Video Games Europe and the EGDF launch Pixels to Policy campaign

Video Games Europe and the European Games Developer Federation (EGDF) have launched the Pixels to Policy campaign, which aims to “explain the industry to people who aren’t familiar with video games.”

Announced on September 22, 2025, Video Games Europe and the EGDF, which both represent the European video games industry, described the campaign as “a comprehensive showcase of the economy, the jobs, the games, and the vast consumer choices provided by Europe’s creative and digital trailblazing video game sector.”

The Pixels to Policy campaign hopes to explain the industry to those who are unfamiliar with video games, with a particular emphasis on ensuring Europe’s policymakers are “well-informed” about the industry.

The campaign’s website, which is formatted like a pixelated video game, offers four levels, each offering information, stats, video explainers, and more on a specific aspect of the industry.

Level one tackles “the industry, the players, and the economy;” level two focuses on “best-in-class minor protection and parental guidance;” level three explains “Europe’s video games landscape;” and level four covers “player choices and in-game activities.”

“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,” said Video Games Europe’s CEO, Simon Little.

“We hope that this campaign will enlighten, inform and inspire.”

“Game development is extremely exciting and complex and we are excited to share how we work and how we deliver the varied, high-quality creative content to millions of players around the world,” added EGDF managing director, Jari-Pekka Kaleva.

Last month, Video Games Europe published its All About Video Games report, which found that digital purchases made up 90% of European gaming revenue in 2024.

This article has been updated to reflect the EGDF’s involvement in this campaign.