The UK Government has launched the UK Esports Advisory Panel, a landmark industry-led forum designed to provide a “seat at the table” for the competitive gaming sector within national policy discussions.

Announced by the Minister for Creative Industries, Ian Murray, at the London Games Festival, the panel is convened by Ukie (Association for UK Interactive Entertainment) to facilitate structured engagement with the Department for Culture, Media and Sport (DCMS).

According to official communications, the initiative aims to bridge the communication gap between the government and stakeholders—including publishers, pro teams, and tournament organisers—to ensure the UK remains a globally competitive hub for esports and digital innovation.

The panel’s creation marks a shift towards a permanent advisory fixture. It brings together senior figures from global organisations like Team Liquid, Fnatic, and ESL FACEIT Group to advise on sustainable growth, skills development, and grassroots pathways. The goal is to provide the government with a “single, trusted voice” to help navigate the complexities of the ecosystem, covering everything from professional tier events to educational frameworks across the United Kingdom.

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“This is an important step forward for UK esports – creating a structured, evidence‑based forum where government and industry can work together,” said John Jackson, CEO of Esports Wales and member of the new panel, in a LinkedIn post. “From a Welsh perspective, the full breadth of the UK ecosystem must be represented – including devolved nations, community-led activity, education, and player pathways.”

The panel launch coincides with a broader £30 million Games Growth Package, which includes £28.5 million for the UK Games Fund. This funding will offer grants for video game studios across three tracks: Entry (£20,000), Emergent (£100,000), and Expansion (£250,000). Additionally, the London Games Festival has been awarded £1.5 million over three years to strengthen its role as a global showcase for British talent.

Nathan Edmonds, CEO of Get In agency and panel member, noted that “esports has long gone unnoticed” at a government level, and the panel’s creation provides the industry with “proper representation” to advise the DCMS and other stakeholders.

The UK Esports Advisory Panel members:

  • Daniele Schmidt-Fischer, Ukie
  • Andy Payne, British Esports Federation
  • Andy Tomlinson, Electronic Arts
  • Claire Hungate, Team Liquid
  • Darren Pilkington, Fnatic
  • Frankie Ward, Freelancer
  • James Dean, Kuoda Ltd
  • James Fraser-Murison, Fraser Esports
  • Joe Lovelace, BLAST
  • John Jackson, Esports Wales
  • Lewis Kay, Esports Youth Club
  • Mark McCready, Scottish Esports
  • Michael O’Dell, Scan Computers
  • Mitsouko Anderson, Yume Talent
  • Nathan Edmonds, Get In
  • Neale Maker, Ubisoft
  • Nick Caplin, ESL FACEIT Group
  • Saahib Singh Reehal, The Football Association
  • Sam Cooke, The Insights Group
  • Riot Games

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