What does ambition really look like inside modern game development?

In this episode, Greg sits down with Jack Burrows to unpack how level designers think, work, and stay motivated across massive franchises and creative constraints. From AAA pipelines to indie dreams, this conversation explores how great games are built through framing, intention, and small wins, not ego or crunch culture.

Jack shares firsthand insight from working on major titles, breaking down how big ideas flow from leadership to designers, how constraints actually unlock creativity, and why great level design is more about flow and emotion than visuals alone. Along the way, they dig into ambition, burnout, discipline, and those rare “wow moments” that stick with players for life.

This episode is a must-listen for level designers, game developers, creative leaders, and anyone curious about how worlds are shaped to guide players without ever saying a word.

• How developers learn to “turn off” their designer brain and play like real players
• Why ambition can fuel creativity or become a curse if unmanaged
• The difference between freedom and guidance in level design
• How studios pass big ideas down while still empowering individual creativity
• Why constraints are essential for great design
• How small wins build long-term momentum
• Using environment, flow, and shape language to tell stories without dialogue
• What aspiring designers actually need to learn before entering the industry

00:02:40 – Willpower Is a Limited Resource
Jack explains why creative energy must be managed intentionally and how small daily wins help sustain long-term ambition.

00:14:30 – How Ambition Shows Up in Level Design
Ambition isn’t about scale. It’s about taking something familiar and flipping it just enough to reignite player curiosity.

00:21:05 – Why Constraints Create Better Designers
Great leadership gives creatives a frame, not half-finished ideas. Knowing the box is what allows designers to thrive inside it.

00:27:25 – Teaching Players Without Telling Them
Jack breaks down how games like Cyberpunk 2077 and Deus Ex: Human Revolution use visual language to guide players naturally.

00:48:00 – Letting Environments Tell the Story
Using examples like BioShock and Halo: Combat Evolved, Jack explains how emotion, scale, and atmosphere replace exposition.

🎮 Games & References Mentioned

• Metroid Prime
• The Witcher 3: Wild Hunt
• Marvel Rivals
• Gears of War
• Skyrim
• Balatro

This conversation isn’t about tools or engines. It’s about craft.

It’s about understanding players as humans, designing with intention, and finding joy in progress rather than perfection. Whether you’re building worlds, managing teams, or just trying to stay motivated in a creative industry, this episode offers grounded insight from someone deep in the work.

In this episode, Greg sits down with Jim Welch, a composer turned developer turned studio founder whose creative journey spans Dragon Ball Z trailers to launching a party game in the spirit of Jackbox. We explore Jim’s path from audio to entrepreneurship, the founding of The Devhouse Agency, and why his team is now investing in original IP. From creative leadership to WebGL distribution strategy, this episode is packed with insights for anyone building in games, immersive tech, or creative services.

🧠 Key Takeaways:

• 01:22 – Starting with Sound: Jim shares his journey from composing for anime at Funimation to learning code through game jams.
• 07:27 – Founding Devhouse: Why starting a co-dev studio wasn’t a single moment, but a gradual realization built from side projects and passion.
• 09:32 – Hiring to Solve Pain: Early hires were engineers just like Jim, generalists who could help him scale his overloaded client work.
• 14:18 – Specialist vs. Generalist: How Devhouse learned to brand and position its skills clearly as the business matured.
• 20:30 – First Clients Came from Network: Jim leveraged relationships with former collaborators and positioned himself affordably as a solo founder.
• 26:29 – Why Build Original IP Now: Diversification and creative satisfaction. Jim didn’t want Devhouse to only live or die by service contracts.
• 29:02 – Trash Heist — Devhouse’s New Game: A phone-based party game with competitive chaos and second-screen play. Inspired by Jackbox, built to bring people together.
• 32:54 – Distribution Strategy: WebGL makes cross-platform play possible. Steam is the starting point, but smart TVs and casting are in the conversation.
• 35:33 – Balancing Client Work and Passion Projects: Dedicated internal teams and careful scoping allow for parallel development of games and service work.
• 37:16 – Founder Lessons: Sales and people management were the biggest curveballs. Learning to lead and let go is a continuous process.
• 40:10 – Where Gaming is Headed: Shrinking AAA budgets, a rise in small studio bets, and the growing importance of authentic community building.
• 45:19 – Call to Action: Trash Heist is dropping soon — Jim encourages listeners to check it out and support indie innovation.

🙌 Thanks for Listening!

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The discussion defines the metaverse as a vast, immersive virtual world with five core features, including highly customizable avatars and a link to the real-world economy . Au argues that to succeed, a platform must be fun immediately in a multiplayer context, operating as a "third space" where socialization is easy . He contends that Mark Zuckerberg's approach damaged the ideal of the metaverse by focusing too much on hardware and ignoring crucial lessons on community and regulation . The history of Second Life (SL) serves as a critical case study, showing that while strong community allows a platform to survive economic crises and bad onboarding, financial stability requires tightly regulated markets, learned through scandals like the implosion of virtual banks and the ban on unregulated gambling . Ultimately, the key to a thriving metaverse is prioritizing community, fostering diversity, and making creation easy .

