For the first time, the UK’s dynamic video games industry is preparing to welcome a significant new demographic: the original generation of home console players, now entering their retirement years. Over five decades after the first home video game systems hit the market, individuals who grew up with controllers in hand are reaching pensionable age, bringing with them a lifelong passion for gaming and a sophisticated appetite for new experiences.
This emerging wave of “pensioner gamers” isn’t looking for simple distractions. They are hungry for challenging, complex, and engaging titles, a demand that is already influencing game development across the country.
East of England: A Hub for Gaming Growth
The East of England is particularly active in responding to this market evolution. The region boasts established industry giants like Jagex, Ninja Theory, and Frontier Developments, all based in Cambridge. These major players are now being joined by innovative start-ups in areas like Norwich, creating a vibrant ecosystem competing to capture the interest of diverse gaming audiences, including this new older demographic.
Nick Poole, chief executive of Ukie, the trade body representing the UK’s gaming industry, highlights the monumental shift. “It’s been the most incredible 50 years,” he notes, celebrating the “amazing” arrival of the first-ever generation of pensioner gamers.
Poole also points to the burgeoning “crossover” phenomenon as a key driver of recent success. Popular video games like The Last of Us and Fallout are successfully adapted into major TV and film series, demonstrating a deeper engagement with gaming worlds and narratives. “The transformation of the role of games in people’s lives as a form of entertainment has been beyond anything we could have imagined,” he states, suggesting that fans eager to spend time in beloved game universes seek out these experiences across various media.
Industry Expansion and the Impact of COVID-19
Rich Newbold, a game director at Cambridge-based Frontier Developments, a company with a 30-year history that has expanded from 70 to around 600 employees, has witnessed the industry’s dramatic growth firsthand. He cites the Covid pandemic as a turning point that significantly accelerated demand.
“Appetites have grown,” Newbold explains. “Video games can bring joy but more than that, they fulfil a need as people prioritise leisure time.” Frontier develops a diverse portfolio of games, from simulation titles like Planet Coaster 2 and Planet Zoo to experiences covering F1 management and space exploration.
Statistical data from Ukie underscores this expansion, particularly in the East of England. In 2016, an estimated 2,400 people worked in the region’s games industry across 122 companies. Today, that number has surged to over 3,105 employees across 160 companies. This growth translates into substantial economic contribution, rising from £122 million in 2016 to approximately £212 million currently.
Startup Scene and Future Potential
The energy of this growth is palpable in emerging hubs like Norwich. Iz Head, 23, co-founded Moss Monkey while still at university, inspired by their mother’s suggestion of a gaming career. Head describes the gaming scene in Norwich as “growing massively,” with numerous new studios and games constantly emerging. While exciting, launching a startup involves challenges, including the significant effort required to secure grants and funding.
Mark Backler, founder of Sketchbook Games, also based in Norwich, echoes the sentiment about the potential for a diverse career in gaming. However, he emphasizes the need for greater support for new businesses. Backler contrasts the UK’s position with countries like France and Canada, which he describes as having “world-class support and tax relief” for their games industries. Increased domestic support, he argues, is crucial for the UK to remain competitive against major international players like the US and Japan.
Backler, whose current game Lost Words explores dealing with trauma through a fantasy world, believes the industry’s growth trajectory could “explode” as games become increasingly sophisticated. The diverse roles available extend far beyond core programming to include writing, music composition, sound design, production, and marketing. As games evolve, the industry may even see roles for economists or architects, highlighting the vast and expanding career landscape within interactive entertainment.
The arrival of the first generation of dedicated older gamers, coupled with ongoing innovation and cross-media success, signals a vibrant future for the UK gaming industry, especially in thriving regional clusters like the East of England. Continued support for start-ups and nurturing diverse talent will be key to unlocking its full potential on the global stage.
References
- https://www.bbc.com/news/articles/c861egvqlzjo
- https://www.bbc.co.uk/news/articles/c861egvqlzjo
- https://ground.news/article/industry-welcomes-first-wave-of-pensioner-gamers
