By Sagar V. Mankar 
CI Games, the publisher behind Lords of the Fallen, has taken a firm stance against integrating diversity, equity, and inclusion (DEI) into its games. The company claims that including such elements poses a significant commercial risk, as seen in recent industry trends. During a recent investor call (reported by Strefa Inwestorów), Global Marketing Director Ryan Hill outlined their position, emphasizing a focus on player enjoyment and commercial success.
Hill explained that while some games have included social or political agendas, many players appear to disapprove, leading to poor commercial performance for several high-profile titles over the past year. He stated, “Our games will always be developed to maximize player enjoyment and commercial success. We will not be integrating any social or political agendas into these experiences going forward, having observed the high risk this can present.”
Although Hill did not specify which games failed due to their DEI focus, the implication reflects a broader industry debate. Titles like Concord, The Suicide Squad Kill Justice League, and Dustborn are often cited as examples of games struggling to resonate with audiences due to the DEI factor.
Nevertheless, CI Games’ stance aligns with similar views expressed by Arrowhead Studios’ CCO Johan Pilestedt, who previously commented that DEI should enhance the gaming experience rather than feel forced. Pilestedt suggested that games with mandatory DEI elements might detract from the core experience, leading to negative player reactions.
CEO Marek Tyminski reaffirmed CI Games’ position in a social media post, stating, “We will not integrate DEI elements just to fit a political or social agenda.” The company emphasized its “Player-First” approach, aiming to create compelling themes and characters tailored to core and adjacent audiences.
The company’s position stands in notable contrast to other major players in the Polish gaming industry. CD Projekt, the studio behind The Witcher and Cyberpunk 2077, maintains a different approach, with their CEO Adam Kiciński actively promoting diversity as a driver of creativity and innovation.
In the same investor chat, CI Games also discussed their broader business strategies. Tom O’Connor, their Senior Vice President of Development, outlined the company’s new “Player-First development approach,” which focuses on extensive testing during game development to ensure their products meet target audience expectations and maintain high-quality standards.
Regarding their talent acquisition approach, Tymiński revealed that the company prioritizes top-tier talent regardless of location, noting that hiring senior employees in Poland doesn’t necessarily offer cost advantages compared to other regions. They maintain a focus on quality by selecting the best available candidates for each position, sometimes passing on good candidates in favor of exceptional ones.
The company’s most recent release, Lords of the Fallen, launched in October 2023, has received mixed reviews on Steam, though recent user feedback has been trending more positively. The game had 43,000 peak concurrent players at its debut, but the numbers dropped by 90% just months after release. Currently, between 400 and 1,000 players are actively playing it daily as per SteamDB.
Sources: Strefa Inwestorów