Shams Jorjani, the chief executive of Arrowhead Game Studios – the studio behind Helldivers 2 – told GamesIndustry.biz at Gamescom that the video‑game sector is currently undergoing a profound transitional period. He emphasized that the formulas and playbooks that guided developers and publishers throughout the 2010s have largely lost their relevance in today’s rapidly evolving marketplace. "There have been moments of doom‑and‑gloom, but overall the industry remains healthy," Jorjani observed.
"What has changed is the foundation of the assumptions we built our business cases on. The playbooks that served us from 2010 to 2020 simply don’t work any longer. The bottom line has evaporated 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’re facing." He identified several key drivers behind this shift. First, the continued ascent of developers from the Asia‑Pacific region is reshaping the global landscape. The opening night of this year’s Gamescom highlighted the capabilities of studios from China and South Korea, underscoring how Asian games are now regular fixtures on Western storefronts. "For a decade there has been a steady rise of Asian companies entering the West," Jorjani explained.
"Now it’s reached a tipping point where game after game from that region is breaking through and capturing attention." China, in particular, appears to be hitting a quality milestone. While the Chinese market remains heavily mobile‑centric – a factor that influences design sensibilities – the speed at which new titles are produced is accelerating, a trend Jorjani attributes in part to artificial intelligence. "The Chinese scene is definitely picking up," he said.
"There’s still a way to go, but the sensibilities are evolving. AI is speeding everything up, allowing games to be released faster than ever before." Artificial intelligence, according to Jorjani, is the most disruptive technological force the industry has seen in recent memory. Unlike previous hype cycles such as virtual reality, AI is already being integrated into production pipelines, content creation, and even marketing.
However, its adoption varies dramatically between East and West. "In the West we’re debating ethics, data‑training rights, and artistic integrity," he noted. "In the East, there’s far less hesitation – developers simply adopt AI because it works. It’s comparable to how many of my friends in IT have moved to AI‑driven workflows without moral qualms.
When you treat a game as pure software, the ethical debate fades." He added that Western developers are experiencing an "existential crisis" as they reconcile their artistic identities with AI‑driven efficiencies. While the West may be slower to embrace the technology, Jorjani expects eventual convergence. Beyond AI, the sheer length of development cycles for AAA titles remains a major obstacle to agility.
Large‑scale projects often span five to six years, involve multiple studios across time zones, and demand massive budgets. This reality pushes publishers toward established franchises and away from risky new IPs, especially in Western markets. "Multiple forces are at play simultaneously," Jorjani said. "Long cycles mean you must be absolutely certain your bet will pay off.
Brand recognition is the most reliable risk mitigator. When you see a title like Worms, you instantly know what you’re getting, even if you can’t predict how innovative it will be." He cited Steam data indicating that roughly half of the games played on the platform are older than 18 months, and that a significant portion of user time is spent on titles released between one and seven years ago.
Despite vocal demand for fresh experiences, consumer purchasing habits still favor familiar names and remakes. "We were fortunate with Helldivers," Jorjani reflected.
"Our breakthrough was a mix of luck and a secret sauce that made the game instantly recognizable while still feeling unique." Jorjani pointed to companies like Riot Games and Supercell, which juggle multiple projects simultaneously. When one title becomes a breakout hit, the others can fade into obscurity. This dynamic, he argued, creates a strategic opening for indie developers.
"Early validation is the secret ingredient for success," he asserted. "The quicker you can show something to a player and receive positive feedback, the sooner you can iterate and improve.
Indie teams excel at this because their development cycles are short and they share progress openly – a single GIF can generate massive buzz and guide the direction of the game." Arrowhead plans to embed this philosophy into its next project. The studio is borrowing tactics from mobile developers, who routinely test concepts through advertising and monitor which creatives perform best. By exposing prototypes to a curated group of players early, Arrowhead hopes to refine its product before committing to a full‑scale launch. "We’ll put the game in the hands of a hundred Helldivers fans right away," Jorjani explained.
"We’ll ask them about their favorite IPs and see how our new concept resonates. If they love aliens and enjoy Helldivers, that’s a strong indicator we’re on the right track. This early, targeted testing replaces the old model of keeping the product hidden for years and then unveiling it with a massive marketing push." In conclusion, Jorjani emphasized that the industry must abandon the outdated playbook of secrecy and long‑term speculation.
Instead, developers should embrace rapid feedback loops, leverage AI responsibly, and recognize the growing influence of Asian studios. By doing so, both established publishers and indie creators can navigate the uncertainty of the next five to ten years and continue delivering engaging experiences to players worldwide.