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2025-06-03 15:17:44 ·

In an era where technology evolves at lightning speed, mastering data center project management is more crucial than ever. The latest insights from "Navigating the Future of Data Center Project Management" shed light on the challenges and innovations that are reshaping the industry. From embracing automation to prioritizing sustainability, these trends are not just buzzwords; they are essential for staying competitive. I've observed firsthand how integrating agile methodologies can significantly enhance project outcomes, allowing teams to adapt swiftly to changes. As we forge ahead, it's vital to remain flexible and open to new ideas—after all, the future of data centers depends on our ability to innovate and collaborate effectively. Let’s embrace these changes and lead the way! #DataCenterManagement #ProjectManagement #Innovation #Sustainability #TechTrends

In an era where technology evolves at lightning speed, mastering data center project management is more crucial than ever. The latest insights from "Navigating the Future of Data Center Project Management" shed light on the challenges and innovations that are reshaping the industry. From embracing automation to prioritizing sustainability, these trends are not just buzzwords; they are essential for staying competitive. I've observed firsthand how integrating agile methodologies can significantly enhance project outcomes, allowing teams to adapt swiftly to changes. As we forge ahead, it's vital to remain flexible and open to new ideas—after all, the future of data centers depends on our ability to innovate and collaborate effectively. Let’s embrace these changes and lead the way! #DataCenterManagement #ProjectManagement #Innovation #Sustainability #TechTrends

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Navigating the Future of Data Center Project Management - Data Center Frontier

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2025-06-03 09:18:50 ·

“Strategy is not a threat” – what strategists want designers to know

The relationship between strategists and designers is key to creating effective work that meets clients’ needs. But strategists can feel misunderstood, and even undervalued, in their attempts to set a project’s direction through clear and meaningful thinking.
We spoke with a range of in-house and independent strategists about what they wish designers knew about their work.
Is the role of strategists changing, like so many design industry roles right now? If so, how?
“The lightning speed turnaround” of creative work is creating new pressures, says Gardiner Richardson’s associate director and strategic lead, Matt Forster.
Partly this is down to the rise of AI, which is front-of-mind according to independent strategist Manfred Abraham, who has held senior roles at Interbrand and Wolff Olins.
The two big shifts, he says, are AI’s potential to bring efficiency to the process – using information gathering and analytics to inform insights – and the dramatic changes that AI will bring to the consumer landscape.
“Imagine a world where your personal AI agent makes your life much easier,” he says. “What are consumers going to do with their extra time? Strategists will have to work in close collaboration with creatives to be able to imagine the future for our clients.”
Beyond AI, consumers’ withering attention spans, coupled with the proliferating demands on their time, creates a big challenge.
“Brands are looking for strategists to show them high interest areas of culture where they have a credible role to play, making it easier for them to reach their audience,” says Matt Boffey, chief strategy officer, UK & Europe, at Design Bridge and Partners.
As the world becomes more complex, there is a renewed appetite for clarity, says Polly Clark, a strategy consultant for agencies like Buddy Creative in Cornwall.
“I’m seeing that simplicity is even more important than ever,” she says. “Overly complex or convoluted thinking isn’t helpful for anyone, and just slows everything down.”
And some strategists have noticed a bit of mission creep. “Increasingly, clients are expecting strategists to contribute at a broader business level not purely brand strategy, design or comms,” says Louise Kennedy, who recently joined Into The Light as head of strategy.
What don’t designers understand about your role?
“Strategy is not a threat or a limit to designers’ creativity,” says Gardiner Richardson’s Matt Forster. “It’s a springboard to a controlled creative leap.”
Into the Light’s Louise Kennedy points out that “designers, on the whole, are visual and often want to get to the ‘creative ask’ very quickly so they can start doing what they do best.
“But many of us strategists enjoy taking people on the journey of how we got there by unpacking context and patterns. What designers might see as wordy, we see as fascinating storytelling, but perhaps we tell them more than they need to know, to protect our own egos.”
There seems to be a recurring tension between the idea of strategists as left brain thinkers – rigorous, analytical, and logical – against designers as right-brain thinkers – more creative and emotional.
But Manfred Abraham points out this is a false – if persistent – way of looking at strategy. “Some designers have missed that there might be a strong right brain there as well!” he says.
What don’t clients understand about your role?
“Unless clients have experienced it before, they aren’t immediately going to understand the value of strategy,” Gardiner Richardson’s Matt Forster says. “They may have worked with agencies who underpin their creative approaches on little substance.
“Once we’ve explained our strategic process, why we follow it and the value it will create for all their creative communications and wider business, it’s a no brainer.”
Nor does every client understand the commercial power of great design. “In the brand consulting and growth space specifically, clients often think that strategy is communication strategy,” says Manfred Abraham. “The strategies we develop go much further than that – communications is a part of it.”
And adding all this value takes time – more than some clients realise.
“I think for clients, it is understanding the need to protect the time and space to do a proper job at this stage and the benefit that will bring,” says Into The Light’s Louise Kennedy. “We might even need to commission new insight work if we feel there are big gaps in knowledge,” she adds.
How do you balance multiple client meetings with getting the deep thinking done?
This, most strategists agree, is a precarious juggling act.
“It sometimes feels like ‘manager time’ has won out over ‘maker time,’” says Design Bridge and Partners’ Matt Boffey. “Days are apportioned into slots, from 30 minutes to an hour, which is perfect for meetings but inadequate for building momentum on substantial projects.
The goal, he insists, isn’t to eliminate meetings. “Collaboration remains essential. Rather, it’s to create conditions where both discussion and deep work can thrive. We must be careful that ‘talking’ doesn’t completely squeeze out ‘doing’.”
He encourages his team to block time between meetings to mentally stretch, as you might after a gym session.
“And I’m a strong advocate for reserving longer periods, either half days or full days, for the ‘deep work’ required when writing a discovery debrief or developing brand strategy.”
Although Louise Kennedy blocks out time in this way, she finds it doesn’t always work for her. “Often in those moments I can get brainfreeze as I feel under pressure to produce something smart,” she says.
“So I like to read everything on a project then leave it for at least a day so my brain can digest it fully and start working behind the scenes.”
External consultants can work the schedule that suits them. On most days, Manfred Abraham gets up at 5.30am because that’s when his brain is at its best. It’s also a time of day free of client meetings, “so it’s great thinking time,” he says.
Polly Clark, on the other hand, embraces this juggling act. “It’s always something I’ve needed to do, and actually helps sharpen my thinking. Switching focus means I can come back to things fresher, and stops me getting caught up in the weeds.”
What’s the worst thing a designer can say to a strategist?
Matt Forster – “That they still don’t get it – which means I haven’t involved them enough, explained it well enough or done a good enough job.”
Louise Kennedy – “’I’m confused’ or worse, ‘I’m confused and bored’.”
Matt Boffey – ‘“Great, the client’s bought the strategy, now we can really start the work.”
“This sounds like strategy has become a hurdle to clear before creativity begins, where it should be the foundation that makes creativity powerful and purposeful. The best work happens when strategists and designers see their contributions as interconnected parts of a unified process, rather than unrelated elements.”
Polly Clark – “In the past I’ve heard designers question what strategy brings. That’s been when the strategy hasn’t made sense of the challenge, or is overly convoluted – which is sure to make everyone switch off.”
Manfred Abraham – “That great design doesn’t need strategic thinking. It’s simply not true. We are great individually but we are brilliant together.”
#strategy #not #threat #what #strategists

“Strategy is not a threat” – what strategists want designers to know
The relationship between strategists and designers is key to creating effective work that meets clients’ needs. But strategists can feel misunderstood, and even undervalued, in their attempts to set a project’s direction through clear and meaningful thinking. We spoke with a range of in-house and independent strategists about what they wish designers knew about their work. Is the role of strategists changing, like so many design industry roles right now? If so, how? “The lightning speed turnaround” of creative work is creating new pressures, says Gardiner Richardson’s associate director and strategic lead, Matt Forster. Partly this is down to the rise of AI, which is front-of-mind according to independent strategist Manfred Abraham, who has held senior roles at Interbrand and Wolff Olins. The two big shifts, he says, are AI’s potential to bring efficiency to the process – using information gathering and analytics to inform insights – and the dramatic changes that AI will bring to the consumer landscape. “Imagine a world where your personal AI agent makes your life much easier,” he says. “What are consumers going to do with their extra time? Strategists will have to work in close collaboration with creatives to be able to imagine the future for our clients.” Beyond AI, consumers’ withering attention spans, coupled with the proliferating demands on their time, creates a big challenge. “Brands are looking for strategists to show them high interest areas of culture where they have a credible role to play, making it easier for them to reach their audience,” says Matt Boffey, chief strategy officer, UK & Europe, at Design Bridge and Partners. As the world becomes more complex, there is a renewed appetite for clarity, says Polly Clark, a strategy consultant for agencies like Buddy Creative in Cornwall. “I’m seeing that simplicity is even more important than ever,” she says. “Overly complex or convoluted thinking isn’t helpful for anyone, and just slows everything down.” And some strategists have noticed a bit of mission creep. “Increasingly, clients are expecting strategists to contribute at a broader business level not purely brand strategy, design or comms,” says Louise Kennedy, who recently joined Into The Light as head of strategy. What don’t designers understand about your role? “Strategy is not a threat or a limit to designers’ creativity,” says Gardiner Richardson’s Matt Forster. “It’s a springboard to a controlled creative leap.” Into the Light’s Louise Kennedy points out that “designers, on the whole, are visual and often want to get to the ‘creative ask’ very quickly so they can start doing what they do best. “But many of us strategists enjoy taking people on the journey of how we got there by unpacking context and patterns. What designers might see as wordy, we see as fascinating storytelling, but perhaps we tell them more than they need to know, to protect our own egos.” There seems to be a recurring tension between the idea of strategists as left brain thinkers – rigorous, analytical, and logical – against designers as right-brain thinkers – more creative and emotional. But Manfred Abraham points out this is a false – if persistent – way of looking at strategy. “Some designers have missed that there might be a strong right brain there as well!” he says. What don’t clients understand about your role? “Unless clients have experienced it before, they aren’t immediately going to understand the value of strategy,” Gardiner Richardson’s Matt Forster says. “They may have worked with agencies who underpin their creative approaches on little substance. “Once we’ve explained our strategic process, why we follow it and the value it will create for all their creative communications and wider business, it’s a no brainer.” Nor does every client understand the commercial power of great design. “In the brand consulting and growth space specifically, clients often think that strategy is communication strategy,” says Manfred Abraham. “The strategies we develop go much further than that – communications is a part of it.” And adding all this value takes time – more than some clients realise. “I think for clients, it is understanding the need to protect the time and space to do a proper job at this stage and the benefit that will bring,” says Into The Light’s Louise Kennedy. “We might even need to commission new insight work if we feel there are big gaps in knowledge,” she adds. How do you balance multiple client meetings with getting the deep thinking done? This, most strategists agree, is a precarious juggling act. “It sometimes feels like ‘manager time’ has won out over ‘maker time,’” says Design Bridge and Partners’ Matt Boffey. “Days are apportioned into slots, from 30 minutes to an hour, which is perfect for meetings but inadequate for building momentum on substantial projects. The goal, he insists, isn’t to eliminate meetings. “Collaboration remains essential. Rather, it’s to create conditions where both discussion and deep work can thrive. We must be careful that ‘talking’ doesn’t completely squeeze out ‘doing’.” He encourages his team to block time between meetings to mentally stretch, as you might after a gym session. “And I’m a strong advocate for reserving longer periods, either half days or full days, for the ‘deep work’ required when writing a discovery debrief or developing brand strategy.” Although Louise Kennedy blocks out time in this way, she finds it doesn’t always work for her. “Often in those moments I can get brainfreeze as I feel under pressure to produce something smart,” she says. “So I like to read everything on a project then leave it for at least a day so my brain can digest it fully and start working behind the scenes.” External consultants can work the schedule that suits them. On most days, Manfred Abraham gets up at 5.30am because that’s when his brain is at its best. It’s also a time of day free of client meetings, “so it’s great thinking time,” he says. Polly Clark, on the other hand, embraces this juggling act. “It’s always something I’ve needed to do, and actually helps sharpen my thinking. Switching focus means I can come back to things fresher, and stops me getting caught up in the weeds.” What’s the worst thing a designer can say to a strategist? Matt Forster – “That they still don’t get it – which means I haven’t involved them enough, explained it well enough or done a good enough job.” Louise Kennedy – “’I’m confused’ or worse, ‘I’m confused and bored’.” Matt Boffey – ‘“Great, the client’s bought the strategy, now we can really start the work.” “This sounds like strategy has become a hurdle to clear before creativity begins, where it should be the foundation that makes creativity powerful and purposeful. The best work happens when strategists and designers see their contributions as interconnected parts of a unified process, rather than unrelated elements.” Polly Clark – “In the past I’ve heard designers question what strategy brings. That’s been when the strategy hasn’t made sense of the challenge, or is overly convoluted – which is sure to make everyone switch off.” Manfred Abraham – “That great design doesn’t need strategic thinking. It’s simply not true. We are great individually but we are brilliant together.” #strategy #not #threat #what #strategists

WWW.DESIGNWEEK.CO.UK

“Strategy is not a threat” – what strategists want designers to know

The relationship between strategists and designers is key to creating effective work that meets clients’ needs. But strategists can feel misunderstood, and even undervalued, in their attempts to set a project’s direction through clear and meaningful thinking. We spoke with a range of in-house and independent strategists about what they wish designers knew about their work. Is the role of strategists changing, like so many design industry roles right now? If so, how? “The lightning speed turnaround” of creative work is creating new pressures, says Gardiner Richardson’s associate director and strategic lead, Matt Forster. Partly this is down to the rise of AI, which is front-of-mind according to independent strategist Manfred Abraham, who has held senior roles at Interbrand and Wolff Olins. The two big shifts, he says, are AI’s potential to bring efficiency to the process – using information gathering and analytics to inform insights – and the dramatic changes that AI will bring to the consumer landscape. “Imagine a world where your personal AI agent makes your life much easier,” he says. “What are consumers going to do with their extra time? Strategists will have to work in close collaboration with creatives to be able to imagine the future for our clients.” Beyond AI, consumers’ withering attention spans, coupled with the proliferating demands on their time, creates a big challenge. “Brands are looking for strategists to show them high interest areas of culture where they have a credible role to play, making it easier for them to reach their audience,” says Matt Boffey, chief strategy officer, UK & Europe, at Design Bridge and Partners. As the world becomes more complex, there is a renewed appetite for clarity, says Polly Clark, a strategy consultant for agencies like Buddy Creative in Cornwall. “I’m seeing that simplicity is even more important than ever,” she says. “Overly complex or convoluted thinking isn’t helpful for anyone, and just slows everything down.” And some strategists have noticed a bit of mission creep. “Increasingly, clients are expecting strategists to contribute at a broader business level not purely brand strategy, design or comms,” says Louise Kennedy, who recently joined Into The Light as head of strategy. What don’t designers understand about your role? “Strategy is not a threat or a limit to designers’ creativity,” says Gardiner Richardson’s Matt Forster. “It’s a springboard to a controlled creative leap.” Into the Light’s Louise Kennedy points out that “designers, on the whole, are visual and often want to get to the ‘creative ask’ very quickly so they can start doing what they do best. “But many of us strategists enjoy taking people on the journey of how we got there by unpacking context and patterns. What designers might see as wordy, we see as fascinating storytelling, but perhaps we tell them more than they need to know, to protect our own egos.” There seems to be a recurring tension between the idea of strategists as left brain thinkers – rigorous, analytical, and logical – against designers as right-brain thinkers – more creative and emotional. But Manfred Abraham points out this is a false – if persistent – way of looking at strategy. “Some designers have missed that there might be a strong right brain there as well!” he says. What don’t clients understand about your role? “Unless clients have experienced it before, they aren’t immediately going to understand the value of strategy,” Gardiner Richardson’s Matt Forster says. “They may have worked with agencies who underpin their creative approaches on little substance. “Once we’ve explained our strategic process, why we follow it and the value it will create for all their creative communications and wider business, it’s a no brainer.” Nor does every client understand the commercial power of great design. “In the brand consulting and growth space specifically, clients often think that strategy is communication strategy,” says Manfred Abraham. “The strategies we develop go much further than that – communications is a part of it.” And adding all this value takes time – more than some clients realise. “I think for clients, it is understanding the need to protect the time and space to do a proper job at this stage and the benefit that will bring,” says Into The Light’s Louise Kennedy. “We might even need to commission new insight work if we feel there are big gaps in knowledge,” she adds. How do you balance multiple client meetings with getting the deep thinking done? This, most strategists agree, is a precarious juggling act. “It sometimes feels like ‘manager time’ has won out over ‘maker time,’” says Design Bridge and Partners’ Matt Boffey. “Days are apportioned into slots, from 30 minutes to an hour, which is perfect for meetings but inadequate for building momentum on substantial projects. The goal, he insists, isn’t to eliminate meetings. “Collaboration remains essential. Rather, it’s to create conditions where both discussion and deep work can thrive. We must be careful that ‘talking’ doesn’t completely squeeze out ‘doing’.” He encourages his team to block time between meetings to mentally stretch, as you might after a gym session. “And I’m a strong advocate for reserving longer periods, either half days or full days, for the ‘deep work’ required when writing a discovery debrief or developing brand strategy.” Although Louise Kennedy blocks out time in this way, she finds it doesn’t always work for her. “Often in those moments I can get brainfreeze as I feel under pressure to produce something smart,” she says. “So I like to read everything on a project then leave it for at least a day so my brain can digest it fully and start working behind the scenes.” External consultants can work the schedule that suits them. On most days, Manfred Abraham gets up at 5.30am because that’s when his brain is at its best. It’s also a time of day free of client meetings, “so it’s great thinking time,” he says. Polly Clark, on the other hand, embraces this juggling act. “It’s always something I’ve needed to do, and actually helps sharpen my thinking. Switching focus means I can come back to things fresher, and stops me getting caught up in the weeds.” What’s the worst thing a designer can say to a strategist? Matt Forster – “That they still don’t get it – which means I haven’t involved them enough, explained it well enough or done a good enough job.” Louise Kennedy – “’I’m confused’ or worse, ‘I’m confused and bored’.” Matt Boffey – ‘“Great, the client’s bought the strategy, now we can really start the work.” “This sounds like strategy has become a hurdle to clear before creativity begins, where it should be the foundation that makes creativity powerful and purposeful. The best work happens when strategists and designers see their contributions as interconnected parts of a unified process, rather than unrelated elements.” Polly Clark – “In the past I’ve heard designers question what strategy brings. That’s been when the strategy hasn’t made sense of the challenge, or is overly convoluted – which is sure to make everyone switch off.” Manfred Abraham – “That great design doesn’t need strategic thinking. It’s simply not true. We are great individually but we are brilliant together.”

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2025-06-03 09:17:16 ·

WhatsApp beta users can now craft their own AI chatbots - here's why you might want one

When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works.

WhatsApp beta users can now craft their own AI chatbots - here's why you might want one

Paul Hill

Neowin
@ziks_99 ·

Jun 3, 2025 05:10 EDT

Since the end of 2022, tech companies, and even non-tech companies, have been clamoring to pile AI into their services. Despite what many people say about not liking AI, plenty of people are still using it every day, making it a key offering. Not only that, but for public companies like Meta, the inclusion of AI does very well with investors, so that’s another reason it’s being added.
While the most common chatbot people talk about is ChatGPT, which is pretty faceless, there is demand for AI chatbots with a face, this is why people use tools like Character.ai and Replika. One of the only big tech firms that has gone down this route is Meta, which lets you create and share AI characters.
To date, some of Meta’s apps, like Messenger, allow you to chat with these AI personas but you can’t do that yet in the stable version of WhatsApp. The company is now testing it with the Android Beta and when it’s ready, it should make a more seamless experience across Meta’s applications.

Many of the popular bots that people use including ChatGPT, Gemini, and DeepSeek are faceless and offer the same tone out of the box. To be fair to Gemini, it does allow all users to create Gems now, and they actually offer a bit more flexibility than just creating characters to talk to like in Messenger.
The chatbots in Messenger have the benefit of being in the Messenger app, which most people use and giving them a personality and making them feel like an “AI person” fits better in Messenger.
Whether we really need these AI bots in Messenger is still up for debate. It’s quite a new feature and some people may find some good uses for them, but as mentioned, they don’t seem as flexible, or provide as detailed responses as custom bots made on Poe or Gemini Gems. They are definitely for having casual conversations with.
WhatsApp's new AI chatbot creator
We’ve known that the chatbot feature was coming to WhatsApp for a long time already. WhatsApp beta for Android 2.25.1.26, released in January, included the feature for some beta testers. With the latest WhatsApp beta for Android 2.25.18.4, it seems like WhatsApp is trialing the feature with members of the public, suggesting its release is imminent.
Screenshots of the app, obtained by WABetaInfo show that you can describe your AI, select its personality, its traits, its image and more. The process seems to be the same as the process already available in Messenger.
One of the nice things that Meta provides when creating these AI bots is templates and suggestions such as the attitude of the bot or the instructions for the bot. This is the same as in Messenger and allows you to get started chatting with your custom bots faster.
In terms of sharing, you have the option to make the bots private, share them with friends, or share them publicly. If you make something specific for your needs then the private option would be best, while bots with mass appeal could be set to public.
Creating bots in WhatsApp is straightforward once you have access to the AI Studio. During the creation process you’ll need to name your AI, define its personality, choose a tone, design an avatar, and create a catchy tagline to attract users if you ever set it to public.
Much of the information will be pre-filled based on the initial details you provide about the AI’s role and personality. Some ideas for bots that you can create include a motivational coach, a travel recommendation AI, or a daily planner.
While setting up these AI bots is easy to do, users may find their actual benefits limited. Besides the nagging feeling that you’re socializing with a clever bit of code, Meta seems to truncate the answers of these bots so they don’t rattle on, but depending on what you want them to do, you may need them to give a lengthy response, but they won’t.
What personalized AI chatbots could offer
If you are looking for an AI that chats to you conversationally like real people do, then this could be the feature you’re looking for. The fact that you can personalize bots with specific traits is something you can’t do as easily in apps like ChatGPT and Gemini and the fact that they have an avatar makes them more connectable too.
Two of the defining features of Meta’s AI implementation is the ability to create custom AIs with a unique personality and to share them publicly. If you are having difficulty thinking of what a bot could be instructed to do, you can easily find community bots and interact with those instead and may find they provide some value.
While these bots could be interesting for some people, they do carry the same risks as other AIs and that is that they can hallucinate. There was also a case in the UK where a man had been encouraged by his Replika to break into Buckingham Palace with a crossbow to kill the then head of state. Similar issues to this could result from Meta’s AI chatbots in time.
Potential pitfalls
While the feature is pretty interesting there are some things to be aware of. Firstly, the feature is still in beta on WhatsApp so you may run into issues and things could change once it’s finally released.
Meta also states that it uses your interactions to improve its AI services, for this reason it is essential not to share personal information as Meta could read it.
While Meta does limit the creation of bots that go against its standards, the company also warns that bots can output harmful content, so this could be dangerous for impressionable people who end up acting on what an AI has said with negative outcomes.
What to watch for next
It’s not clear when these AI chatbots will be available in the stable channel but given that a wider rollout is underway among beta users perhaps we are not too far off. For most people, this is not going to be a must-have feature, just a nice to have. We’ve been using WhatsApp to chat with friends for years, so clearly the app is just fine without the inclusion of AI, but when it’s available, people may be able to get more value out of the app.
When the feature launches for all users, bots should be discoverable in the same way they are on Messenger where they’re categorized by category allowing users to begin chats easily.
It remains to be seen how users will interact with this feature in the long-run. Last year, we reported that Meta was looking to give bots profiles on its social networks and this was met by somebacklash in our comments section.

