Shams Jorjani, 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 argues 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 is healthy," Jorjani said.
"What’s changed is that the foundations of our assumptions have been upended. The playbooks that worked from 2010 to 2020 simply don’t apply any longer.
Every business case has lost its bottom line. No one could predict a title’s sales with confidence, and the numbers we once took for granted have essentially been reduced to zero.
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 a trend that Jorjani says has been building for a decade but is now reaching a tipping point.
"Asian games and companies have been gradually entering Western markets for ten years, and now it’s a steady stream—game after game—showing up and succeeding," he explained. China, in particular, has moved beyond a mobile‑centric focus to produce higher‑quality titles that can compete on a global stage. While the Chinese audience still leans heavily toward mobile experiences, that bias is evolving, and Jorjani believes artificial intelligence is accelerating the pace of development across the board. AI, he notes, is the most unpredictable variable the industry has faced in recent memory.
Unlike past hype cycles—such as the brief surge of virtual reality—AI is reshaping creation, distribution, and even the ethical conversations surrounding games. Jorjani observes a stark contrast between East and West in how AI is embraced. "In the West we’re debating ethics, data‑training rights, and whether AI undermines artistic integrity.
In the East, there’s almost no hesitation; developers adopt AI wholesale because it simply works," he said. "Western studios are experiencing an existential dilemma: as artists we want to connect with players on a human level, yet AI reduces many tasks to functional code. That will slow adoption in the West, but the technology will inevitably spread." Beyond technology, the sheer length of AAA development cycles adds another layer of uncertainty. Large‑scale projects often span five to six years, involve multiple studios across time zones, and require massive financial commitments.
Consequently, many Western publishers have leaned on established franchises rather than risk new intellectual property. "When development timelines are long and the market is volatile, you need a safety net. Brand recognition is that safety net," Jorjani explained. "A known name lets you mitigate risk because players already know what to expect.
Look at a series like Worms—people recognize it instantly, even if they’re not sure how innovative the new entry will be. That familiarity drives sales, especially when half of Steam’s playtime comes from games older than 18 months." He points out that while gamers loudly demand fresh experiences, purchasing behavior often favors remakes and sequels. Arrowhead’s own success with Helldivers was partly a stroke of luck, combined with a distinctive design philosophy that made the game instantly recognizable.
Jorjani also highlights how companies such as Riot Games and Supercell manage portfolios of multiple projects, allowing one breakout hit to subsidize several less‑visible titles. This model, he argues, gives indie developers a strategic edge.
"The secret sauce for any hit is early validation," he said. "The quicker you can show something to a real person and receive positive feedback, the sooner you can iterate and improve. Indie studios excel at this because their development cycles are short and they share progress openly—sometimes just a GIF. When a tiny clip goes viral, you know you’re on the right track.
In contrast, a four‑year development cycle that waits until the final product to market is far riskier." Arrowhead is applying this principle to its next project. Inspired by mobile‑game practices, the studio plans to expose early concepts to a targeted group of players and gauge reactions before committing to full production.
Jorjani describes a concrete plan: select a hundred dedicated Helldivers fans, present them with prototype ideas, and ask which themes—such as alien invasions—resonate most. By comparing responses from a control group that simply enjoys Helldivers with those who have a specific interest in the new concept, Arrowhead hopes to refine its design early and avoid costly missteps.
"We’ll put the game in players’ hands as soon as possible," he affirmed. "Our philosophy has always been to craft experiences for a particular connoisseur, not just any action‑game enthusiast.
Early testing lets us confirm we’re hitting that niche before we waste years on a product that doesn’t connect." In summary, Jorjani believes the industry’s old playbooks—long development cycles, reliance on established IP, and cautious adoption of new tech—are no longer sufficient. The rise of Asian studios, the disruptive potential of AI, and the speed at which indie developers can validate ideas are reshaping the landscape.
While Western publishers may lag in AI adoption due to ethical debates, the momentum is undeniable, and those who embrace rapid feedback loops and targeted audience testing will likely thrive in the new era.