- The Deputy Mayor of Madrid, Begoña Villacís, has unveiled the new brand in an event aimed at positioning the city as an international benchmark in this sector
- The City Council is promoting this project with the goal of strengthening the competitiveness of Madrid-based companies, attracting talent and investment, and driving the development of a sector with high strategic value, economic weight, and potential to energize Madrid.
On Wednesday, Madrid’s Deputy Mayor, Begoña Villacís, returned to the Video Game Campus to present Madrid In Game, the new brand that will accompany the various initiatives focused on promoting the video game and gamification industry in the capital and turning it into a global leader in the sector.
As Villacís explained, “With Madrid In Game, we are promoting the ecosystem necessary for people to create and develop opportunities—and to find them here in Madrid. This was our vision when we launched the Video Game Campus: a booming sector that will help ensure video games are seen not only as entertainment, but also as a burgeoning industry that Madrid aims to be recognized for.”
With this new identity, Madrid joins the game to further enhance the city’s innovation potential—of its professionals and citizens—through two strategic pillars: The Video Game Cluster, which connects the entire ecosystem of businesses and educational centers in the sector and The Video Game Campus, which features a project incubator-accelerator, a high-performance eSports center, and an experience pavilion that will host the Video Game Museum
The City Council has allocated nearly €22.5 million over the next three years to this project, which aims to boost the competitiveness of local companies, attract talent and investment, and foster the growth of a sector with major strategic value and economic potential for Madrid.
Origen WW, a renowned company in marketing and communications, will be part of the group of companies involved in this initiative. Specifically, it will work in collaboration with telecom operator Vodafone and video game studio Gammera Nest in designing and managing the Campus’s Development Center.
The Video Game Campus will be located in three pavilions at Casa de Campo, covering more than 4,000 square meters. The Development Center, to be installed in the old Exhibition Pavilion, will be supplemented by a virtual campus and dedicated to education, entrepreneurship in the sector, university collaboration, business consulting, and attracting investors interested in establishing themselves in Madrid.
Icona I Pavilion will host tournaments and eSports-related activities, including the Municipal eSports League and a training zone for teams.
The Video Game Museum, to be housed in the former Icona 2 Pavilion, will be an interactive space with immersive and disruptive experiences. It will feature a permanent exhibit on the history of video games as well as temporary exhibitions showcasing the development of various projects.
Madrid will thus gain a new space dedicated to video game culture and industry, reviving its presence in the capital through events like Gamergy and the Global Esports Summit.
