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The GDD Beyond the Template

This post was originally written in Italian by Paolo Gambardella. It has been translated by an AI agent and may contain inaccuracies.

When people talk about game design documents — about design documentation — they usually jump straight to templates and standard formats. In my view, that’s a missed opportunity to look at the bigger picture. Format is just one aspect of one of the five parts of good design documentation.

A few months ago I wrote about the difference between a document and documentation. This post picks up from there: once we’ve established that we’re documenting something concrete, what should the document actually contain?

Five perspectives

To keep things concrete I’ll use a simple example: the boost in a racing game.

Knowledge. First of all, a design document is built around a set of things the game — or the feature in question — should teach players. I’ve talked before about the player experience narrative, which is the story of the game or feature written from the perspective of an enthusiastic player. This helps us identify the components of what we’re describing, and therefore the skill atoms — the individual pieces of knowledge we’re trying to convey. Fun always comes from a process of discovery, much like a creative one: to play is to learn.

For the boost, the skill atoms might be: understanding when the bar is full, discovering that boosting through a corner causes you to lose grip, learning to save it for the final straight. Each of these is a small discovery, and each one needs to be described.

Objectives. Second, the document contains the objectives we have from the game’s perspective. These take the form of specific behaviours we expect from players, and sometimes emotions we want to evoke. You’d typically start from the game pillars (if you have them) and use them to articulate the goal you’re working towards.

For the boost, the objective might be that the player uses it at least once per lap and feels a rush of adrenaline on the straight. A pillar is only useful if it forces you to give something up: if the pillar is “speed”, the document should also say what we’re sacrificing to maintain it — for example, no menus during a race. And if we’re expecting a specific behaviour, we should also write down how we’ll measure it. An objective you can’t observe in a playtest or in the data is just wishful thinking.

Gameplay. Next comes planning the gameplay itself — making the player’s objectives concrete, along with the content, activities, and any strategies they might use to overcome obstacles. This is where you’ll most often find flowcharts, bullet lists, and so on.

This is where format comes into play. How we present the gameplay should serve whoever’s reading it. For the boost, a diagram showing the states (empty, charging, full, active) tells a programmer more than three pages of text, while a table with speeds and durations is more useful to whoever handles balancing. Format is chosen based on the content and the reader, and it can change from section to section.

Systems. A good design document can’t afford to ignore systems. A system is a group of mechanics that, together, teach the player something — which is why I see it as a collection of learning experiences. There are also unplanned dynamics that we can sometimes identify and that end up becoming part of the metagame.

Scott Mercer talks in a short video about how he designed Gruul the Dragonkiller, a boss from World of Warcraft: The Burning Crusade. He wanted to recreate the feeling of musical chairs — when the music stops and everyone scrambles to find a seat. The first mechanic, Shatter, deals damage to players who are near each other, so players learn to spread out. Mercer immediately anticipates an unplanned dynamic: the raid might assign everyone a fixed spot, and all the fun would vanish. So he adds Ground Slam, which flings each player in a random direction and forces them to improvise. Then there’s latency: in 2007 many players were still on dial-up, and everyone saw others in slightly different positions. So he introduces a gradual slowdown, which gives clients time to sync up and, as a bonus, adds tension. Finally, the more players die, the more space there is to spread out, meaning the fight would get easier over time. A steady increase in damage keeps everyone motivated to stay alive.

Each mechanic patches a hole left by the previous one, and each one changes what the player is learning. That’s why, if the feature we’re documenting is part of a larger system — or affects other systems — we need to show we understand the bigger picture and make a genuine attempt to anticipate how it’ll behave. Back to our example: if the boost recharges by collecting items on the track, that also changes how the player chooses their line, and level design needs to know that.

Production. Finally, good design documentation helps resolve design problems and challenges, and guides programmers and artists in building all the assets needed for the feature or game to succeed. For the boost, that means listing visual effects, sounds, and camera movements, and flagging the open questions: what happens if the player activates the boost mid-jump?

Templates have their limits

When we focus too much on the final format, we risk losing sight of the bigger picture and leaving out parts that one template might cover and another might not.

Take the one-pager. It’s great for aligning a team or pitching an idea to a publisher, yet there’s no room in there for systems and their interactions. Many classic GDD templates, on the other hand, have sprawling sections on gameplay and nothing on the knowledge the player needs to acquire. When I choose a format, I already know which of the five parts I’m sacrificing, and I document it somewhere else.

