Ukie Annual Review 2024

Ukie Annual
Review 2024
ukie.org.uk
October 2024

I want to ensure that
we look back on this
time as the moment our
industry secured its
rightful place as a creative,
economic, social, and
cultural powerhouse.

Reflections on my first year
Since joining Ukie in April, I’ve been
continuously inspired by the passion and
dedication of our community. Visiting games
businesses across the country—from indie
developers to major publishers—has given me
a deep appreciation for the incredible artistry
and technological innovation that go into
creating games.
I see an industry that has come of age – that
is redefining culture, education and
community for billions of players in the UK
and worldwide. I see British innovation and IP
driving amazing player experiences around
the world, with tremendous spillover benefits
into industry, technology and society.
Supercharging the UK’s Video Games
Industry
For over 40 years, the UK video games
industry has shaped the modern world. British-
made games are not only our nation’s most
successful export; they are artistic marvels
that showcase our rich creative heritage.
Our new 5-year strategy and action plan,
Supercharged, sets out how Ukie will ensure
that everyone everywhere benefits from the
social, cultural and educational power of
video games and interactive entertainment,
while helping UK-based games businesses
to succeed. At Ukie, we proudly champion an
industry that contributes over £6 billion to
the UK economy and supports 76,000 jobs.
Nick Poole – Ukie CEO
CEO’s Report
Welcome to Ukies Annual
General Meeting 2024
It’s a pleasure to address you all for the first time as CEO. I want to start by
expressing my heartfelt thanks for the welcome you have given me as Ukie
members as well as my thanks to the Board and staff team for the confidence
they have placed in me. As the voice of the UK’s video games industry, I want to
reaffirm our unwavering commitment to supporting the dynamic and innovative
businesses that make our sector the fastest growing in the creative economy.

Now, we’re shifting gears into a campaign
mode, driving forward three key initiatives
designed to energize the industry, empower
talent, elevate games, and supercharge the
future of the UK’s video games sector for the
next decade and beyond.
• Energising Industry: Creating an
environment where local game businesses
can turn innovative stories into globally
successful IPs.
• Empowering Talent: Supporting
game businesses in nurturing today’s
storytellers and tomorrow’s creative
entrepreneurs.
• Elevating Games: Championing British-
made games as a force for good, ensuring
they receive the recognition and support
they deserve.
Looking ahead
As we look to the future, I’m filled with
excitement about what we will achieve
together. Our refreshed mission and strategic
vision set a clear path for Ukie to advocate
for our members and propel the UK video
games industry forward. In five years, I want
to ensure that we look back on this time as
the moment our industry secured its rightful
place as a creative, economic, social, and
cultural powerhouse alongside the broader
Creative Industries.
This is the work that I, alongside the Ukie
Board
and team, am dedicated to. But to make
this vision a reality, it will take all of us—every
developer, publisher, work-for-hire studio,
freelancer, lawyer, financier—everyone who
makes up this brilliant industry. Together, we
will fight for our rightful place in the nation’s
future. I look forward to working with all of you
to achieve our shared goals and ambitions for
2024/25 and beyond.

Annual Review 2024 | 5

Celebrating the Industry at
Buckingham Palace
One of the most memorable events of the
year was our visit to Buckingham Palace. It
was an honour to have the UK video games
industry celebrated at the Buckingham
Palace Gardens. This prestigious occasion
underscored the vital contribution our
industry makes to the UK’s creative
sector. The event provided an unparalleled
opportunity to celebrate and recognise the
talent, creativity, and innovation that defines
the UK video games industry.
Welcoming Our New CEO, Nick Poole
In April, we welcomed Nick Poole as Ukie’s
new CEO. Nick brings a wealth of experience
and fresh energy to our organisation at
a pivotal point in the development of our industry. The Ukie Board are excited to
support Nick as we embark on new initiatives
and strategies aimed at fostering growth and
advocating for our members.
Under Nick’s leadership, we are developing
a comprehensive growth strategy and action
plan designed to champion the interests of
our members. This strategy will focus on
strengthening our voice in policy discussions
to ensure the UK remains a leading hub for
video games and interactive entertainment,
promoting innovation within the industry by
supporting new technologies and creative
approaches, and creating the conditions
that allow businesses to invest in talent
development to ensure the UK continues to
produce world-class game developers and
industry professionals.
Tim Woodley –
Ukie Chair, Head of Publishing
at Hello Games
Chair’s Report
2024 has been an exceptional year for Ukie, marked by significant
milestones and remarkable achievements that highlight Ukie’s commitment
to the UK video games and interactive entertainment industry. We are
proud to share these accomplishments as we continue to champion the
interests of our members and secure the long-term future of the industry
with a new Government.

