Shams Jorjani, the chief executive of Arrowhead Game Studios – the team behind Helldivers 2 – told GamesIndustry.biz at Gamescom that the video‑game sector is currently undergoing a profound transition. He argued that the formulas that guided developers and publishers throughout the 2010s have largely lost their relevance today. "There have been moments of pessimism, but overall the industry remains healthy," Jorjani explained.
"What’s changed is that the foundations of our assumptions have been upended. The playbooks that served us from 2010 to 2020 simply don’t work anymore. The bottom line of every business case has evaporated. In the past we could estimate a minimum sales figure for a title; now you have to subtract that number entirely.
That’s the new reality." Several forces are driving this shift. 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 impressive output of studios from China and South Korea, underscoring how Asian creators are increasingly shaping the global market.
"Asian games and companies have been gaining ground in the West for a decade, but we’ve now reached a tipping point where one hit after another is breaking through," Jorjani said. He pointed to China in particular, noting that its studios have arrived at a new level of quality and ambition.
"Chinese developers are definitely stepping up," he added. "Their audience is still heavily mobile‑centric, which influences design sensibilities, but the speed of production is accelerating. AI is a big part of that acceleration, allowing games to be churned out faster than ever before." Artificial intelligence, according to Jorjani, is the most disruptive technological trend the industry has seen in recent memory.
While past hype cycles – such as virtual reality – faded without fundamentally reshaping development, AI is already altering how games are built, tested, and marketed. The CEO highlighted a stark cultural divide in AI adoption between East and West. "In the West we’re debating ethics, data ownership, and artistic integrity," he observed.
"In the East, there’s far less hesitation – companies simply integrate AI because it works. It’s comparable to what we see in the broader tech sector, where engineers have largely embraced AI without moral qualms." Jorjani noted that Western developers are experiencing an "existential crisis" as AI blurs the line between artistic creation and functional code. "As an artist, I’m concerned about losing the human connection," he said. "But when you treat a game as software, the focus shifts to efficiency.
The West may adopt AI more slowly, but the shift is inevitable." Beyond technology, the sheer length of AAA development cycles adds another layer of uncertainty. Large‑scale titles often require five to six years and coordination across multiple studios and time zones. This extended timeline makes publishers wary of investing in unproven IP, leading many to rely on established franchises.
"Long cycles mean you need a very solid bet," Jorjani explained. "Brand recognition is the primary risk mitigator. If players already know a name, they’re more likely to purchase, even if the game isn’t groundbreaking." He illustrated this with the phenomenon of "analysis paralysis" in a crowded market.
With a constant flood of new releases, consumers gravitate toward familiar 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 known quantities over fresh IPs. "People shout for new experiences, but they end up buying remakes or sequels," Jorjani said. "Helldivers was a rare breakthrough for us, a mix of luck and a unique formula that made it instantly recognizable." Jorjani contrasted this with the strategy of companies like Riot Games or Supercell, which juggle multiple projects simultaneously.
One hit can eclipse the others, creating a situation where indie developers can find a niche advantage. "Early validation is the secret sauce," he asserted.
"The sooner you can show something to a real player and get positive feedback, the better you can iterate. Indie studios excel at this because their development cycles are shorter and they share progress openly – a GIF here, a demo there. When a small clip goes viral, it tells you you’re on the right track." Arrowhead plans to embed this rapid‑feedback approach into its next project.
The studio is inspired by mobile‑gaming practices, where concepts are tested through ads and user metrics before full production begins. "We’ll hand a prototype to a curated group of 100 Helldivers fans and ask them about their favorite IPs and genres," Jorjani explained. "If they love aliens and enjoy Helldivers, we know we’re hitting the right audience.
This early, targeted testing replaces the old model of keeping a game under wraps for years and then launching a massive marketing blitz." He concluded with a call to abandon the outdated playbook of secrecy and long‑term speculation. "The industry has changed fundamentally. To succeed, you must let go of the old ways, embrace early player input, and adapt quickly. The future belongs to those who can validate ideas fast and iterate relentlessly," Jorjani said.