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Tag: professional

Ubisoft and the “Efficiency Trap”: Why Algorithmic Logic Can’t Save a Lost Vision

The recent news regarding Ubisoft isn’t just another headline about industry layoffs; it’s a “leading indicator” of a systemic crash. When the numbers don’t add up, the corporate playbook is predictably uninspired: cut the talent, automate the core, and pray the spreadsheet balances itself out.

But creativity isn’t an assembly line, Ubisoft might be the “canary in the coal mine” for an industry chasing its own tail. This isn’t just a trend; it’s a form of “drowning.” When inefficiency (ROI) drops too low, leadership grabs whatever is in reach—AI, NFT initiatives, or massive restructuring—often without even knowing what questions to ask their experts. They are borrowing against a future they don’t understand, hoping that money alone can catch the wind.

The “Glass Ceiling” of the French Elite

A company is only as brave as its leadership, and here we find a significant bottleneck. Ubisoft’s executive team is roughly 90% French, educated at the same elite business schools (ESSEC, ISG), with tenures spanning 30 years.

While these credentials are impressive on paper, they’ve created a cultural monoculture. This “upper-middle-class business elite” is now tasked with innovating for a global, diverse audience they are increasingly disconnected from. When leadership hasn’t seen the inside of another studio in three decades, they stop leading and start rehashing.

The AI Gamble: Partner or “Slop” Generator?

The debate around AI in development is often polarized. Someone argues that AAA gaming is “dead” without AI to reduce the staggering $200m+ budgets. I don’t disagree that budgets are exploding, but I disagree that AI is the silver bullet for quality.

AI isn’t the root of the problem, but it’s a risky “solution”. Relying on a technology that hasn’t yet delivered on its creative promises to save your strategy is a bet, not a plan. If you use AI to generate “slop,” you might save on costs, but you’ll lose the player.

From Rational Design to Brand Decay

Ubisoft once had a superpower: Rational Game Design. It was a method that allowed them to optimize the creation of epic adventures while maintaining a clear vision. But as they chased whales, “Games as a Service,” and unsustainable growth, they lost the creative DNA that made them special.

A software (and AI is just that) cannot solve a brand crisis. AI can’t fix the fact that Ubisoft has distanced itself from player fantasies and instinct—things that aren’t taught in prestigious business schools.

The Opportunity in the Chaos

The failure of long-term vision in these managers is an opening. The collapse of the old guard creates space for those who actually understand imagination and positioning.

Ubisoft’s stock may be back to 1998 levels, but the talent is still out there. The question is: will they be allowed to lead, or will they be replaced by an algorithm until there’s nothing left to automate?

Good leaders and alignment

I am playing Clair Obscur: Expedition 33 these days and I am honestly amazed by the game. As a designer, what interests me the most is the tricks they have used to avoid too much costs on things like cutscenes, level design, and so on. No worries, I am not going to spoil anything.

To me, that game is a case of good leadership; you can feel that the people involved worked on something they truly believed in. You can feel the responsibility of each one of them, and also the clarity of the vision holders. This game is a small miracle, in a way.

In fact, imagine you are the leader of a new game, let’s say it’s your own idea. How do you know it’s the good one? You don’t, so it’s better to keep it clear to your team while you cultivate relationships with them. I define this as “alignment”, but this includes lots of things: empathy, problem solving, team involvement and so on.

A good leader is not a genius, it’s the one who leads the team towards success. And that means you should be very aware on where they are stepping into, and how. And if you don’t know what to do (pretty common situation), just say it and find a solution together.

When you start a new game

Today I started with a brand new client, the first client of the year, and I am happy. They onboarded me in the project and already gave me my first things to do.

When you start with a new game, the first thing you need to do is to engage with the target audience. There is nothing more important than that, actually the best games are designed to steal audience from other games. By being better, by removing frustrations and steps that aren’t fun. That’s what I did today, while starting taking notes and research.

The real challenge is that, also if games are designed for people, you need as a designer to convince stakeholders first. So, in a sense, it’s like you are designing for them not for the final audience. The secret is to include them in the overall audience, trying to transport them in an empathetic state where they can really feel the power of your verbs, and so on.

4 indie advices

I just read the latest blog post from Tom Francis, a clever piece on indie game business and development. There is a clear difference when you read/hear from people who actually make games compared with “opinionists” and influencers you see out there who only criticize others.

Things I liked the most:

  • If you double your people, so your burn rate, you should earn at least the double. Which puts your game in a harder spot. Good to take that into account.
  • If your idea is not prototypable, probably it’s not a good one for an indie studio.
  • Playtesting is good also to check the position of your game. If you cannot manage to find 100 people to test your game for free, that means that your game has probably no chances in the market of today.

