Celebrating its 10th anniversary, the London Games Festival (LGF) 2025 proved once again why it stands as a global epicentre for creativity, investment, and collaboration within the video games sector. Held from 2–13 April across iconic venues in London, the festival attracted over 100,000 visitors, 900 companies, and participants from 41 countries—securing its position alongside San Francisco and Los Angeles as one of the world’s top gaming capitals.
For Invest in Madrid, the festival served as a pivotal platform to showcase Madrid’s credentials as a European hub for gaming innovation and foreign direct investment (FDI). With participation in events such as Opening Night, New Game Plus, and the Games Finance Market, the delegation from Madrid maximised its visibility, forged strategic relationships, and highlighted the Spanish capital’s expanding gaming ecosystem.
A Defining Moment: Invest in Madrid at New Game Plus
One of the most pivotal moments of LGF 2025 was the launch of New Game Plus—the festival’s new hybrid public-industry event. Hosted at the Museum of London, it featured 70+ playable titles, exhibitions from global publishers such as Annapurna Interactive, Devolver Digital, Panic, Inc., and a rich programme of public talks and live shows.
For Invest in Madrid, New Game Plus was a standout success. The team delivered a dedicated 30-minute keynote during the “Industry Day,” sharing insights on Madrid’s game development ecosystem, talent pool, public funding opportunities, and co-working infrastructure for studios of all sizes.
The presentation was part of the festival’s Game City Sessions, an international track spotlighting regional success stories and innovation programmes. Alongside Berlin’s Games Ground and Kyoto’s BitSummit, Madrid was one of only three global regions invited to share the stage—a testament to its growing relevance in the world of game development and cultural technology.
“New Game Plus allowed us to connect with studios that are shaping the future of games—many of whom are now considering Madrid as their next destination for growth,” said a representative from the Invest in Madrid team.
Games Finance Market: A Deal-Making Engine for Gaming Investment
Hosted at IET London: Savoy Place, the Games Finance Market (8–9 April) was the festival’s most exclusive B2B arena, offering curated matchmaking sessions between game developers, investors, and publishers.
The in-person networking led to 15 high-value meetings for Madrid’s representatives. Noteworthy interactions included discussions with:
- Virtuos Games (France/Poland/Ireland) – Interested in strategic expansion via acquisitions.
- 34BigThings (Italy) – Expressed strong motivation to explore Madrid as a base.
- Miniclip, Curve Games, Alibi Games, and Fireshine Games – Requested institutional briefs on Madrid’s gaming and investment landscape.
The delegation’s strategic engagement extended beyond the UK, attracting potential leads from Asian studios and investors, reaffirming Madrid’s global reach and relevance.
In short, the 10th edition of London Games Festival offered more than exposure—it enabled Madrid to solidify its role as a bridge between Europe and Latin America and as a springboard for creative innovation. Events like New Game Plus demonstrate that Madrid’s ambitions are not just regional—they’re global.
With world-class infrastructure, growing talent, and a clear roadmap for gaming industry growth, Madrid is ready to move from supporting act to main stage. And as international collaborations deepen, the city is quickly becoming not just a destination for game development—but a driver of the future of games.