That’s why I use the five parts as a checklist, before I even open a template: knowledge, objectives, gameplay, systems, production. If one is missing, the document has a gap — whatever format it’s in.

The Prototype Without a Team

This post was originally written in Italian by Paolo Gambardella. It has been translated by an AI agent and may contain inaccuracies.

This past weekend I was completely captivated by the stream of news about video game code decompilations. This came after a week of surprises, in which I discovered I can basically have an idea and see it come to life immediately. On my own, without asking anyone for their time.

Make your own mix

At work I built something that would have been unthinkable three months ago, but for obvious reasons I can’t go into it. In my personal life, I’m studying Catalan and I made a video game for my class, starting from an expression we use a lot: tros de quòniam, which roughly means “a person who’s not the sharpest tool in the shed”. In class we’d done a verb trivia game, so I asked my teacher if I could photograph it. Then, using all the free material available online, ChatGPT helped me structure my own version.

My idea was to keep the dice roll and add objectives to complete — like in mobile puzzle games — which drive much stronger engagement. There are four colours, one for each verb family. Each correct answer is worth ten points multiplied by the dice roll, and filling the bar lets you capture the “trosset” of that colour. Mistakes don’t set you back and there’s no timer, because the goal is to learn.

The start screen of Tros de Tríviam

When I think about it, there isn’t a single new element in this game. The class trivia game, the exercises from official sources, the dice, the progress bars from mobile puzzlers — all of it already existed. The creative work was deciding how to fit the pieces together. You can try it here, if you’re studying Catalan.

A game in progress: the four trossets to capture and the dice roll

What I’m seeing now is that people are using Claude to decompile games and mash them together. In the video below, for instance, someone merged EA’s Skate and Modern Warfare 2: the player can switch to third person, hop on a skateboard, and shoot enemies while doing it.

This is absolutely fascinating, and it breathes new life into the many mechanics that repeat from one game to the next.

I can picture a future where belonging to an ecosystem lets players try out whichever combinations appeal to them. You finish Spider-Man and Wolverine, then use each character in the other’s game. New life for what you’ve already bought. Really exciting stuff.

As a game designer, though, the first thing that springs to mind are the problems. Spider-Man is an acrobatic improviser — he hits and bounces between enemies, and his combat is designed with lots of space and spread-out foes. Wolverine’s combat is far more brutal and visceral, all close-quarters. Put Wolverine in Spider-Man’s New York and you immediately wonder how he moves between skyscrapers without webs. Put Spider-Man into Wolverine’s close-range brawls and his acrobatic rhythm has nowhere to breathe. Every game builds its enemies, levels, and camera around its protagonist’s core verbs. The most interesting mix is the one that forces you to rediscover a game you thought you already knew.

Thoughts on creativity

Some people might raise an eyebrow — fairly enough — at this avalanche of novelty arriving within the space of a few weeks. There are genuine ethical issues tied to all of this. For me, though, creativity somehow exists outside the reach of overly conscious logic and deliberation.

In one respect this situation resembles the question of chasing trends, which I struggled with a great deal working in mobile free-to-play. Chasing trends is a fundamentally anti-creative act. Being aware of trends certainly enriches your knowledge, but creativity is a process of discovery rather than an exact science. Those who chase trends always stay on the too-familiar side of things. A good mix starts from something the player already knows and adds just one surprise: familiar enough to get them in the door, fresh enough to keep them there.

In the same way, having these new tools available unlocks an enormous number of opportunities. Here’s a concrete example: before, to run some experiments and show the team I had a worthwhile idea, I’d have to ask the producers to assign me at least one artist and one programmer. Today I don’t need any of that. I’m not spending anyone else’s time, and that gives me a much wider space to explore. I can make five rough prototypes in an afternoon, throw four of them away, and discover things I didn’t even know I needed to ask.

Impossible to ignore

I use tools that are built on the large-scale appropriation of intellectual property, and that’s simply true. But the benefit from a purely creative standpoint is enormous. There are people more talented than me who could do without them — I can’t, and right now I’m not blocked.

My personal limit is to use them only for prototypes. I’ve written a story, La Principessa Melone, which I hope to publish in Italian in December. I illustrated it first with ChatGPT, and it was precisely those images that helped me understand what I was looking for — which then sent me looking for real artists to actually draw it. The prototype helped me figure out what I wanted, while the book itself will be drawn by human hands.

