Under the spotlight of the Pocket Gamer Connects San Francisco stage, Yong-yi Zhu, Head of Business Operations, Strategy and Compliance at Level Infinite, joined PGC event content coordinator Charlie Scowen to discuss the global gaming development landscape. Their conversation moves beyond the initial excitement of a game’s launch, but explores the industry’s deeper shift towards “evergreen” titles and the lasting partnerships necessary to sustain it.
For Level Infinite, the philosophy is simple yet ambitious. The goal is to move beyond the traditional model of looking for one-hit wonders and focus on sustainable growth of both the games and the studios that create them.
Yong-yi Zhu, Head of Business Operations, Strategy and Compliance at Level Infinite, with Charlie Scowen, event content coordinator for Pocket Gamer Connects
Marathon mindset: Redefining game launches
The main theme of the discussion was the “marathon mindset,” a concept that is redefining the way developers view game releases. “In the past for console developers and PC developers, it was like we’ve launched this game, we can take a deep breath. In reality, for games and services, this is the start of a marathon, not the end,” said Yong-yi.
Yong-yi quotes Honor of Kings as a prime example of this longevity, considering that the title has thrived on the market for over a decade. “The team has a good vibe about what’s cool, what’s interesting, what’s fun,” he explained. Viewing this launch as just the first step on a long journey, Level Infinite is helping its partners remain agile and adapt quickly to the changing needs of their global community.
Building resonance through the heartbeat of the community
Achieving global resonance requires a deep understanding of players across different geographies. Yong-yi emphasized that Level Infinite is not just targeting one market but seeks to understand what players are looking for from a content, technology and operational standpoint. “The bottom line is, no matter what, you have to build a great game that is acceptable,” he said.
This resonance is achieved by treating society as the heart of the development process. Infinite Level encourages a “fearless” approach to transparency, which often means exposing the game to players from an early stage to gather authentic feedback. This process involves a series of small, medium, and large beta tests to refine the experience over time.
“My boss, my boss’s boss, they’ve been like, ‘What does the public think?’ “That’s the No. 1 question they always ask,” said Yong-yi. By prioritizing active listening, the team can use data and community sentiment to pivot and adapt in real-time, ensuring the game is built with the people who will play it for years to come.
Invest in a craft partner studio
Beyond individual titles, Level Infinite’s strategy is deeply rooted in the long-term success of its own team and partner studios. Yong-yi explains the importance of finding developers who are truly interested in honing their skills across generations of gaming. This commitment to craft means that Level Infinite is not looking for quick results. “We don’t want to partner with one studio at a time, to make a big hit,” explains Yong-yi. “We want to invest in the long-term success of this team and studio.”
By providing global infrastructure and operational expertise, Level Infinite enables its partners to focus on their long-term interests in specific genres or audiences. This collaborative approach ensures that development teams get the support they need to iterate on their ideas and build sustainable, impactful IP.
A vision for the future
As the session ended, it was clear that Level Infinite was betting on the power of longevity and authenticity. By combining a global operational perspective and a deep respect for the craft of developers, Level Infinite is helping shape a future where games are not just products, but evolving services that grow with their communities. Through this marathon mindset, Level Infinite continues to ensure that the next generation of gaming will thrive on the global stage for years to come.
Stay tuned to the Level Infinite blog for more updates and thought leadership from leading gaming minds.
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