Everything is on fire at the moment. It’s not a controversial view, and when Adam says it he’s almost casual. Just a fact of life these days. Widespread lay-offs and studio closures that rocked the industry last year have continued into 2024, and the rush of investment off the back of the Covid pandemic gaming boom has slowed down. There’s also evidence people have been spending less money on new games, choosing to stick with long-running online games like Fortnite or yearly franchises including Call of Duty and EA Sports FC. Despite that, more games than ever are getting released. The UK’s Digital Entertainment and Retail Association said in July that game sales had dropped sharply when compared with the same period last year. That’s not only affected premium releases – smaller studios, whose games tend to be more affordable, have also struggled to find an audience. It’s often difficult to pinpoint why, but quality isn’t a guarantee of success. “You can have the best marketing, you can have the best game, you can get rave reviews, but you’re still flipping a coin as to whether it’s going to blow up,” Adam says.
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