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WhatsApp beta users can now craft their own AI chatbots - here's why you might want one
When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works. WhatsApp beta users can now craft their own AI chatbots - here's why you might want one Paul Hill Neowin @ziks_99 · Jun 3, 2025 05:10 EDT Since the end of 2022, tech companies, and even non-tech companies, have been clamoring to pile AI into their services. Despite what many people say about not liking AI, plenty of people are still using it every day, making it a key offering. Not only that, but for public companies like Meta, the inclusion of AI does very well with investors, so that’s another reason it’s being added. While the most common chatbot people talk about is ChatGPT, which is pretty faceless, there is demand for AI chatbots with a face, this is why people use tools like Character.ai and Replika. One of the only big tech firms that has gone down this route is Meta, which lets you create and share AI characters. To date, some of Meta’s apps, like Messenger, allow you to chat with these AI personas but you can’t do that yet in the stable version of WhatsApp. The company is now testing it with the Android Beta and when it’s ready, it should make a more seamless experience across Meta’s applications. Many of the popular bots that people use including ChatGPT, Gemini, and DeepSeek are faceless and offer the same tone out of the box. To be fair to Gemini, it does allow all users to create Gems now, and they actually offer a bit more flexibility than just creating characters to talk to like in Messenger. The chatbots in Messenger have the benefit of being in the Messenger app, which most people use and giving them a personality and making them feel like an “AI person” fits better in Messenger. Whether we really need these AI bots in Messenger is still up for debate. It’s quite a new feature and some people may find some good uses for them, but as mentioned, they don’t seem as flexible, or provide as detailed responses as custom bots made on Poe or Gemini Gems. They are definitely for having casual conversations with. WhatsApp's new AI chatbot creator We’ve known that the chatbot feature was coming to WhatsApp for a long time already. WhatsApp beta for Android 2.25.1.26, released in January, included the feature for some beta testers. With the latest WhatsApp beta for Android 2.25.18.4, it seems like WhatsApp is trialing the feature with members of the public, suggesting its release is imminent. Screenshots of the app, obtained by WABetaInfo show that you can describe your AI, select its personality, its traits, its image and more. The process seems to be the same as the process already available in Messenger. One of the nice things that Meta provides when creating these AI bots is templates and suggestions such as the attitude of the bot or the instructions for the bot. This is the same as in Messenger and allows you to get started chatting with your custom bots faster. In terms of sharing, you have the option to make the bots private, share them with friends, or share them publicly. If you make something specific for your needs then the private option would be best, while bots with mass appeal could be set to public. Creating bots in WhatsApp is straightforward once you have access to the AI Studio. During the creation process you’ll need to name your AI, define its personality, choose a tone, design an avatar, and create a catchy tagline to attract users if you ever set it to public. Much of the information will be pre-filled based on the initial details you provide about the AI’s role and personality. Some ideas for bots that you can create include a motivational coach, a travel recommendation AI, or a daily planner. While setting up these AI bots is easy to do, users may find their actual benefits limited. Besides the nagging feeling that you’re socializing with a clever bit of code, Meta seems to truncate the answers of these bots so they don’t rattle on, but depending on what you want them to do, you may need them to give a lengthy response, but they won’t. What personalized AI chatbots could offer If you are looking for an AI that chats to you conversationally like real people do, then this could be the feature you’re looking for. The fact that you can personalize bots with specific traits is something you can’t do as easily in apps like ChatGPT and Gemini and the fact that they have an avatar makes them more connectable too. Two of the defining features of Meta’s AI implementation is the ability to create custom AIs with a unique personality and to share them publicly. If you are having difficulty thinking of what a bot could be instructed to do, you can easily find community bots and interact with those instead and may find they provide some value. While these bots could be interesting for some people, they do carry the same risks as other AIs and that is that they can hallucinate. There was also a case in the UK where a man had been encouraged by his Replika to break into Buckingham Palace with a crossbow to kill the then head of state. Similar issues to this could result from Meta’s AI chatbots in time. Potential pitfalls While the feature is pretty interesting there are some things to be aware of. Firstly, the feature is still in beta on WhatsApp so you may run into issues and things could change once it’s finally released. Meta also states that it uses your interactions to improve its AI services, for this reason it is essential not to share personal information as Meta could read it. While Meta does limit the creation of bots that go against its standards, the company also warns that bots can output harmful content, so this could be dangerous for impressionable people who end up acting on what an AI has said with negative outcomes. What to watch for next It’s not clear when these AI chatbots will be available in the stable channel but given that a wider rollout is underway among beta users perhaps we are not too far off. For most people, this is not going to be a must-have feature, just a nice to have. We’ve been using WhatsApp to chat with friends for years, so clearly the app is just fine without the inclusion of AI, but when it’s available, people may be able to get more value out of the app. When the feature launches for all users, bots should be discoverable in the same way they are on Messenger where they’re categorized by category allowing users to begin chats easily. It remains to be seen how users will interact with this feature in the long-run. Last year, we reported that Meta was looking to give bots profiles on its social networks and this was met by somebacklash in our comments section. Tags Report a problem with article Follow @NeowinFeed #whatsapp #beta #users #can #now

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WhatsApp beta users can now craft their own AI chatbots - here's why you might want one

When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works. WhatsApp beta users can now craft their own AI chatbots - here's why you might want one Paul Hill Neowin @ziks_99 · Jun 3, 2025 05:10 EDT Since the end of 2022, tech companies, and even non-tech companies, have been clamoring to pile AI into their services. Despite what many people say about not liking AI, plenty of people are still using it every day, making it a key offering. Not only that, but for public companies like Meta, the inclusion of AI does very well with investors, so that’s another reason it’s being added. While the most common chatbot people talk about is ChatGPT, which is pretty faceless, there is demand for AI chatbots with a face, this is why people use tools like Character.ai and Replika. One of the only big tech firms that has gone down this route is Meta, which lets you create and share AI characters. To date, some of Meta’s apps, like Messenger, allow you to chat with these AI personas but you can’t do that yet in the stable version of WhatsApp. The company is now testing it with the Android Beta and when it’s ready, it should make a more seamless experience across Meta’s applications. Many of the popular bots that people use including ChatGPT, Gemini, and DeepSeek are faceless and offer the same tone out of the box. To be fair to Gemini, it does allow all users to create Gems now, and they actually offer a bit more flexibility than just creating characters to talk to like in Messenger. The chatbots in Messenger have the benefit of being in the Messenger app, which most people use and giving them a personality and making them feel like an “AI person” fits better in Messenger. Whether we really need these AI bots in Messenger is still up for debate. It’s quite a new feature and some people may find some good uses for them, but as mentioned, they don’t seem as flexible, or provide as detailed responses as custom bots made on Poe or Gemini Gems. They are definitely for having casual conversations with. WhatsApp's new AI chatbot creator We’ve known that the chatbot feature was coming to WhatsApp for a long time already. WhatsApp beta for Android 2.25.1.26, released in January, included the feature for some beta testers. With the latest WhatsApp beta for Android 2.25.18.4, it seems like WhatsApp is trialing the feature with members of the public, suggesting its release is imminent. Screenshots of the app, obtained by WABetaInfo show that you can describe your AI, select its personality, its traits, its image and more. The process seems to be the same as the process already available in Messenger. One of the nice things that Meta provides when creating these AI bots is templates and suggestions such as the attitude of the bot or the instructions for the bot. This is the same as in Messenger and allows you to get started chatting with your custom bots faster. In terms of sharing, you have the option to make the bots private, share them with friends (at least in the case of Messenger and presumably WhatsApp), or share them publicly. If you make something specific for your needs then the private option would be best, while bots with mass appeal could be set to public. Creating bots in WhatsApp is straightforward once you have access to the AI Studio. During the creation process you’ll need to name your AI, define its personality, choose a tone, design an avatar (some will be made for you with Meta’s AI), and create a catchy tagline to attract users if you ever set it to public. Much of the information will be pre-filled based on the initial details you provide about the AI’s role and personality. Some ideas for bots that you can create include a motivational coach, a travel recommendation AI, or a daily planner. While setting up these AI bots is easy to do, users may find their actual benefits limited. Besides the nagging feeling that you’re socializing with a clever bit of code, Meta seems to truncate the answers of these bots so they don’t rattle on, but depending on what you want them to do, you may need them to give a lengthy response, but they won’t. What personalized AI chatbots could offer If you are looking for an AI that chats to you conversationally like real people do, then this could be the feature you’re looking for. The fact that you can personalize bots with specific traits is something you can’t do as easily in apps like ChatGPT and Gemini and the fact that they have an avatar makes them more connectable too. Two of the defining features of Meta’s AI implementation is the ability to create custom AIs with a unique personality and to share them publicly. If you are having difficulty thinking of what a bot could be instructed to do, you can easily find community bots and interact with those instead and may find they provide some value. While these bots could be interesting for some people, they do carry the same risks as other AIs and that is that they can hallucinate. There was also a case in the UK where a man had been encouraged by his Replika to break into Buckingham Palace with a crossbow to kill the then head of state. Similar issues to this could result from Meta’s AI chatbots in time. Potential pitfalls While the feature is pretty interesting there are some things to be aware of. Firstly, the feature is still in beta on WhatsApp so you may run into issues and things could change once it’s finally released. Meta also states that it uses your interactions to improve its AI services, for this reason it is essential not to share personal information as Meta could read it. While Meta does limit the creation of bots that go against its standards, the company also warns that bots can output harmful content, so this could be dangerous for impressionable people who end up acting on what an AI has said with negative outcomes. What to watch for next It’s not clear when these AI chatbots will be available in the stable channel but given that a wider rollout is underway among beta users perhaps we are not too far off. For most people, this is not going to be a must-have feature, just a nice to have. We’ve been using WhatsApp to chat with friends for years, so clearly the app is just fine without the inclusion of AI, but when it’s available, people may be able to get more value out of the app. When the feature launches for all users, bots should be discoverable in the same way they are on Messenger where they’re categorized by category allowing users to begin chats easily. It remains to be seen how users will interact with this feature in the long-run. Last year, we reported that Meta was looking to give bots profiles on its social networks and this was met by somebacklash in our comments section. Tags Report a problem with article Follow @NeowinFeed

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2025-06-03 09:16:33 ·

Design to Code with the Figma MCP Server

Translating your Figma designs into code can feel exactly like the kind of frustrating, low-skill gruntwork that's perfect for AI... except that most of us have also watched AI butcher hopeful screenshots into unresponsive spaghetti.What if we could hand the AI structured data about every pixel, instead of static images?This is how Figma Model Context Protocolservers work. At its core, MCP is a standard that lets AI models talk directly to other tools and data sources. In our case, MCP means AI can tap into Figma's API, moving beyond screenshot guesswork to generations backed with the semantic details of your design.Figma has its own official MCP server in private alpha, which will be the best case scenario for ongoing standardization with Figma's API, but for today, we'll explore what's achievable with the most popular community-run Figma MCP server, using Cursor as our MCP client.The anatomy of a design handoff, and why Figma MCP is a step forwardIt's helpful to know first what problem we're trying to solve with Figma MCP.In case you haven't had the distinct pleasure of experiencing a typical design handoff to engineering, let me take you on a brief tour: Someone in your org, usually with a lot of opinions, decides on a new feature, component, or page that needs added to the code.
Your design team creates a mockup. It is beautiful and full of potential. If you're really lucky, it's even practical to implement in code. You're often not really lucky.
You begin to think how to implement the design. Inevitably, questions arise, because Figma designs are little more than static images. What happens when you hover this button? Is there an animation on scroll? Is this still legible in tablet size?
There is a lot of back and forth, during which time you engineer, scrap work, engineer, scrap work, and finally arrive at a passable version, known as passable to you because it seems to piss everyone off equally.
Now, finally, you can do the fun part: finesse. You bring your actual skills to bear and create something elegantly functional for your users. There may be more iterations after this, but you're happy for now.Sound familiar? Hopefully, it goes better at your org.Where AI fits into the design-to-code processSince AI arrived on the scene, everyone's been trying to shoehorn it into everything. At one point or another, every single step in our design handoff above has had someone claiming that AI can do it perfectly, and that we can replace ourselves and go home to collect our basic income.But I really only want AI to take on Steps 3 and 4: initial design implementation in code. For the rest, I very much like humans in charge. This is why something like a design-to-code AI excites me. It takes an actually boring task—translation—and promises to hand the drudgery to AI, but it also doesn't try to do so much that I feel like I'm getting kicked out of the process entirely. AI scaffolds the boilerplate, and I can just edit the details.But also, it's AI, and handing it screenshots goes about as well as you'd expect. It's like if you've ever tried to draw a friend's face from memory. Sure, you can kinda tell it's them.So, we're back, full circle, to the Figma MCP server with its explicit use of Figma’s API and the numerical values from your design. Let's try it and see how much better the results may be.How to use the Figma MCP serverOkay, down to business. Feel free to follow along. We're going to:Get Figma credentials and a sample design
Get the MCP server running in CursorSet up a quick target repo
Walk through an example design to code flowStep 1: Get your Figma file and credentialsIf you've already got some Figma designs handy, great! It's more rewarding to see your own designs come to life. Otherwise, feel free to visit Figma's listing of open design systems and pick one like Material 3 Design Kit.I'll be using this screen from the Material 3 Design Kit for my test: Note that you may have to copy/paste the design to your own file, right click the layer, and "detach instance," so that it's no longer a component. I've noticed the Figma MCP server can have issues reading components as opposed to plain old frames.Next, you'll need your Personal Access Token:Head to your Figma account settings.
Go to the Security tab.
Generate a new token with the permissions and expiry date you prefer.Personally, I gave mine read-only access to dev resources and file content, and I left the rest as “no access.”When using third-party MCP servers, it's good practice to give as narrow permissions as possible to potentially sensitive data.Step 2: Set up your MCP clientNow that we've got our token, we can hop into an MCP client of your choosing.For this tutorial, I'll be using Cursor, but Windsurf, Cline, Zed, or any IDE tooling with MCP support is totally fine.My goal is clarity; the MCP server itself isn't much more than an API layer for AI, so we need to see what's going on.In Cursor, head to Cursor Settings -> MCP -> Add new global MCP server. Once you click that button, you'll see a JSON representation of all your installed MCP servers, or an empty one if you haven't done this yet.You can add the community Figma MCP server like such:{
"mcpServers": {
"Framelink Figma MCP": {
"command": "npx",
"args":}
}
}To ensure Cursor can use npx, make sure you have Node installed on your system.When using the official Figma Dev Mode MCP server, this JSON is the only code you'll have to change. Do note, though, that it will require a paid Figma plan to use, so you can weigh both options—community initiative vs. standardized support.Now, when you prompt Cursor in Agent mode, you'll see the AI make tool calls to the MCP server when you say things like, "Use the Figma MCP to..."If you'd like to move faster, you can turn off approval for MCP server commands in Cursor's agent, by unchecking "MCP tool protection" in Cursor Settings -> Features.Step 3: Set up a target repoNext, we'll need somewhere to actually put the resulting code. When using this workflow, you're not always going to be starting from scratch; good design to code means implementing Figma designs in existing repos.For our purposes today, I'll just spin up a Next.js starter template, with npx create-next-app@latest.Step 4: ShowtimeOkay, we should be all set. Select the relevant layerin Figma, copy their links, and feed it into the Cursor agent. My prompt is just:Can you replace my homepage with this Figma design? It should be a basic chat interface.

Figma frame: <;

Please use the Figma MCP server.

Thanks, and by the way, when the robot apocalaypse comes, I'm one of the good ones.Let's see it in action:And here's an example of some of the resulting code that it made:{/* Message Input */}
<div className="p-6 bg-white border-t border-">
<div className="flex items-center space-x-4">
<button className="p-2 rounded-full hover:bg-">
<svg className="w-6 h-6 text-" fill="currentColor" viewBox="0 0 24 24">
<path d="M12 2C6.48 2 2 6.48 2 12s4.48 10 10 10 10-4.48 10-10S17.52 2 12 2zm5 11h-4v4h-2v-4H7v-2h4V7h2v4h4v2z"/>
</svg>
</button>

<button className="p-2 rounded-full hover:bg-">
<svg className="w-6 h-6 text-" fill="currentColor" viewBox="0 0 24 24">
<path d="M11.99 2C6.47 2 2 6.48 2 12s4.47 10 9.99 10C17.52 22 22 17.52 22 12S17.52 2 11.99 2zM12 20c-4.42 0-8-3.58-8-8s3.58-8 8-8 8 3.58 8 8-3.58 8-8 8zm3.5-9c.83 0 1.5-.67 1.5-1.5S16.33 8 15.5 8 14 8.67 14 9.5s.67 1.5 1.5 1.5zm-7 0c.83 0 1.5-.67 1.5-1.5S9.33 8 8.5 8 7 8.67 7 9.5 7.67 11 8.5 11zm3.5 6.5c2.33 0 4.31-1.46 5.11-3.5H6.89c.8 2.04 2.78 3.5 5.11 3.5z"/>
</svg>
</button>

<div className="flex-1 relative">
<div className="flex items-center bg-rounded-full px-4 py-3">
<button className="p-1 rounded-full hover:bg-mr-3">
<svg className="w-5 h-5 text-" fill="currentColor" viewBox="0 0 24 24">
<path d="M3 18h18v-2H3v2zm0-5h18v-2H3v2zm0-7v2h18V6H3z"/>
</svg>
</button>

<input
type="text"
value={newMessage}
onChange={=> setNewMessage}
onKeyPress={handleKeyPress}
placeholder="Type a message..."
className="flex-1 bg-transparent outline-none text-placeholder-"
/>

<button
onClick={handleSendMessage}
className="p-1 rounded-full hover:bg-ml-3"
>
<svg className="w-5 h-5 text-" fill="currentColor" viewBox="0 0 24 24">
<path d="M15.5 14h-.79l-.28-.27C15.41 12.59 16 11.11 16 9.5 16 5.91 13.09 3 9.5 3S3 5.91 3 9.5 5.91 16 9.5 16c1.61 0 3.09-.59 4.23-1.57l.27.28v.79l5 4.99L20.49 19l-4.99-5zm-6 0C7.01 14 5 11.99 5 9.5S7.01 5 9.5 5 14 7.01 14 9.5 11.99 14 9.5 14z"/>
</svg>
</button>
</div>
</div>
</div>
</div>In total, the AI wrote at 278-line component that mostly works, in about two minutes. Honestly, not bad for a single shot.I can use a few more prompts to clean up the code, and then go in there by hand to finesse some of the CSS, which AI never seems to get as clean as I like. But it definitely saves me time over setting this all up by hand.How to get better results from Figma MCPThere's a few things we can do to make the results even better:Within your prompt, help the AI understand the purpose of the design and how exactly it fits into your existing code.
Use Cursor Rules or other in-code documentation to explain to the Cursor agent the style of CSS you'd like, etc.
Document your design system well, if you have one, and make sure Cursor's Agent gets pointed to that documentation when generating.
Don't overwhelm the agent. Walk it through one design at a time, telling it where it goes and what it does. The process isn't fully automatic yet.Basically, it all boils down to more context, given granularly. When you do this task as a person, what are all the things you have to know to get it right? Break that down, write it in markdown files, and then point the agent there every time you need to do this task.Some markdown files you might attach in all design generations are:A design system component list
A CSS style guide
A frameworkstyle guide
Test suite rules
Explicit instructions to iterate on failed lints, TypeScript checks, and testsIndividual prompts could just include what the new component should do and how it fits in the app.Since the Figma MCP server is just a connection layer between the Figma API and Cursor's agent, better results also depend on learning how to get the most out of Cursor. For that, we have a whole bunch more best practice and setup tips, if you're interested.More than anything, don't expect perfect results. Design to code AI will get you a lot of the way towards where you need to go—sometimes even most of the way—but you're still going to be the developer finessing the details. The goal is just to save a little time. You're not trying to replace yourself.Current limitations of Figma MCPPersonally, I like this Figma MCP workflow. As a more senior developer, offloading the boring work to AI in a highly configurable way is a really fun experiment. But there's still a lot of limitations.MCP is a dev-only playground. Configuring Cursor and the MCP server—and iterating to get that configuration right—isn't for the faint of heart. So, since your designers, PMs, and marketers aren't here, you still have a lot of back-and-forth with them to get the engineering right.
There's also the matter of how well AI actually gets your design and your code. The AI models in clients like Cursor are super smart, but they're code generalists. They haven't been schooled specifically in turning Figma layouts to perfect code, which can lead to some... creative... interpretations. Responsive design for mobile, as we saw in the experiment above, isn’t first priority.
It's not a deterministic process. Even if AI has perfect access to Figma data, it can still go off the rails. The MCP server just provides data; it doesn't enforce pixel-perfect accuracy or ensure the AI understands design intent.
Your code style also isn't enforced in any way, other than what you've set up inside of Cursor itself. Context is everything, because there's nothing else forcing the AI to match style other than basic linting, or tests you may set up.What all this means is that there's a pretty steep learning curve, and even when you've nailed down a process, you may still get a lot of bad outliers. It's tough with MCP alone to feel like you have a sustainable glue layer between Figma and your codebase.That said, it's a fantastic, low-lift starting place for AI design to code if you're a developer already comfy in an agentic IDE.Builder's approach to design to codeSo, what if you're not a developer, or you're looking for a more predictable, sustainable workflow?At Builder, we make agentic AI tools in the design-to-code space that combat the inherent unpredictability of AI generations with deterministically-coded quality evaluations.Figma to code is a solved problem for us already. Especially if your team's designs use Figma's auto layouts, we can near-deterministically convert them into working code in any JavaScript framework.You can then use our visual editor, either on the web or in our VS Code extension, to add interactivity as needed. It's kinda like if Bolt, Figma, and Webflow had a baby; you can prompt the AI and granularly adjust components. Vibe code DOOM or just fix your padding. Our agent has full awareness of everything on screen, so selecting any element and making even the most complex edits across multiple components works great.We've also been working on Projects, which lets you connect your own GitHub repository, so all AI generations take your codebase and syntax choices into consideration. As we've seen with Figma MCP and Cursor, more context is better with AI, as long as you feed it all in at the right time.Projects syncs your design system across Figma and code, and you can make any change into a PRfor you and your team to review.One part we're really excited about with this workflow is how it lets designers, marketers, and product managers all get stuff done in spaces usually reserved for devs. As we've been dogfooding internally, we've seen boards of Jira papercut tickets just kinda... vanish.Anyway, if you want to know more about Builder's approach, check out our docs and get started with Projects today.So, is the Figma MCP worth your time?Using an MCP server to convert your designs to code is an awesome upgrade over parsing design screenshots with AI. Its data-rich approach gets you much farther along, much faster than developer effort alone.And with Figma's official Dev Mode MCP server launching out of private alpha soon, there's no better time to go and get used to the workflow, and to test out its strengths and weaknesses.Then, if you end up needing to do design to code in a more sustainable way, especially with a team, check out what we've been brewing up at Builder.Happy design engineering!
#design #code #with #figma #mcp

