It’s rare to see gaming company executives so vocal on social media and genuinely interested in gathering community feedback. But CI Games executives are doing exactly that!
Every so often, they discuss the company’s current vision and share the changes and improvements being made to Lords of the Fallen 2, one of the company’s most important games in years.
That’s why I decided to reach out to them, and to my surprise, they agreed to an email interview. We talked about the revival of LOTF through massive updates, PlayStation Plus and Xbox Game Pass, the company’s Player First philosophy, United Label, and more. Check out the interview below:
1. Could you please introduce yourselves to our audience and detail your current respective roles within CI Games?
CI Games: Ryan Hill, Chief Creative & Brand Officer at CI Games, where he oversees the creative vision and brand direction across the company’s portfolio. Rodrigo Díaz, Senior Marketing Manager at CI Games, responsible for executing marketing strategies, with a particular focus on Lords of the Fallen and its growing global audience.
2. In the gaming industry, it is increasingly common for major publishers to abandon a project that underperforms at launch rather than attempting to salvage it. CI Games chose the opposite path, repairing and refining nearly every aspect of the Lords of the Fallen reboot. What drove the decision to persist with this project instead of simply moving on to develop the sequel?
CI Games: For us, it was never really a question of walking away. We see Lords of the Fallen as a franchise we want to grow over time, and that comes with a responsibility to deliver on the vision we set out, not just at launch. What followed was a deliberate and sustained post-launch effort. Across more than 70 updates, we fundamentally evolved the game, introducing features like full shared progression co-op and the Free Friend’s Pass, while refining combat, reworking bosses, and improving overall performance and flow.
This process was heavily informed by player input, and it became one of the most valuable learning phases we’ve had as a studio. It reshaped how we approach design, balance, and communication. Ultimately, it wasn’t about fixing a product; it was about realising its full potential. That experience now directly informs how we build Lords of the Fallen II from the ground up.
3. We observed that Lords of the Fallen was added to both PlayStation Plus and Xbox Game Pass. Could you elaborate on how the inclusion of a game in these subscription services occurs? Is the initial decision driven by the publisher, or do PlayStation and Xbox proactively reach out to you?
CI Games: Both scenarios are possible. Sometimes platform holders identify a title as a strong fit and approach us directly, while in other cases we proactively explore those opportunities based on our broader strategy. It’s ultimately a collaborative process, shaped by factors like timing, audience alignment, and shared objectives.
The goal is to ensure the partnership benefits both the platform and the long-term performance of the game. For us, it’s about choosing the right moment and context so that it supports both discovery and sustained growth.
4. There is a longstanding industry debate regarding whether adding a game to these subscription services ultimately cannibalizes traditional sales. In the case of Lords of the Fallen, did this inclusion benefit or hinder the IP?
CI Games: The conversation around subscription services is often framed as a binary, but the reality is more nuanced. There is some level of sales cannibalisation, but what we’ve seen is that expanded reach can more than offset that. You’re introducing the game to millions of players, many of whom may not have otherwise engaged with the IP, which significantly increases awareness and player base size.
That broader reach also supports community growth and, where relevant, increases sales of complementary content. It also provides more predictable cash flow, which is important for continued development. For us, the key factor is the long-term trajectory of the franchise. Expanding the audience today helps build momentum, especially as we look ahead to Lords of the Fallen II later this year. Overall, we see it as a net positive that strengthens both the brand and its future potential.
5. We are currently witnessing an aggressive course correction within the industry, characterized by spiraling AAA budgets, studio closures, and significant risk aversion. From a business perspective, how is CI Games navigating this turbulent environment? How do you balance the ambition of a AAA scope with the studio’s financial sustainability?
CI Games: The industry is clearly going through a period of recalibration. Rising costs and increased risk sensitivity are forcing studios to be more disciplined in how they approach development.
At CI Games, we focus on balancing ambition with control. We want to deliver high-quality experiences, but with a clear understanding of scope, team structure, and sustainability. That means being selective with investments and building around IPs we believe in long-term.
As our CEO Marek Tymiński recently shared, we’ve secured approximately $19 million in funding, which gives us the flexibility to continue developing and expanding our reach. Ultimately, it’s about growing in a measured way and ensuring each project contributes to the overall health of the company.
6. You have been quite vocal about your “Player First” philosophy, which places the player at the center of both decision-making and the development process. What motivated CI Games to adopt this approach?
CI Games: Our “player-first” philosophy is rooted in how we approach development at a fundamental level. It influences what we prioritise and how we shape the experience over time. We stay closely connected to our community, tracking sentiment across social channels and actively gathering feedback through polls and discussions. That dialogue is ongoing and informs our decision-making.
Internally, this is reinforced through a dedicated gameplay feedback team made up of experienced Lords of the Fallen and soulslike players, many with thousands of hours in the genre. Their role is to continuously challenge and refine the experience. At times, being “players-first” means making difficult calls and pushing back against external pressures to stay aligned with what players expect from us.
Huge thanks to all for your support! CI Games = Players First. Respect. 💪
7. How has this philosophy tangibly impacted the game development pipeline? Are there specific internal guidelines in place to ensure it is followed by the teams?
CI Games: It has a direct impact on how gameplay is developed. We prioritise how the game feels in practice, not just how it looks on paper. Systems are tested early and iterated on frequently, with input from both internal specialists and broader player feedback.
We also run structured review loops, including team gameplay sessions and professional feedback checkpoints at the end of every milestone. These ensure that key systems are validated and refined through hands-on play. The focus is always on delivering gameplay that feels deliberate, responsive, and satisfying.
