Everyone hates games and we don’t care (but we should) | Opinion Skillfull's Gina Jackson discusses the barriers to the UK industry's future growth – including perception from those outside the business Sign up for the GI Daily here to get the biggest news straight to your inbox Games are the most successful creative industry in the UK, bigger than TV, film and music.We are also struggling to engage and welcome career changers; we lack flexibility from AAA studios which, too often, request that applicants must have AAA experience, and we focus on knowledge over ability.As a constantly evolving and innovating industry, we seem to be obsessed with finding people who have done the role before, rather than those who have the skills to take us forward to evolve and innovate.Just looking at the number of women is one indicator, although this is a tiny part of diversity.The 2022 UKIE Census shows, from the surveys completed, that women represent 30% of the UK workforce, but the gender pay gap reports from games companies indicate women are just 18%."