Design to Code with the Figma MCP Server
Translating your Figma designs into code can feel exactly like the kind of frustrating, low-skill gruntwork that's perfect for AI... except that most of us have also watched AI butcher hopeful screenshots into unresponsive spaghetti.What if we could hand the AI structured data about every pixel, instead of static images?This is how Figma Model Context Protocolservers work. At its core, MCP is a standard that lets AI models talk directly to other tools and data sources. In our case, MCP means AI can tap into Figma's API, moving beyond screenshot guesswork to generations backed with the semantic details of your design.Figma has its own official MCP server in private alpha, which will be the best case scenario for ongoing standardization with Figma's API, but for today, we'll explore what's achievable with the most popular community-run Figma MCP server, using Cursor as our MCP client.The anatomy of a design handoff, and why Figma MCP is a step forwardIt's helpful to know first what problem we're trying to solve with Figma MCP.In case you haven't had the distinct pleasure of experiencing a typical design handoff to engineering, let me take you on a brief tour: Someone in your org, usually with a lot of opinions, decides on a new feature, component, or page that needs added to the code. Your design team creates a mockup. It is beautiful and full of potential. If you're really lucky, it's even practical to implement in code. You're often not really lucky. You begin to think how to implement the design. Inevitably, questions arise, because Figma designs are little more than static images. What happens when you hover this button? Is there an animation on scroll? Is this still legible in tablet size? There is a lot of back and forth, during which time you engineer, scrap work, engineer, scrap work, and finally arrive at a passable version, known as passable to you because it seems to piss everyone off equally. Now, finally, you can do the fun part: finesse. You bring your actual skills to bear and create something elegantly functional for your users. There may be more iterations after this, but you're happy for now.Sound familiar? Hopefully, it goes better at your org.Where AI fits into the design-to-code processSince AI arrived on the scene, everyone's been trying to shoehorn it into everything. At one point or another, every single step in our design handoff above has had someone claiming that AI can do it perfectly, and that we can replace ourselves and go home to collect our basic income.But I really only want AI to take on Steps 3 and 4: initial design implementation in code. For the rest, I very much like humans in charge. This is why something like a design-to-code AI excites me. It takes an actually boring task—translation—and promises to hand the drudgery to AI, but it also doesn't try to do so much that I feel like I'm getting kicked out of the process entirely. AI scaffolds the boilerplate, and I can just edit the details.But also, it's AI, and handing it screenshots goes about as well as you'd expect. It's like if you've ever tried to draw a friend's face from memory. Sure, you can kinda tell it's them.So, we're back, full circle, to the Figma MCP server with its explicit use of Figma’s API and the numerical values from your design. Let's try it and see how much better the results may be.How to use the Figma MCP serverOkay, down to business. Feel free to follow along. We're going to:Get Figma credentials and a sample design Get the MCP server running in CursorSet up a quick target repo Walk through an example design to code flowStep 1: Get your Figma file and credentialsIf you've already got some Figma designs handy, great! It's more rewarding to see your own designs come to life. Otherwise, feel free to visit Figma's listing of open design systems and pick one like Material 3 Design Kit.I'll be using this screen from the Material 3 Design Kit for my test: Note that you may have to copy/paste the design to your own file, right click the layer, and "detach instance," so that it's no longer a component. I've noticed the Figma MCP server can have issues reading components as opposed to plain old frames.Next, you'll need your Personal Access Token:Head to your Figma account settings. Go to the Security tab. Generate a new token with the permissions and expiry date you prefer.Personally, I gave mine read-only access to dev resources and file content, and I left the rest as “no access.”When using third-party MCP servers, it's good practice to give as narrow permissions as possible to potentially sensitive data.Step 2: Set up your MCP clientNow that we've got our token, we can hop into an MCP client of your choosing.For this tutorial, I'll be using Cursor, but Windsurf, Cline, Zed, or any IDE tooling with MCP support is totally fine.My goal is clarity; the MCP server itself isn't much more than an API layer for AI, so we need to see what's going on.In Cursor, head to Cursor Settings -> MCP -> Add new global MCP server. Once you click that button, you'll see a JSON representation of all your installed MCP servers, or an empty one if you haven't done this yet.You can add the community Figma MCP server like such:{ "mcpServers": { "Framelink Figma MCP": { "command": "npx", "args":} } }To ensure Cursor can use npx, make sure you have Node installed on your system.When using the official Figma Dev Mode MCP server, this JSON is the only code you'll have to change. Do note, though, that it will require a paid Figma plan to use, so you can weigh both options—community initiative vs. standardized support.Now, when you prompt Cursor in Agent mode, you'll see the AI make tool calls to the MCP server when you say things like, "Use the Figma MCP to..."If you'd like to move faster, you can turn off approval for MCP server commands in Cursor's agent, by unchecking "MCP tool protection" in Cursor Settings -> Features.Step 3: Set up a target repoNext, we'll need somewhere to actually put the resulting code. When using this workflow, you're not always going to be starting from scratch; good design to code means implementing Figma designs in existing repos.For our purposes today, I'll just spin up a Next.js starter template, with npx create-next-app@latest.Step 4: ShowtimeOkay, we should be all set. Select the relevant layerin Figma, copy their links, and feed it into the Cursor agent. My prompt is just:Can you replace my homepage with this Figma design? It should be a basic chat interface. Figma frame: <; Please use the Figma MCP server. Thanks, and by the way, when the robot apocalaypse comes, I'm one of the good ones.Let's see it in action:And here's an example of some of the resulting code that it made:{/* Message Input */} <div className="p-6 bg-white border-t border-"> <div className="flex items-center space-x-4"> <button className="p-2 rounded-full hover:bg-"> <svg className="w-6 h-6 text-" fill="currentColor" viewBox="0 0 24 24"> <path d="M12 2C6.48 2 2 6.48 2 12s4.48 10 10 10 10-4.48 10-10S17.52 2 12 2zm5 11h-4v4h-2v-4H7v-2h4V7h2v4h4v2z"/> </svg> </button> <button className="p-2 rounded-full hover:bg-"> <svg className="w-6 h-6 text-" fill="currentColor" viewBox="0 0 24 24"> <path d="M11.99 2C6.47 2 2 6.48 2 12s4.47 10 9.99 10C17.52 22 22 17.52 22 12S17.52 2 11.99 2zM12 20c-4.42 0-8-3.58-8-8s3.58-8 8-8 8 3.58 8 8-3.58 8-8 8zm3.5-9c.83 0 1.5-.67 1.5-1.5S16.33 8 15.5 8 14 8.67 14 9.5s.67 1.5 1.5 1.5zm-7 0c.83 0 1.5-.67 1.5-1.5S9.33 8 8.5 8 7 8.67 7 9.5 7.67 11 8.5 11zm3.5 6.5c2.33 0 4.31-1.46 5.11-3.5H6.89c.8 2.04 2.78 3.5 5.11 3.5z"/> </svg> </button> <div className="flex-1 relative"> <div className="flex items-center bg-rounded-full px-4 py-3"> <button className="p-1 rounded-full hover:bg-mr-3"> <svg className="w-5 h-5 text-" fill="currentColor" viewBox="0 0 24 24"> <path d="M3 18h18v-2H3v2zm0-5h18v-2H3v2zm0-7v2h18V6H3z"/> </svg> </button> <input type="text" value={newMessage} onChange={=> setNewMessage} onKeyPress={handleKeyPress} placeholder="Type a message..." className="flex-1 bg-transparent outline-none text-placeholder-" /> <button onClick={handleSendMessage} className="p-1 rounded-full hover:bg-ml-3" > <svg className="w-5 h-5 text-" fill="currentColor" viewBox="0 0 24 24"> <path d="M15.5 14h-.79l-.28-.27C15.41 12.59 16 11.11 16 9.5 16 5.91 13.09 3 9.5 3S3 5.91 3 9.5 5.91 16 9.5 16c1.61 0 3.09-.59 4.23-1.57l.27.28v.79l5 4.99L20.49 19l-4.99-5zm-6 0C7.01 14 5 11.99 5 9.5S7.01 5 9.5 5 14 7.01 14 9.5 11.99 14 9.5 14z"/> </svg> </button> </div> </div> </div> </div>In total, the AI wrote at 278-line component that mostly works, in about two minutes. Honestly, not bad for a single shot.I can use a few more prompts to clean up the code, and then go in there by hand to finesse some of the CSS, which AI never seems to get as clean as I like. But it definitely saves me time over setting this all up by hand.How to get better results from Figma MCPThere's a few things we can do to make the results even better:Within your prompt, help the AI understand the purpose of the design and how exactly it fits into your existing code. Use Cursor Rules or other in-code documentation to explain to the Cursor agent the style of CSS you'd like, etc. Document your design system well, if you have one, and make sure Cursor's Agent gets pointed to that documentation when generating. Don't overwhelm the agent. Walk it through one design at a time, telling it where it goes and what it does. The process isn't fully automatic yet.Basically, it all boils down to more context, given granularly. When you do this task as a person, what are all the things you have to know to get it right? Break that down, write it in markdown files, and then point the agent there every time you need to do this task.Some markdown files you might attach in all design generations are:A design system component list A CSS style guide A frameworkstyle guide Test suite rules Explicit instructions to iterate on failed lints, TypeScript checks, and testsIndividual prompts could just include what the new component should do and how it fits in the app.Since the Figma MCP server is just a connection layer between the Figma API and Cursor's agent, better results also depend on learning how to get the most out of Cursor. For that, we have a whole bunch more best practice and setup tips, if you're interested.More than anything, don't expect perfect results. Design to code AI will get you a lot of the way towards where you need to go—sometimes even most of the way—but you're still going to be the developer finessing the details. The goal is just to save a little time. You're not trying to replace yourself.Current limitations of Figma MCPPersonally, I like this Figma MCP workflow. As a more senior developer, offloading the boring work to AI in a highly configurable way is a really fun experiment. But there's still a lot of limitations.MCP is a dev-only playground. Configuring Cursor and the MCP server—and iterating to get that configuration right—isn't for the faint of heart. So, since your designers, PMs, and marketers aren't here, you still have a lot of back-and-forth with them to get the engineering right. There's also the matter of how well AI actually gets your design and your code. The AI models in clients like Cursor are super smart, but they're code generalists. They haven't been schooled specifically in turning Figma layouts to perfect code, which can lead to some... creative... interpretations. Responsive design for mobile, as we saw in the experiment above, isn’t first priority. It's not a deterministic process. Even if AI has perfect access to Figma data, it can still go off the rails. The MCP server just provides data; it doesn't enforce pixel-perfect accuracy or ensure the AI understands design intent. Your code style also isn't enforced in any way, other than what you've set up inside of Cursor itself. Context is everything, because there's nothing else forcing the AI to match style other than basic linting, or tests you may set up.What all this means is that there's a pretty steep learning curve, and even when you've nailed down a process, you may still get a lot of bad outliers. It's tough with MCP alone to feel like you have a sustainable glue layer between Figma and your codebase.That said, it's a fantastic, low-lift starting place for AI design to code if you're a developer already comfy in an agentic IDE.Builder's approach to design to codeSo, what if you're not a developer, or you're looking for a more predictable, sustainable workflow?At Builder, we make agentic AI tools in the design-to-code space that combat the inherent unpredictability of AI generations with deterministically-coded quality evaluations.Figma to code is a solved problem for us already. Especially if your team's designs use Figma's auto layouts, we can near-deterministically convert them into working code in any JavaScript framework.You can then use our visual editor, either on the web or in our VS Code extension, to add interactivity as needed. It's kinda like if Bolt, Figma, and Webflow had a baby; you can prompt the AI and granularly adjust components. Vibe code DOOM or just fix your padding. Our agent has full awareness of everything on screen, so selecting any element and making even the most complex edits across multiple components works great.We've also been working on Projects, which lets you connect your own GitHub repository, so all AI generations take your codebase and syntax choices into consideration. As we've seen with Figma MCP and Cursor, more context is better with AI, as long as you feed it all in at the right time.Projects syncs your design system across Figma and code, and you can make any change into a PRfor you and your team to review.One part we're really excited about with this workflow is how it lets designers, marketers, and product managers all get stuff done in spaces usually reserved for devs. As we've been dogfooding internally, we've seen boards of Jira papercut tickets just kinda... vanish.Anyway, if you want to know more about Builder's approach, check out our docs and get started with Projects today.So, is the Figma MCP worth your time?Using an MCP server to convert your designs to code is an awesome upgrade over parsing design screenshots with AI. Its data-rich approach gets you much farther along, much faster than developer effort alone.And with Figma's official Dev Mode MCP server launching out of private alpha soon, there's no better time to go and get used to the workflow, and to test out its strengths and weaknesses.Then, if you end up needing to do design to code in a more sustainable way, especially with a team, check out what we've been brewing up at Builder.Happy design engineering! #design #code #with #figma #mcp

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Design to Code with the Figma MCP Server

Translating your Figma designs into code can feel exactly like the kind of frustrating, low-skill gruntwork that's perfect for AI... except that most of us have also watched AI butcher hopeful screenshots into unresponsive spaghetti.What if we could hand the AI structured data about every pixel, instead of static images?This is how Figma Model Context Protocol (MCP) servers work. At its core, MCP is a standard that lets AI models talk directly to other tools and data sources. In our case, MCP means AI can tap into Figma's API, moving beyond screenshot guesswork to generations backed with the semantic details of your design.Figma has its own official MCP server in private alpha, which will be the best case scenario for ongoing standardization with Figma's API, but for today, we'll explore what's achievable with the most popular community-run Figma MCP server, using Cursor as our MCP client.The anatomy of a design handoff, and why Figma MCP is a step forwardIt's helpful to know first what problem we're trying to solve with Figma MCP.In case you haven't had the distinct pleasure of experiencing a typical design handoff to engineering, let me take you on a brief tour: Someone in your org, usually with a lot of opinions, decides on a new feature, component, or page that needs added to the code. Your design team creates a mockup. It is beautiful and full of potential. If you're really lucky, it's even practical to implement in code. You're often not really lucky. You begin to think how to implement the design. Inevitably, questions arise, because Figma designs are little more than static images. What happens when you hover this button? Is there an animation on scroll? Is this still legible in tablet size? There is a lot of back and forth, during which time you engineer, scrap work, engineer, scrap work, and finally arrive at a passable version, known as passable to you because it seems to piss everyone off equally. Now, finally, you can do the fun part: finesse. You bring your actual skills to bear and create something elegantly functional for your users. There may be more iterations after this, but you're happy for now.Sound familiar? Hopefully, it goes better at your org.Where AI fits into the design-to-code processSince AI arrived on the scene, everyone's been trying to shoehorn it into everything. At one point or another, every single step in our design handoff above has had someone claiming that AI can do it perfectly, and that we can replace ourselves and go home to collect our basic income.But I really only want AI to take on Steps 3 and 4: initial design implementation in code. For the rest, I very much like humans in charge. This is why something like a design-to-code AI excites me. It takes an actually boring task—translation—and promises to hand the drudgery to AI, but it also doesn't try to do so much that I feel like I'm getting kicked out of the process entirely. AI scaffolds the boilerplate, and I can just edit the details.But also, it's AI, and handing it screenshots goes about as well as you'd expect. It's like if you've ever tried to draw a friend's face from memory. Sure, you can kinda tell it's them.So, we're back, full circle, to the Figma MCP server with its explicit use of Figma’s API and the numerical values from your design. Let's try it and see how much better the results may be.How to use the Figma MCP serverOkay, down to business. Feel free to follow along. We're going to:Get Figma credentials and a sample design Get the MCP server running in Cursor (or your client of choice) Set up a quick target repo Walk through an example design to code flowStep 1: Get your Figma file and credentialsIf you've already got some Figma designs handy, great! It's more rewarding to see your own designs come to life. Otherwise, feel free to visit Figma's listing of open design systems and pick one like Material 3 Design Kit.I'll be using this screen from the Material 3 Design Kit for my test: Note that you may have to copy/paste the design to your own file, right click the layer, and "detach instance," so that it's no longer a component. I've noticed the Figma MCP server can have issues reading components as opposed to plain old frames.Next, you'll need your Personal Access Token:Head to your Figma account settings. Go to the Security tab. Generate a new token with the permissions and expiry date you prefer.Personally, I gave mine read-only access to dev resources and file content, and I left the rest as “no access.”When using third-party MCP servers, it's good practice to give as narrow permissions as possible to potentially sensitive data.Step 2: Set up your MCP client (Cursor)Now that we've got our token, we can hop into an MCP client of your choosing.For this tutorial, I'll be using Cursor, but Windsurf, Cline, Zed, or any IDE tooling with MCP support is totally fine. (Here’s a breakdown of the differences.) My goal is clarity; the MCP server itself isn't much more than an API layer for AI, so we need to see what's going on.In Cursor, head to Cursor Settings -> MCP -> Add new global MCP server. Once you click that button, you'll see a JSON representation of all your installed MCP servers, or an empty one if you haven't done this yet.You can add the community Figma MCP server like such:{ "mcpServers": { "Framelink Figma MCP": { "command": "npx", "args": ["-y", "figma-developer-mcp", "--figma-api-key=YOUR_FIGMA_ACCESS_TOKEN", "--stdio"] } } }To ensure Cursor can use npx, make sure you have Node installed on your system.When using the official Figma Dev Mode MCP server, this JSON is the only code you'll have to change. Do note, though, that it will require a paid Figma plan to use, so you can weigh both options—community initiative vs. standardized support.Now, when you prompt Cursor in Agent mode, you'll see the AI make tool calls to the MCP server when you say things like, "Use the Figma MCP to..."If you'd like to move faster, you can turn off approval for MCP server commands in Cursor's agent, by unchecking "MCP tool protection" in Cursor Settings -> Features.Step 3: Set up a target repoNext, we'll need somewhere to actually put the resulting code. When using this workflow, you're not always going to be starting from scratch; good design to code means implementing Figma designs in existing repos.For our purposes today, I'll just spin up a Next.js starter template, with npx create-next-app@latest.Step 4: ShowtimeOkay, we should be all set. Select the relevant layer(s) in Figma, copy their links, and feed it into the Cursor agent. My prompt is just:Can you replace my homepage with this Figma design? It should be a basic chat interface. Figma frame: <https://www.figma.com/design/CPDcrzkVChAzQ3q1pC5mXd/Figma-MCP-vs.-Builder-Fusion?node-id=2-215&t=K6v805pKyoU4FqdA-4> Please use the Figma MCP server. Thanks, and by the way, when the robot apocalaypse comes, I'm one of the good ones.Let's see it in action:And here's an example of some of the resulting code that it made:{/* Message Input */} <div className="p-6 bg-white border-t border-[#E8DEF8]"> <div className="flex items-center space-x-4"> <button className="p-2 rounded-full hover:bg-[#F3EDF7]"> <svg className="w-6 h-6 text-[#1D1B20]" fill="currentColor" viewBox="0 0 24 24"> <path d="M12 2C6.48 2 2 6.48 2 12s4.48 10 10 10 10-4.48 10-10S17.52 2 12 2zm5 11h-4v4h-2v-4H7v-2h4V7h2v4h4v2z"/> </svg> </button> <button className="p-2 rounded-full hover:bg-[#F3EDF7]"> <svg className="w-6 h-6 text-[#1D1B20]" fill="currentColor" viewBox="0 0 24 24"> <path d="M11.99 2C6.47 2 2 6.48 2 12s4.47 10 9.99 10C17.52 22 22 17.52 22 12S17.52 2 11.99 2zM12 20c-4.42 0-8-3.58-8-8s3.58-8 8-8 8 3.58 8 8-3.58 8-8 8zm3.5-9c.83 0 1.5-.67 1.5-1.5S16.33 8 15.5 8 14 8.67 14 9.5s.67 1.5 1.5 1.5zm-7 0c.83 0 1.5-.67 1.5-1.5S9.33 8 8.5 8 7 8.67 7 9.5 7.67 11 8.5 11zm3.5 6.5c2.33 0 4.31-1.46 5.11-3.5H6.89c.8 2.04 2.78 3.5 5.11 3.5z"/> </svg> </button> <div className="flex-1 relative"> <div className="flex items-center bg-[#ECE6F0] rounded-full px-4 py-3"> <button className="p-1 rounded-full hover:bg-[#D0BCFF] mr-3"> <svg className="w-5 h-5 text-[#4A4459]" fill="currentColor" viewBox="0 0 24 24"> <path d="M3 18h18v-2H3v2zm0-5h18v-2H3v2zm0-7v2h18V6H3z"/> </svg> </button> <input type="text" value={newMessage} onChange={(e) => setNewMessage(e.target.value)} onKeyPress={handleKeyPress} placeholder="Type a message..." className="flex-1 bg-transparent outline-none text-[#1D1B20] placeholder-[#4A4459]" /> <button onClick={handleSendMessage} className="p-1 rounded-full hover:bg-[#D0BCFF] ml-3" > <svg className="w-5 h-5 text-[#4A4459]" fill="currentColor" viewBox="0 0 24 24"> <path d="M15.5 14h-.79l-.28-.27C15.41 12.59 16 11.11 16 9.5 16 5.91 13.09 3 9.5 3S3 5.91 3 9.5 5.91 16 9.5 16c1.61 0 3.09-.59 4.23-1.57l.27.28v.79l5 4.99L20.49 19l-4.99-5zm-6 0C7.01 14 5 11.99 5 9.5S7.01 5 9.5 5 14 7.01 14 9.5 11.99 14 9.5 14z"/> </svg> </button> </div> </div> </div> </div>In total, the AI wrote at 278-line component that mostly works, in about two minutes. Honestly, not bad for a single shot.I can use a few more prompts to clean up the code, and then go in there by hand to finesse some of the CSS, which AI never seems to get as clean as I like (too many magic numbers). But it definitely saves me time over setting this all up by hand.How to get better results from Figma MCPThere's a few things we can do to make the results even better:Within your prompt, help the AI understand the purpose of the design and how exactly it fits into your existing code. Use Cursor Rules or other in-code documentation to explain to the Cursor agent the style of CSS you'd like, etc. Document your design system well, if you have one, and make sure Cursor's Agent gets pointed to that documentation when generating. Don't overwhelm the agent. Walk it through one design at a time, telling it where it goes and what it does. The process isn't fully automatic yet.Basically, it all boils down to more context, given granularly. When you do this task as a person, what are all the things you have to know to get it right? Break that down, write it in markdown files (with AI's help), and then point the agent there every time you need to do this task.Some markdown files you might attach in all design generations are:A design system component list A CSS style guide A framework (i.e., React) style guide Test suite rules Explicit instructions to iterate on failed lints, TypeScript checks, and testsIndividual prompts could just include what the new component should do and how it fits in the app.Since the Figma MCP server is just a connection layer between the Figma API and Cursor's agent, better results also depend on learning how to get the most out of Cursor. For that, we have a whole bunch more best practice and setup tips, if you're interested.More than anything, don't expect perfect results. Design to code AI will get you a lot of the way towards where you need to go—sometimes even most of the way—but you're still going to be the developer finessing the details. The goal is just to save a little time. You're not trying to replace yourself.Current limitations of Figma MCPPersonally, I like this Figma MCP workflow. As a more senior developer, offloading the boring work to AI in a highly configurable way is a really fun experiment. But there's still a lot of limitations.MCP is a dev-only playground. Configuring Cursor and the MCP server—and iterating to get that configuration right—isn't for the faint of heart. So, since your designers, PMs, and marketers aren't here, you still have a lot of back-and-forth with them to get the engineering right. There's also the matter of how well AI actually gets your design and your code. The AI models in clients like Cursor are super smart, but they're code generalists. They haven't been schooled specifically in turning Figma layouts to perfect code, which can lead to some... creative... interpretations. Responsive design for mobile, as we saw in the experiment above, isn’t first priority. It's not a deterministic process. Even if AI has perfect access to Figma data, it can still go off the rails. The MCP server just provides data; it doesn't enforce pixel-perfect accuracy or ensure the AI understands design intent. Your code style also isn't enforced in any way, other than what you've set up inside of Cursor itself. Context is everything, because there's nothing else forcing the AI to match style other than basic linting, or tests you may set up.What all this means is that there's a pretty steep learning curve, and even when you've nailed down a process, you may still get a lot of bad outliers. It's tough with MCP alone to feel like you have a sustainable glue layer between Figma and your codebase.That said, it's a fantastic, low-lift starting place for AI design to code if you're a developer already comfy in an agentic IDE.Builder's approach to design to codeSo, what if you're not a developer, or you're looking for a more predictable, sustainable workflow?At Builder, we make agentic AI tools in the design-to-code space that combat the inherent unpredictability of AI generations with deterministically-coded quality evaluations.Figma to code is a solved problem for us already. Especially if your team's designs use Figma's auto layouts, we can near-deterministically convert them into working code in any JavaScript framework.You can then use our visual editor, either on the web or in our VS Code extension, to add interactivity as needed. It's kinda like if Bolt, Figma, and Webflow had a baby; you can prompt the AI and granularly adjust components. Vibe code DOOM or just fix your padding. Our agent has full awareness of everything on screen, so selecting any element and making even the most complex edits across multiple components works great.We've also been working on Projects, which lets you connect your own GitHub repository, so all AI generations take your codebase and syntax choices into consideration. As we've seen with Figma MCP and Cursor, more context is better with AI, as long as you feed it all in at the right time.Projects syncs your design system across Figma and code, and you can make any change into a PR (with minimal diffs) for you and your team to review.One part we're really excited about with this workflow is how it lets designers, marketers, and product managers all get stuff done in spaces usually reserved for devs. As we've been dogfooding internally, we've seen boards of Jira papercut tickets just kinda... vanish.Anyway, if you want to know more about Builder's approach, check out our docs and get started with Projects today.So, is the Figma MCP worth your time?Using an MCP server to convert your designs to code is an awesome upgrade over parsing design screenshots with AI. Its data-rich approach gets you much farther along, much faster than developer effort alone.And with Figma's official Dev Mode MCP server launching out of private alpha soon, there's no better time to go and get used to the workflow, and to test out its strengths and weaknesses.Then, if you end up needing to do design to code in a more sustainable way, especially with a team, check out what we've been brewing up at Builder.Happy design engineering!

