The Lobby – February 2026

Championing the games industry on the Prime Minister’s Trade Mission – What did the studio heads make of it?

What better way to kick off 2026 than hopping on the plane with the PM to represent the games industry alongside 60 other Business leaders?

But what does a trip like this actually achieve? And more importantly, what does it tell us about the role games can play in supporting the government’s growth agenda?

We spoke to two industry leaders to understand what the delegation to China meant for their businesses and for the wider industry.

Donna Orlowski is Chief Operating Officer of Chucklefish, a leading independent video game developer and publisher based in London. We asked her what the trip meant for industry recognition and the role games businesses have in stepping up to engage with government.

“First and foremost, this was a fantastic opportunity, and I’m genuinely grateful to have been able to represent the UK games industry at this level. Being part of a delegation like this reflects how far the sector has come, and it was encouraging to see games recognised alongside other established UK industries.”

“The UK games sector has reached a level of scale and sophistication where closer engagement with government is both natural and valuable.”

“Regular, structured engagement with DBT, HM Treasury, and DCMS will be key to sustaining that momentum.”

“Games already play a meaningful role across AI, education, skills, and digital infrastructure. Ensuring games leaders are part of wider cross-sector conversations helps those contributions be recognised early, and positions the industry as a core component of the UK’s future-facing economic strategy.”

It is vital for the industry that we have champions in the room, but what does it mean for your business, and how can other UK studios benefit from ‘doing business’ through government?

“For Chucklefish, one of the most valuable outcomes was opening a direct and constructive dialogue around UK games regulation and market access with the China-Britain Business Council and DBT China. These are complex, systemic issues that benefit from government-to-government discussion. We are now producing a formal case study to support the view that UK games can respect Chinese cultural values while building meaningful audiences in the region.”

“The trip also enabled us to engage with organisations such as Airbus, Brompton Bicycle, and UK institutions including the Science Museum and the UK Table Tennis Association, which reinforced the strength of cross-sector collaboration and the role games can play within it.”

Trade delegations like this play an important role for the industry as a whole. They place companies like Chucklefish alongside the UK’s most established sectors, reinforcing the reality that games are a long-term, high-value contributor to both the economy and the UK’s cultural influence globally.

They also help turn existing success into sustained growth. The UK already produces world-class games IP, and delegations create the conditions for deeper international relationships, practical collaboration, and long-term partnerships. This helps ensure the industry continues to grow with the same level of strategic support and recognition as other leading UK sectors!

María Sayans CEO of ustwo games also joined the delegation – ustwo games is an independent video game studio best known for the award-winning Monument Valley series and Alba: A Wildlife Adventure.

How can games companies better leverage government channels and networks to grow their business internationally? And what specific steps would help bridge the gap between where the industry is now and where it needs to be?

“The games industry has a huge economic and cultural impact, and games businesses are natural exporters. So governments are increasingly understanding the benefits of supporting a thriving games development industry locally.  But the economics of games development, marketing and distribution are complex and not well understood by outsiders, so it is up to us to educate government in the potential and challenges that games business face, both at home and internationally.”

“I think in the past games businesses have felt misunderstood and under-appreciated by governments, and as a result, not made the most of what can be an incredibly beneficial relationship. But as a mature industry, we are increasingly removing that chip from our shoulder, being more proactive, coordinated, data-driven, and willing to speak the language of public administrations.”

“The Industry is growing up”

“Our industry bodies are developing long-term strategies to support industry growth, investing in data and research to back our policy recommendations, and engaging across different government channels consistently and strategically.”

“We need to remember that we are a growth industry, that creates high-quality jobs, with global products that are export-oriented, and a source of massive soft cultural power for the UK – all of these things place us as a priority sector for the government’s industrial and trade strategy.”

What were the key takeaways from the delegation trip for you personally and for ustwo? Were there any specific wins or outcomes you can share that might inspire other studios?

“China is the biggest gaming market in the world, but it is in many ways inaccessible for most games businesses. The need for government-issued and very limited game licenses (ISBN codes) strictly limits the release of foreign games in China.

We were able to argue for the reduction of this trade barrier, and offered ideas of how the UK and China could have a closer trading relationship when it comes to videogames. The proposal is now there and we’ll continue to engage with DBT and DCMS to support the rationale for making this a priority, and create carve outs like the one enjoyed by South Korea.”