Core Metaverse Definition

• A true metaverse is defined by Immersiveness, Customization (avatars/tools), Scale (millions of people), a Real-World Economy Link, and Off-World Tech Integration (for accessibility) .

• Avatars and Identity (05:51): Highly customizable avatars are critical for users to experiment with identity and personality . The Proteus Effect shows that an appealing avatar can boost real-world confidence.
• The "Fun First" Rule (15:40): Metaverse experiences must be fun immediately in a multiplayer setting (the Third Space concept) . This is why Roblox and Fortnite succeed.
• Meta's Misstep (10:26): Mark Zuckerberg caused "tremendous damage" to the concept by defining it around the Quest headset and ignoring lessons on managing toxic behavior, like the initial sexual harassment incidents on Horizon Worlds .

• Community Precedes Commerce (29:44): Platforms must succeed as communities first. Focusing only on profit (the "Cryptoverse" issue) causes virtual worlds to fail .
• Second Life's Stability (22:31): SL's active user base is stable at 600,000. The paradox is that if a user survives the long onboarding, they "never leave" due to the community.
• Regulation is Necessary (40:53): SL's banking and gambling scandals forced Linden Lab to impose tight regulation . This proves that a tightly regulated economy is essential for user trust and stability.

• 03:30 The Five Core Features of the Metaverse
• 05:51 Avatars and the "Proteus Effect"
• 10:26 Why Meta Damaged the Metaverse Concept
• 15:40 The Critical Rule: Why Metaverse Must Be Fun First
• 22:31 Second Life's Paradox: Why users never leave

References

Dive deep into the strategic mindset of level design, the shift from AAA development to indie studio entrepreneurship, and a radical new business model for creating innovative "Cocktail Games."

• Beyond Architecture: Willem, a former level designer at Velan (Knockout City) and Zynga (Star Wars Hunters) , defines level design not as architecture, but as the execution of the game's intent and vision. You are the "great implementers" who build the playground for the core mechanics.
• Finding the Fun: Execution requires risk-taking. Good levels break the traditional norms—like the restrictive three-lane structure in some shooters —to find unexpected fun and keep the experience fresh.
• Inspiration Outside the Engine: To avoid creative blocks, step outside your comfort zone. Willem found inspiration for a level in Knockout City (Rooftop Rumble) by listening to Pink Floyd and used JFK assassination podcasts to conceptualize Darth Vader's Castle.

• Be Proactive & Self-Taught: The number one required mentality is knowing that no one will hold your hand. You must be passionate and proactive in your job search and skill development.
• Master the Editors: Don't just be proficient in Unity or Unreal Engine 5. Learn multiple, even difficult, editors like Hammer (Source SDK). Experience with proprietary tools (like those used for Knockout City) is invaluable.
• Go Primal: Start creating content immediately. Use basic primitives and geometry (like brushes and gizmos) to block out your ideas. Don't get stuck in tutorials.

• Why Start a Studio Now? Willem felt the Western game industry was approaching development wrong, relying too much on "new coats of paint" over true R&D. He seeks to optimize costs and focus on brand new, innovative products.
• The "Cocktail Game" Strategy: This is OCI's business model. Instead of reinventing a genre (e.g., Gin + Tonic), they take the components that made a genre successful and combine them with an entirely different, unexpected element. This approach is versatile and cost-effective.
• The Ideal Team: OCI looks for people who are agile, passionate about making games more than playing them, and aren't scared of any new editor or software.
• The AAA Reset: Willem is optimistic, predicting the era of the $700 million-dollar budgeted game is over. The power is shifting back to smaller, agile creative teams, like Respawn and Media Tonic, where passion and risk-taking lead to great games.
• AI as a Tool: AI is exciting and should be embraced, but it will not replace the unique vision and creativity of a human mind (e.g., Kojima, Ken Levine, Todd Howard).
  
  Connect
• Willem Kranendonk on Linkedin
• Odyssey Cocktail Interactive (OCI): Check out their website at OdysseyCocktailInteractive.com. They will be present at GDC!

Forget the old ways of game development. The Roblox platform isn't a sandbox—it's a brutal, high-frequency, algorithmic battleground.

In this deep dive, we break down why traditional "AAA" development strategies are being crushed by low-fidelity, quick-to-market viral hits. We analyze the metrics that Roblox’s discovery algorithm actually cares about (it’s not just downloads), the new pressure on developers, and the commercial gold rush driving this new age of digital product. If you're building software, an app, or a game, this is a masterclass in platform leverage and virality.

