Under the bright lights of the stage at Pocket Gamer Connects San Francisco this past March, Yong-yi Zhu, VP and Head of Business Operations, Strategy, and Compliance at Level Infinite, captivated an audience of gaming industry professionals.
As part of the popular mobile games industry conference, Yong-yi joined Charlie Scowen, events content coordinator for Pocket Gamer Connects, to discuss the intricate art of building great games. The conversation delved deep into how community talent and sustainable IP strategies play pivotal roles in the gaming landscape, offering a wealth of insights for developers, publishers, and gamers alike.
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A collaborative approach to IP
The publisher’s strategy for intellectual property (IP) revolves around a collaborative approach with developers, whether they are industry giants like Riot Games and Epic Games or smaller, emerging studios.
By meeting developers where they are, Level Infinite helps creators carve their unique paths to impactful IPs, fostering an environment where creativity thrives and sustainable ideas can take root.
Their success lies in balancing the growth of existing franchises with the development of new IP. For established titles, Level Infinite collaborates with studios such as Digital Extremes to expand and amplify their franchises, ensuring these games resonate with evolving player bases.
At the same time, creating new IP demands a meticulous understanding of market gaps, audience needs, and the passions of developers. This deliberate and informed approach ensures that new creations are not only innovative but deeply connect with players.
Investment in studios and talent
Investment in studios and talent plays a pivotal role in Level Infinite’s strategy. Yong-Yi elaborated on how it evaluates a studio’s long-term vision and passion for specific genres.
Examples like FromSoftware’s dedication to the Soulsborne genre and Larian Studios’ journey with the Divinity series show how iterative development and a passionate focus on specific audiences lead to success.
A lot of people think, oh, Baldur’s Gate 3 kind of came out of nowhere, but in reality, they’ve been working up to [it] for a long time with Divinity: Original Sin and Divinity: Original Sin II.
He said, “A lot of people think, oh, Baldur’s Gate 3 kind of came out of nowhere, but in reality, they’ve been working up to [it] for a long time with Divinity: Original Sin and Divinity: Original Sin II.
“With our studios today, when we acquire them we look for their long-term passion in a genre, in a type of game, in an audience that they really, really want to connect with. And if they can continue to iterate on that cycle, then I think there’s a lot higher chance of success for us and for them.”
Meeting players where they are: Regional tactics and community engagement
Level Infinite excels in gaming because of its keen understanding of diverse markets, platform-specific development, and close partnerships with its community. By combining regional strategies with collaborative innovation, the publisher ensures its games resonate with audiences around the world.
Yong-yi highlighted how regional teams bring granular insights to the table. For instance, Level Infinite tailors package sizes for Southeast Asian gamers who may use older devices, and it takes cultural nuances into account when developing marketing strategies, such as adjusting for Ramadan in the Middle East. These regional adjustments ensure that players feel represented and connected to the games they play, no matter where they are in the world.
Whether it’s optimizing for PC, console, or mobile, the publisher works to ensure that each game is designed and delivered with the right platform in mind.
Beyond regional adaptability, Level Infinite places a strong emphasis on aligning platform-specific strengths with the needs of its games. Whether it’s optimizing for PC, console, or mobile, the company works to ensure that each game is designed and delivered with the right platform in mind. This flexibility allows Level Infinite to reach players wherever and however they choose to game.
Collaboration is another cornerstone of Level Infinite game development philosophy. From the early stages of a game’s creation, the company integrates community-driven development and emphasizes collaboration with influencers. In the case of Exoborne by Sharkmob, public and private playtests as well as feedback from influencers played a pivotal role in shaping the game. This iterative and collaborative process enables developers to stay connected to player needs and preferences, resulting in games that feel both familiar and innovative.
Successful titles like League of Legends and Fortnite are prime examples of how Level Infinite and parent Tencent fosters strong bonds between development teams and players. While Yong-yi acknowledged that not every game benefits from a community-driven approach, this strategy has proven critical for multiplayer and evergreen games. By actively involving the community, Level Infinite ensures its games remain relevant, dynamic, and responsive to evolving player expectations.
The future of gaming and IP
Yong-yi is betting on IP playing a central role in the next five years, bridging digital entertainment across multiple platforms and media. The rise of transmedia storytelling, as exemplified by League of Legends: Arcane, points to a future where players engage with their favorite games not just on consoles or PCs, but also through TV shows, movies, and more.
To succeed, developers must respect their IPs and prioritize authenticity over quick gains.
Yong-yi also highlighted both immersive experiences and efficiency in game development. While new technologies, from AR/VR to AI-driven tools, hold immense potential, the real challenge lies in meeting the ever-increasing demands of players. AI, in particular, could revolutionize content creation, allowing developers to iterate faster and focus on delivering polished, innovative experiences.
Stay tuned to the Level Infinite blog for more updates and thought leadership from gaming’s top minds.
