Video Games Europe and the EGDF launch Pixels to Policy marketing campaign

Video Games Europe and the European Games Developer Federation (EGDF) have launched the Pixels to Policy marketing campaign, which goals 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 each signify the European video video games trade, described the marketing 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 marketing campaign hopes to elucidate the trade to those that are unfamiliar with video video games, with a selected emphasis on guaranteeing Europe’s policymakers are “well-informed” in regards to the trade.

The marketing campaign’s web site, which is formatted like a pixelated online game, affords 4 ranges, every providing info, stats, video explainers, and extra on a selected side of the trade.

Level one tackles “the industry, the players, and the economy;” stage two focuses on “best-in-class minor protection and parental guidance;” stage three explains “Europe’s video games landscape;” and stage 4 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,” stated 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 revealed its All About Video Games report, which discovered that digital purchases made up 90% of European gaming income in 2024.

This article has been up to date to mirror the EGDF’s involvement on this marketing campaign.