Norwich University-led report says the East of England can be a hotspot for the UK games industry

The UK games industry is now worth a staggering £7.82 billion, with East Anglia poised to become the next major growth cluster, according to a new report led by Norwich University of the Arts.

Despite a global downturn, the UK games sector grew 4.8% year-on-year, employing 28,500 people and contributing a massive £6 billion GVA (Gross Value Added) to the economy.

Norfolk and Suffolk, now home to 5.9% of the UK’s games workforce, are punching above their weight. Yet, challenges remain – especially in access to funding and retaining graduate talent.

However, the region boasts incredible assets, including:

• A world-class talent pipeline led by Norwich University of the Arts, UEA and the University of Suffolk.
• Indie success stories like Newfangled Games, Glowfrog and Moss Monkey.
• Cutting-edge research and development hubs, like the Immersive Visualisation and Simulation Lab at Norwich University of the Arts.
• Strong community infrastructure – from Norfolk Game Developers to the Norwich Games Festival.

Six recommendations to support the East of England’s games cluster

To drive growth, the report outlines six critical recommendations to support the region’s emerging games cluster:

1. Retain graduate talent

Establishing a Norwich Games Hub would create a central focus for the games community and nurture new businesses in the pre-revenue phase. It could build on the Creative East mentoring model and offer events that draw games professionals from across the industry to engage.

2. Focus on cross-sector opportunities

Identify and catalyse projects showcasing games-technology spillover across healthcare, agriculture, energy and education. Connecting games expertise with business and research opportunities in these sectors could drive innovation and create new revenue streams.

3. Establish an annual industry showcase

Launch a high-profile event that raises awareness, creates networking opportunities and facilitates business development and investment.

4. Map regional games infrastructure

Develop a network of resources and facilities throughout the region that complements the central hub, while maintaining regional expertise and encouraging collaboration.

5. Strengthen mid-career skills development

Support regional skills initiatives addressing mid-career development needs. Work with local stakeholders and government, focusing on technical disciplines, leadership, cross-sector skills mapping, and developing commercial and business skills.

6. Develop a Regional Games Fund

Establish an investment case for a dedicated funding vehicle explicitly tailored to East Anglia’s model. It should emphasise sustainability, accessibility, flexibility and alignment with regional priorities.

The future of the UK’s games industry

Professor Ben Stopher, Deputy Vice-Chancellor of Norwich University of the Arts, said:

“This report demonstrates the significant role the East of England can play in the future of the UK’s games industry. At Norwich University of the Arts, we’re proud to support the talent, research and innovation that is already powering this sector forward.

“With the right investment and collaboration, our region can compete – and lead – on the national and global stage. We look forward to working closely with regional partners and government to deliver this shared vision.”

Commenting on the report, Dr Richard Wilson OBE, CEO of TIGA – the trade association for the UK video games industry – said:

“I’m delighted that Norwich University of the Arts is exploring ways to strengthen the video games sector in the East of England. The industry is supported by highly respected universities, preparing skilled graduates for a career in our creative industry.

“I strongly support the ambition to grow a games development cluster in the East of England. TIGA looks forward to working with universities, colleges and games studios across the region to make this goal a reality.”

Explore the recommendations

A summary of the report is available to download now. The full report will be published in the summer of 2025.