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2025-06-03 09:14:10 ·

How to Effectively Implement Network Segmentation: 5 Key Steps and Use Cases

Posted on : June 3, 2025

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This article walks you through five practical steps to implement network segmentation effectively, backed by real-world use cases that showcase its value in different industries.
Networks are constantly expanding across offices, cloud services, remote users, and connected devices. With so many moving parts, security gaps can easily form. Once attackers breach a weak point, they often move freely across the network, targeting critical systems and sensitive data.
That’s where network segmentation comes in. It’s a practical approach to divide your network into smaller, manageable zones to control access, limit exposure, and isolate threats before they spread. But simply deploying VLANs or access rules isn’t enough. True segmentation needs planning, alignment with your business, and the right mix of technology.
Step 1: Assess and Map Your Current Network
Start by figuring out what’s on your network and how it communicates.

Inventory Devices and Applications: List all system servers, user machines, IoT devices, cloud assets.
Map Data Flows: Understand how applications and services interact. Which systems talk to each other? What ports and protocols are used?
Identify Critical Assets: Highlight the systems that handle sensitive data, such as payment processing, health records, or intellectual property.

Tip: Network discovery tools or NAC solutions can automate asset inventory and reveal communication paths you might miss.
Step 2: Define Segmentation Goals and Policies
Once you understand your environment, it’s time to set your objectives.

Security Objectives: Do you want to reduce lateral movement, isolate sensitive systems, or meet a compliance mandate?
Business Alignment: Segment by business unit, sensitivity of data, or risk profile-whatever makes the most operational sense.
Compliance Requirements: PCI DSS, HIPAA, and other standards often require network segmentation.

Example: A healthcare provider might create separate zones for patient records, lab equipment, guest Wi-Fi, and billing systems.
Step 3: Choose the Right Segmentation Method
Segmentation can be done in several ways. The right approach depends on your infrastructure goals and types:
a. Physical Segmentation
Use separate routers, switches, and cables. This offers strong isolation but can be costly and harder to scale.
b. Logical SegmentationGroup devices into virtual segments based on function or department. It’s efficient and easier to manage in most environments.
c. Micro segmentation
Control access at the workload or application level using software-defined policies. Ideal for cloud or virtualized environments where you need granular control.
d. Cloud Segmentation
In the cloud, segmentation happens using security groups, VPCs, and IAM roles to isolate workloads and define access rules.
Use a combination- VLANs for broader segmentation and micro segmentation for finer control where it matters.
Step 4: Implement Controls and Monitor Traffic
Time to put those policies into action.

Firewalls and ACLs: Use access controls to manage what can move between zones. Block anything that isn’t explicitly allowed.
Zero Trust Principles: Never assume trust between segments. Always validate identity and permissions.
Monitoring and Alerts: Use your SIEM, flow monitoring tools, or NDR platform to watch for unusual traffic or policy violations.

Common Pitfall: Avoid “allow all” rules between segments, it defeats the purpose.
Step 5: Test, Validate, and Fine-Tune
Even a well-designed segmentation plan can have gaps. Regular validation helps ensure it works as expected.

Penetration Testing: Simulate attacks to check if boundaries hold.
Review Policies: Business needs to change your segmentation strategy too.
Performance Monitoring: Make sure segmentation doesn’t impact legitimate operations or application performance.

Automation tools can help simplify this process and ensure consistency.
Real-World Use Cases of Network Segmentation
1. Healthcare – Protecting Patient Data and Devices
Hospitals use segmentation to keep medical devices, patient records, and visitor Wi-Fi on separate zones. This prevents an infected guest device from interfering with critical systems.
Result: Reduced attack surface and HIPAA compliance.
2. Manufacturing – Isolating Industrial Systems
Production environments often have fragile legacy systems. Segmenting OTfrom IT ensures ransomware or malware doesn’t disrupt manufacturing lines.
Result: More uptime and fewer operational risks.
3. Finance – Securing Payment Systems
Banks and payment providers use segmentation to isolate cardholder data environmentsfrom the rest of the corporate network. This helps meet PCI DSS and keeps sensitive data protected.
Result: Easier audits and stronger data security.
4. Education – Managing High-Volume BYOD Traffic
Universities segment student Wi-Fi, research labs, and administrative systems. This keeps a vulnerable student device from spreading malware to faculty or internal systems.
Result: Safer environment for open access campuses.
5. Cloud – Segmenting Apps and Microservices
In the cloud, developers use security groups, VPCs, and IAM roles to isolate applications and limit who can access what. This reduces risk if one workload is compromised.
Result: Controlled access and better cloud hygiene.
Common Challenges

Legacy Tech: Older devices may not support modern segmentation.
Lack of Visibility: Hard to secure what you don’t know exists.
Operational Hiccups: Poorly planned segmentation can block business workflows.
Policy Complexity: Keeping access rules up to date across dynamic environments takes effort.

Best Practices

Start with High-Risk Areas: Prioritize zones handling sensitive data or vulnerable systems.
Keep Documentation Updated: Maintain clear diagrams and policy records.
Align Teams: Get buy-in from IT, security, and business units.
Automate Where You Can: Especially for monitoring and policy enforcement.
Review Regularly: Networks evolve- so should your segmentation.

Final Thoughts
Segmentation isn’t about creating walls it’s about building smart pathways. Done right, it helps you take control of your network, reduce risk, and respond faster when something goes wrong.
It’s a foundational layer of cybersecurity that pays off in resilience, compliance, and peace of mind.
About the Author:
Prajwal Gowda is a cybersecurity expert with 10+ years of experience. He has built businesses and was a Business Unit Head for Compliance and Testing services. Currently, he is the Chief Technology Officer at Ampcus Cyber, leading the company’s technology strategy and innovation efforts. He has also been involved in the Payment Card Industry, Software Security Framework, ISO 27001 Controls Gap Analysis, ISMS, Risk Analysis, OCTAVE, ISO 27005, Information Security Audit and Network Security. Prajwal is a Master Trainer who has conducted 100+ cybersecurity training sessions worldwide.
Tech World TimesTech World Times, a global collective focusing on the latest tech news and trends in blockchain, Fintech, Development & Testing, AI and Startups. If you are looking for the guest post then contact at techworldtimes@gmail.com
#how #effectively #implement #network #segmentation

How to Effectively Implement Network Segmentation: 5 Key Steps and Use Cases
Posted on : June 3, 2025 By Tech World Times Technology Rate this post This article walks you through five practical steps to implement network segmentation effectively, backed by real-world use cases that showcase its value in different industries. Networks are constantly expanding across offices, cloud services, remote users, and connected devices. With so many moving parts, security gaps can easily form. Once attackers breach a weak point, they often move freely across the network, targeting critical systems and sensitive data. That’s where network segmentation comes in. It’s a practical approach to divide your network into smaller, manageable zones to control access, limit exposure, and isolate threats before they spread. But simply deploying VLANs or access rules isn’t enough. True segmentation needs planning, alignment with your business, and the right mix of technology. Step 1: Assess and Map Your Current Network Start by figuring out what’s on your network and how it communicates. Inventory Devices and Applications: List all system servers, user machines, IoT devices, cloud assets. Map Data Flows: Understand how applications and services interact. Which systems talk to each other? What ports and protocols are used? Identify Critical Assets: Highlight the systems that handle sensitive data, such as payment processing, health records, or intellectual property. Tip: Network discovery tools or NAC solutions can automate asset inventory and reveal communication paths you might miss. Step 2: Define Segmentation Goals and Policies Once you understand your environment, it’s time to set your objectives. Security Objectives: Do you want to reduce lateral movement, isolate sensitive systems, or meet a compliance mandate? Business Alignment: Segment by business unit, sensitivity of data, or risk profile-whatever makes the most operational sense. Compliance Requirements: PCI DSS, HIPAA, and other standards often require network segmentation. Example: A healthcare provider might create separate zones for patient records, lab equipment, guest Wi-Fi, and billing systems. Step 3: Choose the Right Segmentation Method Segmentation can be done in several ways. The right approach depends on your infrastructure goals and types: a. Physical Segmentation Use separate routers, switches, and cables. This offers strong isolation but can be costly and harder to scale. b. Logical SegmentationGroup devices into virtual segments based on function or department. It’s efficient and easier to manage in most environments. c. Micro segmentation Control access at the workload or application level using software-defined policies. Ideal for cloud or virtualized environments where you need granular control. d. Cloud Segmentation In the cloud, segmentation happens using security groups, VPCs, and IAM roles to isolate workloads and define access rules. Use a combination- VLANs for broader segmentation and micro segmentation for finer control where it matters. Step 4: Implement Controls and Monitor Traffic Time to put those policies into action. Firewalls and ACLs: Use access controls to manage what can move between zones. Block anything that isn’t explicitly allowed. Zero Trust Principles: Never assume trust between segments. Always validate identity and permissions. Monitoring and Alerts: Use your SIEM, flow monitoring tools, or NDR platform to watch for unusual traffic or policy violations. Common Pitfall: Avoid “allow all” rules between segments, it defeats the purpose. Step 5: Test, Validate, and Fine-Tune Even a well-designed segmentation plan can have gaps. Regular validation helps ensure it works as expected. Penetration Testing: Simulate attacks to check if boundaries hold. Review Policies: Business needs to change your segmentation strategy too. Performance Monitoring: Make sure segmentation doesn’t impact legitimate operations or application performance. Automation tools can help simplify this process and ensure consistency. Real-World Use Cases of Network Segmentation 1. Healthcare – Protecting Patient Data and Devices Hospitals use segmentation to keep medical devices, patient records, and visitor Wi-Fi on separate zones. This prevents an infected guest device from interfering with critical systems. Result: Reduced attack surface and HIPAA compliance. 2. Manufacturing – Isolating Industrial Systems Production environments often have fragile legacy systems. Segmenting OTfrom IT ensures ransomware or malware doesn’t disrupt manufacturing lines. Result: More uptime and fewer operational risks. 3. Finance – Securing Payment Systems Banks and payment providers use segmentation to isolate cardholder data environmentsfrom the rest of the corporate network. This helps meet PCI DSS and keeps sensitive data protected. Result: Easier audits and stronger data security. 4. Education – Managing High-Volume BYOD Traffic Universities segment student Wi-Fi, research labs, and administrative systems. This keeps a vulnerable student device from spreading malware to faculty or internal systems. Result: Safer environment for open access campuses. 5. Cloud – Segmenting Apps and Microservices In the cloud, developers use security groups, VPCs, and IAM roles to isolate applications and limit who can access what. This reduces risk if one workload is compromised. Result: Controlled access and better cloud hygiene. Common Challenges Legacy Tech: Older devices may not support modern segmentation. Lack of Visibility: Hard to secure what you don’t know exists. Operational Hiccups: Poorly planned segmentation can block business workflows. Policy Complexity: Keeping access rules up to date across dynamic environments takes effort. Best Practices Start with High-Risk Areas: Prioritize zones handling sensitive data or vulnerable systems. Keep Documentation Updated: Maintain clear diagrams and policy records. Align Teams: Get buy-in from IT, security, and business units. Automate Where You Can: Especially for monitoring and policy enforcement. Review Regularly: Networks evolve- so should your segmentation. Final Thoughts Segmentation isn’t about creating walls it’s about building smart pathways. Done right, it helps you take control of your network, reduce risk, and respond faster when something goes wrong. It’s a foundational layer of cybersecurity that pays off in resilience, compliance, and peace of mind. About the Author: Prajwal Gowda is a cybersecurity expert with 10+ years of experience. He has built businesses and was a Business Unit Head for Compliance and Testing services. Currently, he is the Chief Technology Officer at Ampcus Cyber, leading the company’s technology strategy and innovation efforts. He has also been involved in the Payment Card Industry, Software Security Framework, ISO 27001 Controls Gap Analysis, ISMS, Risk Analysis, OCTAVE, ISO 27005, Information Security Audit and Network Security. Prajwal is a Master Trainer who has conducted 100+ cybersecurity training sessions worldwide. Tech World TimesTech World Times, a global collective focusing on the latest tech news and trends in blockchain, Fintech, Development & Testing, AI and Startups. If you are looking for the guest post then contact at techworldtimes@gmail.com #how #effectively #implement #network #segmentation

TECHWORLDTIMES.COM

How to Effectively Implement Network Segmentation: 5 Key Steps and Use Cases

Posted on : June 3, 2025 By Tech World Times Technology Rate this post This article walks you through five practical steps to implement network segmentation effectively, backed by real-world use cases that showcase its value in different industries. Networks are constantly expanding across offices, cloud services, remote users, and connected devices. With so many moving parts, security gaps can easily form. Once attackers breach a weak point, they often move freely across the network, targeting critical systems and sensitive data. That’s where network segmentation comes in. It’s a practical approach to divide your network into smaller, manageable zones to control access, limit exposure, and isolate threats before they spread. But simply deploying VLANs or access rules isn’t enough. True segmentation needs planning, alignment with your business, and the right mix of technology. Step 1: Assess and Map Your Current Network Start by figuring out what’s on your network and how it communicates. Inventory Devices and Applications: List all system servers, user machines, IoT devices, cloud assets. Map Data Flows: Understand how applications and services interact. Which systems talk to each other? What ports and protocols are used? Identify Critical Assets: Highlight the systems that handle sensitive data, such as payment processing, health records, or intellectual property. Tip: Network discovery tools or NAC solutions can automate asset inventory and reveal communication paths you might miss. Step 2: Define Segmentation Goals and Policies Once you understand your environment, it’s time to set your objectives. Security Objectives: Do you want to reduce lateral movement, isolate sensitive systems, or meet a compliance mandate? Business Alignment: Segment by business unit, sensitivity of data, or risk profile-whatever makes the most operational sense. Compliance Requirements: PCI DSS, HIPAA, and other standards often require network segmentation. Example: A healthcare provider might create separate zones for patient records, lab equipment, guest Wi-Fi, and billing systems. Step 3: Choose the Right Segmentation Method Segmentation can be done in several ways. The right approach depends on your infrastructure goals and types: a. Physical Segmentation Use separate routers, switches, and cables. This offers strong isolation but can be costly and harder to scale. b. Logical Segmentation (VLANs/Subnets) Group devices into virtual segments based on function or department. It’s efficient and easier to manage in most environments. c. Micro segmentation Control access at the workload or application level using software-defined policies. Ideal for cloud or virtualized environments where you need granular control. d. Cloud Segmentation In the cloud, segmentation happens using security groups, VPCs, and IAM roles to isolate workloads and define access rules. Use a combination- VLANs for broader segmentation and micro segmentation for finer control where it matters. Step 4: Implement Controls and Monitor Traffic Time to put those policies into action. Firewalls and ACLs: Use access controls to manage what can move between zones. Block anything that isn’t explicitly allowed. Zero Trust Principles: Never assume trust between segments. Always validate identity and permissions. Monitoring and Alerts: Use your SIEM, flow monitoring tools, or NDR platform to watch for unusual traffic or policy violations. Common Pitfall: Avoid “allow all” rules between segments, it defeats the purpose. Step 5: Test, Validate, and Fine-Tune Even a well-designed segmentation plan can have gaps. Regular validation helps ensure it works as expected. Penetration Testing: Simulate attacks to check if boundaries hold. Review Policies: Business needs to change your segmentation strategy too. Performance Monitoring: Make sure segmentation doesn’t impact legitimate operations or application performance. Automation tools can help simplify this process and ensure consistency. Real-World Use Cases of Network Segmentation 1. Healthcare – Protecting Patient Data and Devices Hospitals use segmentation to keep medical devices, patient records, and visitor Wi-Fi on separate zones. This prevents an infected guest device from interfering with critical systems. Result: Reduced attack surface and HIPAA compliance. 2. Manufacturing – Isolating Industrial Systems Production environments often have fragile legacy systems. Segmenting OT (Operational Technology) from IT ensures ransomware or malware doesn’t disrupt manufacturing lines. Result: More uptime and fewer operational risks. 3. Finance – Securing Payment Systems Banks and payment providers use segmentation to isolate cardholder data environments (CDE) from the rest of the corporate network. This helps meet PCI DSS and keeps sensitive data protected. Result: Easier audits and stronger data security. 4. Education – Managing High-Volume BYOD Traffic Universities segment student Wi-Fi, research labs, and administrative systems. This keeps a vulnerable student device from spreading malware to faculty or internal systems. Result: Safer environment for open access campuses. 5. Cloud – Segmenting Apps and Microservices In the cloud, developers use security groups, VPCs, and IAM roles to isolate applications and limit who can access what. This reduces risk if one workload is compromised. Result: Controlled access and better cloud hygiene. Common Challenges Legacy Tech: Older devices may not support modern segmentation. Lack of Visibility: Hard to secure what you don’t know exists. Operational Hiccups: Poorly planned segmentation can block business workflows. Policy Complexity: Keeping access rules up to date across dynamic environments takes effort. Best Practices Start with High-Risk Areas: Prioritize zones handling sensitive data or vulnerable systems. Keep Documentation Updated: Maintain clear diagrams and policy records. Align Teams: Get buy-in from IT, security, and business units. Automate Where You Can: Especially for monitoring and policy enforcement. Review Regularly: Networks evolve- so should your segmentation. Final Thoughts Segmentation isn’t about creating walls it’s about building smart pathways. Done right, it helps you take control of your network, reduce risk, and respond faster when something goes wrong. It’s a foundational layer of cybersecurity that pays off in resilience, compliance, and peace of mind. About the Author: Prajwal Gowda is a cybersecurity expert with 10+ years of experience. He has built businesses and was a Business Unit Head for Compliance and Testing services. Currently, he is the Chief Technology Officer at Ampcus Cyber, leading the company’s technology strategy and innovation efforts. He has also been involved in the Payment Card Industry, Software Security Framework, ISO 27001 Controls Gap Analysis, ISMS, Risk Analysis, OCTAVE, ISO 27005, Information Security Audit and Network Security. Prajwal is a Master Trainer who has conducted 100+ cybersecurity training sessions worldwide. Tech World TimesTech World Times (TWT), a global collective focusing on the latest tech news and trends in blockchain, Fintech, Development & Testing, AI and Startups. If you are looking for the guest post then contact at techworldtimes@gmail.com

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Hitmarker | Gaming Jobs shared a link

2025-06-03 09:09:54 ·

Build Engineer at Sharkmob

Build EngineerSharkmobMalmö Sweden 211 22 SE5 minutes agoApplyWe are looking for a Build Engineer to make sure we can deliver a world-class game on a world-class build and release pipeline.Working as part of our Engineering team, a multidisciplinary group spanning all things technology, you will play a pivotal role in enabling our teams to quickly iterate on features and content – a cornerstone in shaping a world class gaming experience. You will be supported by passionate technologists who thrive on engineering excellence and pushing the boundaries of what is possible with new technologies and innovative solutions. Together, you will make it quicker and easier to make our game better, and in the end, you’ll contribute to a better experience for gamers across the world.ResponsibilitiesWorking closely with project lead engineers to design and maintain appropriate pipelines for build, release and automated testing.Ensuring that the build, packaging and publishing process is as frictionless and stable as possible for all our teams.Developing your engineering skills.Selecting the appropriate tools for the job, whether that’s creating custom tooling and solutions, extending existing Unreal Engine 5 functionality, or using an off-the-shelf utility.Collaborating effectively within a AAA game development team – being service-minded, organized, and a great team player.RequirementsProven track record as a Build/Release Engineer or similar and strong understanding of Continuous Integration.Several years of programming experience.Strong knowledge of a source control system.Several years of experience with CI/CD frameworks such as Jenkins.Passionate about improving build pipelines and reducing developer friction.An effective communicator who loves to work both independently and in collaboration with others.Bonus pointsGames industry experience.Experience using Unreal Engine.Interest in or experience with solutions for monitoring, like Datadog.Experience with configuration management systems such as Ansible.Who we areSharkmob was founded in 2017 and is headquartered in Malmö, Sweden. We are currently working on Exoborne – a Sharkmob original game. We have previously released Bloodhunt – a battle royale shooter set in the Vampire: The Masquerade universe. We develop games for PC and console, using Unreal 5 to power our vision and ambition.At Sharkmob, we are committed to building an inclusive team that represents diverse backgrounds, perspectives, and skillsets – because we believe that helps us create great games. We welcome all candidates who are aligned with our core values of shared ownership, great games, and, last but not least – having fun! We hope you want to join us on our adventure and become a part of our crew. You can find more great perks of being a crew member. If you want to know more about Sharkmob and our projects, visit our homepage.Create Your Profile — Game companies can contact you with their relevant job openings.
Apply
#build #engineer #sharkmob

Build Engineer at Sharkmob
Build EngineerSharkmobMalmö Sweden 211 22 SE5 minutes agoApplyWe are looking for a Build Engineer to make sure we can deliver a world-class game on a world-class build and release pipeline.Working as part of our Engineering team, a multidisciplinary group spanning all things technology, you will play a pivotal role in enabling our teams to quickly iterate on features and content – a cornerstone in shaping a world class gaming experience. You will be supported by passionate technologists who thrive on engineering excellence and pushing the boundaries of what is possible with new technologies and innovative solutions. Together, you will make it quicker and easier to make our game better, and in the end, you’ll contribute to a better experience for gamers across the world.ResponsibilitiesWorking closely with project lead engineers to design and maintain appropriate pipelines for build, release and automated testing.Ensuring that the build, packaging and publishing process is as frictionless and stable as possible for all our teams.Developing your engineering skills.Selecting the appropriate tools for the job, whether that’s creating custom tooling and solutions, extending existing Unreal Engine 5 functionality, or using an off-the-shelf utility.Collaborating effectively within a AAA game development team – being service-minded, organized, and a great team player.RequirementsProven track record as a Build/Release Engineer or similar and strong understanding of Continuous Integration.Several years of programming experience.Strong knowledge of a source control system.Several years of experience with CI/CD frameworks such as Jenkins.Passionate about improving build pipelines and reducing developer friction.An effective communicator who loves to work both independently and in collaboration with others.Bonus pointsGames industry experience.Experience using Unreal Engine.Interest in or experience with solutions for monitoring, like Datadog.Experience with configuration management systems such as Ansible.Who we areSharkmob was founded in 2017 and is headquartered in Malmö, Sweden. We are currently working on Exoborne – a Sharkmob original game. We have previously released Bloodhunt – a battle royale shooter set in the Vampire: The Masquerade universe. We develop games for PC and console, using Unreal 5 to power our vision and ambition.At Sharkmob, we are committed to building an inclusive team that represents diverse backgrounds, perspectives, and skillsets – because we believe that helps us create great games. We welcome all candidates who are aligned with our core values of shared ownership, great games, and, last but not least – having fun! We hope you want to join us on our adventure and become a part of our crew. You can find more great perks of being a crew member. If you want to know more about Sharkmob and our projects, visit our homepage.Create Your Profile — Game companies can contact you with their relevant job openings. Apply #build #engineer #sharkmob

GAMEJOBS.CO

Build Engineer at Sharkmob

Build EngineerSharkmobMalmö Sweden 211 22 SE5 minutes agoApplyWe are looking for a Build Engineer to make sure we can deliver a world-class game on a world-class build and release pipeline.Working as part of our Engineering team, a multidisciplinary group spanning all things technology, you will play a pivotal role in enabling our teams to quickly iterate on features and content – a cornerstone in shaping a world class gaming experience. You will be supported by passionate technologists who thrive on engineering excellence and pushing the boundaries of what is possible with new technologies and innovative solutions. Together, you will make it quicker and easier to make our game better, and in the end, you’ll contribute to a better experience for gamers across the world.ResponsibilitiesWorking closely with project lead engineers to design and maintain appropriate pipelines for build (CI/CD), release and automated testing.Ensuring that the build, packaging and publishing process is as frictionless and stable as possible for all our teams.Developing your engineering skills.Selecting the appropriate tools for the job, whether that’s creating custom tooling and solutions, extending existing Unreal Engine 5 functionality, or using an off-the-shelf utility.Collaborating effectively within a AAA game development team – being service-minded, organized, and a great team player.RequirementsProven track record as a Build/Release Engineer or similar and strong understanding of Continuous Integration.Several years of programming experience (preferably C# or Python).Strong knowledge of a source control system (e.g., Perforce, Git).Several years of experience with CI/CD frameworks such as Jenkins.Passionate about improving build pipelines and reducing developer friction.An effective communicator who loves to work both independently and in collaboration with others.Bonus pointsGames industry experience.Experience using Unreal Engine.Interest in or experience with solutions for monitoring, like Datadog.Experience with configuration management systems such as Ansible.Who we areSharkmob was founded in 2017 and is headquartered in Malmö, Sweden. We are currently working on Exoborne – a Sharkmob original game. We have previously released Bloodhunt – a battle royale shooter set in the Vampire: The Masquerade universe. We develop games for PC and console, using Unreal 5 to power our vision and ambition.At Sharkmob, we are committed to building an inclusive team that represents diverse backgrounds, perspectives, and skillsets – because we believe that helps us create great games. We welcome all candidates who are aligned with our core values of shared ownership, great games, and, last but not least – having fun! We hope you want to join us on our adventure and become a part of our crew. You can find more great perks of being a crew member. If you want to know more about Sharkmob and our projects, visit our homepage.Create Your Profile — Game companies can contact you with their relevant job openings. Apply

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Indie DB shared a link

2025-06-03 09:09:42 ·

Astrumis - Survive Together Launched

SURVIVAL IS NO LONGER A DRILL! ‘ASTRUMIS - SURVIVE TOGETHER’ NOW AVAILABLE ON STEAM
Hey everyone — I’m incredibly excitedto finally announce that my first game, Astrumis – Survive Together, is now available on Steam!

