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Studios across the East of England are preparing for a demographic shift — the rise of pensioner gamers. More than 50 years after video games entered UK homes, the first generation of lifelong players is reaching retirement age. Gamers who grew up in the 1970s and 1980s are seeking games that cater to their evolving tastes and preferences. Studios in cities like Norwich are rising to meet the demand. They now compete alongside more established names, such as Jagex, Ninja Theory, and Frontier Developments, all based in Cambridge.
Pensioner Generation Was Shaped by Games
Nick Poole, CEO of Ukie — the UK’s video games trade body — highlighted the cultural impact of games. He called the past 50 years “incredible,” and described the emerging group of pensioner gamers as a major milestone. “We couldn’t have predicted this,” Poole said. “The way video games have shaped lives is astonishing.” He credits part of gaming’s modern popularity to the “crossover” with television and film. Hits like The Last of Us and Fallout adapted game worlds into widely successful TV series. “If you love the world and played the game, you’ll want to keep living in it,” he added.
Frontier Developments Grew With the Industry
Frontier Developments in Cambridge has watched the shift unfold from the inside. Game director Rich Newbold joined the studio in the early 2000s. At the time, the team had only 70 employees. “We’ve been around for 30 years,” Newbold said. “We started on a farm in Ely. Now we have about 600 people.” Frontier creates titles like Planet Coaster 2, Planet Zoo, and F1 Manager. The games let players explore space, manage teams, or build theme parks and zoos. Newbold saw interest grow most sharply during the COVID pandemic. “People started to prioritize leisure differently,” he said. “Video games bring joy, but also help meet that need.”
Games Industry Growth in the East of England
Data from Ukie shows significant expansion in the region. In 2016, approximately 2,400 people worked in the gaming industry in the East. By 2024, that number grew to 3,105. The number of game companies rose to 160. The region’s contribution to the UK economy also increased, reaching £212 million — up from £122 million in 2016.
Young Developers Enter a Crowded Space
Iz Head, 23, is part of the next wave of developers. They co-founded Moss Monkey while finishing their final year at Norwich University of the Arts. The idea came after their mother suggested that gaming could be a career. “The scene here is growing fast,” they said. “There are tons of new studios and games coming through. I love being part of it.” Their studio’s project, Outclaw, follows a mischievous spirit cat named Giblet that travels the world causing chaos. But development hasn’t been easy. “We’ve spent a lot of time applying for grants,” Head explained. “There were moments when I considered taking a part-time job. But that would double the time it takes to launch the game.”
Support for Start-Ups Could Be Stronger, Says Studio Founder
Mark Backler runs Sketchbook Games in Norwich. His studio’s latest project, Lost Words, is based on a book by Rhianna Pratchett, daughter of Terry Pratchett. The game tells the story of a girl processing trauma through a fantasy world. Backler wants better conditions for smaller studios. “There’s support out there, but we’re behind countries like France and Canada,” he said. “They offer serious tax relief and infrastructure. Competing with the US or Japan is hard without that.”
Pensioner Gamers Will Push New Frontiers
Backler believes the next decade could redefine the games sector. “As games get more complex, more roles will open up,” he said. “It’s not just about coding anymore.” He lists storytelling, audio design, music composition, production, and marketing as essential jobs in game development. But he also sees room for future experts. “Who knows,” he said. “We might need economists or even architects in games soon.” For more game reviews and news, stay tuned to our website. Looking for more? Visit our YouTube channel for in-depth guides, exciting gameplay, and the latest updates!