8. The material released for Lords of the Fallen 2 thus far reveals massive improvements across multiple departments, ranging from art direction to gameplay. How did the team manage to implement such extensive advancements in a relatively short timeframe, considering the reboot was launched less than three years ago?
CI Games: A big part of that progress comes from building on a much stronger foundation. The post-launch evolution of Lords of the Fallen gave us clear insight into what needed improvement. Through continuous iteration, we refined core systems like combat, boss design, co-op, and overall flow, while also improving onboarding and performance.
With Lords of the Fallen II, those learnings are applied from the outset. Systems, pacing, and workflows have been designed with that experience already in place, rather than adjusted later. Combined with our increased familiarity with Unreal Engine 5, this allows us to push further, both technically and creatively, with greater efficiency.
It is also worth noting that different areas of a development team will move onto a new project sooner than others. Concept artists and designers, for instance, will have very little to do as we approach the end of a game’s development cycle; in the case of Lords of the Fallen, they started working on the upcoming sequel long before the 2023 entry was released.
9. The Soulslike genre has evolved from a niche category into one of the most prominent—and highly replicated—segments in the market. How do you intend to differentiate Lords of the Fallen 2 from its growing list of competitors?
CI Games: For us, differentiation starts with identity. The genre has matured, so it’s less about reinventing the formula and more about delivering a clear, distinctive vision.
With Lords of the Fallen II, that vision is centred on aggression, brutality, and intensity. Combat is more visceral and reactive, with features like executions and dismemberment reinforcing both gameplay and tone.
A key pillar is the dual-world mechanic. Umbral is no longer just a parallel layer, but something that actively evolves and influences combat, exploration, and pacing, creating constant pressure and tension. We’ve leaned further into the idea that Umbral changes people, environments, and even reality itself. It’s becoming more adaptive, more alive, almost like a force that is learning and reshaping the world as it spreads.
That evolution feeds directly into the atmosphere, making the experience feel more unpredictable, oppressive, and psychologically unsettling. We’re also focused on building a world with a strong personality, one that feels hostile, relentless, and fully consumed by the consequences of that evolution. The goal is to deliver an experience that stands out through its tone and how it makes players feel.
10. How firm is the projected release window for 2026? The release calendar for the second half of the year is already becoming crowded. Is this landscape something you actively monitor when finalizing a launch date?
CI Games: The current target is 2026, but the exact timing will ultimately be driven by the state of development. The priority is to deliver the best possible experience, which means listening closely to the development team throughout the process. If more time is needed, that’s a decision we’re willing to make.
While the broader release landscape is always monitored, it’s not the main driver. The focus is on quality first, ensuring the game meets the standard players expect.
11. It is relatively uncommon to see executives maintain such a high, vocal level of interaction with the community on social media. CI Games takes a notably different approach, despite the often toxic nature of these platforms. What is the driving motivation behind this direct engagement?
CI Games: For us, it comes down to staying close to the people playing the game. There’s a lot of valuable insight in those conversations. Players in this genre are passionate and vocal, and engaging directly helps us better understand what resonates and where we can improve.
It also builds trust. Being present shows that we’re not just communicating outward, but actively listening. At the same time, it’s genuinely rewarding. Our community constantly impresses us, from incredible cosplays and fan art to humour and deep lore discussions.
12. Today, consumers face a constant barrage of media—spanning hundreds of games, films, series, and other entertainment—all vying for their attention. How are the marketing teams at CI Games navigating these complex dynamics?
CI Games: It comes down to giving players something they genuinely want. In a crowded market, attention can’t be forced, it has to be earned. That means understanding what players are looking for and presenting the game in a way that feels honest and aligned
with that. If the experience resonates, players will find time for your game.
13. The immediacy fueled by social media and short-form content has rendered players generally more reactive and impatient, often demanding improvements at an increasingly urgent pace. How are your development teams adapting to this shift in consumer behavior?
CI Games: We understand where that urgency comes from, players are more connected and invested than ever. Our approach is to separate signal from noise. Not every piece of feedback requires immediate action, but it should always be understood and evaluated in context. We focus on clear communication and considered updates, ensuring that changes improve the overall experience rather than reacting to short-term pressure.
14. United Label is one of my favorite indie publishing labels; Röki, Tails of Iron, and Beyond Galaxyland are sublime titles. Are there active plans to further boost the reach of these projects? Furthermore, could you share any insights regarding the label’s upcoming lineup? (Please make Tails of Iron 3 possible!)
CI Games: We’re always open to new pitches and actively looking for projects that align with our expertise and ambitions, particularly within dark fantasy, but not exclusively. We also remain committed to supporting our existing portfolio and continuing to grow those titles over time. While we can’t share details just yet, our partnership with OddBug remains very strong, and fans of the Ratdom may have something to look forward to in the near future.
15. Regarding CI Games’ broader portfolio, how are the projects outside of Lords of the Fallen 2 progressing? Could you provide any development updates on the next Sniper Ghost Warrior installment?
CI Games: Sniper Ghost Warrior remains one of our best-selling IPs and an important part of our long-term plans. While we’re not able to share specifics at this stage, we want to reassure the community that their feedback has been heard. The team is approaching the future of the franchise with a clear understanding of those expectations.
We hope you enjoyed this interview! Let us know what you thought by messaging the free Insider Gaming Discord.
In other news, read our Mixtape review. And for even more Insider Gaming delivered directly to your inbox, sign up for our newsletter.
Ruan está cobrindo a indústria dos games desde 2017, trazendo várias informações sob a ótica do mercado e reviews após o 100%. Quando ele não está escrevendo, está jogando algum…
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