In a recent investor chat, Polish developer CI Games made waves by declaring their commitment to prioritizing player enjoyment over integrating social or political agendas into their games. The company, known for titles such as the Lords of the Fallen series and Sniper: Ghost Warrior, emphasized that they will focus on delivering compelling user experiences without embedding sociopolitical messaging. This decision comes amid growing concerns from players about overtly preachy content in video games.
The discussion took place during an open Q&A session hosted by CEO Marek Tymiński, SVP Development Tom O’Connor, and Global Marketing Director Ryan Hill on January 8th. During this event, one investor raised a pointed question regarding the company's stance on diversity, equity, and inclusion (DEI) in gaming. In response, Hill stated that while some developers have incorporated social or political themes into their games, many players do not appreciate this approach. Consequently, several high-profile releases have underperformed commercially. CI Games aims to avoid such risks by ensuring their games are designed solely to maximize player enjoyment and commercial success.
Hill further elaborated on the company’s marketing strategy, highlighting the importance of understanding target audiences. He explained that knowing who comprises the primary, secondary, and subsequent cohorts is crucial for running efficient marketing campaigns. By connecting emotionally with these groups and turning them into brand advocates, CI Games can amplify marketing efforts organically. This approach ensures that promotional materials resonate deeply with the intended audience and are distributed effectively.
CI Games is not alone in this perspective. Other developers, including Arrowhead Game Studios and Moon Studios, have also voiced their opposition to embedding contemporary political statements in games. Arrowhead’s COO Johan Pilestedt has called for focusing on making good games rather than political statements. Similarly, Moon Studios CEO Thomas Mahler finds the entire concept of forcing DEI into games “perverted.”
As CI Games continues to develop updates for Lords of the Fallen and its sequel, Project 3, the company remains dedicated to creating quality gaming experiences that prioritize player satisfaction. Their strategic decisions reflect a broader industry trend towards player-centric development, underscoring the importance of delivering engaging and enjoyable content over sociopolitical messaging.