Show your impact

The interviewer just asked you: “Tell me about a game project you’re proud of, and why.

You may hear a casual request for a portfolio highlight, but what the hiring manager, especially a leader, is listening for is impact. They want to know what behavior you changed, and what value that behavior drove.

As game designers, we often fall into the trap of talking purely about mechanics or systems: “I designed a beautiful, highly iterative combat loop” or “We built a seamless crafting system.”

But that misses the crucial connection. The best answers connect various layers of validation, proving that your design decisions were not just creative, but strategically effective.

Three Layers of Impact

To succeed as a senior designer, your answer must connect the micro (player behavior/action) to the macro (company value).

Layer 1: The Behavioral Change (The Micro)Layer 2: The Game Metric (The System Validation)Layer 3: The Instinct & Business Goal (The Value)
How did the player react? (e.g., Rage quitting on a particular level, persistent use of an unintended social tool, high frequency of “Skip” button presses on a narrative sequence, time spent in the new social hub.)How did this affect the game’s core health? (e.g., D1/D7/D30 Retention, Feature Usage Rate, Churn Rate on a specific difficulty level, Average Session Length, Conversion Rate from free-to-play to paid content.)What was the ultimate “why”? (e.g., Instinct Fulfillment like Gregariousness or Acquisition) and How did it drive Lifetime Value (LTV)?

You don’t need perfect attribution to demonstrate value. But you must be able to frame your work like this:

“We noticed [Behavioral Change], players were consistently rage-quitting Level 4 because the difficulty curve was too steep, violating their [Instinct] for Assertiveness. We responded by [Design Change Y], adding a mid-level checkpoint and a combat hint system. This immediately decreased our [Metric] Level 4 Churn Rate—by Z%. This mattered because a lower early churn rate directly feeds into higher [Business Goal] Player LTV.”

Even if your design is one small piece of a giant system, you must show you understand the full context it belongs to.

The Game Designer’s Advocate

In games, data is often incomplete. Hiring managers know this. What they want to know is: Do you understand what you should have measured?

If the data is missing, here is a simple framework to demonstrate your value:

  1. Qualitative Signals: Don’t dismiss soft feedback. What did you hear repeatedly in user testing? Did you receive unsolicited positive feedback about a new Flow state or a new feeling of Acquisition (the primal instinct) in a specific community channel? Did internal teams start referencing your work as a new standard?
  2. Advocate for Tracking: Proactively explain what success would have looked like and what specific metric you would have put in place (e.g., “We were aiming to increase the Gregariousness instinct, so I would have implemented a metric to track spontaneous friend requests after a shared victory.”). This shows you think like a business owner and are an advocate for measurement.
  3. Connect to the Missing Instinct: The ultimate question is always “What human problem did this solve?” If you can’t prove the financial success, prove the Instinctual Success. Show that your design fulfilled a deep human need, which, given proper resources, would eventually translate to business success.

Stop describing your design. Start describing its effect on the player and its impact on the business.

Christmas Morning Lesson

Happy Holidays! As you’re likely watching kids tear into giant boxes this Christmas morning, let’s talk about the biggest mistake in game development. A mistake even massive, experienced AAA studios repeat every single year.

They are falling into the rookie trap of mixing beauty corners with gameplay prototypes. I’m talking about that moment when you force a prototype, meant for raw mechanic testing, into a beautiful, highly polished “vertical slice.”

Prototypes with Fancy Bows

Why do studios do this? Because they chase ambition over clarity. They want the investors, the publisher, or even their own team to feel the final game instantly. But when you try to turn a gameplay test into a forced fake vertical slice, you are wasting massive time and money. You are making iteration slow, silly expensive, and often impossible.

You are creating a heavy dependency where there should be two separate, lightweight streams of work.

Keep the Gifts Separate

This Christmas, remember the golden rule of efficient development—and assembly:

  1. Gameplay Prototypes are the Instructions (The WHY): These are built for mechanics, feel, and flow. The art should be block-out geometry and colored cubes. They answer: Is the core system fun? Meaning, is there something interesting for the Players to discover? If the answer is no, you throw it away.
  2. Art Prototypes are the Decorations (The HOW): These are built for style, pipeline, and tech validation. They answer: Can we achieve this visual fidelity at this frame rate? If the answer is no, you pivot the tech without breaking the core fun.

Mixing them only adds a heavy dependency. Imagine getting a toy for Xmas, and the functional components are glued to the decorative exterior. If the gears break, you have to destroy the entire fancy shell to fix them. That is your silly expensive iteration.