Passing on the baton
As we move forward, Ukie remains dedicated
to representing and supercharging the UK
video games and interactive entertainment
industry. With the guidance of Nick Poole
and the continued support of our members,
we are confident in our ability to navigate the
challenges and opportunities that lie ahead.
With that in mind, it is with mixed emotions
that I hand the baton on to my successor.
My term as Chair has been defined largely
by the search for the CEO, a rare challenge,
daunting and rewarding in equal measure.
Of course, time will tell what my legacy will
be as Nick and the future Chair bed in and
take the industry to higher heights. But I’m
supremely proud of the process which led us
to Nick’s hire and have the utmost confidence
that he is the right person to lead us through
the next decade.
I have not done this alone. I have had a
supportive and collaborative Board who have
helped me every step of the way. People
always comment on the size of the Ukie Board
and question whether it is too unwieldy to be effective. But the Ukie Board is necessarily
large, representing as it does the rich tapestry
of the UK games industry in 2024. It is rare
that such a large group of potentially diverse
and conflicting interests doesn’t descend into
political jousting, and it is a testament to the
Board members past, present and future that
the good of the industry is sacrosanct. I would
urge anyone from within the membership
with the same vested interest, especially
those from under-represented groups, to put
themselves forward to further our cause and
ensure all voices are heard.
Closing remarks
In many ways the UK is the birthplace of
video games. It is a heritage that we can still
draw upon and be proud of. But we can’t be
complacent and rely on our history. The world
moves on and other nations are building their
own traditions and flying their industry flags
vigorously. We must continue to demonstrate
and assert our unique Britishness in the face
of global competition and remind the world
why we are uniquely positioned to maintain
our special status on the international video
games stage.

in numbers
Ukie members
700+
pieces of media coverage
2,400+
Ukie Education
events across Digital
Schoolhouse and Ukie Students, engaging
over 2,200 attendees
24
engagements with MPs
100
50+
180 UK companies
supported with international
trade activities at Gamescom
and GDC, with business wins exceeding £70 million
£70m
years of Digital Schoolhouse
10
attendees to the
Festival of Food
400
Ukie events held across the year

Over the past 12 months,
we have delivered
significant insight, impact,
and influence, making a
substantial difference for
our members across the
video games industry .
Annual Review 2024 | 9

Best demonstrated by Ukie’s strategic
efforts to establish close relationships
with the online safety team at Ofcom,
the team submitted over five consultation
responses on key issues such as illegal
harms and children’s safety duties.
Our responses emphasised the
video game sector’s long history of
self-regulating its online spaces with
‘safety-by design’ principles, highlighting
how its functionalities differ significantly
from other online services like social
media. We provided robust evidence to argue that
Ofcom’s current ‘one-size-fits-all’ approach
hinders innovation and diversity in the
market by overwhelming smaller developers
with complex requirements. Additionally,
we organised multiple roundtables between
Ofcom and the industry to showcase further
evidence of good practices within the sector.
By facilitating these discussions, we ensured
that policymakers understood the unique
aspects of the video game industry and the
importance of tailored regulatory measures to
support its continued growth and innovation.
Evidence-based approach
We have adapted swiftly and effectively
to ensure that the UK games sector receives
the necessary support to flourish.
Additionally, we have developed well-supported policy
positions to influence government and key policymakers.
Take a look at our key achievements over the last 12 months.
Insight

