Shams Jorjani, the chief executive of Arrowhead Game Studios – the team behind Helldivers 2 – recently told GamesIndustry.biz at Gamescom that the video‑game sector is undergoing a profound shift. He described the current moment as a "transitional phase" and warned that the tactics that delivered success throughout the 2010s are losing their effectiveness today. "Sometimes the conversation turns bleak, but overall the industry is healthy," Jorjani said. "What’s changed is that the assumptions we built our business models on have been upended.
The playbooks that guided us from 2010 to 2020 simply don’t work any longer. The bottom line has been stripped from every forecast. In the past we might have assumed a title would sell a certain number of copies – now you have to subtract zero from that figure. That’s the reality we face." Several forces are driving this transformation.
One of the most visible is the continued rise of developers from the Asia‑Pacific region. This year’s Gamescom Opening Night Live highlighted the capabilities of studios from China and South Korea, underscoring how Asian creators are increasingly shaping the global market. "There’s been a steady influx of Asian games and companies into the West for a decade," Jorjani noted. "Now it’s reached a tipping point where game after game from that part of the world is making a real impact." China, in particular, appears to have hit a quality threshold that is beginning to rival traditional Western powerhouses.
Jorjani observed that while Chinese gamers remain largely mobile‑centric – a factor that influences design sensibilities – the overall pace of production is accelerating, a trend he attributes in part to artificial intelligence. "AI is speeding everything up," he explained. "More titles are emerging faster than ever, and that rapid turnover is reshaping expectations across the board." Artificial intelligence itself represents a wildcard that adds a layer of uncertainty to any long‑term forecast. Jorjani pointed out that the technology is being embraced at very different speeds and with different cultural attitudes around the world.
In the West, debates about ethics, data ownership, and artistic integrity dominate the conversation, while many Eastern developers appear less concerned with those issues and more focused on practical outcomes. "In the West we’re asking whether AI is ethical, whether companies should be allowed to train on certain data, whether we should push back on ideological or artistic grounds," he said. "In the East, the attitude is more pragmatic – if it works, they use it, without the same moral hesitation." He added that this divergence creates an "existential crisis" for Western creators, who must reconcile their identity as artists with the reality that AI turns many aspects of game development into functional, code‑driven processes. "The West will be slower to adopt, but the shift is inevitable," Jorjani concluded.
Beyond AI, another structural challenge remains: the length of development cycles for AAA titles. Large‑scale projects often span five to six years and require coordination across multiple studios and time zones. This reality has encouraged publishers, especially in the West, to lean on established franchises rather than invest heavily in new intellectual property. "When development timelines are long and the market is volatile, you need a safety net," Jorjani explained.
"Brand recognition is that safety net. Players know what they’re getting with a familiar name, which reduces risk." He illustrated the point with a common phenomenon known as "analysis paralysis." With an ever‑growing flood of releases, consumers can become overwhelmed.
A well‑known series like Worms, for example, offers instant familiarity, whereas a brand‑new title must fight for attention. Data from Steam supports this trend: roughly half of the games played on the platform are older than 18 months, and a 2025 Steam Replay report showed that 44 % of total playtime was devoted to titles between one and seven years old. Despite vocal demand for fresh experiences, many players still gravitate toward remakes or sequels of known properties. Arrowhead’s own success with Helldivers demonstrates how a combination of luck, distinctive design, and strong brand identity can break through the noise.
Jorjani cited companies such as Riot Games and Supercell as examples of studios that juggle multiple projects simultaneously; a single blockbuster often overshadows the rest, allowing smaller competitors to capture niche audiences. This is where indie developers enjoy a strategic edge. Jorjani emphasized that early validation – getting a prototype in front of players quickly and iterating based on feedback – is crucial. Indie teams can share short clips, GIFs, or playable demos and gauge community reaction almost instantly.
"If a GIF goes viral week after week, you know you’re on the right track," he said. In contrast, a four‑year development cycle that waits until a game is finished before launching a massive marketing push carries far more risk. Arrowhead intends to apply the indie‑style validation to its next project.
The studio is also borrowing tactics from mobile developers, who frequently test concepts through advertising and retain the most promising ideas. "We’ll put the game in players’ hands as early as possible," Jorjani promised.
"Our philosophy has always been to cater to a specific type of connoisseur, not just any action‑game fan. We’ll give a hundred Helldivers veterans a prototype, ask them about their favorite IPs, and see whether they respond positively to alien‑themed content. If that cohort rates the experience higher than a control group that likes Helldivers but not aliens, we have concrete data that we’re hitting the right niche." He stressed that this approach requires abandoning the old playbook of keeping a project under wraps for years before a big reveal.
Instead, developers must embrace transparency, rapid iteration, and community‑driven refinement. In summary, Jorjani painted a picture of an industry in flux: longer development timelines, the ascent of Asian studios, and the disruptive influence of AI are reshaping how games are made and marketed. While these changes introduce uncertainty, they also open doors for smaller, more agile creators who can validate ideas early and connect directly with dedicated audiences. Arrowhead Game Studios plans to navigate this new landscape by blending its proven brand strength with the nimble, feedback‑focused methods that have become the hallmark of successful indie and mobile developers.