Shams Jorjani, the chief executive of Arrowhead Game Studios—best known for Helldivers 2—recently told GamesIndustry.biz at Gamescom that the video‑game sector is undergoing a profound transition. He argued that the tactics and expectations that guided developers and publishers throughout the 2010s have largely lost their relevance in today’s rapidly evolving marketplace. "There have been moments of pessimism, but overall the industry remains healthy," Jorjani explained.
"What’s changed is the foundation of the assumptions we built our business models on. The playbooks that served us from 2010 to 2020 simply don’t apply anymore.
The bottom line has been stripped from every traditional business case. In the past we could predict a minimum sales figure for a title; now that number is effectively zero. That’s the reality we’re confronting." He identified several forces driving this shift.
First, the continued rise of developers in the Asia‑Pacific region is reshaping the global landscape. The opening night of this year’s Gamescom highlighted a parade of high‑quality titles from China and South Korea, underscoring how Asian studios are no longer peripheral players but central contributors to the worldwide catalogue.
"For a decade we’ve seen Asian games and companies make incremental inroads into the West," Jorjani said. "Now it’s a steady stream—game after game—of releases that are genuinely competitive on the global stage." China, in particular, appears to have reached a tipping point in terms of production quality. While the Chinese market remains heavily mobile‑centric, that focus has fostered a distinct design sensibility that is beginning to influence broader trends.
Jorjani believes artificial intelligence is amplifying this momentum, enabling developers to iterate faster and push out more titles at an unprecedented pace. "AI is accelerating everything," he noted. "We’re seeing games emerge more quickly than ever before, and that speed is felt worldwide." The impact of AI, however, is not uniform. Jorjani contrasted the West’s cautious, ethically‑laden debate over AI training data with the East’s pragmatic, almost indifferent adoption.
In many Western studios, questions about morality, artistic integrity, and regulatory compliance dominate discussions. Conversely, developers in the East appear to treat AI as a straightforward productivity tool, prioritising functional output over philosophical concerns. "Western creators are experiencing an existential dilemma," Jorjani observed. "As an artist, I’m torn between the creative impulse and the reality that AI reduces many aspects of game creation to code.
The West will likely adopt AI more slowly because of these cultural and ethical debates, but the technology will inevitably become part of the workflow." Beyond technology, Jorjani highlighted the structural challenge posed by long development cycles for AAA titles. Projects that demand five or six years of coordinated effort across multiple studios and time zones create a high‑risk environment.
Consequently, many Western publishers have leaned on established franchises rather than investing heavily in new intellectual property. "When development timelines are lengthy, you need a safety net," he said. "Brand recognition and franchise familiarity become the primary risk mitigators. Players know what they’re getting with a familiar name, which eases the financial gamble." He also pointed out a phenomenon he calls "analysis paralysis," where the sheer volume of new releases overwhelms consumers, making them gravitate toward known quantities.
Data from Steam Replay 2025 indicates that roughly 44 % of player hours are spent on games that are between one and seven years old, suggesting that even though gamers crave novelty, they ultimately spend the bulk of their time with older, trusted titles. This environment, Jorjani argued, offers a strategic opening for indie developers. Unlike large studios that must wait until a product is polished before seeking feedback, indie teams can validate concepts early and iterate rapidly. He cited the success of Tiny Glade, whose early GIFs generated viral buzz and helped the team refine the game before full release.
"Early validation is the secret sauce," Jorjani asserted. "If you can put something in front of players quickly, gather positive reactions, and adjust on the fly, you dramatically reduce risk.
That’s the advantage indie creators have over the four‑year AAA cycle where you only market at the end." Arrowhead itself is adopting this lean‑validation approach for its upcoming project. Inspired by mobile‑gaming practices, the studio plans to expose early prototypes to a curated group of Helldivers enthusiasts. By asking these players about their favorite genres and IPs—particularly those who love alien‑themed content—the team hopes to gauge whether the new concept resonates with its target audience. "We’ll hand the early build to about a hundred dedicated Helldivers fans and ask them to rank it against their preferences," he explained.
"If they love the alien setting and the gameplay aligns with their tastes, we’ll know we’re on the right track. This feedback loop happens months, not years, into development." Jorjani concluded with a call to abandon outdated playbooks that keep projects hidden for extended periods. Instead, he advocated for transparency, rapid testing, and community‑driven iteration as the new formula for success in an industry where assumptions are constantly being rewritten. "The old model of keeping cards close to the chest until launch no longer works," he said.
"We must embrace early exposure, listen to player feedback, and iterate swiftly. Only then can we navigate the unpredictable landscape shaped by long cycles, AI disruption, and the rising influence of Asian studios."