Gamecity Hamburg

This interview serves as an introductory installment in a series designed to demystify major business-to-business (B2B) outlets within the global video games industry. By profiling GamesIndustry.biz and its Head of Games B2B, Christopher Dring, the content aims to provide developers and industry newcomers with actionable insights on how to effectively engage with trade media, understand editorial priorities, and navigate the evolving landscape of games journalism.

The discussion highlights the publication’s role as an independent, data-driven source for industry news, market analysis, and recruitment. Editorial focus is placed on stories that offer professional guidance, industry trends, and business developments rather than promotional content or consumer-facing game reviews. Key recommendations for developers include pitching narratives that emphasize unique business strategies, lessons learned, or innovative approaches to industry challenges, while explicitly avoiding topics like non-fungible tokens (NFTs), which are viewed as lacking long-term viability in the gaming sector.

Reflecting on industry evolution, the analysis notes a significant shift from the physical, box-product market of 2007 to a modern ecosystem defined by digital distribution, service-based models, and the rise of independent developers. Looking forward, the industry is expected to see continued growth in subscription models and digital social spaces, though the latter will likely evolve from existing game structures rather than from standalone metaverse platforms. The insights provided emphasize that success in the current market requires a deep understanding of these structural shifts and a professional approach to media relations.

The Games Lift Incubator, a program managed by Gamecity Hamburg, announced the five teams selected for its 2022 cohort. The initiative aims to foster the growth of local game development talent by providing selected startups and solo developers with professional guidance, financial resources, and infrastructure to refine their projects. This program serves as a key support mechanism for the Hamburg games ecosystem, connecting emerging developers with industry expertise.

The selection process for the 2022 cycle was highly competitive, drawing 21 applications from various teams and solo developers. An awarding committee evaluated these submissions based on the potential and quality of the proposed game projects. The five winning teams—ACAS, Team Marty, Elin Meinecke, Team Metacore, and Team Godcomplex—were chosen for their diverse concepts, ranging from physics-based puzzle platformers and touchscreen-focused action games to farming simulations and co-op shooters.

Participants in the incubator receive a comprehensive support package, including 15,000 euros in funding, access to co-working spaces in Hamburg, and a three-month intensive workshop and mentoring program. The curriculum covers essential business and development topics such as project management, marketing, business establishment, and game art. Following the initial three-month phase, the teams continue to receive long-term support for an additional 12 months, which includes individual coaching and access to a specialized PR agency. This structured approach ensures that developers receive sustained guidance as they transition from the incubation phase toward the broader market.

The Hamburg-based indie studio Tiny Roar officially released its sci-fi action-adventure title, XEL, on July 12, 2022. Published by Assemble Entertainment, the game features a top-down perspective and centers on a protagonist named Reid who navigates a mysterious planet, solves complex puzzles, and utilizes various gadgets to uncover her past.

The development of XEL was supported by federal games funding, which facilitated significant organizational growth for the studio. During the 14-month production cycle, Tiny Roar expanded its workforce from 11 to 20 team members. The studio provided ongoing transparency throughout the development process by sharing insights into weapon concepts, puzzle design, and creative inspirations via dedicated developer logs on Steam.

Beyond the release of XEL, Tiny Roar has maintained an active presence within the local industry ecosystem. The studio previously received prototype funding from Gamecity Hamburg, an initiative that supports regional game development. This release underscores the ongoing output of the Hamburg games sector, which continues to foster indie talent through various funding programs, networking events, and industry showcases.

The provided guide outlines a strategic framework for independent game developers to effectively engage with gaming influencers. The primary objective is to help developers secure partnerships that increase game visibility and community engagement by fostering authentic relationships with content creators across platforms like Twitch, YouTube, and TikTok.

The core thesis emphasizes that successful influencer outreach relies on personalization, relevance, and professional communication. Rather than pursuing large-scale creators indiscriminately, the guide advocates for targeting smaller, niche-focused influencers whose audiences align closely with the specific genre and style of the game. This approach prioritizes audience engagement quality over raw follower counts. Key tactical recommendations include conducting thorough research to identify creators who already play similar titles, crafting a concise elevator pitch that highlights why the game is a good fit for their specific community, and providing easily accessible press materials such as trailers and demos.

The guide also addresses the professional realities of the influencer economy. It advises developers to utilize official business contact channels, maintain a polite and patient follow-up cadence, and acknowledge that established influencers often require compensation for their promotional services. By treating outreach as a professional business inquiry while remaining transparent about budget constraints, developers can navigate the influencer landscape more effectively. This advice serves as a practical resource for indie studios seeking to leverage influencer marketing to build momentum for their projects.

Gamecity Hamburg facilitates the participation of six local independent game studios at the 2022 gamescom trade fair in Cologne. Through its Road to gamescom program, the organization provides a dedicated booth at the Indie Arena Booth, offering these developers a platform to showcase their projects to international press, publishers, and industry professionals. This initiative underscores a broader commitment to supporting Hamburg’s game development ecosystem by providing free access to major industry events and networking opportunities.