I don’t know how long this will last: there are various ethical and geopolitical questions that could shut down certain services within hours. So I wouldn’t recommend anyone build their strategy around any of this.

But it’s impossible to deny that we’re looking at a dazzling and in some ways incomprehensible situation, because everything is moving incredibly fast. My practical advice: prototype a lot and quickly, and keep anything that really matters out of a service that could be gone tomorrow.

From Spending Depth to Attention Depth

This post was originally written in Italian by Paolo Gambardella. It has been translated by an AI agent and may contain inaccuracies.

The entertainment industry uses time spent as the primary measure of a product’s or service’s value.

Value = Time × (Revenue / Unit of time)

I’ve been using LLMs and machine learning for a few months now, and in my view this wave of innovation will bring three things: more supply, less pricing power, and above all an audience that compresses everything it can into less time. If that’s true, the formula above starts to crack. Time becomes the scarcest resource, and anyone trying to grow purely by stretching sessions ends up competing with everything else for the same minutes. At that point, what matters is how much each minute a player chooses to give you is actually worth.

Judged by D1 and D7

I’ve worked in mobile games for years, and my job as a designer has always been measured against Retention and Monetisation. The first obviously leads to the second: D1, D7, DAU/MAU. It makes sense — an F2P game survives on the volume of people who show up every day and, crucially, come back. The more someone returns, the more likely they are to start spending serious money. So every feature I designed had to move one of those numbers, or it got cut.

The problem is that some features do their job quietly. A system that makes it clearer what to do next, a small narrative moment that gives a session some meaning, an interface that removes friction — none of these things will shift D7 on their own in an A/B test. So they end up at the bottom of the pile, behind yet another limited-time event that does move a number, immediately. I’ve watched entire roadmaps bend towards whatever was easy to attribute, and the games that came out of that process all had the same face.

The most painful example happened to me last year. I was working with a large client and one of the best teams I’ve ever come across — creative, capable people who genuinely believed in the project. The numbers coming in were interesting, at least from where I was standing. On top of that, we essentially invented a new genre from scratch. No metric was saying the game was doing badly; it was doing well, just not as well as the parent company expected — they were chasing D1 and D7 targets that were frankly unrealistic. The pressure became so intense that, from what I heard later, the project was shelved. A real shame. The way I see it, metrics are there to tell you where not to go — and when they become the only yardstick for judging an idea, they end up killing the good ones too. That company probably had a great product on its hands, and all it would have taken was letting the people get on with it.

A medium you can’t summarise

Video games broadly — not just F2P — are in an interesting position. Think about a film or a podcast: in theory you can swap three hours of film for a two-minute recap. With a roguelike, though, it’s hard to summarise a run… the value is in actually playing it. As a business, that puts us in a privileged spot, and I think it gives us a real edge over other media.

Right now the market is in a consolidation phase, so it keeps repeating formulas it considers proven. That happens in every mature market. And on top of that, as I was saying, new technology in theory lets every person on a team produce more.

Who comes back

I think players have always looked for games that feel unique, and when everything starts to look the same, that search gets more urgent. I wouldn’t be surprised if we started measuring retention differently — looking not just at how many people come back, but which people come back. WHO returns: that’s the real question.

And to understand who comes back, you have to look at what they do when they get there. The player who spends twenty minutes fine-tuning their build, the one who reads every line of dialogue, the one who skips an easy reward because something else interests them more — each of them is telling you something about what matters to them. Optimising, collecting, discovering, making sense of what they’re doing. Build the game around those values and that player stays for years. Treat them as a data point in your D1 average and you lose them without even noticing.

Some will say the industry already looks at “who”: whales, high spenders. For years we’ve optimised for spending depth — how far into their wallet someone was willing to reach. Attention depth is a different thing: how far into the game someone is willing to go, understand it, talk about it, stick with it. The two often overlap, but when they don’t, it’s the second one that lasts longer.

Very often the passionate player — the one who spends, who brings friends along, who stays with you for years — doesn’t stand out clearly on a dashboard showing D1 retention trends. And yet that player weighs heavily on the game’s profitability.

The bet on depth

This is where I think the next shift will come, and soon. A studio that builds its strategy around attention depth might have lower DAU numbers and still win on margins. At the micro level the metric can look a bit ugly, but at the macro level the picture flips.

