GREEN MAN ON A MISSION
Lessons From Australia for a Stronger UK Games Industry By Paul Sulyok, Founder & CEO, Green Man Gaming
he UK once held the momentum in video gaming, but some of that energy has been lost. In this context, it is important to look closely at what other countries are doing to ensure we do not fall further behind. One country in particular deserves attention: Australia, which has been achieving notable success in developing its domestic gaming industry. The question for the UK is what lessons can be learned from that progress.
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Australian successes have not happened by accident. Work that should have been done in the UK by Rockstar Games is now carried out by Australian developers, Ubisoft continues to partner with Sydney based companies, and other UK projects continue to be shipped down under. Australia moved fast and acted smartly to attract this work. Australia recognises that gaming is not just entertainment, but a cultural and economic juggernaut. Globally, there are roughly 2.7 billion gamers today, more than a third of humanity. And by 2028, the global games market is expected to reach US$206 billion with nearly four billion players. For a nation like the UK, once a trailblazer in gaming, ignoring this boom has been a costly misstep, and Australia has pounced. Take Australia’s Digital Games Tax Offset (DGTO), launched in 2023. Australian studios can claim a 30% rebate on development work. Queensland adds an extra 15%, meaning some projects recoup nearly half their costs. Combined with incubators offering grants before studios even reach rebate thresholds, it
is no wonder that Australia is punching above its weight.
As a UK-based games retailer, publisher, and distributor, we are witnessing the consequences firsthand. Work that was once almost automatically referred to UK developers is now sent to Australia. Just one current example involves porting a UK-made PC game to Xbox, PlayStation, and Nintendo Switch, a complex project.
Serge Zebian of Playwright Consulting, an Australian tax specialist for the games sector, confirms this trend: “In the first year of the DGTO, we saw growth in Australian game developers. By 2024, international co-development agreements surged. Today, studios from around the world are proactively seeking Australian teams. And when publishers weigh proposals, Australian options increasingly top the list.”
Capitalising on momentum in the sector, Australia’s Interactive Games & Entertainment Association has launched Game On Australia, a new digital showcase highlighting the Australian game development industry. Their straightforward approach to growing their gaming industry nurtures grassroots talent and supports its development into sustainable businesses. Local incubators that provide grants have helped the independent businesses we engage with to thrive. Supporting emerging developers is crucial for the industry’s vitality. As the founder of an independent gaming business, I have seen how investment in talent drives innovation. Providing clear pathways for new developers
not only ensures long-term growth but also fosters creativity, which has in turn strengthened Australia’s position in the global market.
The success of Australia’s domestic games industry is particularly impressive considering the difficult post-Covid global environment. Most companies around the world are struggling due to borrowing excessively when interest rates were low, a common problem. Australia’s progress during this period demonstrates exceptionally thoughtful policy work. The UK may have extraordinary talent, world-class studios, and a proud creative heritage. But talent, projects, and capital are mobile. Without decisive action, the UK will continue to lose work. Last year Ubisoft permanently shut its Leamington operations, and Avalanche Studios closed its Liverpool development studio. PlayStation’s closure of its London studio was another wakeup call. Moves like these would have been unthinkable ten years ago, and stand in stark contrast with Australia’s achievements.
The UK still has everything it needs to succeed in the global games industry: extraordinary creative talent, world-class studios, and a long tradition of innovation. With the right policy choices and renewed focus on supporting developers, the UK can regain its momentum. The opportunity remains firmly within reach. What is required now is the willingness to recognise the sector’s importance and ensure that the UK once again becomes the best place in the world to build games.
February/March 2026 MCV/DEVELOP | 51
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