Why Expression Games Opened a Manchester Studio

Expression Games, the developer behind the tactical WWII shooter Hell Let Loose, opened a Manchester studio to expand its development capacity and build a second team that can work on future projects while the core team continues supporting the live game. The studio, announced in 2022, is part of a broader strategy to tap into the UK’s deep pool of game development talent, particularly in the North of England, and to create a more resilient, multi-project structure for the company.

Background: Who Is Expression Games?

Expression Games is a relatively young studio, founded in 2017 by a team of industry veterans who previously worked on titles like Killzone, Shadow of the Colossus, and Horizon Zero Dawn. The company is headquartered in Amsterdam, Netherlands, and its first major project was Hell Let Loose, a 50-vs-50 multiplayer shooter that launched in early access in 2019 and reached full release in 2021. The game is known for its large-scale battles, squad-based tactics, and a strong emphasis on realism and teamwork.

By 2022, Hell Let Loose had sold over one million copies and had a dedicated player base, but the game also required continuous updates, bug fixes, and new content. The development team in Amsterdam was stretched thin, and the company needed more hands on deck to maintain the game’s momentum while also exploring new ideas.

Why Manchester Specifically?

Manchester was not a random choice. The city has become a significant hub for game development in the UK, with a growing cluster of studios and a steady pipeline of graduates from local universities. Key factors that made Manchester attractive include:

• Talent pool: The University of Manchester, Manchester Metropolitan University, and the University of Salford all offer strong computer science and game design programs, producing a steady stream of skilled graduates.
• Existing industry presence: The city is home to other studios like TT Games (part of Warner Bros. Interactive Entertainment) and has a supportive local network through organizations like GameDev North.
• Cost and quality of life: Compared to London, Manchester offers lower office costs and a more affordable cost of living, making it easier to attract and retain talent.
• Time zone and culture: The UK shares a similar time zone with the Netherlands (both are on Central European Time for most of the year), which simplifies collaboration between the Amsterdam and Manchester teams.

The studio was opened in 2022, initially with a small team of around 20 people, and has since grown. The Manchester office focuses on a mix of tasks, including supporting Hell Let Loose and working on unannounced projects.

What Does the Manchester Studio Do?

The Manchester studio is not a separate entity; it operates as an extension of Expression Games’ Amsterdam headquarters. The two teams work closely together, with shared tools, pipelines, and communication channels. The Manchester team is involved in several areas:

• Live game support: Helping to produce updates, patches, and seasonal content for Hell Let Loose.
• Art and animation: Creating new character models, weapons, and environments for the game.
• Engineering: Working on technical improvements, such as optimization and bug fixes.
• New project development: The studio is also working on new, unannounced projects, which gives the team creative ownership and helps the company diversify beyond its first title.

The decision to open a second studio was partly a response to the challenges of developing a large-scale multiplayer game. Hell Let Loose requires constant attention, and having a second team allows the company to keep the game alive while also planning for the future.

How Does the Expansion Benefit Hell Let Loose?

For players of Hell Let Loose, the Manchester studio has a direct impact. The game’s development roadmap has included new maps, factions, and quality-of-life improvements, and having more developers means these updates can be delivered more frequently and with better quality. For example, the British and Soviet forces were added after the game’s full release, and the team has continued to refine the game’s mechanics based on player feedback.

The expansion also reduces the risk of burnout among the original team. Developing a live-service game is demanding, and a larger team allows for better work-life balance and more specialized roles. This, in turn, leads to a more stable and sustainable development cycle.

Common Misconceptions About the Manchester Studio

There are a few misconceptions about the studio that are worth clearing up:

• It is not a separate company: Some players thought Expression Games had been acquired or that Manchester was a different studio. In reality, it is simply a second office of the same company.
• It is not a support studio in the traditional sense: While it does support Hell Let Loose, it is also working on original projects, so it is not just a “co-development” studio.
• It is not a response to a crisis: The opening was a proactive move to grow the company, not a reaction to layoffs or financial problems.

What Does This Mean for the Future of Expression Games?

Opening the Manchester studio signals that Expression Games intends to be a long-term player in the industry. The company has not announced any new titles publicly, but job listings have hinted at work on an unannounced project, possibly a new IP or a sequel to Hell Let Loose. The Manchester team’s involvement in new projects means the company is not solely dependent on one game, which is a healthier business model.

For the UK games industry, the studio is a positive sign of growth. The UK has long been a major player in game development, and the opening of new studios in regional cities like Manchester helps decentralize the industry away from London and the Southeast. It also creates more opportunities for local graduates and experienced developers who prefer to live in the North.

Frequently Asked Questions

Is the Manchester studio working on a new game?

Expression Games has not made any official announcements about a specific new title, but job postings and interviews have indicated that the Manchester team is working on unannounced projects. It is likely that the company is developing a new IP, but details are scarce.

Will Hell Let Loose still be updated?

Yes, the game continues to receive updates. The Manchester studio was opened in part to ensure the game gets ongoing support, and the developers have released multiple updates since the studio opened, including new maps and gameplay improvements.

How many people work at the Manchester studio?

The exact number is not publicly confirmed, but it started with around 20 employees and has grown since. The company has posted job openings for various roles, suggesting the team is expanding.

Why didn’t they just hire more people in Amsterdam?

Hiring more people in Amsterdam is possible, but the company likely chose Manchester to access a different talent pool and to benefit from the UK’s game development ecosystem. It also gives the company a presence in a major English-speaking market, which can be useful for recruiting and collaboration.

Is Expression Games owned by a larger publisher?

No, Expression Games is an independent studio. However, Hell Let Loose is published by Team17, a UK-based publisher, which may have facilitated the decision to open a UK studio.

Did the Manchester studio replace the Amsterdam team?

No, the Amsterdam team remains the headquarters and the core development team. The Manchester studio is an addition, not a replacement.

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