With a reception at the Italian Embassy, Italy’s ITA Agency and the industry association IIDEA built a bridge between the Italian and British games industries during the London Games Festival. Collaboration with key markets is essential, according to IIDEA-MD Thalita Malagò.
As one of the key markets in the gaming sector, international engagement is also important for the Italian games industry. For this reason, the Italian Embassy in London, in collaboration with the Italian Trade Agency (ITA) and the Italian Interactive Digital Entertainment Association (IIDEA), is organising an event at the embassy during London Games Week.
“The Italian video game industry is currently experiencing a phase of growth and consolidation, driven by creativity, innovation and the strength of its talent. Initiatives such as this provide valuable opportunities to foster international dialogue and build strategic partnerships. Strengthening collaboration with key markets such as the United Kingdom is essential to further support the sector’s development and consolidate Italy’s role in the global video game landscape,” says Thalita Malagò, Managing Director of IIDEA.
The London event, marking the 2026 National Made in Italy Day, forms part of a series of events dedicated to the new frontiers of Italian innovation –The Pulse of Progress: Italian Ideas that Transform – organised in the United Kingdom by the Embassy.
The event, which according to the embassy marked National Made in Italy Day, was part of a series of events through which the Italian Embassy in the UK aims to highlight Italy’s innovative strength.
Speakers at the event included Adrian Wootton, CEO of Film London. Christina Nava, COO of Day 4 Night Studios, and Pietro De Grandi, CEO of Strelka Games, also presented their projects currently in development. The concluding discussion, moderated by Davide Mancini of IIDEA, featured, among others, Luisa Bixio (CEO of Milestone), Marco Minoli (Director of Publishing at Slitherine) and Leo Zullo (Managing Director of Wired Productions).
