In the Community of Madrid, there are 43 degrees or master’s programs dedicated to the video game industry. Engineers, computer programmers, screenwriters, audiovisual experts, business developers, and marketing professionals all contribute to a sector that spans far beyond actors, both amateur and professional. The region has seen a growing training pipeline for screen-based careers in recent years, yet many young people, often international students, study here and then move elsewhere. The goal is clear: keep talent local and build an ecosystem that helps newcomers launch their careers while providing established players with the environment they need to expand their businesses locally.
The speaker is the Innovation Delegate for the Madrid City Council, Cherub, who believes strongly in the sector’s potential. e-Sports, or competitive video gaming, have reached a mature stage in Spain with notable stars, but the emphasis should shift toward developing these games so the industry can achieve full unity and scale. Cherub speaks from personal interest as well, noting that he plays PlayStation 5 for fun, including titles like Final Fantasy 7 and Diablo, which have seen global success. After four years in innovation and a background in technology, he says he would like to see major studios come to Madrid and for a local company to create a title that reaches international prominence, similar to Commandos from years past.
Invest in Madrid
To this end, the Madrid City Council has launched a strategy aimed at accelerating the growth of this paying sector. Spain generates around 2.012 billion euros per year from video games, with roughly 27% of that revenue attributed to Madrid, according to the 2022 Video Game Industry Yearbook published by AEVI. The data also show that billing rose by about 12.09% from the previous year. Within this context, a separate allocation from the child services department calls for dedicated spaces for video games during the period. The delegate argues these spaces will raise the sector’s visibility, strengthen connections among companies in the field, and help internationalize Madrid as a reference point for video games.
Nearby cities such as London are facing Brexit-related shifts, creating opportunities for Madrid to compete with Germany, which has actively supported the industry’s development. The idea is to position Madrid as a hub where global players notice the region’s talent, lifestyle, and cost advantages—elements that attract international developers and investors alike.
Startups
Yulia Tru, who launched her startup in September 2022, collaborated with a fellow actor as a test partner. The CEO explains that a video game takes anywhere from three months to five years to develop, depending on scope and ambition. The small company participates in the process by testing user experiences, focusing on the emotional responses a game provokes. They analyze facial expressions, record players during demos, and use these insights to refine gameplay. The approach blends computational learning and computer vision, leveraging AI-based technology to assess the effects of different game elements on players. The findings guide adjustments to where the user experience falters and what resonates emotionally.
Madrid is increasingly seen as a game-friendly place. The city has supported a cohort of startups through the Madrid Gaming Entrepreneurship Program, run by the city and linked to Madrid in Game. The program provides six months of immersion in state-of-the-art audio, video, and immersive reality labs; offers tailored mentorship; helps with funding strategies; and facilitates events and expert guidance to help startups grow.
“We were polishing the product in March and launched in the summer. Access to mentors and being part of the ecosystem accelerate growth and help prevent missteps,” Tru notes. This program is one of several actions under Madrid in Game, an umbrella for municipal initiatives to promote the video game and gamification sector in the capital.
From business cluster to campus
The innovation division anchors its work on two pillars. First, the Madrid Game Cluster unites the entire corporate ecosystem and training centers in the sector, now counting 68 companies and entrepreneurs. Second, the video game campus, housed in Casa de Campo and opened in December 2022, spans three pavilions and more than 3,000 square meters. It features an incubator and project accelerator, a high-performance Esports center, and an experience pavilion designed to showcase the industry’s potential.
The first edition of the entrepreneurship program is winding down, with a second call opening on the 29th of September. Fifty startups will participate, twenty of which have already taken part and will progress to the next growth stage. The objective is to welcome 200 startups over the next three years. The sector’s turnover in Spain remains substantial, and more broadcasters are earning views as the community expands and development efforts intensify. Madrid’s thriving ecosystem is attracting international attention, including interest from Asia and the United States, all drawn by the city’s quality of life and competitive salaries.
The next major event is a two-day Hack Jam marathon scheduled for mid-September, where teams of programmers, artists, and writers collaborate to create a game from scratch. A second season of the Madrid Esports Series will run with a championship finale in December. Madrid City Council was the first public authority in Spain to organize these championships, drawing thousands of players.
The monthly Afternoon Game in Madrid gatherings continue to foster networking among industry leaders, providing a space for interviews with executives from Madrid-based companies.
The sector’s employment impact is still modest. AEVI reports 132 video game development studios in the Community of Madrid, employing around 1,373 people. Yet last year, Spain sold 7.1 million games and user numbers reached about 18.2 million nationwide, with women comprising nearly half of players. These trends reinforce the council’s commitment to expanding the industry, elevating its profile, and driving job growth across the region. It remains a focal point for continued investment, talent retention, and international collaboration as the city positions itself as a leading hub for gaming innovation.