This has been a solo project from start to finish — a true passion project. Inspired by some of my favorite sci-fi and horror experiences, I set out to create a co-op game that really leans hard into teamwork, communication, and suspense. Whether you’re guiding your partner from mission control or sneaking through dark corridors yourself, survival depends on how well you work together.

To celebrate the launch, there's a brand-new trailer showcasing the game!

Game Features:
100% co-op experience with two distinct gameplay roles
Friend Pass – one copy is all you need to play together Survivor: Real-time action and hacking as John Kowalski Mission Control: Strategic puzzles and navigation as Yang Sungbin 9 story-driven levels with full voice acting and cinematic storytelling A tense, story-rich sci-fi setting with secrets to uncover and systems to survive Ongoing post-launch support with updates, new features, and expanded contentSome brand-new screenshots showcasing the gameplay:

This isn’t the end — not even close. I’m committed to supporting Astrumis post-launch with ongoing updates. That means bug fixes, quality-of-life improvements, and new free content down the line. I’m already working on new game modes and even additional story content. Your feedback is everything, so if you're playing, please share your thoughts — they’ll help shape what comes next.
You can grab Astrumis – Survive Together now on Steam. And if you want to share feedback, report bugs, or just talk about the game, join the community over on the Discord here!
Thanks so much for supporting this wild solo dev journey.– Tyci
#astrumis #survive #together #launched

Astrumis - Survive Together Launched
SURVIVAL IS NO LONGER A DRILL! ‘ASTRUMIS - SURVIVE TOGETHER’ NOW AVAILABLE ON STEAM Hey everyone — I’m incredibly excitedto finally announce that my first game, Astrumis – Survive Together, is now available on Steam! This has been a solo project from start to finish — a true passion project. Inspired by some of my favorite sci-fi and horror experiences, I set out to create a co-op game that really leans hard into teamwork, communication, and suspense. Whether you’re guiding your partner from mission control or sneaking through dark corridors yourself, survival depends on how well you work together. 👉 To celebrate the launch, there's a brand-new trailer showcasing the game! Game Features: ✔️ 100% co-op experience with two distinct gameplay roles ✔️ Friend Pass – one copy is all you need to play together✔️ Survivor: Real-time action and hacking as John Kowalski✔️ Mission Control: Strategic puzzles and navigation as Yang Sungbin✔️ 9 story-driven levels with full voice acting and cinematic storytelling✔️ A tense, story-rich sci-fi setting with secrets to uncover and systems to survive✔️ Ongoing post-launch support with updates, new features, and expanded content🖼️Some brand-new screenshots showcasing the gameplay: This isn’t the end — not even close. I’m committed to supporting Astrumis post-launch with ongoing updates. That means bug fixes, quality-of-life improvements, and new free content down the line. I’m already working on new game modes and even additional story content. Your feedback is everything, so if you're playing, please share your thoughts — they’ll help shape what comes next. You can grab Astrumis – Survive Together now on Steam. And if you want to share feedback, report bugs, or just talk about the game, join the community over on the Discord here! Thanks so much for supporting this wild solo dev journey.– Tyci #astrumis #survive #together #launched

WWW.INDIEDB.COM

Astrumis - Survive Together Launched

SURVIVAL IS NO LONGER A DRILL! ‘ASTRUMIS - SURVIVE TOGETHER’ NOW AVAILABLE ON STEAM Hey everyone — I’m incredibly excited (and still kind of in disbelief) to finally announce that my first game, Astrumis – Survive Together, is now available on Steam! This has been a solo project from start to finish — a true passion project. Inspired by some of my favorite sci-fi and horror experiences, I set out to create a co-op game that really leans hard into teamwork, communication, and suspense. Whether you’re guiding your partner from mission control or sneaking through dark corridors yourself, survival depends on how well you work together. 👉 To celebrate the launch, there's a brand-new trailer showcasing the game! Game Features: ✔️ 100% co-op experience with two distinct gameplay roles ✔️ Friend Pass – one copy is all you need to play together✔️ Survivor: Real-time action and hacking as John Kowalski✔️ Mission Control: Strategic puzzles and navigation as Yang Sungbin✔️ 9 story-driven levels with full voice acting and cinematic storytelling✔️ A tense, story-rich sci-fi setting with secrets to uncover and systems to survive✔️ Ongoing post-launch support with updates, new features, and expanded content🖼️Some brand-new screenshots showcasing the gameplay: This isn’t the end — not even close. I’m committed to supporting Astrumis post-launch with ongoing updates. That means bug fixes, quality-of-life improvements, and new free content down the line. I’m already working on new game modes and even additional story content. Your feedback is everything, so if you're playing, please share your thoughts — they’ll help shape what comes next. You can grab Astrumis – Survive Together now on Steam. And if you want to share feedback, report bugs, or just talk about the game, join the community over on the Discord here! Thanks so much for supporting this wild solo dev journey.– Tyci

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Indie Games Plus shared a link

2025-06-03 09:09:36 ·

‘lineoff’ Hops Around to Grab Dust From a Running Machine

lineoff sends you deep into a very dangerous machine filled with moving saw blades so you can clean all the dust out of it.

I am not sure this job would pass any sort of health and safety inspection, but given how many dangerous tasks I’ve had to do over my years of employment at various places, I would not be surprised if there’s a couple of places out there that would put you to work doing this. Anyway, your job is to clean out small specks of dust so this fast, deadly cutting machine runs smoothly. Naturally, no one is going to lock out the machine while you do it, so expect to hop around like your life depends on it.

It does not take very long before those blades start coming at you in pairs and move like someone at the controls is increasing the speed. There is a running counter at the top of the screen to let you know how many dust motes you manage to pick up before youget gutted by one of the rushing blades. It’s not all in vain if you die in the service of your employer, though. The overall number of dust motes you pick up adds to a running total that steadily unlocks new colors for the game. So, the next employee in line can find themselves cut in half in an entirely new shade of spiffy machine. Isn’t that wonderful?
lineoff is fast, frantic, and straightforward, and it doesn’t take long before it has you leaning over and tense at your keyboard as you thread yourself between the lethal hazards. Although I hope your own job is at least a little less dangerous than this.

lineoff is available nowon itch.io.
About The Author
#lineoff #hops #around #grab #dust

‘lineoff’ Hops Around to Grab Dust From a Running Machine
lineoff sends you deep into a very dangerous machine filled with moving saw blades so you can clean all the dust out of it. I am not sure this job would pass any sort of health and safety inspection, but given how many dangerous tasks I’ve had to do over my years of employment at various places, I would not be surprised if there’s a couple of places out there that would put you to work doing this. Anyway, your job is to clean out small specks of dust so this fast, deadly cutting machine runs smoothly. Naturally, no one is going to lock out the machine while you do it, so expect to hop around like your life depends on it. It does not take very long before those blades start coming at you in pairs and move like someone at the controls is increasing the speed. There is a running counter at the top of the screen to let you know how many dust motes you manage to pick up before youget gutted by one of the rushing blades. It’s not all in vain if you die in the service of your employer, though. The overall number of dust motes you pick up adds to a running total that steadily unlocks new colors for the game. So, the next employee in line can find themselves cut in half in an entirely new shade of spiffy machine. Isn’t that wonderful? lineoff is fast, frantic, and straightforward, and it doesn’t take long before it has you leaning over and tense at your keyboard as you thread yourself between the lethal hazards. Although I hope your own job is at least a little less dangerous than this. lineoff is available nowon itch.io. About The Author #lineoff #hops #around #grab #dust

INDIEGAMESPLUS.COM

‘lineoff’ Hops Around to Grab Dust From a Running Machine

lineoff sends you deep into a very dangerous machine filled with moving saw blades so you can clean all the dust out of it. I am not sure this job would pass any sort of health and safety inspection, but given how many dangerous tasks I’ve had to do over my years of employment at various places (can’t exactly blow the whistle if you need that job to stay fed and housed, right?), I would not be surprised if there’s a couple of places out there that would put you to work doing this. Anyway, your job is to clean out small specks of dust so this fast, deadly cutting machine runs smoothly. Naturally, no one is going to lock out the machine while you do it, so expect to hop around like your life depends on it. It does not take very long before those blades start coming at you in pairs and move like someone at the controls is increasing the speed. There is a running counter at the top of the screen to let you know how many dust motes you manage to pick up before you (thankfully, comically) get gutted by one of the rushing blades. It’s not all in vain if you die in the service of your employer, though. The overall number of dust motes you pick up adds to a running total that steadily unlocks new colors for the game. So, the next employee in line can find themselves cut in half in an entirely new shade of spiffy machine. Isn’t that wonderful? lineoff is fast, frantic, and straightforward, and it doesn’t take long before it has you leaning over and tense at your keyboard as you thread yourself between the lethal hazards. Although I hope your own job is at least a little less dangerous than this. lineoff is available now (for whatever you wish to pay for it) on itch.io. About The Author

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Gaming – Polygon shared a link

2025-06-03 09:07:38 ·

Nobody understands gambling, especially in video games

In 2025, it’s very difficult not to see gambling advertised everywhere. It’s on billboards and sports broadcasts. It’s on podcasts and printed on the turnbuckle of AEW’s pay-per-view shows. And it’s on app stores, where you can find the FanDuel and DraftKings sportsbooks, alongside glitzy digital slot machines. These apps all have the highest age ratings possible on Apple’s App Store and Google Play. But earlier this year, a different kind of app nearly disappeared from the Play Store entirely.Luck Be A Landlord is a roguelite deckbuilder from solo developer Dan DiIorio. DiIorio got word from Google in January 2025 that Luck Be A Landlord was about to be pulled, globally, because DiIorio had not disclosed the game’s “gambling themes” in its rating.In Luck Be a Landlord, the player takes spins on a pixel art slot machine to earn coins to pay their ever-increasing rent — a nightmare gamification of our day-to-day grind to remain housed. On app stores, it’s a one-time purchase of and it’s on Steam. On the Play Store page, developer Dan DiIorio notes, “This game does not contain any real-world currency gambling or microtransactions.”And it doesn’t. But for Google, that didn’t matter. First, the game was removed from the storefront in a slew of countries that have strict gambling laws. Then, at the beginning of 2025, Google told Dilorio that Luck Be A Landlord would be pulled globally because of its rating discrepancy, as it “does not take into account references to gambling”.DiIorio had gone through this song and dance before — previously, when the game was blocked, he would send back a message saying “hey, the game doesn’t have gambling,” and then Google would send back a screenshot of the game and assert that, in fact, it had.DiIorio didn’t agree, but this time they decided that the risk of Landlord getting taken down permanently was too great. They’re a solo developer, and Luck Be a Landlord had just had its highest 30-day revenue since release. So, they filled out the form confirming that Luck Be A Landlord has “gambling themes,” and are currently hoping that this will be the end of it.This is a situation that sucks for an indie dev to be in, and over email DiIorio told Polygon it was “very frustrating.”“I think it can negatively affect indie developers if they fall outside the norm, which indies often do,” they wrote. “It also makes me afraid to explore mechanics like this further. It stifles creativity, and that’s really upsetting.”In late 2024, the hit game Balatro was in a similar position. It had won numerous awards, and made in its first week on mobile platforms. And then overnight, the PEGI ratings board declared that the game deserved an adult rating.The ESRB had already rated it E10+ in the US, noting it has gambling themes. And the game was already out in Europe, making its overnight ratings change a surprise. Publisher PlayStack said the rating was given because Balatro has “prominent gambling imagery and material that instructs about gambling.”Balatro is basically Luck Be A Landlord’s little cousin. Developer LocalThunk was inspired by watching streams of Luck Be A Landlord, and seeing the way DiIorio had implemented deck-building into his slot machine. And like Luck Be A Landlord, Balatro is a one-time purchase, with no microtransactions.But the PEGI board noted that because the game uses poker hands, the skills the player learns in Balatro could translate to real-world poker.In its write-up, GameSpot noted that the same thing happened to a game called Sunshine Shuffle. It was temporarily banned from the Nintendo eShop, and also from the entire country of South Korea. Unlike Balatro, Sunshine Shuffle actually is a poker game, except you’re playing Texas Hold ‘Em — again for no real money — with cute animals.It’s common sense that children shouldn’t be able to access apps that allow them to gamble. But none of these games contain actual gambling — or do they?Where do we draw the line? Is it gambling to play any game that is also played in casinos, like poker or blackjack? Is it gambling to play a game that evokes the aesthetics of a casino, like cards, chips, dice, or slot machines? Is it gambling to wager or earn fictional money?Gaming has always been a lightning rod for controversy. Sex, violence, misogyny, addiction — you name it, video games have been accused of perpetrating or encouraging it. But gambling is gaming’s original sin. And it’s the one we still can’t get a grip on.The original link between gambling and gamingGetty ImagesThe association between video games and gambling all goes back to pinball. Back in the ’30s and ’40s, politicians targeted pinball machines for promoting gambling. Early pinball machines were less skill-based, and some gave cash payouts, so the comparison wasn’t unfair. Famously, mob-hating New York City mayor Fiorello LaGuardia banned pinball in the city, and appeared in a newsreel dumping pinball and slot machines into the Long Island Sound. Pinball machines spent some time relegated to the back rooms of sex shops and dive bars. But after some lobbying, the laws relaxed.By the 1970s, pinball manufacturers were also making video games, and the machines were side-by-side in arcades. Arcade machines, like pinball, took small coin payments, repeatedly, for short rounds of play. The disreputable funk of pinball basically rubbed off onto video games.Ever since video games rocked onto the scene, concerned and sometimes uneducated parties have been asking if they’re dangerous. And in general, studies have shown that they’re not. The same can’t be said about gambling — the practice of putting real money down to bet on an outcome.It’s a golden age for gambling2025 in the USA is a great time for gambling, which has been really profitable for gambling companies — to the tune of billion dollars of revenue in 2023.To put this number in perspective, the American Gaming Association, which is the casino industry’s trade group and has nothing to do with video games, reports that 2022’s gambling revenue was billion. It went up billion in a year.And this increase isn’t just because of sportsbooks, although sports betting is a huge part of it. Online casinos and brick-and-mortar casinos are both earning more, and as a lot of people have pointed out, gambling is being normalized to a pretty disturbing degree.Much like with alcohol, for a small percentage of people, gambling can tip from occasional leisure activity into addiction. The people who are most at risk are, by and large, already vulnerable: researchers at the Yale School of Medicine found that 96% of problem gamblers are also wrestling with other disorders, such as “substance use, impulse-control disorders, mood disorders, and anxiety disorders.”Even if you’re not in that group, there are still good reasons to be wary of gambling. People tend to underestimate their own vulnerability to things they know are dangerous for others. Someone else might bet beyond their means. But I would simply know when to stop.Maybe you do! But being blithely confident about it can make it hard to notice if you do develop a problem. Or if you already have one.Addiction changes the way your brain works. When you’re addicted to something, your participation in it becomes compulsive, at the expense of other interests and responsibilities. Someone might turn to their addiction to self-soothe when depressed or anxious. And speaking of those feelings, people who are depressed and anxious are already more vulnerable to addiction. Given the entire state of the world right now, this predisposition shines an ugly light on the numbers touted by the AGA. Is it good that the industry is reporting billion in additional earnings, when the economy feels so frail, when the stock market is ping ponging through highs and lows daily, when daily expenses are rising? It doesn’t feel good. In 2024, the YouTuber Drew Gooden turned his critical eye to online gambling. One of the main points he makes in his excellent video is that gambling is more accessible than ever. It’s on all our phones, and betting companies are using decades of well-honed app design and behavioral studies to manipulate users to spend and spend.Meanwhile, advertising on podcasts, billboards, TV, radio, and websites – it’s literally everywhere — tells you that this is fun, and you don’t even need to know what you’re doing, and you’re probably one bet away from winning back those losses.Where does Luck Be a Landlord come into this?So, are there gambling themes in Luck Be A Landlord? The game’s slot machine is represented in simple pixel art. You pay one coin to use it, and among the more traditional slot machine symbols are silly ones like a snail that only pays out after 4 spins.When I started playing it, my primary emotion wasn’t necessarily elation at winning coins — it was stress and disbelief when, in the third round of the game, the landlord increased my rent by 100%. What the hell.I don’t doubt that getting better at it would produce dopamine thrills akin to gambling — or playing any video game. But it’s supposed to be difficult, because that’s the joke. If you beat the game you unlock more difficulty modes where, as you keep paying rent, your landlord gets furious, and starts throwing made-up rules at you: previously rare symbols will give you less of a payout, and the very mechanics of the slot machine change.It’s a manifestation of the golden rule of casinos, and all of capitalism writ large: the odds are stacked against you. The house always wins. There is luck involved, to be sure, but because Luck Be A Landlord is a deck-builder, knowing the different ways you can design your slot machine to maximize payouts is a skill! You have some influence over it, unlike a real slot machine. The synergies that I’ve seen high-level players create are completely nuts, and obviously based on a deep understanding of the strategies the game allows.IMAGE: TrampolineTales via PolygonBalatro and Luck Be a Landlord both distance themselves from casino gambling again in the way they treat money. In Landlord, the money you earn is gold coins, not any currency we recognize. And the payouts aren’t actually that big. By the end of the core game, the rent money you’re struggling and scraping to earn… is 777 coins. In the post-game endless mode, payouts can get massive. But the thing is, to get this far, you can’t rely on chance. You have to be very good at Luck Be a Landlord.And in Balatro, the numbers that get big are your points. The actual dollar payments in a round of Balatro are small. These aren’t games about earning wads and wads of cash. So, do these count as “gambling themes”?We’ll come back to that question later. First, I want to talk about a closer analog to what we colloquially consider gambling: loot boxes and gacha games.Random rewards: from Overwatch to the rise of gachaRecently, I did something that I haven’t done in a really long time: I thought about Overwatch. I used to play Overwatch with my friends, and I absolutely made a habit of dropping 20 bucks here or there for a bunch of seasonal loot boxes. This was never a problem behavior for me, but in hindsight, it does sting that over a couple of years, I dropped maybe on cosmetics for a game that now I primarily associate with squandered potential.Loot boxes grew out of free-to-play mobile games, where they’re the primary method of monetization. In something like Overwatch, they functioned as a way to earn additional revenue in an ongoing game, once the player had already dropped 40 bucks to buy it.More often than not, loot boxes are a random selection of skins and other cosmetics, but games like Star Wars: Battlefront 2 were famously criticized for launching with loot crates that essentially made it pay-to-win – if you bought enough of them and got lucky.It’s not unprecedented to associate loot boxes with gambling. A 2021 study published in Addictive Behaviors showed that players who self-reported as problem gamblers also tended to spend more on loot boxes, and another study done in the UK found a similar correlation with young adults.While Overwatch certainly wasn’t the first game to feature cosmetic loot boxes or microtransactions, it’s a reference point for me, and it also got attention worldwide. In 2018, Overwatch was investigated by the Belgian Gaming Commission, which found it “in violation of gambling legislation” alongside FIFA 18 and Counter-Strike: Global Offensive. Belgium’s response was to ban the sale of loot boxes without a gambling license. Having a paid random rewards mechanic in a game is a criminal offense there. But not really. A 2023 study showed that 82% of iPhone games sold on the App Store in Belgium still use random paid monetization, as do around 80% of games that are rated 12+. The ban wasn’t effectively enforced, if at all, and the study recommends that a blanket ban wouldn’t actually be a practical solution anyway.Overwatch was rated T for Teen by the ESRB, and 12 by PEGI. When it first came out, its loot boxes were divisive. Since the mechanic came from F2P mobile games, which are often seen as predatory, people balked at seeing it in a big action game from a multi-million dollar publisher.At the time, the rebuttal was, “Well, at least it’s just cosmetics.” Nobody needs to buy loot boxes to be good at Overwatch.A lot has changed since 2016. Now we have a deeper understanding of how these mechanics are designed to manipulate players, even if they don’t affect gameplay. But also, they’ve been normalized. While there will always be people expressing disappointment when a AAA game has a paid random loot mechanic, it is no longer shocking.And if anything, these mechanics have only become more prevalent, thanks to the growth of gacha games. Gacha is short for “gachapon,” the Japanese capsule machines where you pay to receive one of a selection of random toys. Getty ImagesIn gacha games, players pay — not necessarily real money, but we’ll get to that — for a chance to get something. Maybe it’s a character, or a special weapon, or some gear — it depends on the game. Whatever it is, within that context, it’s desirable — and unlike the cosmetics of Overwatch, gacha pulls often do impact the gameplay.For example, in Infinity Nikki, you can pull for clothing items in these limited-time events. You have a chance to get pieces of a five-star outfit. But you also might pull one of a set of four-star items, or a permanent three-star piece. Of course, if you want all ten pieces of the five-star outfit, you have to do multiple pulls, each costing a handful of limited resources that you can earn in-game or purchase with money.Gacha was a fixture of mobile gaming for a long time, but in recent years, we’ve seen it go AAA, and global. MiHoYo’s Genshin Impact did a lot of that work when it came out worldwide on consoles and PC alongside its mobile release. Genshin and its successors are massive AAA games of a scale that, for your Nintendos and Ubisofts, would necessitate selling a bajillion copies to be a success. And they’re free.Genshin is an action game, whose playstyle changes depending on what character you’re playing — characters you get from gacha pulls, of course. In Zenless Zone Zero, the characters you can pull have different combo patterns, do different kinds of damage, and just feel different to play. And whereas in an early mobile gacha game like Love Nikki Dress UP! Queen the world was rudimentary, its modern descendant Infinity Nikki is, like Genshin, Breath of the Wild-esque. It is a massive open world, with collectibles and physics puzzles, platforming challenges, and a surprisingly involved storyline. Genshin Impact was the subject of an interesting study where researchers asked young adults in Hong Kong to self-report on their gacha spending habits. They found that, like with gambling, players who are not feeling good tend to spend more. “Young adult gacha gamers experiencing greater stress and anxiety tend to spend more on gacha purchases, have more motives for gacha purchases, and participate in more gambling activities,” they wrote. “This group is at a particularly higher risk of becoming problem gamblers.”One thing that is important to note is that Genshin Impact came out in 2020. The study was self-reported, and it was done during the early stages of the COVID-19 pandemic. It was a time when people were experiencing a lot of stress, and also fewer options to relieve that stress. We were all stuck inside gaming.But the fact that stress can make people more likely to spend money on gacha shows that while the gacha model isn’t necessarily harmful to everyone, it is exploitative to everyone. Since I started writing this story, another self-reported study came out in Japan, where 18.8% of people in their 20s say they’ve spent money on gacha rather than on things like food or rent.Following Genshin Impact’s release, MiHoYo put out Honkai: Star Rail and Zenless Zone Zero. All are shiny, big-budget games that are free to play, but dangle the lure of making just one purchase in front of the player. Maybe you could drop five bucks on a handful of in-game currency to get one more pull. Or maybe just this month you’ll get the second tier of rewards on the game’s equivalent of a Battle Pass. The game is free, after all — but haven’t you enjoyed at least ten dollars’ worth of gameplay? Image: HoyoverseI spent most of my December throwing myself into Infinity Nikki. I had been so stressed, and the game was so soothing. I logged in daily to fulfill my daily wishes and earn my XP, diamonds, Threads of Purity, and bling. I accumulated massive amounts of resources. I haven’t spent money on the game. I’m trying not to, and so far, it’s been pretty easy. I’ve been super happy with how much stuff I can get for free, and how much I can do! I actually feel really good about that — which is what I said to my boyfriend, and he replied, “Yeah, that’s the point. That’s how they get you.”And he’s right. Currently, Infinity Nikki players are embroiled in a war with developer Infold, after Infold introduced yet another currency type with deep ties to Nikki’s gacha system. Every one of these gacha games has its own tangled system of overlapping currencies. Some can only be used on gacha pulls. Some can only be used to upgrade items. Many of them can be purchased with human money.Image: InFold Games/Papergames via PolygonAll of this adds up. According to Sensor Towers’ data, Genshin Impact earned over 36 million dollars on mobile alone in a single month of 2024. I don’t know what Dan DiIorio’s peak monthly revenue for Luck Be A Landlord was, but I’m pretty sure it wasn’t that.A lot of the spending guardrails we see in games like these are actually the result of regulations in other territories, especially China, where gacha has been a big deal for a lot longer. For example, gacha games have a daily limit on loot boxes, with the number clearly displayed, and a system collectively called “pity,” where getting the banner item is guaranteed after a certain number of pulls. Lastly, developers have to be clear about what the odds are. When I log in to spend the Revelation Crystals I’ve spent weeks hoarding in my F2P Infinity Nikki experience, I know that I have a 1.5% chance of pulling a 5-star piece, and that the odds can go up to 6.06%, and that I am guaranteed to get one within 20 pulls, because of the pity system.So, these odds are awful. But it is not as merciless as sitting down at a Vegas slot machine, an experience best described as “oh… that’s it?”There’s not a huge philosophical difference between buying a pack of loot boxes in Overwatch, a pull in Genshin Impact, or even a booster of Pokémon cards. You put in money, you get back randomized stuff that may or may not be what you want. In the dictionary definition, it’s a gamble. But unlike the slot machine, it’s not like you’re trying to win money by doing it, unless you’re selling those Pokémon cards, which is a topic for another time.But since even a game where you don’t get anything, like Balatro or Luck Be A Landlord, can come under fire for promoting gambling to kids, it would seem appropriate for app stores and ratings boards to take a similarly hardline stance with gacha.Instead, all these games are rated T for Teen by the ESRB, and PEGI 12 in the EU.The ESRB ratings for these games note that they contain in-game purchases, including random items. Honkai: Star Rail’s rating specifically calls out a slot machine mechanic, where players spend tokens to win a prize. But other than calling out Honkai’s slot machine, app stores are not slapping Genshin or Nikki with an 18+ rating. Meanwhile, Balatro had a PEGI rating of 18 until a successful appeal in February 2025, and Luck Be a Landlord is still 17+ on Apple’s App Store.Nobody knows what they’re doingWhen I started researching this piece, I felt very strongly that it was absurd that Luck Be A Landlord and Balatro had age ratings this high.I still believe that the way both devs have been treated by ratings boards is bad. Threatening an indie dev with a significant loss of income by pulling their game is bad, not giving them a way to defend themself or help them understand why it’s happening is even worse. It’s an extension of the general way that too-big-to-fail companies like Google treat all their customers.DiIorio told me that while it felt like a human being had at least looked at Luck Be A Landlord to make the determination that it contained gambling themes, the emails he was getting were automatic, and he doesn’t have a contact at Google to ask why this happened or how he can avoid it in the future — an experience that will be familiar to anyone who has ever needed Google support. But what’s changed for me is that I’m not actually sure anymore that games that don’t have gambling should be completely let off the hook for evoking gambling.Exposing teens to simulated gambling without financial stakes could spark an interest in the real thing later on, according to a study in the International Journal of Environmental Research and Public Health. It’s the same reason you can’t mosey down to the drug store to buy candy cigarettes. Multiple studies were done that showed kids who ate candy cigarettes were more likely to take up smokingSo while I still think rating something like Balatro 18+ is nuts, I also think that describing it appropriately might be reasonable. As a game, it’s completely divorced from literally any kind of play you would find in a casino — but I can see the concern that the thrill of flashy numbers and the shiny cards might encourage young players to try their hand at poker in a real casino, where a real house can take their money.Maybe what’s more important than doling out high age ratings is helping people think about how media can affect us. In the same way that, when I was 12 and obsessed with The Matrix, my parents gently made sure that I knew that none of the violence was real and you can’t actually cartwheel through a hail of bullets in real life. Thanks, mom and dad!But that’s an answer that’s a lot more abstract and difficult to implement than a big red 18+ banner. When it comes to gacha, I think we’re even less equipped to talk about these game mechanics, and I’m certain they’re not being age-rated appropriately. On the one hand, like I said earlier, gacha exploits the player’s desire for stuff that they are heavily manipulated to buy with real money. On the other hand, I think it’s worth acknowledging that there is a difference between gacha and casino gambling.Problem gamblers aren’t satisfied by winning — the thing they’re addicted to is playing, and the risk that comes with it. In gacha games, players do report satisfaction when they achieve the prize they set out to get. And yes, in the game’s next season, the developer will be dangling a shiny new prize in front of them with the goal of starting the cycle over. But I think it’s fair to make the distinction, while still being highly critical of the model.And right now, there is close to no incentive for app stores to crack down on gacha in any way. They get a cut of in-app purchases. Back in 2023, miHoYo tried a couple of times to set up payment systems that circumvented Apple’s 30% cut of in-app spending. Both times, it was thwarted by Apple, whose App Store generated trillion in developer billings and sales in 2022.According to Apple itself, 90% of that money did not include any commission to Apple. Fortunately for Apple, ten percent of a trillion dollars is still one hundred billion dollars, which I would also like to have in my bank account. Apple has zero reason to curb spending on games that have been earning millions of dollars every month for years.And despite the popularity of Luck Be A Landlord and Balatro’s massive App Store success, these games will never be as lucrative. They’re one-time purchases, and they don’t have microtransactions. To add insult to injury, like most popular games, Luck Be A Landlord has a lot of clones. And from what I can tell, it doesn’t look like any of them have been made to indicate that their games contain the dreaded “gambling themes” that Google was so worried about in Landlord.In particular, a game called SpinCraft: Roguelike from Sneaky Panda Games raised million in seed funding for “inventing the Luck-Puzzler genre,” which it introduced in 2022, while Luck Be A Landlord went into early access in 2021.It’s free-to-play, has ads and in-app purchases, looks like Fisher Price made a slot machine, and it’s rated E for everyone, with no mention of gambling imagery in its rating. I reached out to the developers to ask if they had also been contacted by the Play Store to disclose that their game has gambling themes, but I haven’t heard back.Borrowing mechanics in games is as old as time, and it’s something I in no way want to imply shouldn’t happen because copyright is the killer of invention — but I think we can all agree that the system is broken.There is no consistency in how games with random chance are treated. We still do not know how to talk about gambling, or gambling themes, and at the end of the day, the results of this are the same: the house always wins.See More:
#nobody #understands #gambling #especially #video