“More specifically for ustwo games, it helped create a backdrop to support our partnership with XD on the release of Monument Valley 3 in China. Knowing that governments on both sides support trade between the countries creates confidence for companies to prioritise these deals.”

“Monument Valley’s biggest audience is in China, well over 100M people have played the games there – and this trip also opened doors with cultural institutions and non-games companies to engage with that fan base.”

China and the broader Asian market represent both enormous opportunity and genuine complexity for UK studios. The regulatory environment is different, player preferences don’t always align with Western markets, and cultural nuances matter more than many studios initially realise. But ustwo is one of an increasing number of studios successfully reaching huge audiences in China and other Asian markets.

We strongly believe the delegation won’t be a one-off. The government’s recognition of games as a key growth sector means we’ll see more of these opportunities – but only if we, as an industry, continue to demonstrate our value, our ambition, and our readiness to compete globally.

For too long, games have been brilliant at making world-class products but less confident about demanding the support and recognition we deserve. The studios that went to China have opened doors. Now it’s up to the rest of us to walk through them.

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Scotland’s Games industry is gearing up for May elections

With elections on the horizon and new faces joining Parliament, Interactive Entertainment Scotland (IES) is working constructively with policymakers to build understanding of what the sector needs and what it contributes to Scotland’s economy and culture.

Since launching just three months ago, IES has already begun meaningful conversations with government officials, built around strong but achievable objectives.

Interactive Entertainment Scotland launched just three months ago as the trade body representing Scotland’s video games and interactive entertainment sector. The organisation champions the industry’s interests, connects businesses with opportunities, and works to ensure policymakers understand the economic and cultural value of games development in Scotland.

Policy and Engagement Manager Gabriella Castanedahas hit the ground running since joining IES, meeting with stakeholders across Scotland, including businesses, the IES board, industry leaders, as well as government bodies.

Backed by some of Scotland’s leading studios, including 4J Studios and Blazing Griffin, Gabriella is ensuring that the voices of the country’s game development community are heard.

With the Scottish government heading into elections, how can studios ensure their voices are heard in shaping policy?

“This is a crucial time to ask for politicians to engage with our industry, so we have been developing the first Scottish Video Games and Interactive Entertainment Industry Manifesto for the elections. By putting forth this manifesto, we are inviting the next Scottish Government, key stakeholders and industry to collaborate and shape the future of the video games industry.”

The upcoming elections will reshape Scotland’s political landscape considerably. Around 40 MSPs out of 129 will be leaving Parliament, meaning roughly a third of the legislature will consist of new faces bringing fresh perspectives.

“This matters for the video games industry because it means that we need to make sure our voices are heard and that people know what we do,”

“The biggest opportunity for Scotland’s video games industry over the next few years is showing the Scottish Government what we can really do. Momentum has always been there; however, more than ever, officials are interested in what we have to say. The door is open, all we have to do is go through it and deliver collectively.”

Scotland’s games industry manifesto

The manifesto addresses the real challenges studios face: access to skilled talent, funding, infrastructure, and the support needed to scale. IES is calling on studios, developers, and partners across Scotland to actively participate in shaping the advocacy agenda. The effectiveness of the manifesto and broader engagement efforts depends on input from businesses facing real-world challenges.

“Studios, developers and partners across Scotland can engage with Interactive Entertainment Scotland by getting involved early and helping to shape the agenda. That means sharing insights on the challenges they are facing, whether that is access to skills, funding, infrastructure or support to scale, so that IES can reflect real industry needs in its work.”

“There is real value in studios lending their voices to advocacy efforts. When policymakers hear directly from businesses and creators on the ground, it strengthens the case for targeted support and better recognition of the industry’s economic and cultural impact.”

“When we are able to do this, I believe we can achieve long-lasting change for our industry here in Scotland,”

For an industry that has often struggled for recognition alongside more established creative sectors, this represents a real opportunity to establish a stronger foundation for future growth in Scotland. The focus is on building credibility and creating lasting partnerships that will support the sector’s development for years to come.

Watch this space for more news on IES and plans for the coming months!

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Want to learn more about the UK Games Industry?

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