• The Algorithm as a Gatekeeper: Understand the core metrics that determine success on Roblox (Retention, Monetization, and Engagement) and how they reflect the priorities of any major platform (Apple App Store, Google Play, YouTube).
• The Two-Tiered Development Strategy: Contrasting the high-budget, polished approach with the fast, data-driven methodology of viral developers—and why the latter often wins.
• Minimal Viable Fun (MVF) > Minimum Viable Product (MVP): How the "low-poly, high-concept" trend proves that speed and novelty often beat engineering polish when facing a discovery-focused algorithm.
• Monetization as a Discovery Signal: Why high-ARPU (Average Revenue Per User) games are disproportionately rewarded by the algorithm and what that means for your product's design.

• 01:30 The 'Gold Rush' Archetype: Why Roblox is the Wild West of modern game dev.
• 05:45 The Core Algorithm: What Roblox's discovery engine actually measures. (Hint: It’s all about the money flow).
• 12:10 Case Study: Viral Low-Fi vs. AAA Polish—The data behind the death of the polished demo.
• 18:05 Designing for the Metrics: The blueprint for building a game that the algorithm will push.
• 24:45 Takeaways for SaaS/App Developers: Applying the Roblox virality playbook to enterprise and consumer products.

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In this episode, Greg sits down with Julie Banta, Director of Engineering for Build & Release at Respawn, to break down what it actually takes to keep a massive live game like Apex Legends running day after day.

Julie pulls back the curtain on the real machinery behind live service games: shipping updates across six platforms, reacting to hotfixes in real time, balancing player satisfaction with business realities, and what happens when millions of players discover a bug before telemetry even catches it.

Whether you’re building an indie title, supporting a AAA LiveOps team, or just curious how Apex stays online season after season—this is a masterclass.

• How content actually gets from dev environment to players
• What happens during season launch week
• Why shipping across PlayStation, Xbox, Switch, and PC is pure chaos

• How Respawn monitors crashes, spikes, and player reports
• When Reddit finds the bug before telemetry does
• The internal “bat signal” that triggers Build & Release into action

• Why live service code turns into “six years of hacks”
• The tension between cleaning tech debt and keeping seasons on schedule
• The brutal truth about maintaining legacy systems while shipping new content

• How Respawn avoids burnout during crisis moments
• Why great teams protect each other’s off-hours
• What good management looks like in a 24/7 operational environment

• The KPIs that actually matter
• What a “quiet weekend” is for Build & Release
• Why listening to players beats every dashboard

• From USAA → EA IT → Respawn
• How to “connect your dots” when shifting industries
• Her perspective on diversity and belonging in modern game development

If you enjoyed this breakdown of Apex’s LiveOps brain, follow Player Driven for more conversations with the people shaping the future of gaming.

What does it really mean to design a game — and what can that teach us about culture, creativity, and even our daily lives? In this episode, Greg is joined by Lewis Ward and Eric Zimmerman, legendary game designer, professor at NYU’s Game Center, and author of The Rules We Break. Eric’s career spans from pioneering web-based multiplayer with Sissy Fight 2000 to co-founding GameLab and shaping Diner Dash, one of the most influential time-management games ever made.

We dig into the fundamentals of game design, the ethics of addictive mechanics, the surprising history of Monopoly, and why prototyping isn’t just for developers — it’s a mindset for anyone building systems or communities.

Joining us for this conversation is Lewis Ward, long-time industry analyst, who helps unpack Eric’s insights with both sharp questions and nostalgia for 90s game culture.

• Iteration as a Superpower – Why prototyping is the start of design, not the end.
• Feedback Everywhere – How observing body language and engagement rhythms tells you more than analytics.
• Sissy Fight 2000 & Early Multiplayer – The “flame wars” era and lessons for today’s online communities.
• Diner Dash’s Secret – How a “casual” game ended up brutally difficult — and why that mattered.
• Loops Within Loops – What makes Balatro so compelling, and how game design patterns keep players hooked.
• Ethics & Addiction – Dark design patterns, dopamine hits, and the responsibility of game creators.
• The Rules We Break – How Eric uses hands-on exercises to teach design as a 21st-century literacy.
• The Real Monopoly Story – Why one of the world’s most iconic games is often misunderstood.

• Eric Zimmerman’s book: The Rules We Break
• Classic text: Rules of Play (Zimmerman & Salen)
• NYU Game Center: gamecenter.nyu.edu
• Follow Player Driven for more conversations: playerdriven.io

00:00 – Intro & Eric’s background
03:30 – Teaching game design & iteration
13:30 – Sissy Fight 2000 & the flame war era
21:00 – Diner Dash and the rise of “casual” games
26:30 – Feedback loops, dopamine, and ethics
42:00 – The Rules We Break: learning design through play
50:30 – Monopoly, culture, and closing reflections

Enjoyed this episode? Subscribe to Player Driven on Spotify, Apple Podcasts, or YouTube for more conversations at the intersection of games, business, and community. And visit playerdriven.io to explore more resources, clips, and insights from the show.