Nobody understands gambling, especially in video games
In 2025, it’s very difficult not to see gambling advertised everywhere. It’s on billboards and sports broadcasts. It’s on podcasts and printed on the turnbuckle of AEW’s pay-per-view shows. And it’s on app stores, where you can find the FanDuel and DraftKings sportsbooks, alongside glitzy digital slot machines. These apps all have the highest age ratings possible on Apple’s App Store and Google Play. But earlier this year, a different kind of app nearly disappeared from the Play Store entirely.Luck Be A Landlord is a roguelite deckbuilder from solo developer Dan DiIorio. DiIorio got word from Google in January 2025 that Luck Be A Landlord was about to be pulled, globally, because DiIorio had not disclosed the game’s “gambling themes” in its rating.In Luck Be a Landlord, the player takes spins on a pixel art slot machine to earn coins to pay their ever-increasing rent — a nightmare gamification of our day-to-day grind to remain housed. On app stores, it’s a one-time purchase of and it’s on Steam. On the Play Store page, developer Dan DiIorio notes, “This game does not contain any real-world currency gambling or microtransactions.”And it doesn’t. But for Google, that didn’t matter. First, the game was removed from the storefront in a slew of countries that have strict gambling laws. Then, at the beginning of 2025, Google told Dilorio that Luck Be A Landlord would be pulled globally because of its rating discrepancy, as it “does not take into account references to gambling”.DiIorio had gone through this song and dance before — previously, when the game was blocked, he would send back a message saying “hey, the game doesn’t have gambling,” and then Google would send back a screenshot of the game and assert that, in fact, it had.DiIorio didn’t agree, but this time they decided that the risk of Landlord getting taken down permanently was too great. They’re a solo developer, and Luck Be a Landlord had just had its highest 30-day revenue since release. So, they filled out the form confirming that Luck Be A Landlord has “gambling themes,” and are currently hoping that this will be the end of it.This is a situation that sucks for an indie dev to be in, and over email DiIorio told Polygon it was “very frustrating.”“I think it can negatively affect indie developers if they fall outside the norm, which indies often do,” they wrote. “It also makes me afraid to explore mechanics like this further. It stifles creativity, and that’s really upsetting.”In late 2024, the hit game Balatro was in a similar position. It had won numerous awards, and made in its first week on mobile platforms. And then overnight, the PEGI ratings board declared that the game deserved an adult rating.The ESRB had already rated it E10+ in the US, noting it has gambling themes. And the game was already out in Europe, making its overnight ratings change a surprise. Publisher PlayStack said the rating was given because Balatro has “prominent gambling imagery and material that instructs about gambling.”Balatro is basically Luck Be A Landlord’s little cousin. Developer LocalThunk was inspired by watching streams of Luck Be A Landlord, and seeing the way DiIorio had implemented deck-building into his slot machine. And like Luck Be A Landlord, Balatro is a one-time purchase, with no microtransactions.But the PEGI board noted that because the game uses poker hands, the skills the player learns in Balatro could translate to real-world poker.In its write-up, GameSpot noted that the same thing happened to a game called Sunshine Shuffle. It was temporarily banned from the Nintendo eShop, and also from the entire country of South Korea. Unlike Balatro, Sunshine Shuffle actually is a poker game, except you’re playing Texas Hold ‘Em — again for no real money — with cute animals.It’s common sense that children shouldn’t be able to access apps that allow them to gamble. But none of these games contain actual gambling — or do they?Where do we draw the line? Is it gambling to play any game that is also played in casinos, like poker or blackjack? Is it gambling to play a game that evokes the aesthetics of a casino, like cards, chips, dice, or slot machines? Is it gambling to wager or earn fictional money?Gaming has always been a lightning rod for controversy. Sex, violence, misogyny, addiction — you name it, video games have been accused of perpetrating or encouraging it. But gambling is gaming’s original sin. And it’s the one we still can’t get a grip on.The original link between gambling and gamingGetty ImagesThe association between video games and gambling all goes back to pinball. Back in the ’30s and ’40s, politicians targeted pinball machines for promoting gambling. Early pinball machines were less skill-based, and some gave cash payouts, so the comparison wasn’t unfair. Famously, mob-hating New York City mayor Fiorello LaGuardia banned pinball in the city, and appeared in a newsreel dumping pinball and slot machines into the Long Island Sound. Pinball machines spent some time relegated to the back rooms of sex shops and dive bars. But after some lobbying, the laws relaxed.By the 1970s, pinball manufacturers were also making video games, and the machines were side-by-side in arcades. Arcade machines, like pinball, took small coin payments, repeatedly, for short rounds of play. The disreputable funk of pinball basically rubbed off onto video games.Ever since video games rocked onto the scene, concerned and sometimes uneducated parties have been asking if they’re dangerous. And in general, studies have shown that they’re not. The same can’t be said about gambling — the practice of putting real money down to bet on an outcome.It’s a golden age for gambling2025 in the USA is a great time for gambling, which has been really profitable for gambling companies — to the tune of billion dollars of revenue in 2023.To put this number in perspective, the American Gaming Association, which is the casino industry’s trade group and has nothing to do with video games, reports that 2022’s gambling revenue was billion. It went up billion in a year.And this increase isn’t just because of sportsbooks, although sports betting is a huge part of it. Online casinos and brick-and-mortar casinos are both earning more, and as a lot of people have pointed out, gambling is being normalized to a pretty disturbing degree.Much like with alcohol, for a small percentage of people, gambling can tip from occasional leisure activity into addiction. The people who are most at risk are, by and large, already vulnerable: researchers at the Yale School of Medicine found that 96% of problem gamblers are also wrestling with other disorders, such as “substance use, impulse-control disorders, mood disorders, and anxiety disorders.”Even if you’re not in that group, there are still good reasons to be wary of gambling. People tend to underestimate their own vulnerability to things they know are dangerous for others. Someone else might bet beyond their means. But I would simply know when to stop.Maybe you do! But being blithely confident about it can make it hard to notice if you do develop a problem. Or if you already have one.Addiction changes the way your brain works. When you’re addicted to something, your participation in it becomes compulsive, at the expense of other interests and responsibilities. Someone might turn to their addiction to self-soothe when depressed or anxious. And speaking of those feelings, people who are depressed and anxious are already more vulnerable to addiction. Given the entire state of the world right now, this predisposition shines an ugly light on the numbers touted by the AGA. Is it good that the industry is reporting billion in additional earnings, when the economy feels so frail, when the stock market is ping ponging through highs and lows daily, when daily expenses are rising? It doesn’t feel good. In 2024, the YouTuber Drew Gooden turned his critical eye to online gambling. One of the main points he makes in his excellent video is that gambling is more accessible than ever. It’s on all our phones, and betting companies are using decades of well-honed app design and behavioral studies to manipulate users to spend and spend.Meanwhile, advertising on podcasts, billboards, TV, radio, and websites – it’s literally everywhere — tells you that this is fun, and you don’t even need to know what you’re doing, and you’re probably one bet away from winning back those losses.Where does Luck Be a Landlord come into this?So, are there gambling themes in Luck Be A Landlord? The game’s slot machine is represented in simple pixel art. You pay one coin to use it, and among the more traditional slot machine symbols are silly ones like a snail that only pays out after 4 spins.When I started playing it, my primary emotion wasn’t necessarily elation at winning coins — it was stress and disbelief when, in the third round of the game, the landlord increased my rent by 100%. What the hell.I don’t doubt that getting better at it would produce dopamine thrills akin to gambling — or playing any video game. But it’s supposed to be difficult, because that’s the joke. If you beat the game you unlock more difficulty modes where, as you keep paying rent, your landlord gets furious, and starts throwing made-up rules at you: previously rare symbols will give you less of a payout, and the very mechanics of the slot machine change.It’s a manifestation of the golden rule of casinos, and all of capitalism writ large: the odds are stacked against you. The house always wins. There is luck involved, to be sure, but because Luck Be A Landlord is a deck-builder, knowing the different ways you can design your slot machine to maximize payouts is a skill! You have some influence over it, unlike a real slot machine. The synergies that I’ve seen high-level players create are completely nuts, and obviously based on a deep understanding of the strategies the game allows.IMAGE: TrampolineTales via PolygonBalatro and Luck Be a Landlord both distance themselves from casino gambling again in the way they treat money. In Landlord, the money you earn is gold coins, not any currency we recognize. And the payouts aren’t actually that big. By the end of the core game, the rent money you’re struggling and scraping to earn… is 777 coins. In the post-game endless mode, payouts can get massive. But the thing is, to get this far, you can’t rely on chance. You have to be very good at Luck Be a Landlord.And in Balatro, the numbers that get big are your points. The actual dollar payments in a round of Balatro are small. These aren’t games about earning wads and wads of cash. So, do these count as “gambling themes”?We’ll come back to that question later. First, I want to talk about a closer analog to what we colloquially consider gambling: loot boxes and gacha games.Random rewards: from Overwatch to the rise of gachaRecently, I did something that I haven’t done in a really long time: I thought about Overwatch. I used to play Overwatch with my friends, and I absolutely made a habit of dropping 20 bucks here or there for a bunch of seasonal loot boxes. This was never a problem behavior for me, but in hindsight, it does sting that over a couple of years, I dropped maybe on cosmetics for a game that now I primarily associate with squandered potential.Loot boxes grew out of free-to-play mobile games, where they’re the primary method of monetization. In something like Overwatch, they functioned as a way to earn additional revenue in an ongoing game, once the player had already dropped 40 bucks to buy it.More often than not, loot boxes are a random selection of skins and other cosmetics, but games like Star Wars: Battlefront 2 were famously criticized for launching with loot crates that essentially made it pay-to-win – if you bought enough of them and got lucky.It’s not unprecedented to associate loot boxes with gambling. A 2021 study published in Addictive Behaviors showed that players who self-reported as problem gamblers also tended to spend more on loot boxes, and another study done in the UK found a similar correlation with young adults.While Overwatch certainly wasn’t the first game to feature cosmetic loot boxes or microtransactions, it’s a reference point for me, and it also got attention worldwide. In 2018, Overwatch was investigated by the Belgian Gaming Commission, which found it “in violation of gambling legislation” alongside FIFA 18 and Counter-Strike: Global Offensive. Belgium’s response was to ban the sale of loot boxes without a gambling license. Having a paid random rewards mechanic in a game is a criminal offense there. But not really. A 2023 study showed that 82% of iPhone games sold on the App Store in Belgium still use random paid monetization, as do around 80% of games that are rated 12+. The ban wasn’t effectively enforced, if at all, and the study recommends that a blanket ban wouldn’t actually be a practical solution anyway.Overwatch was rated T for Teen by the ESRB, and 12 by PEGI. When it first came out, its loot boxes were divisive. Since the mechanic came from F2P mobile games, which are often seen as predatory, people balked at seeing it in a big action game from a multi-million dollar publisher.At the time, the rebuttal was, “Well, at least it’s just cosmetics.” Nobody needs to buy loot boxes to be good at Overwatch.A lot has changed since 2016. Now we have a deeper understanding of how these mechanics are designed to manipulate players, even if they don’t affect gameplay. But also, they’ve been normalized. While there will always be people expressing disappointment when a AAA game has a paid random loot mechanic, it is no longer shocking.And if anything, these mechanics have only become more prevalent, thanks to the growth of gacha games. Gacha is short for “gachapon,” the Japanese capsule machines where you pay to receive one of a selection of random toys. Getty ImagesIn gacha games, players pay — not necessarily real money, but we’ll get to that — for a chance to get something. Maybe it’s a character, or a special weapon, or some gear — it depends on the game. Whatever it is, within that context, it’s desirable — and unlike the cosmetics of Overwatch, gacha pulls often do impact the gameplay.For example, in Infinity Nikki, you can pull for clothing items in these limited-time events. You have a chance to get pieces of a five-star outfit. But you also might pull one of a set of four-star items, or a permanent three-star piece. Of course, if you want all ten pieces of the five-star outfit, you have to do multiple pulls, each costing a handful of limited resources that you can earn in-game or purchase with money.Gacha was a fixture of mobile gaming for a long time, but in recent years, we’ve seen it go AAA, and global. MiHoYo’s Genshin Impact did a lot of that work when it came out worldwide on consoles and PC alongside its mobile release. Genshin and its successors are massive AAA games of a scale that, for your Nintendos and Ubisofts, would necessitate selling a bajillion copies to be a success. And they’re free.Genshin is an action game, whose playstyle changes depending on what character you’re playing — characters you get from gacha pulls, of course. In Zenless Zone Zero, the characters you can pull have different combo patterns, do different kinds of damage, and just feel different to play. And whereas in an early mobile gacha game like Love Nikki Dress UP! Queen the world was rudimentary, its modern descendant Infinity Nikki is, like Genshin, Breath of the Wild-esque. It is a massive open world, with collectibles and physics puzzles, platforming challenges, and a surprisingly involved storyline. Genshin Impact was the subject of an interesting study where researchers asked young adults in Hong Kong to self-report on their gacha spending habits. They found that, like with gambling, players who are not feeling good tend to spend more. “Young adult gacha gamers experiencing greater stress and anxiety tend to spend more on gacha purchases, have more motives for gacha purchases, and participate in more gambling activities,” they wrote. “This group is at a particularly higher risk of becoming problem gamblers.”One thing that is important to note is that Genshin Impact came out in 2020. The study was self-reported, and it was done during the early stages of the COVID-19 pandemic. It was a time when people were experiencing a lot of stress, and also fewer options to relieve that stress. We were all stuck inside gaming.But the fact that stress can make people more likely to spend money on gacha shows that while the gacha model isn’t necessarily harmful to everyone, it is exploitative to everyone. Since I started writing this story, another self-reported study came out in Japan, where 18.8% of people in their 20s say they’ve spent money on gacha rather than on things like food or rent.Following Genshin Impact’s release, MiHoYo put out Honkai: Star Rail and Zenless Zone Zero. All are shiny, big-budget games that are free to play, but dangle the lure of making just one purchase in front of the player. Maybe you could drop five bucks on a handful of in-game currency to get one more pull. Or maybe just this month you’ll get the second tier of rewards on the game’s equivalent of a Battle Pass. The game is free, after all — but haven’t you enjoyed at least ten dollars’ worth of gameplay? Image: HoyoverseI spent most of my December throwing myself into Infinity Nikki. I had been so stressed, and the game was so soothing. I logged in daily to fulfill my daily wishes and earn my XP, diamonds, Threads of Purity, and bling. I accumulated massive amounts of resources. I haven’t spent money on the game. I’m trying not to, and so far, it’s been pretty easy. I’ve been super happy with how much stuff I can get for free, and how much I can do! I actually feel really good about that — which is what I said to my boyfriend, and he replied, “Yeah, that’s the point. That’s how they get you.”And he’s right. Currently, Infinity Nikki players are embroiled in a war with developer Infold, after Infold introduced yet another currency type with deep ties to Nikki’s gacha system. Every one of these gacha games has its own tangled system of overlapping currencies. Some can only be used on gacha pulls. Some can only be used to upgrade items. Many of them can be purchased with human money.Image: InFold Games/Papergames via PolygonAll of this adds up. According to Sensor Towers’ data, Genshin Impact earned over 36 million dollars on mobile alone in a single month of 2024. I don’t know what Dan DiIorio’s peak monthly revenue for Luck Be A Landlord was, but I’m pretty sure it wasn’t that.A lot of the spending guardrails we see in games like these are actually the result of regulations in other territories, especially China, where gacha has been a big deal for a lot longer. For example, gacha games have a daily limit on loot boxes, with the number clearly displayed, and a system collectively called “pity,” where getting the banner item is guaranteed after a certain number of pulls. Lastly, developers have to be clear about what the odds are. When I log in to spend the Revelation Crystals I’ve spent weeks hoarding in my F2P Infinity Nikki experience, I know that I have a 1.5% chance of pulling a 5-star piece, and that the odds can go up to 6.06%, and that I am guaranteed to get one within 20 pulls, because of the pity system.So, these odds are awful. But it is not as merciless as sitting down at a Vegas slot machine, an experience best described as “oh… that’s it?”There’s not a huge philosophical difference between buying a pack of loot boxes in Overwatch, a pull in Genshin Impact, or even a booster of Pokémon cards. You put in money, you get back randomized stuff that may or may not be what you want. In the dictionary definition, it’s a gamble. But unlike the slot machine, it’s not like you’re trying to win money by doing it, unless you’re selling those Pokémon cards, which is a topic for another time.But since even a game where you don’t get anything, like Balatro or Luck Be A Landlord, can come under fire for promoting gambling to kids, it would seem appropriate for app stores and ratings boards to take a similarly hardline stance with gacha.Instead, all these games are rated T for Teen by the ESRB, and PEGI 12 in the EU.The ESRB ratings for these games note that they contain in-game purchases, including random items. Honkai: Star Rail’s rating specifically calls out a slot machine mechanic, where players spend tokens to win a prize. But other than calling out Honkai’s slot machine, app stores are not slapping Genshin or Nikki with an 18+ rating. Meanwhile, Balatro had a PEGI rating of 18 until a successful appeal in February 2025, and Luck Be a Landlord is still 17+ on Apple’s App Store.Nobody knows what they’re doingWhen I started researching this piece, I felt very strongly that it was absurd that Luck Be A Landlord and Balatro had age ratings this high.I still believe that the way both devs have been treated by ratings boards is bad. Threatening an indie dev with a significant loss of income by pulling their game is bad, not giving them a way to defend themself or help them understand why it’s happening is even worse. It’s an extension of the general way that too-big-to-fail companies like Google treat all their customers.DiIorio told me that while it felt like a human being had at least looked at Luck Be A Landlord to make the determination that it contained gambling themes, the emails he was getting were automatic, and he doesn’t have a contact at Google to ask why this happened or how he can avoid it in the future — an experience that will be familiar to anyone who has ever needed Google support. But what’s changed for me is that I’m not actually sure anymore that games that don’t have gambling should be completely let off the hook for evoking gambling.Exposing teens to simulated gambling without financial stakes could spark an interest in the real thing later on, according to a study in the International Journal of Environmental Research and Public Health. It’s the same reason you can’t mosey down to the drug store to buy candy cigarettes. Multiple studies were done that showed kids who ate candy cigarettes were more likely to take up smokingSo while I still think rating something like Balatro 18+ is nuts, I also think that describing it appropriately might be reasonable. As a game, it’s completely divorced from literally any kind of play you would find in a casino — but I can see the concern that the thrill of flashy numbers and the shiny cards might encourage young players to try their hand at poker in a real casino, where a real house can take their money.Maybe what’s more important than doling out high age ratings is helping people think about how media can affect us. In the same way that, when I was 12 and obsessed with The Matrix, my parents gently made sure that I knew that none of the violence was real and you can’t actually cartwheel through a hail of bullets in real life. Thanks, mom and dad!But that’s an answer that’s a lot more abstract and difficult to implement than a big red 18+ banner. When it comes to gacha, I think we’re even less equipped to talk about these game mechanics, and I’m certain they’re not being age-rated appropriately. On the one hand, like I said earlier, gacha exploits the player’s desire for stuff that they are heavily manipulated to buy with real money. On the other hand, I think it’s worth acknowledging that there is a difference between gacha and casino gambling.Problem gamblers aren’t satisfied by winning — the thing they’re addicted to is playing, and the risk that comes with it. In gacha games, players do report satisfaction when they achieve the prize they set out to get. And yes, in the game’s next season, the developer will be dangling a shiny new prize in front of them with the goal of starting the cycle over. But I think it’s fair to make the distinction, while still being highly critical of the model.And right now, there is close to no incentive for app stores to crack down on gacha in any way. They get a cut of in-app purchases. Back in 2023, miHoYo tried a couple of times to set up payment systems that circumvented Apple’s 30% cut of in-app spending. Both times, it was thwarted by Apple, whose App Store generated trillion in developer billings and sales in 2022.According to Apple itself, 90% of that money did not include any commission to Apple. Fortunately for Apple, ten percent of a trillion dollars is still one hundred billion dollars, which I would also like to have in my bank account. Apple has zero reason to curb spending on games that have been earning millions of dollars every month for years.And despite the popularity of Luck Be A Landlord and Balatro’s massive App Store success, these games will never be as lucrative. They’re one-time purchases, and they don’t have microtransactions. To add insult to injury, like most popular games, Luck Be A Landlord has a lot of clones. And from what I can tell, it doesn’t look like any of them have been made to indicate that their games contain the dreaded “gambling themes” that Google was so worried about in Landlord.In particular, a game called SpinCraft: Roguelike from Sneaky Panda Games raised million in seed funding for “inventing the Luck-Puzzler genre,” which it introduced in 2022, while Luck Be A Landlord went into early access in 2021.It’s free-to-play, has ads and in-app purchases, looks like Fisher Price made a slot machine, and it’s rated E for everyone, with no mention of gambling imagery in its rating. I reached out to the developers to ask if they had also been contacted by the Play Store to disclose that their game has gambling themes, but I haven’t heard back.Borrowing mechanics in games is as old as time, and it’s something I in no way want to imply shouldn’t happen because copyright is the killer of invention — but I think we can all agree that the system is broken.There is no consistency in how games with random chance are treated. We still do not know how to talk about gambling, or gambling themes, and at the end of the day, the results of this are the same: the house always wins.See More: #nobody #understands #gambling #especially #video

