As 2025 winds down, we’ve been reflecting on what we’ve seen across the games industry through events, conversations, and collaborations.
Before we jump in, thank you for sharing 2025 with us! This has been a demanding stretch for the industry. Your shared passion continues to drive the work, forging interactive experiences from a complex mix of science, art, and business. We feel that energy at every event.
More games, tools, and services are entering the market. Within that noise, indie and AA teams are pushing boundaries and setting the pace.
Jason Lepine often points to the Game Awards as a clear signal of this shift. Indie and AA titles now account for roughly 70-80% of wins. Clair Obscur: Expedition 33 is a great example. When the team joined us at MIGS, they spoke openly about how clear scope and strong creative direction shaped the game.
“I consistently hear from our speakers and industry leaders that the studios gaining traction know who they’re building for and are adapt fast. They stay lean, market early, build community alongside development, and most of all: keep learning. Creativity still leads, but supported by smart choices around scope, cost, and execution.”
That clarity is showing up beyond individual studios. Canadian teams are increasingly recognized for their exceptional work, helping position Canada as a growing games hub and a strong gateway into the North American market.
Publishers are feeling the shift as well. Jason Della Rocca shared that fewer than one percent of the games reviewed are signed. Early signals of interest, momentum, and business readiness shape those conversations from the start.
Kristian Roberts picks up this thread in an upcoming article. This section captures it well:
“Games companies need to think of themselves as fan generation engines and then plan and hire accordingly. Without those fans, people who will buy their games, they don’t have any business in games or otherwise. Funding comes from demonstrating that there are folks out there who actually care about your game.”
Alongside this, external development and hybrid studios continue to grow. Our partners at Game Caviar are working closely with studios who are navigating the shift to either tap into external teams or offering their own services to supplement their own IP work.
What ties all of this together is people. Progress is built through relationships, shared insight, and conversations that open new paths forward.
As the industry evolves, the fire is still there. We see it in how knowledge is shared, partnerships form, and what’s getting built next.
Stay tuned in January when we share Kristian Roberts’ full reflection and give you something to think about as you plan for 2026.
See you next year!
Ryan Sno-Wood and the XP Team
