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Month: October 2025

Sound effects are art

Published by Paolo on 31/10/2025

Music and sound effects are responsible for setting the emotions and tone of a game. Specifically, sound effects are a great tool, from a game design perspective, to direct the player’s attention when they are concentrated on other things. Sounds are fundamentally about feelings; they act straight into our limbic system, much like smells, for example.

When I have to think about sounds for a game, I record a whole session (or set of sessions) in video form. Then I grab competitors and study where they put sound FXs, and I try to understand WHY. In general, there are clear patterns:

  • Every time the player interacts with UI and buttons, there is a sound.
  • Every time a player skill is used, there is a sound.
  • Every time an item is used, there is a sound.
  • Every time there are special statuses, there is a sound.

Usually, sounds are implemented through event systems, so I try to predict them or talk with programmers to understand the underlying architecture. Then, I add the event triggers to my sound specifications.

Sounds depend a lot on the art direction too, so I make sure to talk with artists to assure we are aligned on the tone. It’s easy to understand if you should use cartoony or realistic sounds, for instance, but the tone (serious, funny, epic, impactful, etc.) really makes the difference, also in terms of how players will perceive the art per se.

Imagine a rounded and gummy button, and then you add an explosive sound when the player taps on it. The feeling of that material will change completely.

Discipline in the attention economy

Published by Paolo on 30/10/2025

Microsoft’s CEO said that Xbox is competing with TikTok, not just with PlayStation and Switch. He is the CEO of one of the top companies in the world, so I assume he is correct in his observation.

Well, if I’m honest, that worries me. To me, video games are a powerful medium that can improve our chances of survival. They are entertainment, of course, but an important form. One of the best things they can teach us is how to wait for a reward. This might seem minimal, but it’s absolutely useful for our well-being in life. Discipline and self-control are probably more important than intelligence in this sense.

TikTok, however, is designed for the opposite: it’s an infinite feed of passive content to consume, like a digestive tract. We absorb whatever comes our way, passively. TikTok is entertainment because it’s capable of quickly satisfying our instincts. And it’s true that, in the attention economy, it is in direct competition with a gaming console.

But if top industry players decide to fight that battle, I’m afraid that the very purpose of video games will get diluted into videos with minimal interaction. That is a problem, and an opportunity for the brave.

Ways to lose the game

Published by Paolo on 29/10/2025

Since 2016 I worked as a freelancer for many realities. This fact gave me certain insight on the typical mistakes leaders, product managers, and producers, do when they decide on the strategy to follow.

1️⃣ Starting with the Metrics

“Data” is just an unformed, meaningless glob until you apply a creative hypothesis to it. You need to start with the “why” and the “what if,” not the number on the spreadsheet or the curve you saw on Sensor Tower. Stop treating data as a god; treat it as a confusing cloud of information. Your goal is to get your references at the start, not make decisions on them. Decisions have to be made on what makes you (you, intended as a team) special.

2️⃣ Seeking Consensus

Good strategy is always contrarian. If everyone in the room agrees that your next game should be “Fortnite, but with dragons,” be terrified. Consensus, by definition, is average. Have you read the Age of Average? This is how it starts. If everybody is doing something in the market, that something is not disruptive anymore. Follow others is not a good strategy, it can be a tactic for a while. But your goal as a leader is to create the right strategy to disrupt.

3️⃣ Providing a Goal, Not a Strategy

Many “strategies” are actually goals dressed up in fancy slides. “We need to hit X million MAU.” Okay, but how? That’s a target, not a strategy. KPIs are indicators used to understand many things; among them, you can also understand if you reached a specific goal of course. But the goal has to be something like “invent a new genre”, or “make the most downloaded free puzzle game on Steam”. Something achievable, of course, but ambitious.

4️⃣ Running a Strategy Workshop

You can’t expect creative strategy on a timetable, or to arise from a formula. Strategy emerges messily over time. In the shower, in the gaps between the work (remember my “eureka” moment?). It doesn’t come from a neat stack of Post-Its. I have been in plenty ultra long workshops where in the end nothing happened.

5️⃣ Putting Strategy in the Calendar

Strategy isn’t a “task” that you “schedule,” like an art review. It occurs in the unprompted, serendipitous moments that surprise you. It’s always on, somehow. It emerges from nuances, suddenly. Do the work, think as a strategist and it will come. And if not, you already have a strategy: shut down the project and stop losing money.

6️⃣ Looking for Proof

All strategy is a punt. A gamble. You can get some validation from soft-launch metrics, sure. But you’ll never be certain. The only proof you’ll find is by trying it. Stop looking for certainty; the real world is a chaos engine. These podcasts that only speak bad about the others? These “pundits” are not really in the game, they are judging from the outside many times. Again, do your work, step by step, every single day.

