namik "Nuni" Đulić, and it will be the tournament with the largest prize pool in the region since the game has existed.

We are part of the organization for the Wondercone festival in Osijek with a prize pool of 40,000 euros, and we are also preparing the fifth season of the Business league.