In practice, that means looking at different numbers: 90- or 365-day retention for your most engaged cohort rather than the D1 average, how many players reach the deeper systems, how many bring a friend, how many create something around the game. These are slower, noisier metrics — and that’s partly why nobody puts them at the top of the dashboard today.

Two Days, Two AIs, and a Princess Turned into a Melon

This post was originally written in Italian by Paolo Gambardella. It has been translated by an AI agent and may contain inaccuracies.

Last week a colleague showed me an interesting video: a game dev getting ChatGPT’s Astra and Claude’s Fable 5.1 to work together inside Unreal Engine, to build a Souls-like boss fight.

The video itself is about game development, but what struck me was seeing two different AIs working on the same material rather than just one. It reminded me of a story I’d had in my head for a while — “Princess Melon”: I’ve been telling it to my daughter Maria Laura at bedtime since she was born, and over the past month I’ve actually sat down and written it up properly in my spare time. So I thought: why not try the same thing myself, with Claude and ChatGPT, but to finally put a face to its characters?

I spent two days getting the two services to talk to each other: one would propose a character, the other would refine or build on it, until we landed on a consistent cast across all the illustrations — from King Ant to the Little Mist, who feeds on the gossip of people who judge without looking. The process helped me understand who these characters really are, and gave me a much clearer picture of the story itself. When I showed Maria Laura the princess and the friends I tell her about every night, her jaw dropped: for the first time she could see them, not just hear about them.

This morning at the gym I was already thinking about the next step: getting in touch with a professional illustrator to give the book a proper, original look — and maybe, who knows, self-publishing my first fairy tale.

There’s a small irony in all of this. “Princess Melon” is about a Little Mist who thrives on “apparently…” and people who laugh before they’ve even bothered to look for themselves. When I read the comments from the usual modern-day luddites, quick to pass judgement on AI instead of actually trying it, I feel like I’ve somehow wandered into my own fairy tale.

Princess Melon presented to the kingdom

How to Stand Out Online

This post was originally written in Italian by Paolo Gambardella. It has been translated by an AI agent and may contain inaccuracies.

There’s a worrying trend that has quite literally exploded over the past few months, at least in my social feeds: posting drafts and half-finished work.

I see established professionals posting rough gameplay examples, presumably to catch the eye of a potential client or employer. I see junior people posting screenshots from 3D authoring tools or game engines, probably to demonstrate their skills.

Noise. Nothing but noise.

I understand the anxiety around wanting to carve out a place in the industry, and I’m all for the drive to get things done — but the problem is what we’re actually showing.

  • If your goal is to develop your indie game, think about serving an audience rather than collecting reactions on LinkedIn
  • If you’re looking for a job, nobody’s going to hire you just because you can open a piece of software.

The reality of the industry

I was reading yesterday this very interesting post by an industry leader — one of the most clear-eyed takes I’ve seen in months. The reality is that we’re in a moment of consolidation (not a crash, as some people like to say), where the investor narrative can’t promise growth anymore. There’s an enormous amount of talent out there looking for work right now, which makes it genuinely hard to stand out.

This naturally leads people to think that standing out and differentiating yourself is what matters. And in a way, that’s true — but I don’t think speed is the key factor here. Posting half-finished work does get your voice out there sooner, yes. But it also shows your scrappy, unpolished side.

So how do you actually stand out?

I don’t have a magic formula, but I’ve been in the industry for years and built my own position from scratch, so I do know a thing or two. The most important thing is the relationships you build with other people — anything you can do to build them better is worth doing.

If you’re an indie developer looking to get visibility for your project, you need to do everything you can to connect with your early adopters as soon as possible. Find out where they are, talk to them, genuinely try to understand how they play, what they buy and why. If you’re putting together a video to grab attention, do it with the right level of polish.

If you’re a professional without much experience, rather than showing things that frankly anyone can do (look, here’s my axe on ArtStation!), put in the work to figure out what makes you unique, and show that in the best way you can. Nobody cares about the how — they care about the end result and why you believe it’s strong.

If you’re an experienced professional, there’s no point showing off that you built a new prototype in a few minutes. Instead, focus on helping people understand why working with you is a good idea. Nurture the relationships you already have, teach what you genuinely know — videos work well for this. Help people see that you’ve learned to think deeply about certain things.

Less slop, less spam, and more real connections and genuine knowledge-sharing!

Design and Marketing: A Common Language

This post was originally written in Italian by Paolo Gambardella. It has been translated by an AI agent and may contain inaccuracies.

