The Embassy of Italy in London, in collaboration with the Italian Trade Agency (ITA/ICE) and the Italian Interactive Digital Entertainment Association (IIDEA), hosted an event on 13 April 2026 dedicated to the future of the Italian video games industry.
The Italian video games market reached nearly €2.4 billion in 2024, marking a 3% increase compared to 2023. The number of gamers in Italy has grown to approximately 14 million (+8%), accounting for 33% of the national population. In parallel, the domestic development sector generated an estimated turnover of €200 million in 2024, driven by around 200 companies employing over 2,800 professionals. Further details can be found in the IIDEA 2024 Report.
Thalita Malagò, Director General of IIDEA, stated:
“The Italian video games industry is experiencing a phase of growth and consolidation, driven by creativity, innovation, and the strength of its talent. Initiatives such as this provide valuable opportunities to foster international dialogue and build strategic partnerships. Strengthening collaboration with key markets such as the United Kingdom is essential to further support the sector’s development and to consolidate Italy’s position in the global gaming landscape.”
Riccardo Smimmo, Chargé d’Affaires of the Embassy of Italy in London, remarked:
“We are proud to open the doors of the Embassy to the video games industry as we launch the celebrations of the National Made in Italy Day. Today we are not only speaking about entertainment, but about a high-tech sector that represents a genuine engine of growth for our country. Bringing Italian development studios into dialogue with some of the United Kingdom’s most innovative players means accelerating the internationalisation of our companies, while reinforcing Italy’s role as a globally recognised creative hub.”
The London initiative, organised to mark the 2026 National Made in Italy Day, forms part of a broader programme of events dedicated to the new frontiers of Italian innovation – The Pulse of Progress: Italian Ideas that Transform – promoted by the Embassy across the United Kingdom.
Held on the margins of the London Games Festival, one of the leading international events for the video games industry, the initiative provided a valuable opportunity for Italian operators to engage with their British counterparts.
Adrian Wootton, Chief Executive Officer of Film London, addressed the audience at the Embassy.
Cristina Nava (COO of Day 4 Night Studios) and Pietro De Grandi (CEO of Strelka Games) presented their respective projects currently in development to a highly qualified audience.
The event concluded with a panel discussion moderated by Davide Mancini (IIDEA), focusing on the future prospects of the video games industry, with particular attention to Italy’s creative offer and to the potential of the UK market, Europe’s largest in terms of sales and opportunities. Participants included Luisa Bixio (CEO of Milestone), Marco Minoli (Director of Publishing at Slitherine), and Leo Zullo (Managing Director of Wired Productions).
