New studio //18.bravo is aiming for a “radically different approach” to game development
Robert Bowling, former creative strategist at Infinity Ward, has launched //18.bravo, a new Los Angeles-based game development studio with a distinct philosophy that challenges current industry practices.
The studio’s core differentiator is its unconventional approach to compensation and profit-sharing. //18.bravo ties leadership compensation directly to employee success and has implemented an employee royalty plan that allows staff to share in game profits. The studio extends this profit-sharing model to external contractors, including voice actors, motion capture performers, and other talent.
Bowling describes his vision as a response to what he sees as an industry in crisis. He characterized the current landscape as “over commercialised” and called for “a radically different approach” to game development. Criticizing the industry’s track record, Bowling pointed out that companies have “neglected our players and abused our staff” while chasing commercial gain—a reference to widespread issues including aggressive monetization strategies and problematic crunch culture.
A notable aspect of //18.bravo’s philosophy is its rejection of the live-service model that has dominated AAA development in recent years. The studio’s founding represents potential pushback against prevailing industry practices, positioning itself as prioritizing employee welfare and player experience over maximizing financial returns. Whether this alternative model can achieve commercial viability remains to be seen, but the studio’s establishment reflects growing scrutiny of how game companies treat both their workforce and players.