European Video Games Sector Launches Awareness Campaign

In a bid to educate and inform policymakers and the general public about the European video games sector, Video Games Europe and the European Games Developer Federation have collaborated on the Pixels to Policy campaign. Launched on September 22, 2025, this initiative aims to provide a comprehensive overview of the industry, including its economic impact, job creation, and the diverse range of games available to consumers. The campaign's primary objective is to ensure that European policymakers have a thorough understanding of the sector. The Pixels to Policy website features an interactive, pixelated design, with four levels that delve into various aspects of the industry. These levels cover topics such as the industry's economy and player demographics, minor protection and parental guidance, the European video games landscape, and player choices and in-game activities. According to Simon Little, CEO of Video Games Europe, the campaign seeks to enlighten, inform, and inspire its audience, while Jari-Pekka Kaleva, managing director of the EGDF, emphasized the excitement and complexity of game development. Recently, Video Games Europe published a report highlighting that digital purchases accounted for 90% of European gaming revenue in 2024. This campaign marks a significant effort to promote awareness and understanding of the European video games sector.