There’s a saying from Cilento (a region in southern Italy) that goes: “when strength fades, arrogance grows.”

I took part in a meeting about the creative vision for a project, and I put forward some “unique selling points” — elements that could make it stand out. I flagged the ones that, to me, were already floating around in the air, and suggested a few more. That was my way of opening up the discussion with the team. My role wasn’t a managerial one, but I needed to get a conversation going and hear what my directors had to say, to get a better feel for the project.

My proposal was shot down before it even got off the ground: a colleague — a designer — told me that “unique selling point” is a marketing term and has no place in game design. Everyone else in the room backed him up, and the discussion died right there. It felt like a classic case of pointing at the moon and someone staring at your finger: I’m trying to show something — which might be interesting or might not — and instead people take issue with the act of showing itself. This is what happens when you’ve been doing the same thing for years and start believing you’ve already figured it all out. But in the world of video games, where everything depends on so many human and contextual factors, nobody ever truly knows anything, deep down.

Beyond the frustration of the moment — and perhaps I wasn’t great at anticipating how that might land — what bothers me more is seeing how many designers fail to recognise the value game design brings to the business. Treating marketing as something lesser, something disconnected from the real work, a mere sales tool and nothing more — that’s just ignorance, as far as I’m concerned. Especially in 2026, when technology lets us cover more ground than ever before, there are elements of marketing that absolutely need to be folded into game design.

Reducing marketing to the act of selling alone is a pretty basic mistake. Marketing takes time — it’s about building relationships and trust. Game design can’t afford to detach itself from that process. Plenty of modern studios, before they’ve even released a single demo, are already setting up Discord servers. Building community, they call it (even if what’s being built isn’t really a community in the true sense — but that’s a separate conversation). Game designers are active in these spaces, engaging with people to understand how to improve their game. That is marketing, when all’s said and done.

When we talk about “unique selling points,” yes, the concept of selling is right there in the phrase — but the phrasing itself implies an intention rather than an immediate action. Getting to that sale means passing through stages where game design is absolutely critical. Thinking about why a player, three to seven years from now, should buy our game — rather than just doing whatever feels right in the moment — is maturity. It’s professionalism. It’s craft.

Have a great week, everyone!

Eagles Dressed as Pigeons

This post was originally written in Italian by Paolo Gambardella. It has been translated by an AI agent and may contain inaccuracies.

Sometimes we romanticise work to the point of ignoring that moment — which always comes — when we start running on autopilot. We begin measuring our value by the time we put into something, without thinking about the actual outcome or what we’re really delivering to players.

I’ve often found myself in situations where colleagues were clocking loads of extra hours just for the sake of it, or because they’d been pulled into this endless loop. Which inevitably leads to poor project estimates, treating things as feasible when they simply wouldn’t be without the overtime — overtime that, for the most part, adds no real value to the game.

I can’t change those attitudes, though I’ve tried. But I don’t fall into that trap either — I don’t do unnecessary extra hours, especially unpaid ones.

Disagree and commit

These days I’d rather focus on my own work than get into debates, because I’ve noticed people get defensive pretty quickly.

On one hand, I work on what I’ve been assigned, always trying to deliver on time and with something extra thrown in. On the other, I keep proposing improvements on whatever initial vision I’m given. They’re rarely accepted, but the exercise helps me think through the product — and it also signals what I’m capable of.

  • A client’s game is not my game
  • If a client asks me to design a half-baked feature, I first design it exactly as they’ve described
  • Then I offer what I’d consider an improvement, without pushing it. If the client says no, it’s no. Again — not my game.

Show, don’t argue

In a lot of organisations — bigger companies especially, where people go through incredibly elaborate hiring processes and are expected to show up with an impressive track record — verbal disagreements are very often read as personal attacks. Particularly in remote settings, without face-to-face contact, I’ve found that either I’m rubbish at arguing my corner, or people are just too proud to budge.

If I want a design change, I never raise it in the meeting. For me, meetings are a tool for one thing only: showing you want to work as a team, and giving people credit. What I’d rather do is present the requested version alongside a quick prototype of the improved one.

Eagles don’t crunch

I’m like an eagle — I fly high, and occasionally I dive to solve a concrete problem. A lot of clients want me to be a pigeon: fly low, peck around, make a mess here and there.

