Welsh generative AI games studio 10six Games comes out of stealth with six-figure investment

Stay Informed

Get Industry News In Your Inbox…

Sign Up Today

Tiny Rebel Games co-founders Susan Cummings and Lee Cummings have formed a new generative AI games studio called 10six Games.

The Welsh company has come out of stealth following confirmation of a pre-seed angel round, which took place in December 2024. Funding was led by Huw Bishop of Development Bank of Wales.

Other investors included a syndicate from PlayCap and angels from The Games Angels and Andover Ventures.

Development Bank of Wales reported that the investment totalled six figures.

Lean teams and AI advancement

Since quietly establishing last August, 10six Games has followed a “rock band model” with its small studio size and already has its first product under live testing, teased for a release in winter 2025. This is likely its generative AI title You vs Zombies.

Susan Cummings highlighted her excitement on LinkedIn at having “so many women” involved in the startup and noted that she has been thinking “lean” considering the small team size.

She suggested that many tools are freely available to developers with fewer than 10 employees and highlighted the value of “a group that can be cross discipline and who doesn’t require hand-holding”.

Games industry veteran Nick Button-Brown has also joined as company director, bringing more than two decades of experience across EA, Crytek, mobile AR startup Loveshark and more.

“Representation in video games is more important than ever, and technological limitations have long constrained the scale of customisation developers could offer,” said Susan Cummings.

“With our proprietary technology and our upcoming game You vs Zombies, we’re breaking those barriers – creating fully personalised, ever-evolving experiences for every player. This level of customisation was previously unattainable, but thanks to advancements in generative AI, we’re making it a reality right here in Wales.”

Bishop commented: “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.”