The six featured studios include Tiny Roar, THREAKS, OneManOnMars, Beardshaker Games, Octofox Games, and CRATR.games. These developers represent a diverse range of genres and platforms, including sci-fi adventures, souls-like action RPGs, cozy narrative games, and real-time strategy titles. Several of these participants have previously benefited from Gamecity Hamburg’s internal support structures, such as the Prototype Funding program and the Games Lift Incubator, highlighting the effectiveness of the region's local development pipeline.

Beyond the featured indie delegation, the broader Hamburg games industry maintains a significant presence at the event. Numerous established companies, including Daedalic Entertainment, InnoGames, Goodgame Studios, and Deep Silver FISHLABS, are represented across both B2C and B2B sectors. By coordinating these efforts, Gamecity Hamburg aims to strengthen the visibility of the local industry on the global stage. The Indie Arena Booth itself remains a critical partner in this effort, serving as an official gamescom fixture that enables smaller studios to participate in a high-profile environment that would otherwise be cost-prohibitive.

This interview serves as part of a broader series by Gamecity Hamburg designed to profile essential B2B media outlets within the global games industry. The discussion features Khai Trung Le, an editor at PocketGamer.biz, who provides professional insights into the mobile gaming sector, which currently represents 52% of the total global games market volume. The content focuses on editorial standards, effective public relations strategies for developers, and the evolving landscape of industry trends.

The analysis highlights that editorial success at PocketGamer.biz is driven by speed, accuracy, and the platform’s role as a voice for industry experts, including developers, analysts, and service providers. For indie developers seeking media coverage, the guidance emphasizes the importance of professionalism: being concise, avoiding exaggeration, and providing high-quality media assets. The discussion identifies face-to-face networking at live events as a critical, albeit challenging, component of professional development, while cautioning against purely self-promotional pitches that lack broader industry value.

Regarding industry trends, the discussion identifies significant growth in mergers and acquisitions as a double-edged sword that offers funding opportunities but risks market consolidation. While acknowledging the hype surrounding the metaverse and blockchain gaming, the perspective remains skeptical of current implementations, suggesting that many early-stage projects lack long-term viability. Ultimately, the publication aims to foster deeper, embedded reporting that explores industry projects in intimate detail, while maintaining a critical lens on systemic issues such as workplace burnout and harassment. The interview underscores the publication's commitment to transparency and inclusivity as it continues to serve as a primary authority for the mobile games business.

The Display 2022 event served as a showcase for the Games Master program at HAW Hamburg, highlighting the creative output and technical proficiency of students after three semesters of development. The event emphasized the role of public universities in fostering new talent for the German games industry, noting that many student teams from this program successfully transition into professional studio founders and award-winning developers.

The showcase featured six distinct projects, ranging from commercial-ready titles to serious games addressing social issues. Notable entries included Light of Atlantis, a 2D puzzle-platformer; Ki Nana, a nature-themed adventure; and Forlorn, a first-person horror experience. Additionally, the event highlighted serious games such as Das ist kein Spiel mehr, which utilizes board and card games to teach defense against harassment, and Xylophongos, a narrative project exploring terminal care through an ecological lens. The co-op shooter Metacore was also presented, with several of these teams moving on to participate in the Games Lift Incubator 2022.

This initiative underscores the ongoing efforts within Hamburg to bridge the gap between academic training and the professional games market. By providing a platform for students to present their work to industry professionals, the event facilitates networking and professional development. The Games Master program remains a key contributor to the local ecosystem, supported by broader regional initiatives that provide funding, mentorship, and exhibition opportunities for emerging developers. All projects featured during the event are documented and accessible through the HAW Games Lab collection on itch.io.

The 2022 Gamescom trade fair marked a significant return to in-person industry engagement, drawing 265,000 visitors to Cologne. As part of its Road to Gamescom initiative, Gamecity Hamburg facilitated the participation of six local indie studios—Tiny Roar, Beardshaker Games, THREAKS, Octofox Games, OneManOnMars, and CRATR.games—at the Indie Arena Booth. This program provided these developers with essential networking opportunities, allowing them to present prototypes and demos to international press, publishers, and the general public.

The initiative focused on professional development and visibility, offering participating studios preparatory workshops to refine their presentation strategies. Beyond the exhibition, Gamecity Hamburg hosted a reception for over 100 industry guests and organized the Drawmerama interactive challenge to increase booth engagement. The Indie Arena Booth itself featured over 130 international studios, successfully integrating both physical and digital components to bridge the gap between in-person and online attendees.