I have the experience to work efficiently. I don’t need to put in more hours than necessary. I’d rather focus on delivering high-quality work within my contracted hours. I always back other people’s ideas, however odd, but when my day is done, I switch off.

And if they’re paying me eagle rates to do pigeon work — fine by me. Less responsibility.

Learning to Use Platforms

This post was originally written in Italian by Paolo Gambardella. It has been translated by an AI agent and may contain inaccuracies.

Yesterday I went out for dinner with my family at a restaurant. I asked for details about a dish, the waitress gave them to me, I ordered it. When it arrived, several of the things she’d described were missing. I pointed it out, she went to speak to the chef, who sent back the message: “that’s how the dish comes.”

I’m unlikely to go back. And for a moment I thought about leaving a negative review on Google Maps. I went to look the place up, read through the existing reviews, and found plenty of positive ones and just as many negative — the negative ones almost always about the exact same thing as my experience.

Adding mine would have just been noise on top of noise. And when you think about it, what we’re really doing when we leave a review like that is feeding a platform and potentially damaging someone who, that evening, had simply made a mistake. I let it go. If someone asks me to recommend a restaurant in future, I just won’t mention that one.

What struck me, thinking it over afterwards, was why that dish had bothered me so much. It wasn’t just the missing elements. It was that the explanation I got — “that’s how it comes” — left me with no sense of control: I couldn’t understand what had happened, I couldn’t avoid it next time, the blame sat entirely outside me and was presented as a fixed house rule. If the chef had said “you’re right, we missed that, let me redo it,” I’d probably have left happy anyway. It’s the same mechanism that makes a player get angry — not so much at losing, but at not understanding why they lost and not knowing what to change next time. Negative reviews, whether for restaurants or games, more often come from that kind of frustration than from the difficulty itself.

And players leave reviews on platforms far more often than a customer leaves a review for a local restaurant. That review, on Steam, has a direct impact on a game’s sales. It’s why platforms in my industry have overtaken even personal recommendations: your opinion, if you write it there, carries real weight (unlike with neighbourhood restaurants, thank goodness).

How do you survive in this kind of situation?

I was watching an interview with a designer who says he doesn’t play other games during development, so as not to be influenced. The interviewer points out that Shigeru Miyamoto has said similar things on several occasions — arriving at his own solutions rather than retracing what already exists.

I work in exactly the opposite way, probably because I don’t make my own games but work for third parties (clients and GSC Game World, at the time of writing). When I start a new design I always look for the unique and distinctive elements by starting from what the competition is already doing. Pareto’s rule applies: 80% familiar territory, 20% novelty. To put it into practice I use a few platforms:

  • I use Gemini and Claude for research
  • I use Steam to study competitors’ capsules and descriptions, and to read reviews
  • I use YouTube as a kind of quick playtesting proxy

A concrete example: if I’m working on a progression system, I’ll first go to Steam and read what players love or hate about similar systems that are already out there (that’s my 80% — what the audience already expects and recognises). Then I look at where all the competitors start to look too much alike, because that’s where there’s room for the 20% of novelty that makes a game stand out without scaring off the people who try it.

It also depends on the kind of work I do: I can’t play the “misunderstood genius” when I’m working for a client — I need to meet their requirements as professionally as possible. But I don’t experience that as a creative compromise. Looking first at what already exists and figuring out what I can adapt, recombine or recalibrate is a genuine working method, not an imposed constraint: more often than not, the smartest move isn’t to invent from scratch, but to find the right lever in what already works.

Platforms, in this sense, help me enormously — speeding up tasks and bringing solid data to help me align with the client. The very same platforms that now dominate the games industry are the ones that provide the most valuable tools for improving what I do. On the other side, though, the most skilled creators use them differently, and go out of their way not to let them have a hold over the creative process when it really matters.

Maybe the answer isn’t to pick one approach over the other, but to know when to use each. Platforms as a research tool when I’m working for someone else and need to understand what the market expects. Silence when I’m working on something of my own and want it to come from an idea, not from a comparison. And in both cases, the lesson from the restaurant stays the same: whether you’re reading reviews or designing a system that will generate them, the right question isn’t “how harsh is the verdict” — it’s “does the player understand why it happened, and do they feel like they can do something about it next time.”

What Became of the Old Values?

This post was originally written in Italian by Paolo Gambardella. It has been translated by an AI agent and may contain inaccuracies.