What if the biggest leaps in gaming don’t happen at global mega-conferences, but in regional rooms where developers, vendors, and communities connect in a meaningful way? In this episode of Player Driven, host Greg speaks with Jason Lepine, Founder & CEO of XP Gaming, about the real impact of local events and why they’re foundational to the future of the industry.

• A clear look at why local gaming conferences matter and how they differ from the big expos.
• A behind-the-scenes story of how XP Gaming and the Montreal International Game Summit (MIGS) were built and evolved.
• Insight into how vendors, sponsors, and local hubs create real value for studios and creators.
• Career lessons from Jason’s journey and how showing up to local events changed lives.
• A forward-looking discussion on how these grassroots gatherings shape the next era of gaming.

00:00 – Introduction: Why local events matter
03:15 – The origin story of XP Gaming
07:40 – What MIGS is and how it’s evolved
13:05 – The vendor and sponsor role in local conferences
18:30 – Stories of impact: community, careers and connection
23:55 – Looking ahead: how local events will build the industry’s future
27:10 – Wrap-up and key takeaway

(Note: Timestamps are illustrative; please adjust to the final edited version.)

Jason Lepine
Founder & CEO, XP Gaming
Jason Lepine is the driving force behind XP Gaming, a company dedicated to growing and connecting Canada’s game ecosystem through community-building, education and events. Under his leadership, XP Gaming has re-energized the Montreal International Game Summit (MIGS) and helped transform local industry gatherings into powerful growth platforms.

• XP Gaming: xpgaming.biz
• Montreal International Game Summit (MIGS): migs.biz
• Follow Jason Lepine: LinkedIn
• Previous Episode on Game Community & LiveOps: [Link to Episode #XX]

If you found value in this episode, please hit Subscribe, leave a review in your podcast app, and share with a friend who works in gaming, dev, or community-building. Also, check our blog at Player Driven for related show notes and links.

What does it take to build a shooter that can handle millions of players and still keep people coming back for more?

In this episode, Greg is joined by Thad Sasser, a veteran designer whose career has touched some of the most iconic shooters ever made, including Battlefield, Call of Duty, PUBG, and Rivals. Together, they dive into the realities of scaling franchises, balancing innovation with player expectations, and the leadership lessons learned from building at AAA scale.

• Thad’s journey from QA to designing levels showcased at E3
• Why community is the hidden feature that keeps shooters alive
• The balance between innovation and expectation (and why not every player voice should shape the vision)
• Leadership lessons in delegation, trust, and building creative teams
• How global studios are reshaping game development and what the West can learn

Thad Sasser has spent over two decades in game development, contributing to genre-defining franchises and leading teams at some of the biggest studios in the world. His career highlights include Battlefield Hardline, Call of Duty: United Offensive, and PUBG. Today, he continues to focus on building great teams, innovating within FPS, and shaping the future of multiplayer experiences.

• Subscribe to Player Driven on Apple Podcasts, Spotify, or wherever you listen
• Visit playerdriven.io for more episodes and insights
• Follow Greg and Player Driven on LinkedIn and YouTube for clips and updates

In this episode of Player Driven, Greg talks with Keith Pape, founder of YellowPike Media, about how to build authentic, lasting connections between studios, players, and communities. Keith shares how YellowPike became known as a gaming marketing agency that thrives on creativity, bold experiential campaigns, and a passion for games.

From Times Square takeovers for Metal Gear to guiding indie studios on their first hires, YellowPike Media focuses on doing the right thing—for clients, communities, and players. If you’re interested in game marketing strategies, community management, or how agencies partner with developers and publishers, this episode is packed with insights.

• All-In Culture – Why YellowPike Media avoids rigid roles and builds campaigns through collaboration across trailers, influencers, events, and content.
• Community Managers as Essential Hires – How strong community leads shape player trust and often grow into producers, biz dev, or operations.
• Experiential Marketing Done Right – Lessons from live activations like the Metal Gear Solid Times Square campaign, and how to turn moments into long-tail content.

Founded by Keith Pape, YellowPike Media is a creative gaming marketing agency built by lifelong gamers. With over a decade of experience, the agency has worked with top publishers and indie studios to deliver standout campaigns across influencers, community, live events, and storytelling. Their philosophy is simple: do the right thing, and long-term success follows.

Connect with Keith and YellowPike Media:

• Twitter/X: @YPM_agency
• Instagram: @YPM_agency
• Threads / Bluesky: @YPM_agency

• Explore more episodes of Player Driven, the podcast about the business of games: playerdriven.io
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