Interview: Positioning Nordic Game 2026 for Europe and the Global Industry

From 26 to 29 May 2026, Nordic Game Spring 2026 will bring together game developers and industry professionals at the Slagthuset venue in Malmö. Ahead of this major event, we spoke with Jacob Riis, Programme Director and Executive Producer of the Nordic Game Conference and other events at Nordic Game Resources AB. He discussed the positioning of Nordic Game as a conference in Europe and beyond, the importance of the German-speaking audience, improvements compared to last year and how they plan to handle the other industry networking event taking place in Malmö at the same time. Tickets are still available.

GamesMarkt: Although Nordic Game considers itself the 'home turf' of the Nordic region, how worthwhile is it for particularly European exhibitors and attendees to travel to Malmö?

Jacob Riis: "Even though we proudly call ourselves the “home turf” as well as the “annual reunion” for the Nordic games industry, we see NG26 as a genuinely attractive and highly worthwhile destination for exhibitors and attendees from all over Europe and the global industry. Malmö is literally just 35 minutes by train from Copenhagen Airport, so it’s one of the easiest major industry events to reach in Europe. The combination of affordable pricing, a compact and intimate venue, and the fact that you meet the entire Nordic ecosystem plus strong international decisionmakers and attendees in just four days makes the trip extremely efficient. Many European studios tell us they get more quality meetings here than at much larger events."

GamesMarkt: As many industry representatives did not attend GDC this year for various reasons, could this present an opportunity for Nordic Game to attract more international guests?

Jacob Riis: "Absolutely. With fewer Europeans travelling to GDC this year, NG26 has become the natural alternative for many. We’re already seeing an increase in Nordic as well as international registrations. The timing of NG26 is quite perfect - right after the spring budget cycles and before summer, and the lower cost and easier logistics mean that decision-makers who skipped GDC are now choosing Malmö instead. We expect this to be our most international edition yet."

GamesMarkt: How important are exhibitors and attendees from German-speaking regions for Nordic Game? What opportunities do they have to present themselves there?

Jacob Riis: "They are very important to us, and consistently make up one of our largest international groups. German studios, publishers, and service providers have been regular exhibitors and attendees for years, and we always try to give them as great visibility as possible 😊 Many German studios also use NG as their main platform to meet Nordic partners and to showcase their titles to the industry community. We actively welcome German-speaking delegations and have had very good experiences with delegations and group bookings from Germany in the past."

GamesMarkt: Compared to last year, what improvements would you like to see at Nordic Game this year, in terms of both planning and the on-site experience at Slagthuset?

Jacob Riis: "We’ve listened carefully to last year’s feedback, and so we’ve put even more focus on smooth flow and the small but very important practical details: better signage and wayfinding at Slagthuset, more seating and quiet zones, and an optimized meeting platform (more on that below). We’re also putting a lot of work into the Showcase Hall where most of the 100+ indie games on display are gathered, so the hall feels more open and inviting, and with loads of activities on the dedicated stage. The goal is that people leave saying 'this was the most well-organised and comfortable NG ever'."

GamesMarkt: Which meeting organisation platform are you using this year? Is it GIN again?

Jacob Riis: "Correct, last year Nordic Game partnered with a new matchmaking and business meeting platform - the Games Industry Network. GIN is taking a unique & different approach to traditional matchmaking, going beyond just setting up meetings at an event. However, Nordic Game in 2025 was also the first really major event that was served by the system, and this resulted in a lot of feedback and learnings that later became channeled into GIN’s development roadmap during ’25 and ’26. The following platform updates lead to several successful deployments at other conferences later in the year, and so this year for NG26, a massively updated platform with new features is ready for our attendees. And the best thing is that working with GIN instead of MeetToMatch makes it much more affordable for our attendees. We can now offer a business pass for NG26 at just 49 EUR on top of a normal pass, which is way below most other events using the old and expensive platforms."

GamesMarkt: Last year saw the premiere of Masterclass Friday, which will take place again this year. Are you satisfied with it?

Jacob Riis: "Yes! Last year’s premiere exceeded expectations – both in terms of quality of the masterclasses and the energy in the rooms. The feedback from students and indie developers was very positive, so we decided not only to repeat it but to expand it slightly this year. It has become a real signature element of NG26."

GamesMarkt: What role do the three summits (Investment, Leadership and Policy) play in the Nordic Game programme?

Jacob Riis: "The three summits (Games Capital Summit, Executive Summit and Policy Summit) are among the most important parts of the program. They give senior decision-makers a closed, high-level environment to discuss real strategic issues that are difficult to tackle in the open conference program. The Policy Summit in particular has grown into a key forum for European industry strategy discussions, and the Executive Summit is basically the place where the most influential leaders in the Nordics (and beyond) meet each other."

GamesMarkt: The use of AI in the industry is becoming increasingly important, even though it is viewed with increasing scepticism, including by end customers. How important is AI in the conference programme?

Jacob Riis: "AI is quite important in this year’s program. We have created a dedicated track and several talks that look at both the opportunities and the challenges, including the growing scepticism among players and ethical questions. We believe it’s essential to address AI openly and honestly rather than just celebrating the hype, so we have speakers who represent both the optimistic and the more critical perspectives."

GamesMarkt: To what extent does the ongoing crisis in the gaming industry affect you as organisers of industry events, and how are you dealing with it?

Jacob Riis: "It has obviously affected everyone, including us as organisers. From our end we see it as very important to create even more value and affordability during difficult times. That’s why we have kept prices very competitive (only +50 EUR for the Business Pass), increased the expo options and free and low-cost activities for indies, and focused heavily on matchmaking and business opportunities. We want NG26 to be the place where people find concrete solutions and new partnerships – not just another expensive event."

GamesMarkt: Another industry networking event is taking place in Malmö for the first time, running parallel to NG Spring 26. How are you trying to differentiate yourselves from this event?

Jacob Riis: "We are aware of the new networking event in Malmö running parallel to NG26. Our approach is very simple: we stay true to what we are best at: Being the authentic home of the Nordic games industry with deep roots, strong local presence and a program that is built by and for the region. We don’t try to compete on being “another general networking event”. Instead we focus on quality over quantity, genuine Nordic hospitality and the unique mix of indie showcase, high-level talks and summits, and accessible pricing that no other event in Europe offers in the same way."

GamesMarkt: What are you particularly proud of at NG Spring 2026?

Jacob Riis: "What I’m particularly proud of this year is how we have managed to keep NG26 both intimate and truly international at the same time. We have more high-profile speakers than ever, a stronger indie showcase than last year, record early exhibitor interest, and at the same time we have kept the friendly, collaborative Nordic atmosphere that people love. The combination of affordability, accessibility and real substance makes me confident that NG26 will be remembered as one of the strongest editions yet."