7️⃣ Making it Many Things, Not One Thing

Strategy is not a “list of stuff” (e.g., “We will integrate blockchain, launch F2P, and focus on narrative”). Strategy is one thing: the core fantasy, the single unique hook. Then organize and define the list of stuff you’re going to do. If you can’t point to that one thing, it doesn’t exist. Players want something important, not stuff to play.

8️⃣ Mistaking Boring for Intelligent

Man, with all those charts, all that jargon, and all that complexity, this strategy MUST be good! Ha, no. This isn’t a research paper for a thesis committee. It needs to be exciting—it needs to motivate the team, or it will never make a great game. Boring is fatal. And the team is probably composed by people really passionate about games.

9️⃣ Asking the Customer

Yes, of course, you must speak to the Player. But this doesn’t mean you should ask them what you should build and then build it. If it was that easy, every studio would be printing money. Their job is to tell you what they hate and what they love of what you are doing; your job is to build what they didn’t know they needed. It’s hard, very hard, but that’s the only way I know.

🔟 Hiding Your Opinions

You are not objective. Your strategy isn’t objective. And it shouldn’t be! Strategy is about making a choice. A subjective, opinionated bet. Those who embrace the fact that it’s all opinions and commit to them are the ones who master it.

The biggest lie in modern tech

Published by Paolo on 28/10/2025

It’s time we look at reality. That quote that rules your strategic meetings? The one that says, “If you can’t measure it, you can’t manage it”?

Peter Drucker REALLY said the exact opposite:

“By the time it can be captured in numbers, it’s too late.” — ‘The Effective Executive’, page 17

Let’s talk about the Big Lie that’s ruining your creative game.

The Glitch in the Matrix

The whole mess started long before Drucker was dragged in. It began with V. F. Ridgway in 1956, who said:

“What gets measured gets managed—even when it’s pointless to measure and manage it, and even if it harms the purpose of the organisation to do so.”

Ridgway was telling us metrics are a bug, not a feature. Yet, somehow, this became the metric gospel we use to justify every pointless KPI.

And Drucker? He was advocating for perceptual thinking, for capturing the OPPORTUNITY (the “Rare Dot”) before it becomes a measurable fact. Because, just like when your competitor releases the perfect game before you do, once it’s a fact, it’s already too late.

The McKinsey Gold Rush and the Final Boss
Then came the 1980s. IT systems made everything measurable, and consulting firms smelled money. It was a Gold Rush in the form of selling software and services. They needed an authority to market their new Surveillance Manuals.

Their move was an act of pure intellectual dishonesty. Drucker’s real ideas were too nuanced, too complex. So, too uncommercializable. They needed a punchy, two-button slogan.

Their solution?

REENGINEER DRUCKER!

Take his wisdom, strip away the subtlety, simplify it into a powerful tool that justifies their entire business model: “If you can’t measure it, you can’t manage it.”

It’s like using a quote from Orwell’s 1984 to sell the very surveillance system it warns against. A brilliant, deceptive move that made the modern business model bulletproof, but creatively soulless.

Your Trojan Horse
Look around your industry. This Big Lie is the system that’s deceiving everyone into playing the wrong game.

Consultants see it. Risk managers see it. Even some economists see it. But few people stop playing pretend. They think the whole system—their career, their salary, their social validation—will collapse if they dare point out the obvious.

IT DOESN’T HAVE TO BE THAT WAY.

You don’t need to “burn the boats.” You just need to stop chasing past facts and start focusing on Rare Dots.

Build a small Trojan Horse: a deeply personal, perceptually driven project or strategy, that the metric-driven system itself cannot play pretend with. Find your own “why” and let the metrics follow, not lead.

Stop knocking

Published by Paolo on 27/10/2025

Imagine a big gate. Behind that gate lies the success of the game you are making. Now, imagine you are standing right in front of it. Suddenly, you hear a voice:

“Why should you enter this gate?”

This voice represents all the Players. They want a single, compelling reason for you to gain access to that success.

You could start by listing the good qualities of your game—it’s like sending a resume: “This game does this and that.” Or, you could tell them the game is simply proof that you can make games, which isn’t a terrible argument, considering 80% of games never see the light. You could even beg them to let you in, like a personal favor, so you can continue making games.

Sending resumes, trying to prove things to strangers, or begging will probably not make them open the gate for you. In fact, they need a real will to open the gate in the first place.

Whether you’re looking for a job or selling your game, try to avoid the “gate situation.” Build your own stand outside of the walls, show off your merchandise, and let them invite you in.

