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 transformation. He described the current moment as a "transitional phase" and warned that the formulas that guided developers and publishers throughout the 2010s have largely lost their effectiveness today. Jorjani opened the interview by acknowledging the mixed headlines that often surround the industry.
"There are occasional doom‑and‑gloom narratives, but overall the sector remains healthy," he said. "What has changed is the foundation of the assumptions we used to make. The playbooks that guided us from 2010 to 2020 simply don’t work any longer.
The bottom line has been stripped from every business case we once relied on. In the past, we could estimate a minimum sales figure for a title and plan around that.
Now you have to subtract that number entirely—that’s the new reality." He identified several forces driving this shift. First, the continued ascent of developers from the Asia‑Pacific region has reshaped the global marketplace.
The Opening Night Live showcase at this year’s Gamescom highlighted the growing capabilities of studios from China and South Korea, and Jorjani noted that the influx of Asian games into Western markets has been building for a decade, but it has now reached a tipping point where one successful title after another is gaining mainstream attention. China, in particular, is producing games of increasingly high quality.
"The Chinese market is still heavily mobile‑centric, which influences design sensibilities, but the overall level of polish and ambition is accelerating," Jorjani observed. He added that artificial intelligence is amplifying this speed, allowing developers worldwide to iterate and release titles more rapidly than ever before.
AI, he argued, is perhaps the most unpredictable variable on the horizon. While previous hype cycles—such as virtual reality—proved to be fleeting, AI is reshaping development pipelines, asset creation, and even game design philosophy. Jorjani highlighted a stark cultural divide in how the technology is embraced.
In the West, developers wrestle with ethical questions: Is it permissible to train models on existing art? Should AI‑generated content be labeled? In contrast, many Eastern studios appear less concerned with these debates, adopting AI tools pragmatically to boost productivity.
"In the East, the focus is purely on functional output; there’s little moral hesitation," he said. "Western studios may experience an existential crisis because they view games as artistic experiences, not just code. Yet the adoption will happen, albeit at a slower pace." Beyond technology, Jorjani pointed out the logistical challenges of AAA production.
Large‑scale titles often require five to six years of development, coordinated across multiple studios and time zones. This lengthy horizon forces publishers to lean on established IPs rather than gamble on brand‑new concepts, especially in Western markets where investors demand predictable returns. "When development cycles are that long, you need a safety net," he explained.
"Brand recognition becomes the primary risk mitigator. Players know what to expect from a familiar franchise, which reduces uncertainty. At the same time, the market is saturated with an ever‑growing flood of releases, leading to analysis paralysis. A player might see ten new announcements in a single day but will gravitate toward a known name like Worms because they understand the experience." Data supports this behavior.
Steam’s 2025 replay report revealed that roughly 44 % of total playtime on the platform was spent on games aged between one and seven years, and half of all Steam users were still playing titles older than 18 months. While there is vocal demand for fresh IPs, purchasing patterns show a preference for remakes, sequels, and familiar franchises. Arrowhead’s own success with Helldivers illustrates how a combination of luck, distinctive design, and strong brand identity can break through the noise. Jorjani cited companies such as Riot Games and Supercell as examples of studios that juggle multiple projects simultaneously, banking on one breakout hit while the others remain in the background.
This dynamic, he argued, creates an opening for indie developers who can move faster and validate concepts early. "The secret sauce for any hit game is early validation," Jorjani emphasized. "The quicker you can show something to a real player and get positive feedback, the more confidently you can iterate. Indie teams excel at this because their development cycles are short, and they share progress openly—posting a GIF or a short demo, watching the community reaction, and adjusting on the fly.
Contrast that with a four‑year AAA cycle where you wait until the product is finished before launching a massive marketing push." Arrowhead itself is adopting this lean‑validation approach for its next project. Inspired by mobile‑gaming practices, the studio plans to expose early prototypes to a carefully selected group of players.
"We’ll give the game to about a hundred Helldivers fans and ask them about their favorite IPs and themes," Jorjani explained. "If they love aliens and enjoy Helldivers, we’ll know we’re hitting the right niche. This early data lets us refine the experience before we invest years into full production." He concluded by urging the industry to abandon the old playbook of secrecy and long‑term speculation.
"Put the game in players’ hands as soon as possible, gather real feedback, and iterate. That’s the way forward, especially for smaller teams that can’t afford to wait two years for broad user testing.
The future belongs to those who can adapt quickly, validate early, and embrace new tools like AI without being paralyzed by ethical debates." In summary, Jorjani’s message is clear: the gaming landscape has shifted dramatically due to longer development timelines, the surge of Asian talent, and disruptive technologies such as AI. While these changes make forecasting more complex, they also empower independent developers who can move swiftly, test ideas early, and connect directly with niche audiences. Arrowhead’s own strategy—leveraging early player validation and a willingness to experiment with AI—illustrates how studios can thrive amid uncertainty and continue to deliver compelling experiences in a rapidly evolving market.