If I told you that Netflix, Gucci, and the Royal Opera House had all found a new way to reach audiences, you probably wouldn’t expect it to be video games. Or, perhaps you would, given that games are the UK’s biggest entertainment industry, valued at over £7bn. So, what is it about video games that captivates brands and consumers?
Games transport players into a world that weaves its story through exploration and adventure. And, as immersive technology advances, video games naturally sit at the forefront of creative and cultural innovation.
After all, director Sam Mendes conceived the continuous shot that won 1917 an Oscar after watching his children play Red Dead Redemption. Idris Elba’s biggest role last year was enigmatic spy Solomon Reed, in the game Cyberpunk 2077. And Star Wars’ Emmy-winning series The Mandalorian was filmed inside Unreal, the game engine behind Fortnite.
For storytellers, games are the future of entertainment. Disney recently announced a $1.5bn investment in Epic Games to create an “entertainment universe”, while Netflix launched its own ambitious games division - a sure sign where Hollywood is heading.
But if games are spearheading cultural innovation, London is leading the way. With more than 700 games businesses – a figure that doubled in the last decade – London is not just the largest games city in Europe, but also, the most exciting. From cutting-edge technology to trailblazing design, London has developed a reputation as a video games powerhouse, attracting talent and investment from around the world.
However, the capital’s allure goes beyond business. London was one of the first to recognise the cultural significance of games – the Barbican’s Game On, the world’s first major games exhibition, opened in 2002, and since then, leading cultural organisations like the BFI, BAFTA, and the V&A have championed the craft of game design.
In particular, today marks the start of the London Games Festival, the world’s largest celebration of games. Since its launch in 2016, the annual event has generated nearly £100m in new business, and this year, offers an investment fund of £300m to the 90 international studios attending its Games Finance Market.
This week also sees the BAFTA Games Awards take place, honouring exceptional design. Having twice hosted the prestigious event, I’ve seen how impactful winning a BAFTA is for game makers – just one reason the London ceremony attracts global industry leaders. Another is London’s studios, and the games they make: bold, distinctive, and diverse, much like the city itself.
Take, for example, the BAFTA-winning game Monument Valley, which leads players through beautiful, Escher-inspired architecture to solve meditative puzzles. With more than 30 million downloads, the ustwo Games title even became a plot point in Netflix series House of Cards.
Another game, Astrologaster, used the British Library to research its sharply funny narrative, based on a real 16th century doctor who used astrology to treat his patients. Created by Nyamyam, the title’s critically acclaimed soundtrack was composed and performed by London artists.
Then there’s Football Manager, the legendary sports game played by millions. From introducing openly gay football players, to creating sustainable video game packaging, Sports Interactive uses the power of games to bring about real change.
Little wonder then that London’s creative sectors see games and their technology as a powerful new way of connecting with audiences. In the last few years alone, the Royal Opera House has staged a “hyper reality” opera, built inside a game engine, the National Gallery commissioned playable art pieces, and the Serpentine created an experimental video game.
Similarly, when Punchdrunk explored working with Niantic, the makers of Pokémon Go, it claimed its future lay “at the cross-section of gaming and theatre.” Even fashion has embraced games, from luxury game-inspired brand ARK/8, to Drest, the fashion game partnered with brands like Prada and Gucci.
In fact, video games are the culmination of everything London does best; each and every game a celebration of our world-leading design, art, music, storytelling, and digital industries. So, whatever comes next for games, there’s one thing I can guarantee – it’s happening here in London.
