After the pandemic, all industries had to make changes, and the gaming industry was no exception. Larger production companies were laying off a lot of people, and now we are seeing many of those same people branching out and setting up their own smaller, indie gaming studios.

We are still seeing the effects the pandemic had on large companies, but despite this, there has been phenomenal growth in the last five years, with developers establishing smaller companies- particularly in South Wales, with studios like Wales Interactive leading the way.

Wales Interactive is a video game and interactive movie developer founded by David Banner and Richard Pring in 2012. Over the years, they have continued to grow, producing games such as Sker Ritual, Maid of Sker, Ten Dates, The Complex, Five Dates, and Last Shift. They have also won multiple awards, including the BAFTA Cymru Games Award (2012, 2018, and 2019), the TIGA Award (2020), and The Queen’s Award (2020). We spoke to the company directors to get their thoughts on this new era of indie gaming companies.

Why do you think we’re seeing a rise in indie game companies?

Indie game companies are on the rise because making and releasing games has never been easier. Tools like Unity and Unreal give smaller teams the power to create high-quality games without needing massive budgets. Digital distribution has completely changed the game- developers no longer need a big publisher to get their work out there. On top of that, players are craving fresh, original experiences, and indie studios are stepping up to deliver exactly that.

How does having smaller, independent companies benefit both developers and players?

Smaller, independent studios have the freedom to take creative risks, experiment with ideas, and tell the stories they actually want to tell- without being boxed in by big publishers or mainstream trends. For developers, this means more control over their projects and a chance to build something unique.

For players, it means getting experiences that feel fresh, personal, and different from the typical AAA formula- high-budget, high profile video games produced by major studios with significant financial backing. Indie games can focus on niche audiences, giving people the chance to see themselves represented in ways that bigger studios often overlook.

What attracts players to indie games?

Players are drawn to indie games because they stand out- whether through unique gameplay, fresh storytelling, or a bold artistic style. Unlike AAA games, which often stick to safe, proven formulas, indie games aren’t afraid to take risks and try new things. That sense of originality and passion is what makes them so appealing and why so many players are looking beyond the usual big-name releases.

How has the gaming industry changed over the past few years, particularly in South Wales?

The industry has changed massively, especially in terms of getting games to market. What used to be locked behind big publishers is now completely open, with developers having more ways than ever to launch their own projects and connect directly with players.

South Wales, in particular, has become an exciting environment for studios to thrive. The opportunities for indie developers have never been better, and it’s clear that the region is carving out its own space in the industry.

Find out more about the company at www.walesinteractive.com.