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Nobody understands gambling, especially in video games

In 2025, it’s very difficult not to see gambling advertised everywhere. It’s on billboards and sports broadcasts. It’s on podcasts and printed on the turnbuckle of AEW’s pay-per-view shows. And it’s on app stores, where you can find the FanDuel and DraftKings sportsbooks, alongside glitzy digital slot machines. These apps all have the highest age ratings possible on Apple’s App Store and Google Play. But earlier this year, a different kind of app nearly disappeared from the Play Store entirely.Luck Be A Landlord is a roguelite deckbuilder from solo developer Dan DiIorio. DiIorio got word from Google in January 2025 that Luck Be A Landlord was about to be pulled, globally, because DiIorio had not disclosed the game’s “gambling themes” in its rating.In Luck Be a Landlord, the player takes spins on a pixel art slot machine to earn coins to pay their ever-increasing rent — a nightmare gamification of our day-to-day grind to remain housed. On app stores, it’s a one-time purchase of $4.99, and it’s $9.99 on Steam. On the Play Store page, developer Dan DiIorio notes, “This game does not contain any real-world currency gambling or microtransactions.”And it doesn’t. But for Google, that didn’t matter. First, the game was removed from the storefront in a slew of countries that have strict gambling laws. Then, at the beginning of 2025, Google told Dilorio that Luck Be A Landlord would be pulled globally because of its rating discrepancy, as it “does not take into account references to gambling (including real or simulated gambling)”.DiIorio had gone through this song and dance before — previously, when the game was blocked, he would send back a message saying “hey, the game doesn’t have gambling,” and then Google would send back a screenshot of the game and assert that, in fact, it had.DiIorio didn’t agree, but this time they decided that the risk of Landlord getting taken down permanently was too great. They’re a solo developer, and Luck Be a Landlord had just had its highest 30-day revenue since release. So, they filled out the form confirming that Luck Be A Landlord has “gambling themes,” and are currently hoping that this will be the end of it.This is a situation that sucks for an indie dev to be in, and over email DiIorio told Polygon it was “very frustrating.”“I think it can negatively affect indie developers if they fall outside the norm, which indies often do,” they wrote. “It also makes me afraid to explore mechanics like this further. It stifles creativity, and that’s really upsetting.”In late 2024, the hit game Balatro was in a similar position. It had won numerous awards, and made $1,000,000 in its first week on mobile platforms. And then overnight, the PEGI ratings board declared that the game deserved an adult rating.The ESRB had already rated it E10+ in the US, noting it has gambling themes. And the game was already out in Europe, making its overnight ratings change a surprise. Publisher PlayStack said the rating was given because Balatro has “prominent gambling imagery and material that instructs about gambling.”Balatro is basically Luck Be A Landlord’s little cousin. Developer LocalThunk was inspired by watching streams of Luck Be A Landlord, and seeing the way DiIorio had implemented deck-building into his slot machine. And like Luck Be A Landlord, Balatro is a one-time purchase, with no microtransactions.But the PEGI board noted that because the game uses poker hands, the skills the player learns in Balatro could translate to real-world poker.In its write-up, GameSpot noted that the same thing happened to a game called Sunshine Shuffle. It was temporarily banned from the Nintendo eShop, and also from the entire country of South Korea. Unlike Balatro, Sunshine Shuffle actually is a poker game, except you’re playing Texas Hold ‘Em — again for no real money — with cute animals (who are bank robbers).It’s common sense that children shouldn’t be able to access apps that allow them to gamble. But none of these games contain actual gambling — or do they?Where do we draw the line? Is it gambling to play any game that is also played in casinos, like poker or blackjack? Is it gambling to play a game that evokes the aesthetics of a casino, like cards, chips, dice, or slot machines? Is it gambling to wager or earn fictional money?Gaming has always been a lightning rod for controversy. Sex, violence, misogyny, addiction — you name it, video games have been accused of perpetrating or encouraging it. But gambling is gaming’s original sin. And it’s the one we still can’t get a grip on.The original link between gambling and gamingGetty ImagesThe association between video games and gambling all goes back to pinball. Back in the ’30s and ’40s, politicians targeted pinball machines for promoting gambling. Early pinball machines were less skill-based (they didn’t have flippers), and some gave cash payouts, so the comparison wasn’t unfair. Famously, mob-hating New York City mayor Fiorello LaGuardia banned pinball in the city, and appeared in a newsreel dumping pinball and slot machines into the Long Island Sound. Pinball machines spent some time relegated to the back rooms of sex shops and dive bars. But after some lobbying, the laws relaxed.By the 1970s, pinball manufacturers were also making video games, and the machines were side-by-side in arcades. Arcade machines, like pinball, took small coin payments, repeatedly, for short rounds of play. The disreputable funk of pinball basically rubbed off onto video games.Ever since video games rocked onto the scene, concerned and sometimes uneducated parties have been asking if they’re dangerous. And in general, studies have shown that they’re not. The same can’t be said about gambling — the practice of putting real money down to bet on an outcome.It’s a golden age for gambling2025 in the USA is a great time for gambling, which has been really profitable for gambling companies — to the tune of $66.5 billion dollars of revenue in 2023.To put this number in perspective, the American Gaming Association, which is the casino industry’s trade group and has nothing to do with video games, reports that 2022’s gambling revenue was $60.5 billion. It went up $6 billion in a year.And this increase isn’t just because of sportsbooks, although sports betting is a huge part of it. Online casinos and brick-and-mortar casinos are both earning more, and as a lot of people have pointed out, gambling is being normalized to a pretty disturbing degree.Much like with alcohol, for a small percentage of people, gambling can tip from occasional leisure activity into addiction. The people who are most at risk are, by and large, already vulnerable: researchers at the Yale School of Medicine found that 96% of problem gamblers are also wrestling with other disorders, such as “substance use, impulse-control disorders, mood disorders, and anxiety disorders.”Even if you’re not in that group, there are still good reasons to be wary of gambling. People tend to underestimate their own vulnerability to things they know are dangerous for others. Someone else might bet beyond their means. But I would simply know when to stop.Maybe you do! But being blithely confident about it can make it hard to notice if you do develop a problem. Or if you already have one.Addiction changes the way your brain works. When you’re addicted to something, your participation in it becomes compulsive, at the expense of other interests and responsibilities. Someone might turn to their addiction to self-soothe when depressed or anxious. And speaking of those feelings, people who are depressed and anxious are already more vulnerable to addiction. Given the entire state of the world right now, this predisposition shines an ugly light on the numbers touted by the AGA. Is it good that the industry is reporting $6 billion in additional earnings, when the economy feels so frail, when the stock market is ping ponging through highs and lows daily, when daily expenses are rising? It doesn’t feel good. In 2024, the YouTuber Drew Gooden turned his critical eye to online gambling. One of the main points he makes in his excellent video is that gambling is more accessible than ever. It’s on all our phones, and betting companies are using decades of well-honed app design and behavioral studies to manipulate users to spend and spend.Meanwhile, advertising on podcasts, billboards, TV, radio, and websites – it’s literally everywhere — tells you that this is fun, and you don’t even need to know what you’re doing, and you’re probably one bet away from winning back those losses.Where does Luck Be a Landlord come into this?So, are there gambling themes in Luck Be A Landlord? The game’s slot machine is represented in simple pixel art. You pay one coin to use it, and among the more traditional slot machine symbols are silly ones like a snail that only pays out after 4 spins.When I started playing it, my primary emotion wasn’t necessarily elation at winning coins — it was stress and disbelief when, in the third round of the game, the landlord increased my rent by 100%. What the hell.I don’t doubt that getting better at it would produce dopamine thrills akin to gambling — or playing any video game. But it’s supposed to be difficult, because that’s the joke. If you beat the game you unlock more difficulty modes where, as you keep paying rent, your landlord gets furious, and starts throwing made-up rules at you: previously rare symbols will give you less of a payout, and the very mechanics of the slot machine change.It’s a manifestation of the golden rule of casinos, and all of capitalism writ large: the odds are stacked against you. The house always wins. There is luck involved, to be sure, but because Luck Be A Landlord is a deck-builder, knowing the different ways you can design your slot machine to maximize payouts is a skill! You have some influence over it, unlike a real slot machine. The synergies that I’ve seen high-level players create are completely nuts, and obviously based on a deep understanding of the strategies the game allows.IMAGE: TrampolineTales via PolygonBalatro and Luck Be a Landlord both distance themselves from casino gambling again in the way they treat money. In Landlord, the money you earn is gold coins, not any currency we recognize. And the payouts aren’t actually that big. By the end of the core game, the rent money you’re struggling and scraping to earn… is 777 coins. In the post-game endless mode, payouts can get massive. But the thing is, to get this far, you can’t rely on chance. You have to be very good at Luck Be a Landlord.And in Balatro, the numbers that get big are your points. The actual dollar payments in a round of Balatro are small. These aren’t games about earning wads and wads of cash. So, do these count as “gambling themes”?We’ll come back to that question later. First, I want to talk about a closer analog to what we colloquially consider gambling: loot boxes and gacha games.Random rewards: from Overwatch to the rise of gachaRecently, I did something that I haven’t done in a really long time: I thought about Overwatch. I used to play Overwatch with my friends, and I absolutely made a habit of dropping 20 bucks here or there for a bunch of seasonal loot boxes. This was never a problem behavior for me, but in hindsight, it does sting that over a couple of years, I dropped maybe $150 on cosmetics for a game that now I primarily associate with squandered potential.Loot boxes grew out of free-to-play mobile games, where they’re the primary method of monetization. In something like Overwatch, they functioned as a way to earn additional revenue in an ongoing game, once the player had already dropped 40 bucks to buy it.More often than not, loot boxes are a random selection of skins and other cosmetics, but games like Star Wars: Battlefront 2 were famously criticized for launching with loot crates that essentially made it pay-to-win – if you bought enough of them and got lucky.It’s not unprecedented to associate loot boxes with gambling. A 2021 study published in Addictive Behaviors showed that players who self-reported as problem gamblers also tended to spend more on loot boxes, and another study done in the UK found a similar correlation with young adults.While Overwatch certainly wasn’t the first game to feature cosmetic loot boxes or microtransactions, it’s a reference point for me, and it also got attention worldwide. In 2018, Overwatch was investigated by the Belgian Gaming Commission, which found it “in violation of gambling legislation” alongside FIFA 18 and Counter-Strike: Global Offensive. Belgium’s response was to ban the sale of loot boxes without a gambling license. Having a paid random rewards mechanic in a game is a criminal offense there. But not really. A 2023 study showed that 82% of iPhone games sold on the App Store in Belgium still use random paid monetization, as do around 80% of games that are rated 12+. The ban wasn’t effectively enforced, if at all, and the study recommends that a blanket ban wouldn’t actually be a practical solution anyway.Overwatch was rated T for Teen by the ESRB, and 12 by PEGI. When it first came out, its loot boxes were divisive. Since the mechanic came from F2P mobile games, which are often seen as predatory, people balked at seeing it in a big action game from a multi-million dollar publisher.At the time, the rebuttal was, “Well, at least it’s just cosmetics.” Nobody needs to buy loot boxes to be good at Overwatch.A lot has changed since 2016. Now we have a deeper understanding of how these mechanics are designed to manipulate players, even if they don’t affect gameplay. But also, they’ve been normalized. While there will always be people expressing disappointment when a AAA game has a paid random loot mechanic, it is no longer shocking.And if anything, these mechanics have only become more prevalent, thanks to the growth of gacha games. Gacha is short for “gachapon,” the Japanese capsule machines where you pay to receive one of a selection of random toys. Getty ImagesIn gacha games, players pay — not necessarily real money, but we’ll get to that — for a chance to get something. Maybe it’s a character, or a special weapon, or some gear — it depends on the game. Whatever it is, within that context, it’s desirable — and unlike the cosmetics of Overwatch, gacha pulls often do impact the gameplay.For example, in Infinity Nikki, you can pull for clothing items in these limited-time events. You have a chance to get pieces of a five-star outfit. But you also might pull one of a set of four-star items, or a permanent three-star piece. Of course, if you want all ten pieces of the five-star outfit, you have to do multiple pulls, each costing a handful of limited resources that you can earn in-game or purchase with money.Gacha was a fixture of mobile gaming for a long time, but in recent years, we’ve seen it go AAA, and global. MiHoYo’s Genshin Impact did a lot of that work when it came out worldwide on consoles and PC alongside its mobile release. Genshin and its successors are massive AAA games of a scale that, for your Nintendos and Ubisofts, would necessitate selling a bajillion copies to be a success. And they’re free.Genshin is an action game, whose playstyle changes depending on what character you’re playing — characters you get from gacha pulls, of course. In Zenless Zone Zero, the characters you can pull have different combo patterns, do different kinds of damage, and just feel different to play. And whereas in an early mobile gacha game like Love Nikki Dress UP! Queen the world was rudimentary, its modern descendant Infinity Nikki is, like Genshin, Breath of the Wild-esque. It is a massive open world, with collectibles and physics puzzles, platforming challenges, and a surprisingly involved storyline. Genshin Impact was the subject of an interesting study where researchers asked young adults in Hong Kong to self-report on their gacha spending habits. They found that, like with gambling, players who are not feeling good tend to spend more. “Young adult gacha gamers experiencing greater stress and anxiety tend to spend more on gacha purchases, have more motives for gacha purchases, and participate in more gambling activities,” they wrote. “This group is at a particularly higher risk of becoming problem gamblers.”One thing that is important to note is that Genshin Impact came out in 2020. The study was self-reported, and it was done during the early stages of the COVID-19 pandemic. It was a time when people were experiencing a lot of stress, and also fewer options to relieve that stress. We were all stuck inside gaming.But the fact that stress can make people more likely to spend money on gacha shows that while the gacha model isn’t necessarily harmful to everyone, it is exploitative to everyone. Since I started writing this story, another self-reported study came out in Japan, where 18.8% of people in their 20s say they’ve spent money on gacha rather than on things like food or rent.Following Genshin Impact’s release, MiHoYo put out Honkai: Star Rail and Zenless Zone Zero. All are shiny, big-budget games that are free to play, but dangle the lure of making just one purchase in front of the player. Maybe you could drop five bucks on a handful of in-game currency to get one more pull. Or maybe just this month you’ll get the second tier of rewards on the game’s equivalent of a Battle Pass. The game is free, after all — but haven’t you enjoyed at least ten dollars’ worth of gameplay? Image: HoyoverseI spent most of my December throwing myself into Infinity Nikki. I had been so stressed, and the game was so soothing. I logged in daily to fulfill my daily wishes and earn my XP, diamonds, Threads of Purity, and bling. I accumulated massive amounts of resources. I haven’t spent money on the game. I’m trying not to, and so far, it’s been pretty easy. I’ve been super happy with how much stuff I can get for free, and how much I can do! I actually feel really good about that — which is what I said to my boyfriend, and he replied, “Yeah, that’s the point. That’s how they get you.”And he’s right. Currently, Infinity Nikki players are embroiled in a war with developer Infold, after Infold introduced yet another currency type with deep ties to Nikki’s gacha system. Every one of these gacha games has its own tangled system of overlapping currencies. Some can only be used on gacha pulls. Some can only be used to upgrade items. Many of them can be purchased with human money.Image: InFold Games/Papergames via PolygonAll of this adds up. According to Sensor Towers’ data, Genshin Impact earned over 36 million dollars on mobile alone in a single month of 2024. I don’t know what Dan DiIorio’s peak monthly revenue for Luck Be A Landlord was, but I’m pretty sure it wasn’t that.A lot of the spending guardrails we see in games like these are actually the result of regulations in other territories, especially China, where gacha has been a big deal for a lot longer. For example, gacha games have a daily limit on loot boxes, with the number clearly displayed, and a system collectively called “pity,” where getting the banner item is guaranteed after a certain number of pulls. Lastly, developers have to be clear about what the odds are. When I log in to spend the Revelation Crystals I’ve spent weeks hoarding in my F2P Infinity Nikki experience, I know that I have a 1.5% chance of pulling a 5-star piece, and that the odds can go up to 6.06%, and that I am guaranteed to get one within 20 pulls, because of the pity system.So, these odds are awful. But it is not as merciless as sitting down at a Vegas slot machine, an experience best described as “oh… that’s it?”There’s not a huge philosophical difference between buying a pack of loot boxes in Overwatch, a pull in Genshin Impact, or even a booster of Pokémon cards. You put in money, you get back randomized stuff that may or may not be what you want. In the dictionary definition, it’s a gamble. But unlike the slot machine, it’s not like you’re trying to win money by doing it, unless you’re selling those Pokémon cards, which is a topic for another time.But since even a game where you don’t get anything, like Balatro or Luck Be A Landlord, can come under fire for promoting gambling to kids, it would seem appropriate for app stores and ratings boards to take a similarly hardline stance with gacha.Instead, all these games are rated T for Teen by the ESRB, and PEGI 12 in the EU.The ESRB ratings for these games note that they contain in-game purchases, including random items. Honkai: Star Rail’s rating specifically calls out a slot machine mechanic, where players spend tokens to win a prize. But other than calling out Honkai’s slot machine, app stores are not slapping Genshin or Nikki with an 18+ rating. Meanwhile, Balatro had a PEGI rating of 18 until a successful appeal in February 2025, and Luck Be a Landlord is still 17+ on Apple’s App Store.Nobody knows what they’re doingWhen I started researching this piece, I felt very strongly that it was absurd that Luck Be A Landlord and Balatro had age ratings this high.I still believe that the way both devs have been treated by ratings boards is bad. Threatening an indie dev with a significant loss of income by pulling their game is bad, not giving them a way to defend themself or help them understand why it’s happening is even worse. It’s an extension of the general way that too-big-to-fail companies like Google treat all their customers.DiIorio told me that while it felt like a human being had at least looked at Luck Be A Landlord to make the determination that it contained gambling themes, the emails he was getting were automatic, and he doesn’t have a contact at Google to ask why this happened or how he can avoid it in the future — an experience that will be familiar to anyone who has ever needed Google support. But what’s changed for me is that I’m not actually sure anymore that games that don’t have gambling should be completely let off the hook for evoking gambling.Exposing teens to simulated gambling without financial stakes could spark an interest in the real thing later on, according to a study in the International Journal of Environmental Research and Public Health. It’s the same reason you can’t mosey down to the drug store to buy candy cigarettes. Multiple studies were done that showed kids who ate candy cigarettes were more likely to take up smoking (of course, the candy is still available — just without the “cigarette” branding.)So while I still think rating something like Balatro 18+ is nuts, I also think that describing it appropriately might be reasonable. As a game, it’s completely divorced from literally any kind of play you would find in a casino — but I can see the concern that the thrill of flashy numbers and the shiny cards might encourage young players to try their hand at poker in a real casino, where a real house can take their money.Maybe what’s more important than doling out high age ratings is helping people think about how media can affect us. In the same way that, when I was 12 and obsessed with The Matrix, my parents gently made sure that I knew that none of the violence was real and you can’t actually cartwheel through a hail of bullets in real life. Thanks, mom and dad!But that’s an answer that’s a lot more abstract and difficult to implement than a big red 18+ banner. When it comes to gacha, I think we’re even less equipped to talk about these game mechanics, and I’m certain they’re not being age-rated appropriately. On the one hand, like I said earlier, gacha exploits the player’s desire for stuff that they are heavily manipulated to buy with real money. On the other hand, I think it’s worth acknowledging that there is a difference between gacha and casino gambling.Problem gamblers aren’t satisfied by winning — the thing they’re addicted to is playing, and the risk that comes with it. In gacha games, players do report satisfaction when they achieve the prize they set out to get. And yes, in the game’s next season, the developer will be dangling a shiny new prize in front of them with the goal of starting the cycle over. But I think it’s fair to make the distinction, while still being highly critical of the model.And right now, there is close to no incentive for app stores to crack down on gacha in any way. They get a cut of in-app purchases. Back in 2023, miHoYo tried a couple of times to set up payment systems that circumvented Apple’s 30% cut of in-app spending. Both times, it was thwarted by Apple, whose App Store generated $1.1 trillion in developer billings and sales in 2022.According to Apple itself, 90% of that money did not include any commission to Apple. Fortunately for Apple, ten percent of a trillion dollars is still one hundred billion dollars, which I would also like to have in my bank account. Apple has zero reason to curb spending on games that have been earning millions of dollars every month for years.And despite the popularity of Luck Be A Landlord and Balatro’s massive App Store success, these games will never be as lucrative. They’re one-time purchases, and they don’t have microtransactions. To add insult to injury, like most popular games, Luck Be A Landlord has a lot of clones. And from what I can tell, it doesn’t look like any of them have been made to indicate that their games contain the dreaded “gambling themes” that Google was so worried about in Landlord.In particular, a game called SpinCraft: Roguelike from Sneaky Panda Games raised $6 million in seed funding for “inventing the Luck-Puzzler genre,” which it introduced in 2022, while Luck Be A Landlord went into early access in 2021.It’s free-to-play, has ads and in-app purchases, looks like Fisher Price made a slot machine, and it’s rated E for everyone, with no mention of gambling imagery in its rating. I reached out to the developers to ask if they had also been contacted by the Play Store to disclose that their game has gambling themes, but I haven’t heard back.Borrowing mechanics in games is as old as time, and it’s something I in no way want to imply shouldn’t happen because copyright is the killer of invention — but I think we can all agree that the system is broken.There is no consistency in how games with random chance are treated. We still do not know how to talk about gambling, or gambling themes, and at the end of the day, the results of this are the same: the house always wins.See More:

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2025-06-03 09:07:27 ·

Former ‘Grand Theft Auto’ Chief Leslie Benzies ‘Can’t Wait’ to Play ‘GTA 6,’ Downplays Similarities to His New Studio’s ‘MindsEye’

Next week, the former president of “Grant Theft Auto” maker Rockstar North launches his first title since leaving the Take-Two Interactive-owned video game developer and opening his own studio, Build A Rocket Boy: the AAA narrative-driven action-adventure thriller “MindsEye.”

