In a refreshingly candid industry interview, IO Interactive CEO Hakan Abrak has broken the corporate silence that often surrounds major game developers, speaking openly about the challenges facing the sector and his studio's ambitious future.
A Welcome Voice in Troubled Times
Abrak initiated the conversation with GameCentral, wanting to inject positivity into an industry currently grappling with widespread layoffs, investment worries, and the growing influence of artificial intelligence. His timing coincided with IO Interactive featuring twice in Xbox's recent Partner Preview showcase.
The Danish developer and publisher revealed two significant announcements: their upcoming James Bond origin story 007: First Light, confirmed for release in spring next year with support for Xbox Anywhere and Xbox ROG Ally, plus the inclusion of the Aston Martin Valhalla. Simultaneously, they announced that Eminem would become the next Elusive Target in Hitman: World of Assassination, hunting down his alter ego Slim Shady.
The Risk-Averse Industry Problem
When questioned about industry trends favouring multiplayer over single-player experiences, Abrak pointed to fundamental risk assessment issues plaguing major corporations. 'For a lot of the big corporations, they have to think about... this IP has worked before, so should we do a new IP?' he noted, suggesting the safe approach of iterating on established franchises is no longer guaranteed to deliver returns.
Abrak highlighted how the post-pandemic landscape has transformed consumer behaviour, with players becoming more selective after the initial surge of everyone playing everything during lockdowns. 'The traditions of growth in the industry have changed,' he observed, 'and all the investment has been thrown at new companies that maybe grew faster than the culture could carry it.'
The IO Interactive CEO presented his studio's approach as a viable alternative path. Hitman: World of Assassination continues to demonstrate remarkable longevity with 85 million players, over 25 million copies sold, and more than 1 million active users monthly a decade after the single-player game first launched.
Independent Spirit in a Corporate World
Abrak expressed concern about the shrinking number of independent companies in gaming, with question marks hanging over even established names like EA and Ubisoft. He envisions a future where medium-sized publishers like IO Interactive might represent a more sustainable model for connecting with audiences and innovating without excessive corporate pressure.
'You have to have some soul and take a risk, you have to take some chances,' Abrak emphasised, contrasting his studio's passion-driven approach with corporate executives who lack that creative spark. He revealed that James Bond represents the first licensed IP IO Interactive has ever worked on, calling it 'probably the only IP in the universe that we'll work on that is not our own.'
After six years in development, Abrak confirmed that 007: First Light is complete and playable from start to finish, with the team currently polishing and bug-fixing ahead of its spring 2025 release.
Hope for Gaming's Future
Despite acknowledging the bleak current climate of layoffs and acquisitions, Abrak maintains cautious optimism about the industry's future. He points to historical precedents where gaming has recovered from similar crises, driven by inherent creativity and consumer demand for originality.
'Live service games have become stale, they've become samey,' he noted, suggesting that risk-aversion has ironically created more risk, including unfortunate job losses. Abrak hopes studios like IO Interactive, Remedy, and Larian can demonstrate alternative approaches that prioritise games with soul over short-term financial gains.
The CEO concluded that creativity will ultimately prevail because gamers will continue seeking experiences that feel different and original, creating natural market correction for an industry currently struggling to find its balance.
