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 transformation. He described the current moment as a "transitional phase," emphasizing that the formulas and playbooks that guided developers and publishers throughout the 2010s have largely lost their relevance. In his words, the assumptions that once underpinned business cases have been upended: "Whatever sales figure you were banking on, take a zero away. That’s the new reality." Jorjani identified several forces driving this upheaval.
First, the continued rise of developers from the Asia‑Pacific region is reshaping the global landscape. This year’s Gamescom Opening Night Live, for instance, highlighted the capabilities of studios from China and South Korea, underscoring a trend that has been building for roughly a decade but now feels like a tidal wave of high‑quality releases. "There’s always been a general rise of Asian games and companies into the West," he noted, adding that the momentum has reached a point where game after game from the region is capturing worldwide attention. China, in particular, appears to be at a tipping point.
While the Chinese market remains heavily mobile‑centric—a factor that influences design sensibilities—the overall quality of console and PC titles emerging from Chinese studios is improving rapidly. Jorjani believes AI is accelerating this progress, enabling developers to iterate faster and push out content at an unprecedented pace. Artificial intelligence, according to Jorjani, is the most disruptive technology the industry has faced since the advent of virtual reality, but its impact is more fundamental. He observed a stark cultural divide in how the West and the East approach AI.
Western studios are preoccupied with ethical considerations, data‑training rights, and artistic integrity, often debating whether AI should be used at all. In contrast, many Eastern developers appear largely indifferent to those concerns, adopting AI tools pragmatically to streamline production. "In the West, we’re asking if it is ethical and whether these companies are allowed to train on this data… In the East, they absolutely do not care whatsoever," he explained. This divergence, he argued, could lead to a faster uptake of AI in Eastern pipelines while the West proceeds more cautiously, albeit inevitably.
Beyond technology, Jorjani highlighted the structural challenge of long development cycles for AAA titles. Projects that span five or six years, involve multiple studios across different time zones, and require massive budgets create a risk‑averse environment.
Publishers, therefore, lean heavily on established IPs and recognizable brands to mitigate uncertainty. "Brand and recognisability are the only things that really, really mitigate risk on that level," he said. Players know what to expect from a franchise like Worms or Helldivers, which reduces the fear of investing in a new, untested concept. However, this reliance on familiar names also fuels what Jorjani calls "analysis paralysis" among consumers.
With an ever‑growing flood of releases, gamers can become overwhelmed, gravitating toward titles they recognize rather than exploring fresh experiences. Data from Steam Replay 2025 supports this: roughly 44 % of user playtime was spent on games aged between one and seven years, indicating a strong preference for established titles over brand‑new IPs. While there is vocal demand for innovative games, purchasing behavior often favors remakes, sequels, or well‑known franchises. In this context, Jorjani sees a strategic advantage for indie developers.
He pointed to companies like Riot Games and Supercell, which juggle multiple projects simultaneously; a single breakout hit can eclipse the rest, allowing smaller studios to capture attention without the massive budgets of AAA houses. The key, he argued, is "early validation." Early validation means putting a prototype or a visual snippet in front of players as soon as possible and gathering feedback. Indie teams, with their shorter cycles and open development cultures, excel at this.
Jorjani cited the indie hit Tiny Glade, which gained momentum after early GIFs went viral week after week. In contrast, a four‑year AAA cycle that waits until a game is finished before marketing risks missing the window for organic buzz. Arrowhead itself is adopting this approach for its next project. Inspired by mobile‑game studios that test concepts through ad performance, Arrowhead plans to release early builds to a curated group of Helldivers enthusiasts.
By asking these players about their favorite IPs and measuring their reactions to alien‑themed content, the studio hopes to identify the most promising audience segment early on, rather than waiting for broad, post‑launch testing. Jorjani concluded that the industry must abandon the old playbook of keeping development secrets for years and then launching with a massive splash. Instead, developers need to embrace transparency, rapid iteration, and data‑driven validation.
This shift, he believes, will empower smaller teams, diversify the market, and ultimately lead to a healthier, more resilient gaming ecosystem. In summary, the gaming landscape is being reshaped by three intertwined forces: the ascent of Asian developers, the disruptive potential of AI, and the inherent risk of long development timelines. While these changes introduce uncertainty, they also open doors for indie studios that can move quickly, test ideas early, and connect directly with niche audiences. Arrowhead’s own strategy—leveraging early player feedback and focusing on a specific connoisseur demographic—exemplifies how companies can adapt to the new reality and thrive amid the industry’s rapid evolution.