Shams Jorjani, the chief executive of Arrowhead Game Studios – the studio behind the upcoming Helldivers 2 – recently told GamesIndustry.biz at Gamescom that the video‑game sector is undergoing a profound transition. He argues that the formulas and expectations that guided developers and publishers throughout the 2010s have essentially become obsolete. In his own words, "the things that we based our assumptions on have changed fundamentally," and the playbooks that once steered the industry from 2010 to 2020 no longer deliver reliable results.
The bottom line of many traditional business cases has vanished; the projected sales figures that once seemed guaranteed now need to be reduced to zero, and that stark reality is reshaping how studios think about risk and opportunity. Jorjani points to several converging forces that are driving this shift. One of the most visible trends is the continued rise of developers from the Asia‑Pacific region.
This year’s Gamescom Opening Night Live highlighted the impressive capabilities of studios from China and South Korea, underscoring that Asian games are no longer niche imports but mainstream contenders that regularly top charts worldwide. "There’s always been a general rise of Asian games and companies into the West," Jorjani observes, noting that this decade‑long trajectory has now reached a tipping point where game after game from the region is achieving global success. China, in particular, has arrived at a crossroads of quality and ambition. Jorjani believes Chinese studios are still on a learning curve, but the overall sensibility of their output is evolving rapidly.
While the domestic market remains heavily mobile‑centric – a factor that influences design choices and pacing – the speed at which Chinese developers can bring titles to market is accelerating, especially with the aid of artificial intelligence. AI, he explains, is acting as a catalyst that shortens development timelines and enables rapid iteration, thereby flooding the market with new experiences at an unprecedented rate. The impact of AI on the industry is a double‑edged sword. On the one hand, it introduces a level of unpredictability that makes forecasting the next five or ten years extremely difficult.
On the other hand, it offers tangible productivity gains that can reshape the creative process. Jorjani draws a sharp contrast between how the West and the East are approaching AI. In Western markets, developers and regulators are wrestling with ethical questions: should AI‑generated content be allowed? Is it permissible for companies to train models on existing game assets?
These debates often slow adoption as studios weigh moral and artistic considerations. In contrast, many Eastern studios appear less concerned with such dilemmas, treating AI as a straightforward tool to increase efficiency. "In the West, we’re asking if it is ethical and whether these companies are allowed to train on this data," he says, adding that the Eastern approach is more pragmatic: "If you’re making functional code, you’re not making entertainment where you’re trying to connect with other humans." Beyond AI, Jorjani highlights the lingering challenge of long development cycles for AAA titles. Large‑scale projects frequently require five to six years and involve multiple teams spread across different time zones.
This reality pushes publishers toward safer bets – established franchises and recognizable IPs – rather than investing heavily in untested concepts. Brand recognition, he notes, acts as a risk mitigator: players know what to expect from a familiar name, which reduces the uncertainty that comes with launching a brand‑new property. This dynamic is evident in the way gamers often gravitate toward legacy series like Worms, even when a flood of fresh announcements competes for attention. Data from Steam reinforces this pattern.
According to the Steam Replay 2025 report, 44 % of user playtime was spent on titles that were between one and seven years old, and half of all games played on the platform were older than 18 months. While there is vocal demand for new experiences, purchasing behavior tends to favor remakes, sequels, or games with an established fan base. Arrowhead’s own success with Helldivers illustrates the importance of a breakthrough moment that combines luck, a distinctive “secret sauce,” and strong brand identity.
Jorjani also points to companies like Riot Games and Supercell, which maintain pipelines of multiple projects simultaneously. Even if only one title becomes a blockbuster, the revenue from that hit can subsidize the others, allowing studios to experiment without jeopardizing overall financial health.
This model, he argues, gives indie developers a strategic edge because they can validate concepts early and iterate quickly. "The secret sauce to any successful game is early validation," Jorjani asserts.
Indie studios often share progress publicly – posting GIFs, short videos, or prototype builds – and gauge community reaction. When a piece of content resonates, it signals that the project is on the right track, enabling rapid iteration and reducing waste.
He cites the indie hit Tiny Glade as an example: early GIFs generated buzz week after week, proving the power of community feedback. In contrast, a four‑year AAA cycle that waits until the final product to launch a massive marketing push lacks that iterative safety net. Arrowhead plans to embed this early‑validation philosophy into its next project. The studio is experimenting with a mobile‑style approach to concept testing, where short ads or gameplay snippets are shown to a targeted audience to see which concepts perform best.
Jorjani explains that they will hand the early build to a curated group of 100 Helldivers enthusiasts, ask them about their favorite IPs and genres, and then compare responses across different sub‑groups. For instance, players who love both Helldivers and alien‑themed games would be scored higher than those who simply enjoy Helldivers but have no interest in the alien motif. This granular data will guide design decisions early, rather than waiting for broad user testing after years of development. He concludes by acknowledging that embracing this new methodology requires abandoning the old playbook of secrecy and prolonged development cycles.
"It requires you to let go of that old playbook of playing your cards close to the chest for years, and then dazzle and razzle," he says. The industry, according to Jorjani, is at a crossroads where traditional assumptions no longer hold, and the studios that adapt – by leveraging AI responsibly, embracing Asian market dynamics, and prioritizing early community validation – will be best positioned to thrive in the unpredictable landscape ahead.