The UK’s gaming industry has just received a major boost with the announcement of the £30 million ($41 million) Games Growth Package, a move that places video games at the heart of the government’s wider £380 million ($520 million) Creative Industries plan.
To better understand the potential of this package, we gathered insights from four industry voices: Michael French, Head of Games at London Games Festival, John Wright, CEO of Turborilla, Fátima Castro Franco, PR Specialist at Gamelight, Nilay Patel, Head of Product at Kohort, Olliver Heins, Chief Product Officer of Aonic, and Antoine Jullemier, Head of Supply at GADSME.
They shared their thoughts on what this package means for the future of UK game development and what emerging studios can do to get ready.
Opportunities for Emerging UK Game Studios
Michael French views the announcement as meaningful recognition of the games sector’s potential. “This is recognition from UK government that games are a high-potential sector and the consequences will eventually be seen across a number of areas,” he said.
“One side is that this is all encouraging better investment and funding support for UK games companies, and creating a better business environment for them to thrive in through an improved focus on things like skills,” French highlighted.
John Wright was equally enthusiastic. “It doesn’t take it away from being one of the biggest and best bits of news for the UK gaming industry in a long, old time,” he said. Among the key benefits he highlighted were stronger bridges from concept to prototype and a national Games Skills Network to address talent gaps.
He noted that for studio founders, opportunities for funding and mentorship are expanding.“This package shows the UK pushing beyond rhetoric, delivering concrete support to studios, creators, and talent pipelines,” he added.
Fátima Castro Franco emphasized the package’s value for small studios: “Early-stage developers often have great ideas but struggle with funding, and this package can help bridge that gap.” She believes the initiative will give teams room to take creative risks and build sustainable businesses.
“It also encourages creative risk, the package is designed to help studios build long-term businesses, giving them the tools and resources to grow, connect with partners, and reach a global audience,” she added.
Nilay Patel pointed to the UK’s strong but capital-intensive position in the global market. “Gaming is still a capital-intensive activity, be that in asset production or paying for UA. Emerging studios will be enabled in three key ways: build for the international arena, build a thriving jobs ecosystem, and build capacity to ship fast and ship often.”
Olliver Heins saw promise in the package, but stressed execution: “The key will be the allocation of the funds. For me, it only makes sense if the funding can fund a game, or at least fund a game to a point where the team is ready to talk to investors and publishers.” He added, “This package is only a good thing if it solves that.”
Antoine Jullemier shared a similarly optimistic view. He said, “The £30M Games Growth Package couldn’t come at a better time and it’s great news for emerging studios in the UK.” He also emphasized the package’s role in growing stronger teams, better ideas, and ultimately better games, while further investment in infrastructure like regional hubs, incubators, and local events will help UK studios to compete globally.
Aligning Industry Needs with Government Policy and Funding
Michael acknowledged the early stages of the Council but stressed its symbolic importance. “We lobbied direct for the inclusion of the London Games Festival in the Creative Industries Sector Plan,” he said. “This week’s announcements have shown that games are 100% now on an equal footing with other sectors in the minds of policy makers.” He believes the Council will help ensure that the interests of the industry are “heard regularly.”
John praised the Council’s potential to improve collaboration between studios and the government. “A newly formed UK Video Games Council, made up of industry voices, ensures policymakers work hand-in-hand with studio leaders,” he explained.
“The UK Video Games Council will have a seat at the table where they can articulate the public benefit of a thriving games industry to the UK government,” Nilay said. “The games industry does not need a handout. It needs to remind the government of the tangible value that a thriving games industry generates.”
“We will see once the members of that council are announced in a couple of weeks,” noted Heins. He questioned how representative the council will be and stressed the importance of diversity: “If it’s a diverse, even council that also has some power, then I would really welcome it. If not, it’s a missed opportunity.”
Antoine added that the Council has the potential to bridge gaps between studios and government. “By bringing together voices from all kinds of game studios across the UK, big and small, from London to hubs like Brighton, the new council will help the government better understand the real challenges teams face and the kind of support they need.”
Advice for the Early-Stage Studios
“Early-stage studios might not see an immediate benefit in the next few weeks, to be clear,” Michael noted. However, he outlined upcoming efforts such as an expanded Games Finance Market and international trade missions. “The key thing is for studios to be working on ensuring their business is as investment-ready as it can be,” he said, and that their game IPs are “sufficiently unique and compelling” for when opportunities fully roll out.
John Wright called this “our moment”. He asks us to expect a richer pipeline of UK‑grown IP since it is open for serious, games‑focused business.“Let’s make every pound count and build the next wave of iconic UK studios and titles,” he said.
“Build. Just build. Build in the open. Build early. Build when no one’s looking,” Nilay Patel offers a simple directive. He stressed that prototyping is more accessible than ever and that success lies in execution. “We will, as an industry, unlock commercial success and further strategic investment by building.”
Olliver Heins advised developers to be strategic and realistic: “Have a good, clear idea of how the funding you can get propels you to the next level. Be prepared to be fast. There have been so many teams who have run out of money, not building the prototype, but navigating the fundraising process.” He also emphasised having a realistic timeline that includes time to raise money, negotiate, or deal with publishers.
“I would definitely recommend signing up for updates from the UK Games Fund, Ukie, TIGA, and the Video Games Council, so you don’t miss funding opportunities or application deadlines,” shared Antoine. He also recommended joining local hubs, incubators, or even Discord communities to share ideas and improve pitches. “Be clear about what support you need and why, whether it’s funding, mentorship, or team-building help and don’t be afraid to ask for help.”
