East of England set to become UK’s next Games Cluster, says landmark report 

A major new report published today by Norwich University of the Arts and Connected Innovation is calling for the creation of a Games Cluster for the East of England — positioning the region as a national leader in creative technology and immersive media. 

The report, Beyond Entertainment: Games in the East 2025, brings together insight from universities, studios, and industry partners to outline a roadmap for growth in one of the UK’s fastest-moving creative sectors. 

“This report shows how the East can turn creative excellence into economic strength. We have the research capability, the creative energy and the talent pipeline to be a powerhouse of digital growth,” said Professor Ben Stopher, Vice-Chancellor of Norwich University of the Arts.

The Games industry is worth $190 billion globally and contributes £6 billion GVA to the UK economy, employing over 28,000 people, with 80 per cent based outside London. 

In the East, the sector already employs hundreds across Norfolk, Suffolk and Cambridgeshire, with success stories including Newfangled Games, Glowfrog Games, and Fairer Games – as well as a globally distributed network of professionals working on major titles such as Fable, Fortnite and Sea of Thieves. 

The report identifies six key interventions to unlock growth, including: 

• Establishing a Norwich Games Hub to retain graduates and support start-ups in their pre-revenue phase. 
• Creating a dedicated regional Games Fund to attract investment and match national programmes. 
• Developing cross-sector projects that apply games technology to healthcare, agritech and clean energy. 
• Launching a Games Industry Showcase linked to Norwich Games Festival to celebrate innovation and attract investors. 

Associate Professor Mark Wickham, co-author of the report and Director of Computer Arts and Technology at Norwich University of the Arts, said: 

“The East already has all the ingredients of a thriving Games cluster — world-class education, applied research, and entrepreneurial talent. What we need now is a structure that connects them and enables our region to scale its success.” 

The report highlights pioneering assets such as the Immersive Visualisation and Simulation Lab and the Virtual Production Studio at Norwich University of the Arts — part of the AHRC World Class Labs portfolio — alongside the DigiTech Centre at Adastral Park and the Institute for Creative Technologies. 

Together, these facilities form a foundation for innovation and games technology spillover — where gaming techniques and engines are used in sectors like health research, energy simulation, and environmental planning.

“Within our innovation ecosystem we are seeing Gaming and immersive technologies increasingly applied into agriculture, life sciences, healthcare and beyond, providing a real opportunity for growth and cross industry innovation, and demonstrating that the Eastern region can be a leader in the UK in creative technology as well as entertainment gaming.

“We just need to make sure that the opportunities and connections are visible as well as investable,” said James Allen, Programmes Manager at Connected Innovation.

The report complements the government’s Creative Industries Sector Plan and UK Games Growth Plan but focuses on regional delivery — aligning with the ambitions of the Norfolk and Suffolk Business Board’s and Connected Innovation’s cross-sector partnerships. 

The report concludes with a clear message: The East is not a passive participant in the UK Games industry — it is an active, connected ecosystem with the potential to lead the next phase of creative-economy growth in the UK.