You only merge them in the final vertical slice, once both sides stand on solid ground.

So, as you enjoy the day, remember this lesson from the trenches: Stop making your prototyping process a messy, expensive Christmas morning. Keep the gifts separated.

A tale of hope

The story of Clair Obscur: Expedition 33 is my favorite tale of 2025. Every successful game is a little miracle, but this one has been very well documented also by the mainstream journalism. As they say, the luck arrives while you’re working hard and that’s the case for this game.

The initial spark comes from a single guy working afterwork on Unreal Engine just because the program was fun to use. Then he contacted with a colleague to get extra guidance, he looks for connection and thanks to that he manages to stay 1-2 years working extra hours to find a possible formula for his game. Effort and connection, these things are both very important to me. In fact, it’s extremely hard to work solo on a project over a long period of time after your normal day job.

The third person is a business guy, ex university colleague, to focus on investments. Again, the founder of Sandfall Interactive looks to make business from the start, and that’s something very few people do.

And then there is the luck: they post on Reddit and other platforms to manage to find artists and voice over actors to sell better the idea (again, sell sell sell). And they have the luck to find the right people at the right time. After many pitches that went wrong, they found their way. And then everybody knows how the story ended, big success.

To conclude today’s post, let’s talk about hope, which is the true fun part of making games (or better, making everything in general). Everybody dreams of getting prizes, but the real fun is in MAKING games, especially for us designers and developers. It’s a struggle, includes lots of highs and lows, and also financial difficulties often. But we still do it because of our passion and talent. That’s exactly the important part, not the outcome. The fact of being together with other people and creating something we believe will be awesome, that’s what we truly strive for. The outcome is a little miracle, and great to have it, but it’s not the important part.

One of the best GDC talks ever

I rewatched one of the most beautiful talks on the official GDC channel. It’s great because it evidences we need truly understanding and reach deep empathy with the players. I rewatched thanks to my bootcamp, I suggested this talk to my students.

We need to do the homework to improve as designers. We need to understand the games, especially the ones who are played by people that are different from us. It’s our job to understand players, and a necessary step for every game designer. Do your homeworks!

Fake ads consequences

I read the post from performance marketing expert Matej Lancaric on “fake ads”. With data, he demonstrated that big spenders do not care about fake ads, and they help to lower CPI (cost per install) for mobile games. Fake ads are regulated in other industries, not in mobile games.

From 200 real payers (including whales):

75% uninstall instantly when the game doesn’t match the ad

40% leave negative reviews

27% ask for refunds

But 17% of paying users STILL stay… and STILL spend

And here’s the uncomfortable part nobody wants to admit:

Those 17% often represent 60–80% of total revenue in 4X, SLG, and Casino.

Whales don’t care about fake ads.
Whales care about depth, progression, and competition.
And if fake ads drop your CPI from $60 → $15, the math wins. Every time.

The point here is that we, game creators, rely on algorithms to distribute our games nowadays. Speaking simply, a computer program decides on the visibility of our creations. We need to make good games but also think about how to trick the machine in order to make our craft arrive to the people. In the case of free-to-play the thing is worse because we need huge volume of people to find our real clients who are big spenders (described as “whales”, a term that comes from casinos).

The post doesn’t clarify WHY big spenders don’t care and fake ads spread rapidly. Also, it doesn’t explain what happens when people are exposed over a long period of time to fake ads. But we can make hypotheses:

  1. Whales are often addicted to gaming, so anything that stimulates their dopamine system is OK.
  2. Algorithms prefer easy to get, average, exciting moments.
  3. On the long term, brands corrode because of continuous exposition to fake ads.

I am still worried about those 75% of people who uninstall instantly. I mean, we are still paying for those people to install in first place. What if, instead of making fake stuff we make simple onboardings and put those into our fake ads? Maybe the conversion would be better and we could find more players.

Uniqueness is a matter of taste and realism

As I am reading about another studio closure (I am sorry for the colleagues at SUPERVIVE), I am thinking on the distribution problem we have right now. I believe than on one hand you have to create a truly unique experience to have chances in this environment. Easier said than done, of course, because it’s a matter of taste and also realism. I worked on many derivative projects, and the leaders were absolutely sure of their uniqueness.

You need to put the right glasses on, and be extremely aware of your game unique selling points. A way to do that is by making business: if you’re not able to sell your game to publishers, if you don’t engage with players or other entities, you are on a dangerous track. We tend to look inside too much, when we should look outside and check if Players really have the same perception as us on the product. In this case, Players are also potential business partners.

I believe that videogames have still lots of margin for improvement, so we should stop repeating old formulas over and over and we should try to make a step forward.