The event underscored the vitality of the Hamburg indie scene, with notable recognition for local publishing efforts, such as the award-winning title Inkulinati. By providing a dedicated platform for these studios, the program aimed to foster growth and international exposure for regional developers. The success of this delegation highlights the ongoing importance of regional support structures in navigating major global trade events and connecting local talent with the broader gaming industry.

The Hamburg-based game development studio Cratr.games, in collaboration with Microtale Games, initiated a Kickstarter campaign on August 26, 2022, to secure funding for their voxel-based real-time strategy title, Heart of Muriet. The project focuses on large-scale strategy mechanics, including settlement building, spell management, and tactical combat, set within a fantasy world.

The campaign achieved its primary objective rapidly, as the developers successfully secured alternative financing within days of the launch. Consequently, the studio opted to terminate the crowdfunding effort early. Despite the conclusion of the campaign, the developers continue to maintain a playable alpha demo for the title on the Steam platform to engage potential players and gather community interest.

This development highlights the evolving landscape of independent game funding, where crowdfunding platforms serve as both a capital-raising tool and a mechanism for gauging market interest. The project remains active in its development phase, with the studio encouraging users to wishlist the game on Steam to support its ongoing production.

The School Internship Games program, hosted in Hamburg, serves as a strategic initiative to introduce 9th-grade students to professional career paths within the local games industry. By facilitating direct engagement between students and established development studios, the program aims to cultivate future talent and bridge the gap between academic education and industry requirements. This initiative highlights the importance of early vocational exposure in a sector that remains a significant economic pillar for the region.

The January 2023 iteration of the program offered 20 placement spots, evenly distributed between boys and girls, and balanced across district and grammar schools. Participants engaged in a three-week curriculum hosted by industry partners, including InnoGames, Goodgame Studios, and FISHLABS, alongside the Hamburg University of Applied Sciences (HAW Hamburg). Under the guidance of media educators from the Creative Gaming initiative, students performed practical tasks in game design, programming, and audio production, culminating in a final presentation of their work.

This program represents a collaborative effort within the Hamburg games ecosystem, which comprises over 180 companies. By providing hands-on experience and professional mentorship, the initiative addresses the industry's ongoing need for qualified young professionals. Beyond this specific internship, the broader Gamecity Hamburg organization supports talent development through its Gamecity@School program, which facilitates direct interactions between industry experts and students in classroom settings. These efforts underscore a regional commitment to sustaining Hamburg’s status as a vibrant hub for game development through proactive workforce development and educational outreach.

The Games Lift Incubator, an initiative by Gamecity Hamburg, successfully launched its third annual cohort in September 2022. The program is designed to support five selected game development teams through a combination of intensive workshops, expert mentorship, and networking opportunities. By providing professional guidance on project management, business canvassing, and pitching, the incubator aims to accelerate the development of independent game projects while fostering connections between emerging developers and established industry professionals.

The 2022 iteration of the program emphasizes a hybrid approach, utilizing both in-person workshops and remote sessions with international experts to maximize resource efficiency and accessibility. A notable addition to the current curriculum is the introduction of a scheduled one-week break. This strategic pause is intended to mitigate team stress and accommodate the diverse professional demands placed on participants, such as existing contract work, prior to the high-pressure Milestone Pitch phase.

Feedback from participants and mentors highlights the program's effectiveness in creating a supportive environment that balances rigorous professional training with genuine industry engagement. The high rate of returning mentors and the positive reception from participating teams underscore the value of the incubator’s structured approach. By facilitating direct access to industry veterans and providing a dedicated space for collaboration, the program continues to serve as a vital development hub for the Hamburg games industry, helping teams refine their creative visions and business strategies.

Gamecity Hamburg serves as a primary hub for the local video game industry, providing structured financial support, mentorship, and networking opportunities to foster studio growth and project development. Established in 2003 by the City of Hamburg, the initiative aims to nurture developers and startups through various stages of the production lifecycle, ranging from initial concepting to market launch.

The organization manages two core programs: Prototype Funding and the Games Lift Incubator. Prototype Funding offers non-repayable grants of up to 80,000 euros, covering up to 80 percent of eligible project costs, and has supported 37 projects with over 2 million euros in funding as of 2025. Complementing this, the Games Lift Incubator provides selected teams with 15,000 euros in financing, alongside a comprehensive year-long program of workshops, international expert mentoring, and office space. Since its inception in 2020, the incubator has successfully guided 25 teams through their early development milestones.

Beyond direct funding, the initiative emphasizes the strength of the Hamburg ecosystem, which hosts a diverse mix of global industry leaders, established German publishers, and successful independent studios. The region is supported by a robust infrastructure that includes over 12 academic institutions offering gaming-related education, as well as additional resources for office space and development loans provided by the Hamburg Kreativ Gesellschaft and IFB Hamburg. By facilitating regular networking events and connecting developers with a broad range of media and industry partners, the initiative maintains a collaborative environment designed to sustain long-term business success for game makers within the region.