Shams Jorjani, the chief executive of Arrowhead Game Studios—the studio behind Helldivers 2—recently told GamesIndustry.biz at Gamescom that the video‑game sector is undergoing a profound transition. He argued that the formulas that guided developers and publishers throughout the 2010s have lost their effectiveness in today’s rapidly evolving marketplace.
"There have been moments of pessimism, but overall the industry remains healthy," Jorjani said. "What’s changed is that the assumptions we built our business cases on have been upended. The playbooks that served us from 2010 to 2020 simply don’t apply anymore. The bottom line has vanished from every projection you once trusted.
No one could guarantee a title’s sales, and the numbers you once penciled in now need a zero subtracted. That’s the reality we’re facing." He identified several forces driving this upheaval. First, the continued ascent of developers from the Asia‑Pacific region is reshaping the global landscape. This year’s Gamescom Opening Night Live highlighted the caliber of studios emerging from China and South Korea, underscoring a trend that has been gathering momentum for a decade but now appears to have reached a tipping point.
"Asian games and companies have been making inroads into Western markets for ten years," Jorjani noted. "Now it’s a steady stream—game after game—showcasing world‑class quality." China, in particular, is producing titles of increasingly high quality. While the Chinese market remains heavily mobile‑centric, that focus influences design sensibilities and accelerates development cycles.
Jorjani believes artificial intelligence is amplifying this speed, allowing games to be produced and released at an ever‑faster pace across the globe. "AI is a catalyst," he explained. "It’s pushing the velocity of game creation, especially in regions where development pipelines are already streamlined for rapid iteration." The impact of AI extends beyond speed.
Jorjani stressed that artificial intelligence introduces a level of uncertainty that makes long‑term forecasting especially difficult. He contrasted the West’s cautious, ethically‑focused approach to AI with the East’s pragmatic, almost indifferent stance. In Western studios, debates swirl around data ownership, ethical training practices, and the artistic implications of AI‑generated content. Meanwhile, many Asian developers have embraced AI without hesitation, viewing it simply as another tool for efficiency.
"Western developers are experiencing an existential dilemma," Jorjani said. "We’re artists who care about the human connection, yet AI reduces creation to functional code.
The East, however, treats AI as a straightforward productivity boost, without the moral qualms that dominate Western discourse." Beyond technology, the industry’s structural challenges remain. AAA titles still demand five to six years of development, involving multiple teams spread across time zones. This lengthy horizon forces publishers to lean on established franchises and recognizable brands to mitigate risk. New intellectual property (IP) struggles to secure funding because the financial gamble is simply too great.
"When development cycles are long and the market is volatile, you need a safety net," Jorjani observed. "A strong brand or recognizable IP gives you that cushion. Players know what they’re getting, which reduces the perceived risk." He illustrated this point with the phenomenon of "analysis paralysis" that plagues consumers today. With an ever‑growing flood of releases, gamers often gravitate toward familiar names rather than exploring untested titles.
Data from Steam Replay 2025 shows that roughly 44 % of playtime is spent on games that are between one and seven years old, indicating a preference for established experiences over fresh IPs. "People shout for new games, but their wallets go to remakes and sequels," Jorjani said. "Helldivers was a rare breakthrough for us, a combination of luck and a unique ‘secret sauce’ that made the game stand out.
That success is difficult to replicate without a recognizable hook." He highlighted companies such as Riot Games and Supercell, which maintain portfolios of multiple projects simultaneously. When one title becomes a hit, the others often fade into obscurity, allowing those studios to sustain revenue streams while smaller competitors struggle for attention.
For indie developers, however, Jorjani sees a strategic advantage. Early validation—getting a prototype or a short clip in front of players quickly—allows small teams to iterate based on real feedback, reducing the risk of investing years into an untested concept.
He cited the indie hit Tiny Glade as an example: early GIFs posted online generated buzz that grew week after week, demonstrating the power of rapid community engagement. "The secret sauce of any successful game is early validation," he asserted. "The sooner you can show something to a real person and receive positive signals, the more confidently you can iterate. This is a hallmark of software development and indie production, where cycles are short and feedback loops are tight." Arrowhead is adopting this mindset for its upcoming project.
The studio plans to involve a select group of dedicated Helldivers players early in development, gathering data on their preferences—such as favorite IPs, genre affinities, and thematic interests. By segmenting the audience (e.g., players who love aliens versus those who don’t), Arrowhead hopes to fine‑tune its design choices before committing to a full‑scale production. "We’ll hand the early build to about a hundred Helldivers fans and ask them about their favorite games and themes," Jorjani explained.
"If they love aliens and enjoy Helldivers, we know we’re on the right track. If they like the game but alien themes aren’t their top preference, we’ll adjust accordingly. This early, granular insight is far more valuable than waiting two years for broad market testing." He concluded by acknowledging that this approach requires abandoning the old playbook of keeping development secrets for years and then unveiling a polished product with a massive marketing push. Instead, Arrowhead intends to iterate openly, using community feedback as a compass.
"We must let go of the legacy strategy of hiding our cards until the very end," Jorjani said. "Early engagement, rapid iteration, and a willingness to adapt are the new fundamentals for success in a world where assumptions are constantly being rewritten."