Shams Jorjani, chief executive of Arrowhead Game Studios – the team behind Helldivers 2 – told GamesIndustry.biz at Gamescom that the video‑game sector is undergoing a profound transition. He argued that the formulas that guided developers and publishers throughout the 2010s have largely lost their effectiveness in today’s market. "There have been moments of pessimism, but overall the industry remains healthy," Jorjani said. "What has changed is the foundation of the assumptions we built our strategies on.
The playbooks that served us from 2010 to 2020 simply don’t work anymore. The bottom line of every business case has been wiped out. No one could accurately predict a title’s sales, yet they would still assume a certain minimum figure.
Take that number and subtract it entirely – that’s the reality we now face." He identified several forces driving this shift. One of the most visible is the continued rise of developers from the Asia‑Pacific region.
This year’s Gamescom Opening Night Live highlighted the capabilities of studios from China and South Korea, underscoring how Asian games are increasingly dominating global conversations. "There’s been a steady increase of Asian companies entering Western markets for the past decade," Jorjani noted. "Now it’s not just a few outliers – it’s game after game, consistently delivering high‑quality experiences." China, in particular, appears to have reached a tipping point in terms of production values and creative ambition. While the Chinese market remains heavily mobile‑centric, that focus has cultivated a distinct design sensibility that is now spilling over into PC and console titles.
Jorjani believes artificial intelligence is accelerating this evolution, enabling developers to iterate faster and push content out at an unprecedented pace. AI, he explained, is the most unpredictable variable affecting the industry’s future. Unlike previous hype cycles—such as virtual reality—AI is already reshaping development pipelines, asset creation, and even game design decisions.
However, the adoption of AI differs markedly between East and West. In Western studios, debates about ethics, data ownership, and artistic integrity dominate the conversation. In contrast, many Eastern developers appear less concerned with those issues, treating AI as a pragmatic tool to accelerate production. "In the West, we’re wrestling with questions about whether AI is ethical, whether companies should be allowed to train on certain data, and whether it threatens artistic authenticity," he said.
"In the East, the attitude is more pragmatic: if it works, they use it. It’s similar to what we see in the broader tech sector, where teams have largely shifted to AI without moral hesitation because the end goal is functional code, not necessarily a human‑centric artistic experience." Jorjani admitted that this cultural divide creates an existential dilemma for Western creators. "As an artist, I care about connecting with people on an emotional level, but when you reduce everything to software, the focus becomes purely functional. The West will likely adopt AI more slowly, but the shift is inevitable." Beyond technology, the sheer length of AAA development cycles adds another layer of uncertainty.
Large‑scale titles often require five to six years and coordination across multiple studios and time zones. This long horizon makes it risky to invest in brand‑new IP, prompting many Western publishers to lean on established franchises that offer recognizable value and lower perceived risk.
"Multiple forces are at play," Jorjani observed. "Long development timelines mean you need a very solid bet.
Brand recognition is the biggest risk mitigator. When you see a flood of new releases, players experience analysis paralysis. A familiar name—like Worms—provides a shortcut: you know what you’re getting, even if you can’t guarantee innovation." He cited Steam data showing that roughly half of the platform’s active playtime comes from games older than 18 months, illustrating that gamers often gravitate toward known titles rather than untested newcomers.
While there is vocal demand for fresh IP, purchasing behavior tends to favor remakes and sequels. Arrowhead’s own breakthrough with Helldivers was partly a stroke of luck combined with a distinctive "secret sauce" that made the game stand out.
Jorjani pointed to companies such as Riot Games and Supercell, which maintain a portfolio of multiple projects simultaneously. When one title becomes a breakout hit, the others recede into the background, creating space for smaller studios to capture attention. This dynamic, he argued, gives indie developers a strategic edge. "Early validation is the secret to success," he asserted.
"The sooner you can show something to a player and receive positive feedback, the more confidence you have to iterate. Indie teams excel at this because their development cycles are short and they share progress openly—sometimes just a GIF. If the community reacts positively, you know you’re on the right track. In contrast, a four‑year AAA cycle often waits until the final product before launching a massive marketing push." Arrowhead is applying this philosophy to its next project.
The studio plans to adopt a mobile‑gaming‑style approach: presenting concepts to consumers early, often through short ads, and measuring which ideas resonate most. Jorjani described a concrete test: placing a prototype in the hands of a hundred dedicated Helldivers fans, then surveying their preferences for related IPs such as alien‑themed games.
By comparing responses from this target group to a broader control group, the team hopes to gauge whether the new title will appeal to its intended audience. "We want to make games for a specific type of connoisseur, not just any action‑game enthusiast," he explained. "If those players love aliens, enjoy Helldivers, and respond positively to our prototype, we’ll know we’re on the right path. Doing this early, rather than waiting two years for broad user testing, gives us a decisive advantage." In closing, Jorjani warned that embracing this new methodology requires abandoning the old habit of keeping development secrets for years before a grand reveal.
Instead, studios must be willing to expose early builds, gather feedback, and iterate rapidly—essentially swapping the traditional "close‑the‑cards" playbook for a more open, data‑driven approach. Overall, Jorjani’s message is clear: the gaming landscape has shifted dramatically, driven by longer development timelines, the ascendancy of Asian studios, and the disruptive potential of AI. While these changes introduce uncertainty, they also create opportunities—especially for agile indie teams that can validate ideas quickly and connect directly with niche audiences.
Arrowhead intends to navigate this evolving terrain by leaning into early player feedback, leveraging brand strength where it exists, and staying adaptable in the face of rapid technological change.