- The new organisation has been created to represent the sector and strengthen its dialogue with public institutions, reflecting the growing maturity of the Valencian video game ecosystem.
- València Game City will showcase more than 20 projects, companies, universities and independent studios from the local ecosystem at OWN 2026.
Valencia will take another major step in strengthening its video game industry with the launch of AVIV (Valencian Video Game Industry Association), whose official presentation will take place during OWN 2026 – Open World Now, Spain’s largest video games, esports and digital culture festival, to be held from 3 to 5 July at Feria Valencia.
The creation of AVIV marks an important milestone for the Valencian ecosystem by providing the sector with its own representative body to defend its interests, strengthen its institutional visibility and act as its voice before public administrations. The association is being launched at a time of sustained growth for the video game industry in the Valencian Community and will help reinforce collaboration between companies, professionals, educational institutions and public organisations.
Paula Llobet, Councillor for Tourism, Innovation and Investment Attraction, said: “The launch of AVIV marks a turning point for the video game industry in Valencia. Having an association that represents the sector is a clear sign of the maturity of an ecosystem that has been growing for years and now brings together talent, companies, universities and projects capable of competing internationally.”
The association will bring together leading professionals from across the industry, including Carles Pons, CEO of No Soon Tech Lab; Javier Giménez, CEO of Digital Sun Games; Jaime Torres, Director of ESAT; Javier Carrión, CEO of ENCOM; Axel García, Managing Director of Brave Zebra; and Ramón Nafria, video game developer and project director, among others.
Valencia Game City showcases the strength of the local ecosystem
The launch of AVIV will take place during OWN 2026, where València Game City—an initiative promoted by Valencia City Council through València Innovation Capital—will have its own exhibition space showcasing the innovative strength of the Valencian video game industry.
Throughout the three-day festival, the stand will feature more than 20 projects spanning video game development, immersive technologies and digital creativity, highlighting both the local talent and the diversity of the Valencian ecosystem.
The exhibition space will be organised into four dedicated areas representing different parts of the industry. The Companies Area will bring together video game studios and immersive technology companies, combining Valencian businesses with international studios. The Indie Studios Area will showcase nine emerging teams presenting their latest titles, while the Universities Area will feature projects developed by students from the Universitat Politècnica de València and Florida Universitària. Meanwhile, the EOI Area will present the finalist projects from the Demo Day of the “Financing and Publishing” video game coworking programme, promoted by València Innovation Capital in collaboration with València Game City.
The event will also feature technology companies, universities, educational institutions and creative professionals, further strengthening the links between education, entrepreneurship and industry while demonstrating Valencia’s ability to foster a collaborative and innovative ecosystem.
Paula Llobet added: “Through València Game City, we are helping to create the conditions that enable talent to build their careers in our city, support business growth and attract new projects. Our goal is to consolidate an innovative and competitive industry capable of creating high-quality jobs and generating new economic opportunities for Valencia.”
An ecosystem with international reach
OWN will bring together more than 20,000 unique attendees and is expected to attract over 50,000 visits across its three days, reinforcing its position as Spain’s largest video games, esports and digital culture festival. The event will feature leading international companies such as Nintendo, PlayStation, Ubisoft, Riot Games and Supercell, alongside thousands of visitors from across Spain and more than a dozen countries.
In addition to esports competitions, the programme will include activities focused on digital culture, immersive experiences, music, cosplay and interactive entertainment, creating a meeting point for companies, professionals, developers and the general public.
Dance Battle: creativity and talent on stage
As part of the programme, València Game City will co-organise the Dance Battle on Saturday, 4 July, an open dance competition welcoming all styles and designed to showcase and reward local talent. The winner will receive a €300 FNAC gift card, and participants will also enjoy additional benefits during the festival.
València Game City’s participation in OWN 2026 forms part of Valencia City Council’s strategy to establish the city as a leading European hub for innovation, technology entrepreneurship and the creative industries, fostering an ecosystem capable of attracting talent, generating new opportunities and positioning Valencia among the Mediterranean’s leading innovation centres.