La crisi che stiamo vivendo nel settore dei videogiochi deriva principalmente dal fatto che il potere si è spostato dai publisher alle piattaforme. Una delle piattaforme contemporanee più rilevanti è Roblox.

Anche se il suo modello di business è discutibile, il 50% dei bambini americani apre Roblox nel corso della settimana. La piattaforma è estremamente accessibile e presente su molteplici dispositivi. Il che mi riporta, a mio avviso, a un momento simile all’inizio degli anni ’90, quando la gente iniziava a chiedersi cosa fosse davvero un videogioco — il momento in cui nacquero Baldur’s Gate e titoli simili, per capirci.

Lo dico sempre ai miei colleghi e clienti: se il tuo gioco esce tra sette anni, il pubblico a cui ti rivolgi in questo momento sta probabilmente giocando su Roblox, Minecraft e Fortnite. Fare previsioni è impossibile, perché i videogiochi toccano corde molto personali e le tendenze vanno e vengono. Un gioco in stile anni ’90 potrebbe tornare di moda nel 2030 — non lo sappiamo.

Eppure noto una tendenza a voler ignorare queste mode, in gran parte perché non corrispondono a quella che consideriamo la nostra idea di come dovrebbe essere un videogioco. Siamo cresciuti con certi valori, quei valori vengono oggi messi seriamente in discussione, e questo porta inevitabilmente a degli attriti. È del tutto umano cercare di evitarli con qualche scusa, perché fare i conti con ostacoli reali fa anche male.

Quindi, per quanto sia vero che Roblox ha permesso la diffusione di un gioco in cui era possibile pagare per derubare bambini dei loro personaggi virtuali e umiliarli, è altrettanto vero che moltissime persone scelgono quella come forma di intrattenimento. La formula del successo, secondo me, sta nel trovare il modo di far convivere i nostri ideali con queste nuove tendenze.

The Taste of Results

This post was originally written in Italian by Paolo Gambardella. It has been translated by an AI agent and may contain inaccuracies.

When we design a new game, we enter a battle between personal taste and results. The taste of whoever truly owns the vision is what shapes even the reading of those results. In my career I’ve never seen a 100% scientific team. I have, however, seen a 100% artistic team — meaning a team focused solely on results.

Results as objectives

One of the most common problems in contemporary game development is using KPIs as objectives. This immediately drains them of meaning — the team fixates on hitting the number and loses sight of the bigger picture. And obviously, that harms not just the artistic side, but the scientific one too.

KPIs are useful for understanding two things:

  1. Whether the direction we’re heading in is the wrong one (but they won’t tell us if it’s the right one)
  2. Whether the changes we’re making to the product are moving things in the right direction (but they won’t tell us if the idea itself is any good)

To find genuinely good, winning ideas, we need to make room for creativity and our artistic side.

Taste as an excuse

The problem I see most often on the other side is using the artistic dimension as an excuse to stop thinking about the player’s final experience, and focus only on our own personal challenge of making content. A game is indeed a work of art, but it’s sold in a fiercely competitive market, in a world where attention spans are razor thin. The only way to survive long-term is to create play experiences that are genuinely worth people’s time. And taste alone isn’t enough for that.

It matters to think about the fantasy we’re offering players — what players can become through our game. To structure that thinking properly, and channel our personal taste in service of it. When we’re working with a team, things get considerably more complicated, because as designers we have to constantly worry about aligning, influencing, and communicating. And that’s not always an easy job, especially with more artistically-minded teams. You have to be honest and make yourself vulnerable, even at the risk of being undermined by colleagues. It’s not a role that suits everyone.

Art, Craft, and Science

For me, the best approach is always to start from something intimate and personal (again, tricky when working in a team), because games are an art form and players want to live through experiences that are aesthetically rich. Aesthetic here meaning the essence of the experience, not just the visual layer. So the base of the pyramid is the artistic one.

Then there’s the second side, which is the engineering and technical side. Depending on what you want to realise on screen, you’ll need specific resources — and if the final quality is low, it drags everything else down with it.

The scientific side helps you understand where not to go, and how you’re currently tracking, but it generally doesn’t offer a diagnosis. For that, you have to go back to the art. If I picture all of this schematically, it’s like a pyramid with a strong base (art), something that coils around itself and can complicate things (craft/technology), and a final point that doesn’t carry too much weight in the end, but is still essential to complete the shape (science). I tried asking Gemini to visualise this concept and it generated this image:

Rolled triangle