Game Developers Aim for Reliability and Inclusivity Amidst AI Challenges

For those interested in gauging the atmosphere of the UK gaming industry in 2025, this week’s focal point was undoubtedly the DoubleTree bar at the Hilton Hotel in Brighton. This venue hosts the annual Develop a meeting, which has been uniting developers, publishers, students, and journalists since 2006. Over three days filled with lectures, roundtables, and keynote sessions, attendees engaged in discussions, sharing insights and concerns regarding the current state of the industry.

Given the string of cuts and closures throughout the year, I approached the event with caution. On Tuesday, I connected with numerous developers, artists, and studio heads. Many senior developers indicated that recent layoffs and project cancellations might result in significant gaps in the release schedules for several major publishers during late 2026 and into 2027. While Grand Theft Auto VI will undoubtedly be a massive hit, it appears to be the only game generating buzz in the near future.

However, there was a sense of optimism permeating the event. A standout panel discussion titled “Why Cultural Awareness Is Important for the Future of the Game Industry” hosted by UKIE shed a more positive light on the industry among politicians and policymakers in Westminster. “Three years ago, my understanding of gaming was minimal, but awareness has grown significantly lately,” one panelist noted. “Suddenly, politicians are engaging with us regarding the educational impact of gaming and its potential for self-expression among youth. We’ve even witnessed evidence that gaming can serve as a therapeutic avenue for anxiety and depression. The cultural significance of gaming now outweighs its economic benefits.”

Cassia Curran, founder of Curran Games Agency, remarked, “The development of AI has unlocked a treasure trove of content,” despite the concerns surrounding AI, especially large-scale language models. “For a developer to succeed, leaning into genuine human experiences is crucial. AI cannot replicate your emotions or cultural background; these elements can and should be mirrored in your game.”

There was also a captivating narrative shared by developers about their quest for authenticity. In the day’s opening talk, Jens Anderson and Pete Ward from Machine Game, famous for their Indiana Jones adventure, discussed traveling deep into northern Sweden to record whip experts executing various techniques to perfectly replicate Indy’s iconic accessory sounds in the game. Additionally, the creative team behind the procedurally generated Detective Adventure Shadows presented a captivating 1950s-style noir thriller.

A recurring theme throughout the day was the emerging concerns regarding the diversity of gaming experiences and broader representation. Lydia Cook, a doctoral researcher specializing in queer game studies, moderated an inspiring roundtable named “President of Games: Beyond the Surface.” Cook addressed the challenges to expression faced in mainstream gaming, where nontraditional characters often get labeled as commercial risks. Simultaneously, the audience highlighted recent games showcasing compelling narratives around marginalized characters, ranging from narrative puzzle-solving and lesbian romance bosses to unique portrayals, including the beloved character from the cult classic Sim Monster Prom. The key takeaway from the session was that identity need not dominate a game. The representation of diverse characters as integral parts of the story can be immensely valuable for players who don’t often see themselves reflected in the media they consume.

Outside the bar area, I had the pleasure of meeting some of my favorite indie developers who shared intriguing insights into the innovative projects they were engrossed in. The presence of talented small teams is crucial, as their engaging and creative games continue to enrich the landscape. The rest of the event featured discussions from renowned Finnish developer Housemarque, celebrating 30 years in the business, and Sam Lake from Remedy Entertainment, reflecting on three decades of storytelling. Developers exchanged experiences ranging from creating side quests in Marvel’s Spider-Man 2 to how they made players weep through narratives in indie games. In essence, the creative process remains vibrant, with people continuously crafting and playing; it’s a culture and art form that thrives beyond the grasp of CEOs and shareholders.

What to Play

Angry Birds has become the Pac-Man of mobile gaming, a franchise that seemingly adapts to an infinite array of genres. Its latest version, Angry Birds Bouncing, merges the iconic bird-launching mechanics with classic block-breaking gameplay reminiscent of breakout and puzzle bobble. Players select their favorite bird, aim at the screen, and eliminate as many pigs as possible. Each character bears unique abilities and tactics, with new characters providing exciting challenges. Developer Rovio’s commitment to this franchise is evident, and this delightful iteration is sure to brighten up your commute, dull films, or tedious meetings.

Available on: Apple Arcade
Estimated playtime: All your free hours.

What to Read

• In a recent Q&A with shareholders, Nintendo President Shuntaro Furukawa defended the price of the Switch 2 console, stating that the price of £395.99 ($449.99) reflects the gaming experience it provides. He also addressed concerns regarding the use of game key cards: cartridges that store game data but provide players with download codes. More details can be found on GamesIndustry.biz.

• For those interested in Nintendo, IGN has an article that could spark some heated discussions among fans: All Ranked Nintendo 3D Platformers, where I strongly believe number 4 deserves a higher spot!

• Raphaël Colantonio, founder and former president of Arkane Studios, criticized Microsoft’s Xbox Game Pass service. In response to recent layoffs at Microsoft, the co-creator of the renowned Dishonored series stated that the subscription model has led to significant disruptions in the industry. Read more about this on VGC.

What to Click

Question Block

We received this question from reader Jason:

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This topic is one of my absolute favorites, so thank you, Jason! Keza and I contributed to Above magazine, which features beautifully designed publications focused on video games. Second problem is now in its third edition.

I’m also fond of stylish publications like Lock-on from the Lost of the Cult, and the beautiful Devil’s Blush, Controller Rebellion, and Heterotopia all reflect a punk DIY spirit infused into gaming with their handcrafted aesthetics and passionate writing. A Forgotten World offers a unique selection and provides a really helpful list of independent print publications for gaming enthusiasts. It’s wonderful to see so many exciting and carefully curated gaming magazines making waves in 2025.

If you have a question for the Question Block or anything else to discuss regarding the newsletter, feel free to reply or email us at butingbuttons@theguardian.com.