UKIE CEO Nick Poole on what it really takes for an indie game to succeed globally

After a successful event in 2024, which welcomed over 1,300 attendees, the Dubai GameExpo Summit powered by Pocket Gamer Connects returns on May 7th to 8th.

Once again, the PGC team is partnering with the Dubai Economy & Tourism department (DET) to bring the global games industry an unmissable two-day conference experience in the glorious city of Dubai, part of the fastest-growing region of the entire international games industry

The summit features more than 70 renowned global games industry speakers, delivering insightful talks, panels and seminars across a number of themed tracks.

Ahead of the show, we sat down with Nick Poole, the CEO of the UK games trade body UKIE, to find out more about his session at the conference, his views on the games market and the challenges facing the industry in 2025.

As CEO of UKIE, the UK’s trade body for interactive entertainment, Poole leads the organisation’s work to represent and champion the video games industry. Working closely with the UKIE team, board of directors and members, Poole is delivering a bold, long-term vision for the sector, aiming to supercharge the cultural, social and economic value of games in today’s society.

He does this by building influence across government and industry, strengthening UKIE's position as a trusted voice for the sector. Before joining UKIE, Poole held senior leadership roles across the creative industries.

PocketGamer.biz: Can you give us a summary of what you’re speaking about at the GameExpo Summit?

Nick Poole: In my speaking session, I’ll be teaming up with Chris Meredith, SVP business development - EMEA and Stuart Dinsey, executive chairman at Curve Games, for a session where we’ll chat about what it really takes for indie games to succeed globally.

With the gaming space getting more crowded, indie developers are dealing with all kinds of challenges - whether it’s publishing, making money, or breaking into new markets.

What company do you most admire in the mobile games world?

I have a huge amount of admiration for mobile developers and publishers that are pioneering the art of mobile and handheld gaming. But if I had to pick just one, it would be Xsolla.

The gaming ecosystem needs access to tools and solutions to help them succeed, and that’s exactly what Xsolla provides. We need to help the industry to grow, and Xsolla gives developers the tools they need to monetise and scale their games effectively. What really impresses me is how they make complex processes - like in-game payments and global distribution - incredibly straightforward.

That’s why I’m particularly excited about UKIE's recent partnership with Xsolla. We’ve teamed up with the shared mission to create custom programming and events that will address the challenges and opportunities facing game developers today.

Through joint initiatives, we hope to stimulate growth in the gaming industry by helping raise game revenues, simplify monetisation opportunities, and support creativity within the community. 

In a world where monetisation can make or break a game’s success, Xsolla’s approach is practical, reliable, and straightforward. It’s that combination of technical expertise and genuine support for developers that really makes them stand out. 

What key trend should we be paying attention to in the next 12 months?

One key trend is the continued rise of generative AI in game development. It’s already making waves, but I truly believe we’re only scratching the surface of what it can do. Generative AI has the potential to revolutionise content creation, from helping to generate vast, dynamic game worlds to crafting more personalised player experiences while reducing overall development costs. 

However, with this opportunity comes a challenge - navigating the ethical and creative implications. As an industry, we need to establish best practices to ensure that AI-generated content respects player safety, creativity, and integrity. Plus, we can’t overlook the importance of upskilling the workforce to make the most of these tools.

At UKIE, we’re committed to helping UK developers understand and leverage these technologies responsibly. Through our partnership with Xsolla, we’re hoping to help equip studios with the knowledge and skills to stay ahead of the curve. The goal is to help developers embrace innovation without compromising quality or ethics. 

What topics do you want to hear more about at industry events?

When I attend industry events, I’m always keen to hear more about practical, real-world strategies for success, especially when it comes to monetisation and commercial sustainability. The games industry moves fast, and developers need tangible insights they can actually apply rather than just big-picture theory.

I’d also love to see more discussions around navigating regulatory challenges. With evolving policies, it’s crucial for studios to stay informed and proactive. Helping developers understand how to future-proof their businesses while staying compliant and building positive communities is more important than ever. 

Lastly, another big one is talent retention and workforce diversity. The industry has faced some tough times lately and we need honest conversations about how to build resilient teams and foster inclusive workplaces. 

At UKIE, we’re focused on equipping developers with the skills and knowledge they need to thrive, and hearing from peers who are tackling these challenges head-on is invaluable. 

What developments do you think have been undervalued by the mobile games industry?

The rise of hypercasual games. These games often get overlooked for their simplicity, but they’ve introduced a whole new way of thinking about game design.

Their massive reach and ability to engage users with quick, easy-to-play experiences have had a huge impact, and while the big triple-A games often dominate the spotlight, hypercasual games have quietly shaped a large part of the mobile gaming landscape. 

There’s also the growth of social and multiplayer gaming. The push toward collaborative, competitive, or cross-platform mobile experiences is reshaping the industry. 

What’s the best piece of advice you’ve ever received that you can pass on to others?

Always put people first. It’s easy to get caught up in metrics, deadlines, and targets but the truth is, whether it’s your team, your players, or your partners, it’s the relationships you build that really drive success. If you focus on supporting the people around you and treating them with respect, everything else tends to fall into place.

I’ve carried this advice with me in my role at UKIE. It’s about creating an environment where developers feel supported, where innovation is encouraged, and where collaboration leads to shared success.

Keeping people at the heart of everything you do is key - whether you’re dealing with colleagues, customers, or partners like Xsolla. It’s the foundation of building a thriving and sustainable industry.