Wales-Based studio secure investment to revolutionise video game personalisation

Daniel Bevan - Senior Journalist

A new game development studio founded by industry veterans in Wales has secured a major six-figure investment to bring cutting-edge personalisation and AI-driven experiences to gamers.

10six Games, the brainchild of Susan and Lee Cummings, has attracted investment from a syndicate of 12 angel investors led by Huw Bishop and supported by PlayCap, The Games Angels, and Angels Invest Wales. The Development Bank of Wales also contributed match funding through the Wales Angel Co-Investment Fund.

The funding comes as the studio prepares to launch its first title, YOU VS ZOMBIES, which promises to redefine character customisation and gameplay experiences through proprietary generative AI technology.

Industry heavyweight Nick Button-Brown has joined 10six Games as a Company Director, bringing decades of experience across the gaming and tech sectors, including senior roles at Improbable and Sensible Object, and leadership positions at Outright Games, UKIE, and OKRE. Button-Brown also founded The Games Angels, a network of seasoned industry investors backing innovative game start-ups.

Co-founder Susan Cummings, who previously co-founded 2K Games and helped shape franchises like BioShock, Borderlands and Civilization, said:

“Representation in video games is more important than ever, and technological limitations have long constrained the scale of customization developers could offer.
With our proprietary technology and our upcoming game YOU VS ZOMBIES, we’re breaking those barriers—creating fully personalized, ever-evolving experiences for every player. This level of customization was previously unattainable, but thanks to advancements in generative AI, we’re making it a reality right here in Wales.”

Lee Cummings, former Rockstar Games producer and creative lead on titles including GTA: San Andreas and Bully, added:

“Our technology enables autonomous AI-driven design decisions, from custom starting spells and upgrades to gameplay sequencing and story development. It’s an incredibly exciting breakthrough.
We’re also grateful for the support of gaming industry expert Nick Button-Brown and our funding partners, who share our vision for the future of personalized gaming.”

Lead investor Huw Bishop said:

“It was a pleasure to bring together a group of angels to support 10six Games, a new game development studio led by seasoned founders and gaming rockstars, Susan and Lee Cummings.
They have a uniquely exciting vision for the next generation of player character and story customisation in games. Their track record is second to none and I look forward to supporting them in the future.”

Tom Preene of Angels Invest Wales praised the team and the broader potential of the sector:

“This is a team surrounded by some of the top experts in the global games industry. They are working at the cutting edge of technology and are known for their innovation and creativity. Gaming is a growth industry, and it is exciting to think what it could mean for Wales as more developers start to recognise South Wales as a gaming hub.”

The investment was matched by the Wales Angel Co-Investment Fund, an £8 million pot designed to co-invest in Welsh SMEs alongside approved angel syndicates. The fund supports investments from £25,000 to £250,000.

10six Games is positioning itself at the forefront of hyper-personalised gaming, aiming to put Wales on the global map for innovation in the industry.

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