How to grow the UK video games industry’s influence

July 19, 2026 - 07:19

The UK video games industry has plenty of strengths, but I argue it can do a lot more to grow its influence. Right now, the sector sits in an odd spot. It generates billions, employs tens of thousands, and produces world-class talent. Yet its political and cultural weight often feels smaller than it should be. Compared to film, music, or even sports, games still struggle to command the same attention from policymakers and the public.

Part of the problem is fragmentation. The industry is made up of many small and medium studios, each fighting their own battles. There is no single, loud voice that speaks for everyone. Trade bodies exist, but they often lack the funding or unity to push hard on issues like tax relief, skills training, or export support. Meanwhile, other creative industries have spent decades building relationships in Westminster and Whitehall. Games need to do the same, but faster.

Another issue is perception. Despite record revenues and mainstream popularity, video games are still seen by some as a niche hobby or a cause for concern. That reputation lingers in government circles and among older demographics. To grow influence, the industry must tell better stories about itself. Not just about sales numbers, but about the jobs, the innovation, and the cultural impact. It needs to show that games are not just entertainment, but a serious part of the UK economy and identity.

There are signs of progress. More studios are hiring public affairs staff. The UK Games Fund is supporting new talent. And events like the London Games Festival are raising the sector's profile. But these efforts need to scale up. The industry cannot rely on a few passionate advocates alone. It needs a coordinated strategy that reaches beyond London, into local communities and schools, and into the halls of power.

If the UK wants to be a global leader in games, it has to act like one. That means investing in advocacy, building coalitions, and changing the narrative. The potential is there. The question is whether the industry will seize it.