Celebrating Storytelling in Games For Over 20 Years

BAFTA and DCM (Digital Cinema Media) have teamed up with award-winning actress Susan Wokoma to create a national cinema advertising campaign that promotes and celebrates the art of storytelling in video games. It’s the third campaign delivered by the partnership and is releasing in cinemas ahead of the 21st BAFTA Games Awards on Tuesday 8 April 2025.

The 105 second trailer was produced by Common People Films and DCM Studios, with Jennifer Sheridan directing the film. Susan features alongside famous faces from games – such as Samantha Béart and Neil Newbon from Baldur’s Gate 3 – who share their love for video games with cinema audiences nationwide.

Jeremy Kolesar, Creative Director, DCM Studios, “We’ve seen a flourishing intersection between games, film and TV in the UK. Whether it’s a franchise-inspired series or film, a narrative-driven game, or an engaging acting performance, each medium strengthens the other. We’ve tried to capture this in our third cinema campaign with BAFTA, which draws from the diverse UK games industry to inspire the next generation of talent with an adventurous cinematic experience.”
World-renowned for its annual Film Awards, BAFTA has been celebrating the craft, skill and creativity of the games industry for over 20 years, spotlighting the best games and talent in its annual Games Awards ceremony.

The cinema trailer explores the connectivity between film, games and TV, highlighting the depth of video game storytelling and the many varied games that captivate audiences worldwide.

Tony Roberts, Founder/ EP, Common People Films: "This is the second time BATFA and DCM have asked us to bring their brand and message to life and we’re incredibly proud of the work we deliver for both of them. Having a diverse roster of talent, it was exciting to get our directors to write with a focus in games this time round and we think Jennifer has captured something very special. The games industry is a jewel in the crown of British industry and should be celebrated. Another great collaboration.”

BAFTA and YouGov research
As an arts charity, BAFTA supports the next generation of screen talent through various initiatives, bursaries and scholarships. Three alumni of BAFTA’s programmes were given paid roles on the production of this trailer – Jade Fabiyi (camera), Reece Grant (Art Department) and Shona Hart (Stagehand).

This ethos is reflected in the UK cinema placement of the campaign, which targets 16-34 year-olds during the preshow for multiple blockbuster releases. This includes the new Minecraft film, based on one of the best-selling video game franchises of all time.

Recent research conducted by BAFTA with YouGov found that:
Adults aged 18-34 consider video games as important to wellbeing, with a third (31%) citing video games as a form of self-care (higher than Film - 28% or TV - 27%) and 39% of 18-34s consider video games as a form of social connection (compared to 30% Film/TV).

Over half of UK adults see games as ‘a form of entertainment’ (54%). However, only 1 in 5 consider games as great storytelling (20%) and there is lower awareness that games contain meaningful messages about today’s world (9%) compared to TV (33%)

Over half (53%) of 18-34s would trust the quality of a game that has been nominated or won a BAFTA Games Award.

Two thirds (62%) of UK adults were not aware that some of the world’s most celebrated games are made in the UK, and 1 in 5 would be more likely to play a game made in the UK (21%).

Donna Mathews, Executive Director of Engagement, Marketing and Communications at BAFTA said: “BAFTA is known for celebrating excellence in the screen arts and games are no exception. Our members recognise the craft, skill and creativity that goes into making every game and our Awards showcase the incredible variety of games on offer. Like TV and film, games are a way to explore stories and learn about the world around us and young adults see games as more than a form of entertainment, with many considering games important to their wellbeing and social connection. The UK games industry is a world-leading creative force, with talented people making games up and down the country, so with thanks to DCM and Common People Films we are putting games on the big screen to share our appreciation of this art form with audiences nationwide too.”
Susan Wokoma said: “Film, TV and games are connected by the passion of the people who make it. It takes so many people to make these things and seeing people really take ownership of their story and their passion, that’s the thing that threads throughout all of those mediums.”

Jennifer Sheridan, director, said: "What makes gaming so captivating is its ability to fully immerse you in the story. It invites you to engage with the narrative interactively. The beauty of storytelling in games lies in how your experience can be completely unique, even if you're playing the same game as someone else. This film celebrates that diversity and the incredible journeys that games can take you on.

The BAFTA Games Awards are lauded as the most prestigious in the world because they are voted for by 1,300 creatives working in the global games industry who make up BAFTA’s games voting membership.

Award categories that include Game Beyond Entertainment, Narrative and Family Game show the breadth of stories that players of all ages can engage with, from personal stories about grief, mental health or challenging social themes, to uplifting games about kindness or spectacular adventures. There is a game for everyone.
Over half of British adults play games and the UK is a creative force in video games development. There are over 2,000 games companies in the UK, and over 55% of games development jobs are based outside of London and the Southeast, spread across 23 ‘clusters’ nationwide, from Dundee to Brighton. The UK video games sector is the largest in Europe and contributes £6bn in revenue to the UK economy. *

The 21st BAFTA Games Awards take place on Tuesday 8 April, streamed live on YouTube and Twitch @BAFTA.

Full list of nominations can be found here https://www.bafta.org/awards/games
Supported by BAFTA’s official partners  EE, Epic Games, PlayStation, and The Langham, the BAFTA Games Awards is part of the London Games Festival, running from 2 to 13 April across the UK capital.