In November, Ukie, in collaboration with FTI
Consulting, published The Economic Impacts
of Video Game Technology Spillover, providing
the first comprehensive analysis of how video
game technology affects other sectors.
The report revealed that in the UK, video
game technology contributed up to £760
million to GDP and supported nearly 10,000
jobs in 2021. Similar modelling for Norway,
Sweden, Denmark, and Finland showed
technology spillovers supporting between
£60 and £570 million in GDP and up to
1,700 jobs. The study highlighted the use of game
engines in diverse industries like healthcare,
automotive, and film & TV.
Additionally, we released our annual industry
valuation, showing UK consumer spending
on video games reached £7.82 billion, a 4%
increase from 2022, reflecting the sector’s
stability amidst broader financial challenges.
This year, we also partnered with the BFI to
assess the impact of video game adaptations
on streaming and digital sales, adding £123
million to our valuation.
Unrivalled games industry analysis

Ukie travelled across the UK to engage
with numerous members and academics,
gathering insights on how the Government
can make the UK the premier destination
for creating, selling, and playing games.
Key recommendations included introducing
a Digital Creativity GCSE to enhance
digital skills for the future workforce,
committing to competitive tax reliefs to
keep the UK attractive for starting and investing in games businesses, and renewing
and increasing the UK Games Fund to £30
million over the next three years to foster
industry growth and diverse creative content
for a global audience. We launched this
Manifesto in Westminster, attended by
MPs and civil servants, resulting in the
inclusion of our sector in the main party’s
general election manifestos.
Shaping Government policy
This year marks 10 years of Digital
Schoolhouse. Over the last ten years,
the programme has reached over 299,470
pupils from 6,253 schools and supported
19,108 teachers.
Our network has delivered over 4,752
workshops. This was supported by the first
Ukie Education & Industry Mixer event,
bringing together representatives from across the video games industry, educators
across all educational phases, policymakers,
and wider stakeholders. Alongside being
a valuable networking opportunity, our
checkpoint talks facilitated discussions
around innovative cross-sector collaborations.
10 years of Digital Schoolhouse
Influence

Protecting our members’ IP
Over the past 12 months, our efforts have
significantly impacted the protection and
enforcement of intellectual property (IP)
for our members. We have assisted over 60
members in safeguarding their games from
IP theft, demonstrating our commitment
to protecting their creative assets. Our
proactive measures have led to the removal
of unauthorised merchandise and digital
goods, preventing illicit sellers from profiting
off our members’ IP. Notably, we prevented
the sale of over £100 million worth of digital
goods and services on eBay. Additionally, we
empowered our members by providing them
with the tools to report infringing content
on social platforms and addressing game-
specific issues collaboratively. Our top achievements further highlight the
value we bring to our members. First, we
expanded our IP takedown service, increasing
the number of members and titles we monitor.
Second, we successfully removed over 1.5
million infringing links in the last year
alone, significantly reducing the presence of
unauthorised content. Third, we introduced
a member-accessible portal for identifying
and removing infringing content, streamlining
what was previously a manual process. These
initiatives underscore our dedication to
protecting our members’ IP and enhancing
their ability to combat infringement
effectively.
Impact

