Levelling up to the UK: a Swedish game-development school's expansion journey

Expanding to the UK market is an exciting yet challenging step for any business. For The Game Assembly (TGA), a pioneering Swedish game-development school, this leap feels both natural and strategic. With a reputation for producing highly skilled talent who thrive in the games industry, their decision to establish a presence in Liverpool is a promising new chapter in their international expansion.

"We’ve seen many UK studios hire students from us over the years," says Per-Anders Ring, Head of Business & Product at TGA. "So, the step for us going to the UK was a quite natural one. The UK market holds a lot of potential for us, especially since the industry values the way we teach and prepare our students. We sincerely believe that we’re on the right path."

Why the UK?

The UK is a hub for innovation, creativity, and game-development, making it an ideal market for TGA to introduce its unique educational model. With established partnerships and a growing demand for high-quality talent, the decision to open a campus in Liverpool is well-timed. Per-Anders elaborates: "The UK is at least four times bigger than Sweden, so there are bound to be differences in what the market needs. But we’re flexible and ready to adapt our courses to fit these needs."

Flexibility lies at the heart of TGA’s strategy. They’ve already established an advisory board made up of industry professionals and game studios. This board provides valuable insight into what skills and courses should be prioritised, ensuring that students are equipped with the right tools for the job. Per-Anders explains: "We can be quite fast in adapting our curriculum. For example, last year we introduced a two-year course on procedural artistry, which integrates AI and procedural generation. This could easily be a course we roll out in the UK, depending on demand."

Adapting to local needs

As the school settles into the UK, it’s clear that tailoring their educational approach to local needs is essential. In addition to courses on game development, TGA plans to offer new modules based on the specific demands of the UK games industry. Building on their previous focus on emerging technologies like AI, the school plans to incorporate these advancements further into their curriculum, particularly because of its impact on game development. "AI will be a significant factor in how we approach future courses. We’ve seen shifts in how the industry uses AI, and we’re committed to staying ahead of these trends," Per-Anders notes.

Collaborating with UK partners

A significant part of TGA’s journey to the UK has been its partnership with the UK Department for Business and Trade. This collaboration has not only facilitated the expansion process but also helped connect them with key advisors and authorities. Per-Anders reflects, "The Department for Business and Trade has been instrumental in helping us navigate the regulatory landscape and connect with relevant stakeholders in various regions. Their support has been invaluable, especially when deciding on Liverpool as our base."

The team’s journey has been swift, but not without its challenges. "If there’s one thing we’d have done differently, it’s probably marketing. We could have done more earlier, but there were agreements and key elements we had to settle first," Per-Anders admits. Despite this, the progress has been promising, and the school is well on its way to becoming a key player in the UK’s games education landscape.

The future of education in game development

Looking ahead, Per-Anders is optimistic about the opportunities for TGA and the broader games industry in the UK: "It is evolving, and we’re excited to be part of that," he says. As the world of games increasingly embraces new technologies like AI, they are also positioning themselves to be a leader in innovative education.

Moreover, Per Anders suggest that the future of games may involve more subcontracting, with larger studios potentially outsourcing specific tasks to smaller, specialised teams. "It seems likely that we’ll see a trend where companies establish HQs and sub-studios in different countries, each focusing on areas like VFX or AI development. The UK could play an important role in this," he explains. He also highlights the growing importance of exclusive access to AI, predicting that bespoke in-house AI solutions will play an important role in shaping the industry's future.

Sustainability and inclusivity in games

As part of their commitment to sustainability, TGA is taking steps to reduce its environmental impact. Per-Anders explains: "We take sustainability seriously, not just in terms of the environment but also in how we operate as a business. We’ve been working on net zero targets, and since we’re in the digital realm, we’re able to control our energy use more efficiently."

In addition to environmental sustainability, TGA has embraced inclusivity within the games industry. Per-Anders proudly shares, "We’re the only game education provider in Sweden certified for LGBTQ+ inclusion. The games industry, in general, is very open-minded, and we want to foster that inclusivity in our school as well."

Advice for Swedish businesses expanding to the UK

For other Swedish companies considering expansion into the UK, Per-Anders offers some valuable advice: "Understand the local landscape, including the regulatory environment and consumer preferences. Take your time, and don’t rush the process. It may take longer than you expect, but with patience and preparation, you’ll have a successful new chapter in your business."

For TGA, the move to Liverpool represents a bright future not just for the school, but for the UK’s games industry. As the sector continues to grow and evolve, education will play a crucial role in shaping its future.

"We’re excited about the potential of the UK market, and we look forward to seeing how our students will contribute to the industry," says Per-Anders.

As this innovative Swedish institution takes root in the UK, it’s clear that the future of education in games is in safe hands.