Video Games Europe and the EGDF unveil the Pixels to Policy initiative
Video Games Europe, alongside the European Games Developer Federation (EGDF), recently introduced the Pixels to Policy initiative, aiming to introduce the intricacies of the video game industry to those less familiar with it.
Launched on September 22, 2025, this campaign is a joint effort by these associations representing the European gaming sector. They describe it as an exhaustive display of the region's gaming economy, career opportunities, and the vast array of consumer selections offered by Europe's pioneering digital and creative video game sector.
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The Pixels to Policy campaign, accessible via their website, is particularly geared towards enhancing policymakers' understanding of the gaming industry. The site is creatively designed to resemble a pixelated video game and features four levels. Each level provides insights, statistics, video explainers, and more, emphasizing different components of the industry.
The initial level covers "the industry, the players, and the economy." Following this, level two delves into "best-in-class minor protection and parental guidance." In level three, the campaign highlights "Europe's video games landscape," and the fourth level addresses "player choices and in-game activities."
Simon Little, CEO of Video Games Europe, stated, "It can be difficult to explain the multi-faceted nature of video games and the sector as a whole – especially to people who may not have picked up a pad, or turned on a PC or console to experience the many joys and benefits of video game play." He further expressed hopes that the initiative will "enlighten, inform, and inspire."
Adding to this, EGDF managing director Jari-Pekka Kaleva commented on the excitement and complexity of game development, expressing eagerness to share insights into how they create diverse, high-quality content for millions of players globally.
Recently, Video Games Europe also released their All About Video Games report, revealing that in 2024, digital purchases constituted 90% of gaming revenues in Europe.
Note: This article has been updated to include details about EGDF's participation in the campaign.