Published by IOI Partners, the team behind the “Hitman” franchise, the Unreal Engine 5-built game will debut June 10 across PlayStation 5, Xbox Series X and S, and on PC via Steam and Epic Games Store with a price tag for the standard edition.

Related Stories

Set in the near-futuristic city of Redrock, “MindsEye” puts players into the role of Jacob Diaz, a former soldier haunted by fragmented memories from his mysterious MindsEye neural implant, as he uncovers a conspiracy involving rogue AI, corporate greed, an unchecked military, and a threat so sinister that it endangers the very survival of humanity.

Popular on Variety

But the base story isn’t the biggest draw for “MindsEye,” which includes Build A Rocket Boy’s proprietary Game Creation System, that enables players to, well, “craft anything in their minds eye.”

Per the studio, “Players can craft their own experiences using all of the ‘MindsEye’ assets, creating everything from custom missions to entirely new scenarios within the game’s expansive, richly detailed world. Whether you’re designing a high-speed chase through Redrock’s bustling cityscapes or a stealth mission in its industrial outskirts, it is designed to be intuitive and easy to use, ensuring that players of all skill levels can bring their imagination to life.”

Benzies’ Edinburgh-based Build A Rocket Boy has promised “fresh premium content” will rollout monthly for the game, including regular releases of new missions, challenges and game assets.

While “MindsEye” is the first title from Benzies since he launched BARB after leaving Rockstar in 2016, it’s just step one in the prolific producer’s plan to shake up the gaming industry.

“At Build A Rocket Boy, our vision goes far beyond a single title,” Benzies told Variety. “‘MindsEye’ is the first episode and central story around which ever-expanding interconnected episodes will span. We’re already working on future episodes, which will introduce alternate realities while maintaining it’s core themes of hope, redemption, and the intrigue of civilizations past and future, drawing from the lore and multiverse concepts.”

See Variety‘s full interview with Benzies below, including the inevitable comparisons that will be drawn between “MindsEye” and the aesthetic of the “GTA” franchise, and his hopes for Rockstar Games’ highly anticipated and much-delayed “GTA 6.”

Where did the concept for “MindsEye” come from?

I pull a lot of inspiration from the real world. Watching the actions of humans – their foibles and their virtues. Watching the advancement of technology and how we adapt, or indeed, do not adapt. We’ve been moving to an automated world for many years now, and the impact on humans, especially with recent advancements in AI, which serves as good fodder for a story and even better for a video game. I think we all have this little nagging feeling about how humans and AI will blend together in the future—will it go smoothly, or will it turn sinister?

We’re fans of all different types of media, and we’ve drawn influence from cinematic visionaries like Ridley Scott, Paul Greengrass, Christopher Nolan, and J.J. Abrams, and films like “The Bourne Identity,” “Memento,” and TV series “Lost” — they’re all exploring memory, perception, and control in their own ways.

So, while we nod to those influences here and there, we wanted to build something that feels fresh, grounded in today’s world, but still asking the kinds of questions that have always made this genre powerful.

With your “GTA” roots, obvious comparisons are already being drawn between the style and aesthetic of that franchise and “MindsEye.”

Comparisons will always be made—it’s the way human beings pigeonhole concepts. But “MindsEye” isn’t built to fit into anyone else’s box.

Many games share the same core elements: cars, guns, cities, and charismatic characters, and differentiation is even tougher in today’s entertainment landscape. Streaming, social media, and on-demand binge culture have fractured attention spans, and consumer mindshare is a brutal battlefield for all IP.

Our industry continues to celebrate each other’s breakthroughs, and I’m proud that our collective innovation is advancing the medium of gaming, even if our paths diverge.

As an independent studio we have the freedom to break ground in experimental new ways and the challenge is balancing innovation with familiarity—too much “new” risks alienating fans, too much “same” feels stale. It’s about nailing what makes your game’s world feel alive and urgent.

“MindsEye” is about consequence and connection—it’s cinematic, reactive, and meant to feel like a world you’re not just playing in, but able to create in it too.

We’re excited to see what they’ve crafted with “GTA VI ,” and I can’t wait to play it as a consumer for the first time. They’re always delivering something new, unique and at a scale that very few can pull off.

What does MindsEye represent in BARB’s larger vision and long-term strategy? Are you plotting this out as a multi-game franchise or your first standalone?

At Build A Rocket Boy, our vision goes far beyond a single title. “MindsEye” is the first episode and central story around which ever-expanding interconnected episodes will span. We’re already working on future episodes, which will introduce alternate realities while maintaining it’s core themes of hope, redemption, and the intrigue of civilizations past and future, drawing from the lore and multiverse concepts.

It’s the future of entertainment to allow active participation so players feel like they have agency and can immerse themselves in our world as they want to. We are introducing three products in one game that will revolutionize AAA-quality interactive gaming and storytelling: “MindsEye” narrative story, Play.MindsEye, and Build.MindsEye.

In our tightly crafted action-noir, “MindsEye” narrative story we have rips in time accessed through portals at strategic points throughout the game – so while you play as Jacob Diaz on his personal journey, players can also explore side stories and delve deeper into the backstories of characters they encounter along the way. In this way we are delivering companion content at the same time as the anchor content, weaving a rich narrative tapestry which will continue to evolve and expand giving greater depth to characters so you understand their personality and motivations.

How do digital products Play.MindsEyeand Build.MindsEyetie in to plans for “MindsEye” and what BARB wants to offer gamers?

In this new era of entertainment, where streaming platforms, boom-and-bust games, and an on-demand culture dominate, we’re pushing things in a new direction—with an interface that simplifies how we consume not just games, but all forms of entertainment. Consumers are moving away from 2D browsing into fully 3D, immersive experiences. Put simply, we’re shifting from passive interaction to active participation.

As with all new products, things evolve. Arcadia was originally envisioned as our creation platform, but as we continued developing “MindsEye” and building out BARB’s ecosystem, it naturally grew into something more focused— Play.MindsEye and Build.MindsEye. Play delivers cinematic, high-intensity gameplay with missions and maps that constantly evolve. Build gives players intuitive tools to create their own content—no technical skills required, just imagination and intent.

For BARB to fully realize our vision, we had to beta test our creation system with a community of builders in real-time and started with Everywhere while we were in stealth mode developing MindsEye.

How did you settle on IOI as publishing partner?

We’ve always found the way IOI handled the “Hitman” franchise interesting. They are one of the few publishers that have taken their single-player IP and increased their player count and amplified their community culture over time. From a technology point of view, their one executable approach for all of their content is very smart, and we always planned to have a similar approach, which encouraged us to join forces.

This interview has been edited and condensed.
#former #grand #theft #auto #chief

Former ‘Grand Theft Auto’ Chief Leslie Benzies ‘Can’t Wait’ to Play ‘GTA 6,’ Downplays Similarities to His New Studio’s ‘MindsEye’
Next week, the former president of “Grant Theft Auto” maker Rockstar North launches his first title since leaving the Take-Two Interactive-owned video game developer and opening his own studio, Build A Rocket Boy: the AAA narrative-driven action-adventure thriller “MindsEye.” Published by IOI Partners, the team behind the “Hitman” franchise, the Unreal Engine 5-built game will debut June 10 across PlayStation 5, Xbox Series X and S, and on PC via Steam and Epic Games Store with a price tag for the standard edition. Related Stories Set in the near-futuristic city of Redrock, “MindsEye” puts players into the role of Jacob Diaz, a former soldier haunted by fragmented memories from his mysterious MindsEye neural implant, as he uncovers a conspiracy involving rogue AI, corporate greed, an unchecked military, and a threat so sinister that it endangers the very survival of humanity. Popular on Variety But the base story isn’t the biggest draw for “MindsEye,” which includes Build A Rocket Boy’s proprietary Game Creation System, that enables players to, well, “craft anything in their minds eye.” Per the studio, “Players can craft their own experiences using all of the ‘MindsEye’ assets, creating everything from custom missions to entirely new scenarios within the game’s expansive, richly detailed world. Whether you’re designing a high-speed chase through Redrock’s bustling cityscapes or a stealth mission in its industrial outskirts, it is designed to be intuitive and easy to use, ensuring that players of all skill levels can bring their imagination to life.” Benzies’ Edinburgh-based Build A Rocket Boy has promised “fresh premium content” will rollout monthly for the game, including regular releases of new missions, challenges and game assets. While “MindsEye” is the first title from Benzies since he launched BARB after leaving Rockstar in 2016, it’s just step one in the prolific producer’s plan to shake up the gaming industry. “At Build A Rocket Boy, our vision goes far beyond a single title,” Benzies told Variety. “‘MindsEye’ is the first episode and central story around which ever-expanding interconnected episodes will span. We’re already working on future episodes, which will introduce alternate realities while maintaining it’s core themes of hope, redemption, and the intrigue of civilizations past and future, drawing from the lore and multiverse concepts.” See Variety‘s full interview with Benzies below, including the inevitable comparisons that will be drawn between “MindsEye” and the aesthetic of the “GTA” franchise, and his hopes for Rockstar Games’ highly anticipated and much-delayed “GTA 6.” Where did the concept for “MindsEye” come from? I pull a lot of inspiration from the real world. Watching the actions of humans – their foibles and their virtues. Watching the advancement of technology and how we adapt, or indeed, do not adapt. We’ve been moving to an automated world for many years now, and the impact on humans, especially with recent advancements in AI, which serves as good fodder for a story and even better for a video game. I think we all have this little nagging feeling about how humans and AI will blend together in the future—will it go smoothly, or will it turn sinister? We’re fans of all different types of media, and we’ve drawn influence from cinematic visionaries like Ridley Scott, Paul Greengrass, Christopher Nolan, and J.J. Abrams, and films like “The Bourne Identity,” “Memento,” and TV series “Lost” — they’re all exploring memory, perception, and control in their own ways. So, while we nod to those influences here and there, we wanted to build something that feels fresh, grounded in today’s world, but still asking the kinds of questions that have always made this genre powerful. With your “GTA” roots, obvious comparisons are already being drawn between the style and aesthetic of that franchise and “MindsEye.” Comparisons will always be made—it’s the way human beings pigeonhole concepts. But “MindsEye” isn’t built to fit into anyone else’s box. Many games share the same core elements: cars, guns, cities, and charismatic characters, and differentiation is even tougher in today’s entertainment landscape. Streaming, social media, and on-demand binge culture have fractured attention spans, and consumer mindshare is a brutal battlefield for all IP. Our industry continues to celebrate each other’s breakthroughs, and I’m proud that our collective innovation is advancing the medium of gaming, even if our paths diverge. As an independent studio we have the freedom to break ground in experimental new ways and the challenge is balancing innovation with familiarity—too much “new” risks alienating fans, too much “same” feels stale. It’s about nailing what makes your game’s world feel alive and urgent. “MindsEye” is about consequence and connection—it’s cinematic, reactive, and meant to feel like a world you’re not just playing in, but able to create in it too. We’re excited to see what they’ve crafted with “GTA VI ,” and I can’t wait to play it as a consumer for the first time. They’re always delivering something new, unique and at a scale that very few can pull off. What does MindsEye represent in BARB’s larger vision and long-term strategy? Are you plotting this out as a multi-game franchise or your first standalone? At Build A Rocket Boy, our vision goes far beyond a single title. “MindsEye” is the first episode and central story around which ever-expanding interconnected episodes will span. We’re already working on future episodes, which will introduce alternate realities while maintaining it’s core themes of hope, redemption, and the intrigue of civilizations past and future, drawing from the lore and multiverse concepts. It’s the future of entertainment to allow active participation so players feel like they have agency and can immerse themselves in our world as they want to. We are introducing three products in one game that will revolutionize AAA-quality interactive gaming and storytelling: “MindsEye” narrative story, Play.MindsEye, and Build.MindsEye. In our tightly crafted action-noir, “MindsEye” narrative story we have rips in time accessed through portals at strategic points throughout the game – so while you play as Jacob Diaz on his personal journey, players can also explore side stories and delve deeper into the backstories of characters they encounter along the way. In this way we are delivering companion content at the same time as the anchor content, weaving a rich narrative tapestry which will continue to evolve and expand giving greater depth to characters so you understand their personality and motivations. How do digital products Play.MindsEyeand Build.MindsEyetie in to plans for “MindsEye” and what BARB wants to offer gamers? In this new era of entertainment, where streaming platforms, boom-and-bust games, and an on-demand culture dominate, we’re pushing things in a new direction—with an interface that simplifies how we consume not just games, but all forms of entertainment. Consumers are moving away from 2D browsing into fully 3D, immersive experiences. Put simply, we’re shifting from passive interaction to active participation. As with all new products, things evolve. Arcadia was originally envisioned as our creation platform, but as we continued developing “MindsEye” and building out BARB’s ecosystem, it naturally grew into something more focused— Play.MindsEye and Build.MindsEye. Play delivers cinematic, high-intensity gameplay with missions and maps that constantly evolve. Build gives players intuitive tools to create their own content—no technical skills required, just imagination and intent. For BARB to fully realize our vision, we had to beta test our creation system with a community of builders in real-time and started with Everywhere while we were in stealth mode developing MindsEye. How did you settle on IOI as publishing partner? We’ve always found the way IOI handled the “Hitman” franchise interesting. They are one of the few publishers that have taken their single-player IP and increased their player count and amplified their community culture over time. From a technology point of view, their one executable approach for all of their content is very smart, and we always planned to have a similar approach, which encouraged us to join forces. This interview has been edited and condensed. #former #grand #theft #auto #chief

VARIETY.COM

Former ‘Grand Theft Auto’ Chief Leslie Benzies ‘Can’t Wait’ to Play ‘GTA 6,’ Downplays Similarities to His New Studio’s ‘MindsEye’

Next week, the former president of “Grant Theft Auto” maker Rockstar North launches his first title since leaving the Take-Two Interactive-owned video game developer and opening his own studio, Build A Rocket Boy: the AAA narrative-driven action-adventure thriller “MindsEye.” Published by IOI Partners, the team behind the “Hitman” franchise, the Unreal Engine 5-built game will debut June 10 across PlayStation 5, Xbox Series X and S, and on PC via Steam and Epic Games Store with a $59.99 price tag for the standard edition. Related Stories Set in the near-futuristic city of Redrock, “MindsEye” puts players into the role of Jacob Diaz, a former soldier haunted by fragmented memories from his mysterious MindsEye neural implant, as he uncovers a conspiracy involving rogue AI, corporate greed, an unchecked military, and a threat so sinister that it endangers the very survival of humanity. Popular on Variety But the base story isn’t the biggest draw for “MindsEye,” which includes Build A Rocket Boy’s proprietary Game Creation System, that enables players to, well, “craft anything in their minds eye.” Per the studio, “Players can craft their own experiences using all of the ‘MindsEye’ assets, creating everything from custom missions to entirely new scenarios within the game’s expansive, richly detailed world. Whether you’re designing a high-speed chase through Redrock’s bustling cityscapes or a stealth mission in its industrial outskirts, it is designed to be intuitive and easy to use, ensuring that players of all skill levels can bring their imagination to life.” Benzies’ Edinburgh-based Build A Rocket Boy has promised “fresh premium content” will rollout monthly for the game, including regular releases of new missions, challenges and game assets. While “MindsEye” is the first title from Benzies since he launched BARB after leaving Rockstar in 2016 (Benzies was the lead “Grand Theft Auto” developer across the third through fifth games in the franchise, as well as “Grand Theft Auto Online,” and was in a legal battle with parent company Take Two over unpaid royalties from 2016 until 2019), it’s just step one in the prolific producer’s plan to shake up the gaming industry. “At Build A Rocket Boy, our vision goes far beyond a single title,” Benzies told Variety. “‘MindsEye’ is the first episode and central story around which ever-expanding interconnected episodes will span. We’re already working on future episodes, which will introduce alternate realities while maintaining it’s core themes of hope, redemption, and the intrigue of civilizations past and future, drawing from the lore and multiverse concepts.” See Variety‘s full interview with Benzies below, including the inevitable comparisons that will be drawn between “MindsEye” and the aesthetic of the “GTA” franchise, and his hopes for Rockstar Games’ highly anticipated and much-delayed “GTA 6.” Where did the concept for “MindsEye” come from? I pull a lot of inspiration from the real world. Watching the actions of humans – their foibles and their virtues. Watching the advancement of technology and how we adapt, or indeed, do not adapt. We’ve been moving to an automated world for many years now, and the impact on humans, especially with recent advancements in AI, which serves as good fodder for a story and even better for a video game. I think we all have this little nagging feeling about how humans and AI will blend together in the future—will it go smoothly, or will it turn sinister? We’re fans of all different types of media, and we’ve drawn influence from cinematic visionaries like Ridley Scott, Paul Greengrass, Christopher Nolan, and J.J. Abrams, and films like “The Bourne Identity,” “Memento,” and TV series “Lost” — they’re all exploring memory, perception, and control in their own ways. So, while we nod to those influences here and there, we wanted to build something that feels fresh, grounded in today’s world, but still asking the kinds of questions that have always made this genre powerful. With your “GTA” roots, obvious comparisons are already being drawn between the style and aesthetic of that franchise and “MindsEye.” Comparisons will always be made—it’s the way human beings pigeonhole concepts. But “MindsEye” isn’t built to fit into anyone else’s box. Many games share the same core elements: cars, guns, cities, and charismatic characters, and differentiation is even tougher in today’s entertainment landscape. Streaming, social media, and on-demand binge culture have fractured attention spans, and consumer mindshare is a brutal battlefield for all IP. Our industry continues to celebrate each other’s breakthroughs, and I’m proud that our collective innovation is advancing the medium of gaming, even if our paths diverge. As an independent studio we have the freedom to break ground in experimental new ways and the challenge is balancing innovation with familiarity—too much “new” risks alienating fans, too much “same” feels stale. It’s about nailing what makes your game’s world feel alive and urgent. “MindsEye” is about consequence and connection—it’s cinematic, reactive, and meant to feel like a world you’re not just playing in, but able to create in it too. We’re excited to see what they’ve crafted with “GTA VI ,” and I can’t wait to play it as a consumer for the first time. They’re always delivering something new, unique and at a scale that very few can pull off. What does MindsEye represent in BARB’s larger vision and long-term strategy? Are you plotting this out as a multi-game franchise or your first standalone? At Build A Rocket Boy, our vision goes far beyond a single title. “MindsEye” is the first episode and central story around which ever-expanding interconnected episodes will span. We’re already working on future episodes, which will introduce alternate realities while maintaining it’s core themes of hope, redemption, and the intrigue of civilizations past and future, drawing from the lore and multiverse concepts. It’s the future of entertainment to allow active participation so players feel like they have agency and can immerse themselves in our world as they want to. We are introducing three products in one game that will revolutionize AAA-quality interactive gaming and storytelling: “MindsEye” narrative story, Play.MindsEye, and Build.MindsEye. In our tightly crafted action-noir, “MindsEye” narrative story we have rips in time accessed through portals at strategic points throughout the game – so while you play as Jacob Diaz on his personal journey, players can also explore side stories and delve deeper into the backstories of characters they encounter along the way. In this way we are delivering companion content at the same time as the anchor content, weaving a rich narrative tapestry which will continue to evolve and expand giving greater depth to characters so you understand their personality and motivations. How do digital products Play.MindsEye (formerly named Arcadia) and Build.MindsEye (formerly Everywhere) tie in to plans for “MindsEye” and what BARB wants to offer gamers? In this new era of entertainment, where streaming platforms, boom-and-bust games, and an on-demand culture dominate, we’re pushing things in a new direction—with an interface that simplifies how we consume not just games, but all forms of entertainment. Consumers are moving away from 2D browsing into fully 3D, immersive experiences. Put simply, we’re shifting from passive interaction to active participation. As with all new products, things evolve. Arcadia was originally envisioned as our creation platform, but as we continued developing “MindsEye” and building out BARB’s ecosystem, it naturally grew into something more focused— Play.MindsEye and Build.MindsEye. Play delivers cinematic, high-intensity gameplay with missions and maps that constantly evolve. Build gives players intuitive tools to create their own content—no technical skills required, just imagination and intent. For BARB to fully realize our vision, we had to beta test our creation system with a community of builders in real-time and started with Everywhere while we were in stealth mode developing MindsEye. How did you settle on IOI as publishing partner? We’ve always found the way IOI handled the “Hitman” franchise interesting. They are one of the few publishers that have taken their single-player IP and increased their player count and amplified their community culture over time. From a technology point of view, their one executable approach for all of their content is very smart, and we always planned to have a similar approach, which encouraged us to join forces. This interview has been edited and condensed.

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