Just Cause Founder: Industry Needs Innovation, Not Funky Business Models

Christofer Sundberg, founder and chief creative officer at Avalanche Studios, isn’t looking for an industry-wide revolution. Over the course of our current generation, new business models and methods for grabbing more money from each individual consumer have been implemented almost on a yearly basis. Free-to-play games, online passes, season passes – there’s much more to a game than the attached price tag these days. When asked by Edge what piece of the video game business he believes needs the most investment, Sundberg pointed to the industry’s overall focus on cash over fun.

“We need more innovation and focus on creating entertainment rather than funky business models,” he said. “The cash will come with the success of great games, and not the other way around.”

As the team behind the Just Cause franchise, Avalanche knows a thing or two about putting fun above all other aspects of a game.

With a new generation approaching, now is the perfect time to focus on the reason we play games in the first place – to enjoy ourselves. Sundberg realizes that, and hopefully a few of the other major players will see things that way, too.