Digital Schoolhouse showcased its
commitment to innovative education by
hosting the inaugural Playful Computing
Conference. This event brought together
teachers, video games industry experts,
and EdTech professionals for a series
of insightful talks and workshops. The
conference focused on four key themes: AI
in Education, Careers Education, Esports
in Education, and Game-Based Learning,
fostering a collaborative environment
to explore the intersections between
technology, education, and gaming. In addition, over 165 college and university
students participated in our Ukie Student
Game Jam, which returned by popular
demand in March 2024 after a three-year
hiatus. Each of the 40 teams was paired with
a professional industry mentor to create a
game based on the theme of ‘integrity’ within
32 hours. The winning game was showcased
at WASD in London in April, where industry
judges presented the award-winning teams
with their trophies, highlighting the
talent and creativity of the next generation
of game developers.
Driving innovative education
Ukie organised 37 business support and
networking events over the past year,
attracting 2,371 attendees. These events
ranged from the Hub Crawl tour and
roundtables to investor dinners and the
new Members Day and Awards activity.
Our international trade activities at
gamescom and GDC supported 180 UK
companies, which reported business wins
exceeding £70 million and over £150 million
in foreign direct investment (FDI). In addition
to hosting these events, Ukie promoted and
endorsed 65 member-organised events,
offering discounted or free tickets and guest
speaking opportunities. We also launched the Video Game Growth
Programme in partnership with Tencent
and Player One Consulting, offering 30 UK
companies a comprehensive learning journey
through an accelerator and scale-up pathway.
The programme includes over 60 hours of
guided learning, guest speakers, expert
sessions, and resources for independent study.
Furthermore, Ukie introduced new support
initiatives under the Here to Help banner,
including 20+ Need to Know videos, an event
calendar, a benefits directory, and training
sessions. We published the third series of
Playable Futures articles and an esports
report, while the Ukie Worldwide campaign
featured 30+ studios, highlighting the UK’s
talent and achievements on a global stage.
Putting members first
Annual Review 2024 | 15

This year has been pivotal for advancing
equality, diversity, and inclusion (EDI) in the
video games industry. In November 2023,
#RaiseTheGame (RTG) and Amiqus launched
the Empower Up Toolkit Platform, attracting
over 10,000 visitors and covering topics like
Neurodiversity, Gender, and LGBTQ+. Earlier
this year, Ukie approved a new 5-year EDI
strategy under the ‘Supercharged’ initiative,
emphasising that diversity leads to stronger
businesses and successful games.
We organised over 20 EDI-focused industry
events, including the RTG Festival of Food Evening at Develop: Brighton, drawing 500
attendees. The RTG Activity Select series
partnered with organisations to focus on
various EDI topics. Last year’s focus was
mental health; this year, it’s empowering
women in the industry.
Finally, in collaboration with the Geena Davis
Institute, we launched the GDI Playbook,
guiding game creators to develop diverse
narratives. The RTG initiative engaged over
200 UK companies and 1,000 professionals,
with growing newsletter subscriptions,
highlighting our dedication to EDI.
Building an inclusive games industry
Ukie organised 37 business support
and networking events over the past
year, attracting 2,371 attendees.

A huge thank you to our sponsors for making this year’s
work possible through their invaluable partnership.
From the flagship Ukie Hub Crawl, Video Game Awards to our influential industry
reports and member engagement, your support allows us to continue our impactful work,
championing the UK’s video games industry.
Get involved and sponsor Ukie’s work. Leverage our brand to benefit yours, and together,
we can achieve even greater success for our industry.
Info@ukie.org.uk
Thank you to
our sponsors

British-made games are not only our nation’s most
successful export; they are artistic marvels that
showcase our rich creative heritage.
At Ukie, we proudly champion an industry that
contributes over £6 billion to the UK economy and
supports 76,000 jobs. Over the next 12 months
our campaigning efforts will be focused on our
mission to supercharge the industry – to ensure
everyone everywhere benefits from the social,
cultural and educational power of video games
and interactive entertainment, while helping
UK-based games businesses to succeed. We will
deliver this by:
Energising Industry: Creating an environment
where local game businesses can turn innovative
stories into globally successful IPs.
Empowering Talent: Supporting game
businesses in nurturing today’s storytellers and
tomorrow’s creative entrepreneurs.
Elevating Games: Championing British-made
games as a force for good, ensuring they receive
the recognition and support they deserve.
For over 40 years, the UK video games industry
has shaped the modern world.
Annual Review 2024 | 19
Campaigns for next year

