The gaming industry is undergoing a seismic shift; prioritising long-term player engagement over short-lived bursts of hype. Studios are crafting strategies to keep gamers hooked throughout their journey as they are demanding a unified and smooth experience across all platforms. The multi-platform surge challenges developers to craft experiences that captivate across devices but it also unlocks a massive opportunity to reach a wider audience and foster deeper engagement by ensuring gamers can pick up their adventure wherever they left off.
This reality was made abundantly clear at the recent Think Games Istanbul event. Now in its third year, the event brought together industry leaders to share insights and accelerate global growth.
Gaming industry thought leaders from across the world urged the sector to, forget the days of launching a game and hoping for the best. This new era demands a focus beyond launch strategies. And it's not just about keeping players hooked — it's also about empowering them. Enter AI, the not-so-secret sauce revolutionising the industry.
Here are the key takeaways from Think Games Istanbul, from exploring the future of gaming through the lens of player engagement to AI adoption and the need for having a multi-platform strategy.
Make the shift from lean startups to deliberate planning
The gold rush is over in gaming. After a period of hyper-growth, the focus is shifting from breakneck speed to strategic planning and long-term, sustainable growth. Today's CEOs are facing a new reality: a maturing market with slower growth and fiercer competition. To survive and thrive, they must shed the "lean start-up" mentality and embrace a more deliberate approach.
Previously, studios focused on getting basic playable versions of their game out the door as quickly as possible. While this "lean start-up" approach fostered innovation, it sometimes relied on a bit of luck to achieve success. This is where deliberate planning comes in. Instead of a one-size-fits-all approach, studios are taking a more introspective look. They're identifying their team's unique skills and experience to determine what type of games they're best equipped to develop — and resources are channelled towards areas where the team excels.
This shift isn't about abandoning innovation. It's about channelling that creativity into a strategic framework. Deliberate start-ups prioritise audience research, competitor analysis, and internal capabilities before diving headfirst into development. They craft a clear vision for success, ensuring every step propels them towards a well-defined goal. This calculated approach maximises efficiency, minimises wasted resources, and sets them up for long-term success in a more strategic landscape.
AI can be a powerful tool here, but it's an accelerator, not a substitute for a solid plan. Tools like Google's AutoML can analyse vast amounts of game data to identify player behaviour trends and predict future actions. This data can then be used to inform design decisions and create a more engaging experience.
Lifelong learning and resilience are becoming the most crucial skill sets for developers. The constant advancements in AI demand continuous adaptation. The gaming industry is evolving — and companies that adapt their approach will be the ones who continue to level up.
Supercharge your game with AI
The future of gaming revolves around players. They are no longer confined to a single screen; jumping between devices, demanding a seamless experience across platforms. This multi-platform play is here to stay, and developers need to adapt to keep players hooked.
And the enabler for this? AI. It's a game-changer for both developers and gamers. Developers get more tools to automate tasks — focusing on core gameplay — and gamers get a personalised, diverse experience.
At Google, we're using AI to supercharge your game. We have recently launched Genie, a foundation world model with the potential to take level generation and design to the next phase. This AI tool is trained on a large dataset of internet videos and is able to generate new, playable worlds. Users can also further prompt Genie with images — including real-world photographs and sketches — which opens up entirely new possibilities for creating virtual worlds.
There are also other AI-powered tools you can leverage as part of your wider marketing strategy. This includes AI for Smart Bidding, Google AI Studio, Gemini and more gathering under Google AI, which is able to fill the targeting and measurement gaps created by recent privacy changes.
Master AI to change the game
AI technologies are already available to be used for several use cases, like game content creation, personalisation and testing but we need to understand that it still has limitations. For example, creating art assets with consistent art style is still a challenge but the AI models are evolving fast and will continuously enable new use cases for AI based game development.
AI is going to drastically change how games will be developed. Here are two key tips to stay ahead:
Unleash your team: Think about AI assisting your team to do their job, rather than AI doing their job. Empower your team by providing access to both internal and commercially available AI solutions. This exploration will help them discover how AI can augment their existing skill sets. By designing new workflows that seamlessly integrate AI with traditional tools, you can create a more efficient and effective work environment.
Design for AI: The world of AI is constantly evolving, with new and improved models emerging all the time. To stay ahead of the curve, prioritise evaluating these advancements and ensure your tech stack can easily integrate them. Remember, today's cutting-edge model might not be the best option in a few months. Focus on identifying specific use cases within your games where AI can provide the most significant benefit. By strategically designing your game and tech architecture with AI in mind, you can unlock its full potential.
Watch Think Games Istanbul on-demand for more deep-dives around recent gaming industry trends and tips to grow your business.
