Shams Jorjani, the chief executive of Arrowhead Game Studios—the team behind Helldivers 2—recently told GamesIndustry.biz at Gamescom that the video‑game sector is undergoing a profound transitional period. He argued that the formulas and expectations that guided developers and publishers throughout the 2010s have lost their relevance in today’s market. "There have been moments of doom‑and‑gloom, but overall the industry remains healthy," Jorjani explained. "What has changed is the bedrock on which we built our forecasts.
The playbooks that served us from 2010 to 2020 simply don’t work any longer. Every business case that once seemed solid now has a hole in it. In the past we could assume a game would sell a certain amount; now you have to subtract that figure to zero. That’s the reality we face." He identified several forces driving this shift.
First, the continued ascent of developers from the Asia‑Pacific region is reshaping the competitive landscape. This year’s Gamescom Opening Night Live, for example, highlighted the capabilities of studios from China and South Korea, underscoring a trend that has been building for a decade but has now reached a tipping point where Asian titles dominate release calendars. "Asian games and companies have been gradually moving into Western markets for ten years," Jorjani said. "Now it’s a steady stream—game after game—showing that they can compete on quality and innovation." China, in particular, appears to be hitting a quality milestone.
While the Chinese market remains heavily mobile‑centric, that focus is influencing design sensibilities and accelerating development cycles. Jorjani noted that artificial intelligence is further hastening this pace, allowing studios to produce titles at unprecedented speed.
"AI is a catalyst," he remarked. "It’s pushing the velocity of game creation worldwide, and the Chinese ecosystem is quickly adapting to that momentum." The conversation then turned to artificial intelligence itself, which Jorjani described as a disruptive technology that injects a high degree of uncertainty into long‑term planning.
Unlike previous hype cycles—such as virtual reality—AI is not merely a novelty; it is fundamentally altering production pipelines, asset generation, and even design iteration. "In the West we’re debating ethics, data‑training rights, and artistic integrity," he observed. "In the East, the conversation is almost non‑existent—companies adopt AI wholesale because it works.
This cultural divergence creates different adoption speeds. Western developers are experiencing an existential dilemma: they see their craft turning into functional code, which feels at odds with the artistic connection they value.
The East, by contrast, embraces the efficiency without moral hesitation." Beyond technology, Jorjani highlighted the structural challenge of lengthy development timelines for AAA titles. Projects that span five or six years require massive, often globally distributed teams, which makes publishers wary of investing in unproven IP. Consequently, many Western studios lean on established franchises to mitigate risk, banking on brand recognition to attract players. "When development cycles are long and the market is volatile, you need a safety net," he said.
"A known brand gives you that cushion. Players see a familiar name—like Worms—and instantly understand what they’re getting, even if the game isn’t groundbreaking. Data shows that a significant portion of Steam activity is spent on games older than 18 months, meaning gamers often gravitate toward familiar titles rather than brand‑new concepts." Yet this reliance on legacy brands also creates a paradox: while audiences vocalize a desire for fresh experiences, their purchasing habits favor remakes and sequels. Arrowhead’s own success with Helldivers was, Jorjani admitted, a mix of luck and a distinctive “secret sauce” that made the game stand out while still feeling accessible.
He pointed to companies such as Riot Games and Supercell as examples of studios that juggle multiple projects simultaneously, allowing one hit to carry the others through periods of low visibility. For smaller developers, however, this model is less feasible, and that’s where indie studios possess a strategic edge. "The key to any hit is early validation," Jorjani asserted.
"The sooner you can put something in front of a real player and receive positive feedback, the quicker you can iterate. Indie teams excel at this because their cycles are short and they share progress openly—sometimes just a GIF. When that content resonates, it can explode week after week.
In contrast, a four‑year development cycle that waits for a finished product before marketing is far riskier." Arrowhead is already applying this philosophy to its upcoming project. Inspired by mobile‑gaming practices, the studio plans to surface concepts to consumers early—often through short ads—to gauge which ideas perform best. Jorjani described a concrete test: releasing a prototype to a curated group of 100 Helldivers enthusiasts, then surveying their preferences for specific IPs or themes. "If those players love aliens and already enjoy Helldivers, we know we’re hitting the right niche," he explained.
"We’ll compare that group to a control cohort that likes Helldivers but isn’t passionate about aliens. The data will tell us whether we’re resonating with our target audience early on, rather than waiting two years for broad user testing." He concluded with a call to abandon outdated playbooks that keep development secrets under wraps for years before a big reveal. Instead, he advocated for a transparent, iterative approach that leverages community feedback from the outset.
"The old model of hiding your cards until the final act is dead," Jorjani said. "In a world where AI, Asian competition, and shifting consumer habits are rewriting the rules, developers must embrace early validation, rapid iteration, and a willingness to adapt. Only then can they navigate the uncertainty and seize the opportunities that lie ahead."