London, 7 April 2025 – On the occasion of the National Made in Italy Day, established to promote Italian creativity and excellence and celebrated on the anniversary of Leonardo da Vinci’s birth, the Embassy of Italy in London and ICE London, in collaboration with IIDEA – the trade association representing the Italian video game industry – are organizing an exclusive networking event focused on the video game sector and its role in innovation and economic growth in Italy.
The event, titled “Games in Italy: Discovering Italy’s Industry and Bridging with the UK”, will take place today at the Embassy of Italy in London. It offers a unique opportunity for Italian and British professionals to connect. The initiative is held in the context of the London Games Festival, one of the world’s leading events dedicated to the video game industry, promoted by Games London and held annually in the city to support the development of the video games sector in the UK and beyond. This year, a delegation of six Italian game development studios will participate in the Games Finance Market, showcasing their work and building new relationships with industry stakeholders.
The partnership between the Italian and UK video game industries will continue with First Playable, the premier business event for the gaming sector in Italy, taking place from 10 to 13 June 2025 in Florence. In collaboration with Games London, the British Film Institute has launched a call to select seven UK-based independent developers who will attend the Italian event, gaining access to panels, talks, and networking opportunities.
In 2023, the Italian video game sector reached a market value of €2.3 billion, marking a 5% increase from 2022 and a 28% increase since 2019. There were 13 million gamers in Italy, representing 31% of the population aged 6 to 64. The industry included 160 active development studios and employed 2,400 professionals in 2022. Updated 2024 figures will be presented by IIDEA on 15 April in Rome during the event “Video Games in Italy in 2024: Market, Consumers, and Industry”, hosted by the Ministry of Culture as part of the National Made in Italy Day celebrations.
Dr. Umberto Bernardo, Head of the Economic Office at the Embassy of Italy in London, stated:
“The video game industry in Italy is a key sector for innovation and is constantly growing, with increasing potential in the global market. Hosting this event at the Embassy of Italy in London, within the framework of National Made in Italy Day, is a strong signal of our commitment to promoting Italian talent and creating strategic connections with the UK, one of the most important markets for the sector. The collaboration with ICE London and IIDEA is essential to support the development of the Italian gaming industry and foster new opportunities for investment and international cooperation.”
Dr. Giovanni Sacchi, Director of the ITA – Italian Trade Agency Office in London, added:
“London is a strategic platform for the international growth of Italian development studios, and the London Games Festival is an unmissable opportunity to strengthen our sector’s presence in the UK market. ICE Agency is proud to support this initiative, which not only showcases Italian talent in gaming but also reinforces collaboration between Italy and the UK. Our partnership with IIDEA to bring British investors and publishers to First Playable in Italy is another step in this direction, creating new business and investment opportunities for Italian companies.”
Thalita Malagò, General Director of IIDEA, commented:
“The UK is the leading market in Europe for the video game industry and a key hub for operators across the continent. That’s why it’s essential to strengthen the positioning of the Italian industry and broaden the connections between our two countries – and the London Games Festival is the perfect occasion. IIDEA is proud of this initiative, made possible thanks to the valuable support of Italian institutions and in collaboration with Games London and the British Film Institute. Video games are a new frontier of Made in Italy – a perfect blend of innovation and creativity.”
About IIDEA
IIDEA (Italian Interactive & Digital Entertainment Association) is the trade association for the video game industry in Italy. It represents the sector’s interests and works to promote Italian players both at home and abroad, while also helping foreign companies access the Italian market. IIDEA carries out various initiatives to highlight the sector’s role in the economy, society, culture, and education. Internationally, IIDEA is a member of Video Games Europe, the European Game Developers Federation (EGDF), and sits on the Management Board of PEGI S.A., the non-profit organization managing the PEGI pan-European video game rating system.
For more information, visit: https://iideassociation.com
For details of the event held at the Embassy, contact: stampa.amblondra@esteri.it