Join Ukie and become part of the most influential games trade
association in the UK.
We’re here to support, grow and promote our members’ businesses: including
multinational publishers, platform holders, indie developers, leaders in mixed
reality and esports through to the emerging generation of students and the service
companies that support the sector’s growth.
Membership of Ukie gives your business access to a raft of unique products and
services to help your business thrive. Whether the market is buoyant or challenging
Ukie is here to help companies get the support they need, and when they need it.
Become a Ukie member today.
Join Ukie

Amen Tesfay
Policy and Public Affairs Officer
amen@ukie.org.uk
Amii Oldham
Senior Programme and
Communications Manager
amii@ukie.org.uk
Bhavina Bharkhada
Head of Communications and Campaigns
bhavina@ukie.org.uk
Colm Seeley
Insight and Innovation Manager
colm@ukie.org.uk
Daniel Wood
Special Projects Lead
dan@ukie.org.uk
Daniele Schmidt-Fischer
Senior Policy and Public Affairs Manager
daniele@ukie.org.uk
Dom Shaw
EDI Coordinator
dom@ukie.org.uk
Dominic Murphy
Head of Policy and Public Affairs
dominic@ukie.org.uk
E stelle Ashman
Curriculum Content Developer
estelle@ukie.org.uk
Helen Johnson
Senior Membership Account Officer
helen@ukie.org.uk
Julia Kurpik
Team Officer
julia@ukie.org.uk
Isabell Becker-Ebert
Senior Programme Manager
Isabell@ukie.org.uk Katie Davies

Accounts and Finance Manager
katie@ukie.org.uk
K irstie Russell
Office Manager
kirstie@ukie.org.uk
Leo Harvey
Membership Account Officer
leo@ukie.org.uk
Lewis Kay
Programme Support Officer
lewis@ukie.org.uk
Logie MacDonald
Communications Manager
logie@ukie.org.uk
M o Ali
IP Coordinator
mo@ukie.org.uk
Nick Poole
CEO
nick@ukie.org.uk
Sam Collins
Chief Commercial Officer
sam@ukie.org.uk
Shahneila Saeed
Head of Education
Director of Digital Schoolhouse
shahneila@ukie.org.uk
Siân Mayhall-Purvis
Education Programme Coordinator
sian@ukie.org.uk

Yiren Ye
Event Coordinator
yiren@ukie.org.uk
Ukie Staff 2024

Andy Tomlinson
EA
Director of Public Policy
Chris Garratty
Activision Blizzard King
Associate Director, Legal
David Gould
Take 2
Senior Director of Sales UK & Export
Des Gayle
Altered Gene
Founder and Producer
Gustavo Herrera
Nintendo
Senior Manager European Policy Relations
Harinder Sangha
Maverick Games
COO
James Butcher
Microsoft
EMEA Gaming Category Director
Jonathan Edwards
Warner Bros
Head of Sales Katherine Bidwell
State of Play Games
Founder
Kelvin Plomer
Jagex
Senior Director of Games Operations
Li Ma (Vice-Chair)
Tencent, Principal
International Partnerships
Liz FitzGerald (Treasurer)
Sony Entertainment UK
Director of Finance and Operations
Maria Sayans
ustwo
CEO
Mark Backler
Sketchbook Games
Founder
Mark Slaughter
Ubisoft
Marketing Director
Nick Button-Brown
Included Games
Founder
Board Members 2023-2024

Nina Adams
Sumo Group
Operations Director
Rafal Kloczko
Epic Games
Deputy General Counsel
Robert Kinder
Payload Studios
Publishing Director
Simon Barratt
Co-Operative Innovations
Co-founder
Thomas Hegarty
Studio TJH
Founder
Tim Woodley (Chair)
Hello Games
Head of Publishing
Annual Review 2024 | 23

+44 020 7534 0580 | hello@ukie.org.uk