José Antonio Nieto, regional minister for Artificial Intelligence, Digital Development and Public Administration and president of the Digital Agency of Andalusia (ADA), told the Andalusian Parliament that the second San Diego Comic-Con Málaga is an opportunity to strengthen the digital economy, promote the Andalusia brand and create opportunities for regional video game and digital content companies. He described the sector as a priority under the Andalusian Strategy for Audiovisual and Digital Content Creation.
Nieto said the event reflects joint work by the regional government and links tourism strategy with digital development and talent initiatives. He said the aim is to raise Andalusia’s profile and showcase talent from the region at major international events.
Andalusia is Spain’s third-largest video game hub, after Madrid and Catalonia. In 2024, the region had 107 active studios, representing 13.1% of the Spanish total, compared with 82 in 2019—a 30.8% increase over five years. It also has 17 specialist video game training centres. Regional studios generated about €86 million in revenue in 2023, and the sector employed more than 1,000 people. Nieto said there was scope for Andalusia’s share of industry revenue to approach its share of studios and employment, and described Comic-Con as a platform for growth.
This year, the regional government is supporting 17 Andalusian startups and studios linked to Misión Andalucía at the event. Eleven will present products in a dedicated 50-square-metre exhibition space, with 32 sessions totalling 128 hours of direct presentations. The government says the event will give companies the chance to test products with the public, gather feedback from players, support marketing and funding campaigns, and meet publishers, investors, studios and other industry participants.
Nieto also announced that the regional government will soon renew its agreement with Jaén City Council for the use of the former Bank of Spain building, ensuring the continuation of the Misión Gaming centre. The building, which had been closed for 15 years, was converted into the centre through an investment of nearly €1.8 million. It currently houses 35 companies: 32 in incubation and three in a high-acceleration programme. Their work includes artificial intelligence, virtual reality, automation, illustration, content production and digital solutions for tourism.