We are based on deadlines

Published by Paolo on 26/10/2025

The games industry is a deadline-based industry. That’s why you often see terrible practices like crunch. Crunch is typically concentrated in the last few weeks of a project, and it is fundamentally a management failure. Systemic crunch makes things unsustainable. People will become stressed, burn out, and quit—and this could eventually damage the entire industry.

Great games are made by teams that strive for success. If you are both ambitious and smart, you can design a game to be sustainable. But you must be acutely aware of deadlines and accept that our sector is based on them, because you can’t really control everything else.

Always Optimize Tools

Published by Tj'ièn Twijnstra on 25/10/2025

I’ve been working in the game’s industry for about 2 decades now and I’ve come to learn is that one of the best things a team can do is to optimize their tools. Any tool that helps facilitate the game development process is worth optimizing, but most specifically the tools that create the content that is directly consumed by the players.

Many readers of this blog will know from experience that second-to-second gameplay, levels, missions, challenges, cut-scenes, narrative intersection bits, music, sound effects, controls and everything else the player experiences in your game will become better with iteration. The more designers go through the process of playing and improving the better the experience becomes. Nintendo famously calls this process “finding the fun”, and that’s exactly that. Fun needs to be discovered in the game you’re creating.

Games are almost exclusively created in a high stress, pressure cooker environment and in many studios there is hardly any room to play. But playing your own game while questioning what will make it better, what will make it more fun, how to surprise the player is vital. After you made some adjustments, some tweaks or some experiments it vital to play again and again. But in a pressure cooker environment, nobody has time for that, I hear you say

That’s why you need great tools! Great tools reduce effort and create time within your project that you wouldn’t have without them. Great tools afford more iterations and inevitably make a game more fun.

There’s another superpower that I can attribute to tools and that is that they motivate! Nothing kills the motivation of an intelligent person more than repeating boring work, repeating hard to imagine setups and long waiting times between adjustments and experiencing the adjustments in the game environment. The faster the designers can round trip between their adjustments and the experience, the more motivated the designer will be to do the experimentation and playing required to actually “find the fun”.

Vision and commitment

Published by Paolo on 24/10/2025

In my experience, there are two kinds of teams that achieve success with games.

The first kind is absolutely sure they will make it. They put all their energy and effort into finishing the project. They crunch a lot, and often they don’t respect local labor laws. But they are certain their vision is great, and they may eventually be right.

The second kind believes in a vision as well, but they are aware that the odds are low. They still go for it, adopting the philosophy: “We can fail, so what?” They know they would pursue the project anyway. Life is short, so why not try?

These, in my experience, are the teams that might succeed. Conversely, the people who think like: “Let’s see how it goes,” “Let’s make a game with this new tech because it can be a goldmine,” or “Let’s make a game for this platform because someone else made money,” never, ever succeed.

Vision and clocks

Published by Paolo on 23/10/2025

Recently, I was hired for a gig as a fractional leader on a new genre. The team was skilled and talented, and the environment was fantastic. Also, the vision was clear, and my client was very creative. Without even noticing it, I worked lots of hours—much more, actually, than the hours I billed.

Some time ago, I was working on another project with a different client. The vision was messy and definitely not based on anything apart from personal opinions. The team was split across multiple projects, and the goals weren’t clear. Someone told me on a Monday, “I wrote you the whole weekend over Slack, where have you been?” And I answered, “I’m sorry, I don’t work on weekends.”

I believe that crunch is a systemic issue in our industry, and since we have pipelines, it’s avoidable. However, a team truly aiming for success will always have certain members willing to work extra to contribute to a good project. If someone asks me to work more, I will probably be reluctant. But when I feel I want to, I am happy to work extra hours. Things aren’t always black and white.

Collage of features

Published by Paolo on 22/10/2025

I met a colleague yesterday who is working on a project with no clear vision. Because of this, plans are constantly shifting, and prototypes are discarded just by pointing a finger to the sky. There is no one accountable for the game’s vision; the Creative Director is the company founder, and of course, he cannot be fired. The game feels like a collage of features, not a proper, cohesive experience.

I told him that this is very common, and it’s one of the main reasons behind the failure of so many games. Someone years ago said that 80% of games never see the light. This is why: you don’t have a clear vision of the experience you want to deliver. You only decide on the genre, and then you add, “but we’ll make it more casual,” without even intensively playing those kinds of games. You aren’t connecting with the audience. You aren’t willing to embark on the creative journey for real. So, you end up trying out things, making one prototype, not properly evaluating the results, and then moving on to something else—like throwing spaghetti at the wall to see what sticks.

Maybe something will stick, and in rare cases, you might even get lucky and make some money. But that is not the way you build long-lasting, billion-dollar games.