FunPlus, a leading game developer and publisher, has recently made a significant addition to its senior leadership team. Alexandre Amancio, a veteran gaming industry leader with an impressive track record, has joined the company as the Senior Vice President & Head of World Building & IP Strategy.
This strategic move reflects FunPlus’ commitment to its cross-platform game strategy and its aspirations to become one of the biggest entertainment companies globally. In this article, we delve into Amancio’s illustrious career, his role at FunPlus, and the impact he is expected to make in shaping the company’s future.
HI THERE! CAN YOU PLEASE INTRODUCE YOURSELF AND TELL US WHERE YOU ARE FROM?
My name is Alex Amancio, and I grew up in Montreal, Canada.
CAN YOU SHARE SOME INSIGHTS INTO YOUR EXPERIENCE WORKING ON AAA TITLES AND HOW IT HAS SHAPED YOUR APPROACH TO GAME DEVELOPMENT AND IP STRATEGY?
Human beings are storytellers. Whether we realise it or not, we all perceive the world and our actions in it, as a series of narratives that follow intrinsic rules. There are heroes and villains, seemingly insurmountable obstacles, and treasures (of the physical and metaphysical kind) at the end of arduous journeys. This isn’t societal, it’s fundamental; a deep-rooted part of how the human brain functions. In game development, especially in AAA titles, these narratives become critical for creating an immersive and engaging player experience.
When I began working on Assassin’s Creed, I quickly came to realise that what we were building transcended the actual games we were developing. From my perspective, we were shaping a modern mythology. This experience significantly influenced my approach to game development; I learned to prioritise the creation of compelling narratives and deeply immersive worlds. I discovered that these elements could captivate audiences, drive engagement, and even inform the mechanics and design of the gameplay.
Technology played an essential role in allowing us to build more complex systems and larger environments. This experience has taught me to stay adaptable and innovative as a developer, pushing the boundaries of our tools and software to craft ever more immersive gaming experiences.
Regarding IP strategy, the enduring appeal of Assassin’s Creed confirmed to me the power of a strong narrative foundation. It underscored the potential of a game to evolve into a valuable IP that could spawn sequels, spin-offs, and adaptations in other media, creating a persistent universe that gamers could return to again and again.
As digital platforms continue to evolve and merge, I believe the nature of games will transform too, but people’s fundamental need to experience narratives and immerse themselves in complex worlds featuring coherent mythologies will not.
This conviction guides my approach to new projects and my vision for future IPs.
In the future, it might be less about whether we feel like reading a book, watching TV, or playing a video game, and more about what world we want to dive into. My experience on AAA titles like Assassin’s Creed has shown me the power of this immersive approach and shaped my philosophy for game development and IP creation.
WHAT ROLE DO YOU SEE INTELLECTUAL PROPERTY (IP) PLAYING IN THE FUTURE OF THE GAMING INDUSTRY, AND HOW WILL FUNPLUS CAPITALIZE ON THIS TREND?
I believe the future of the entertainment industry lies in high-quality IPs that transcend the boundaries of their original medium. But, for these IPs to truly resonate, they need substance, depth, and cultural relevance.
Good IPs, or Storyworlds as I prefer to call them, reflect the spirit of their time, manifesting our collective fears, hopes, and dreams. Great IPs tap into a fundamental aspect of the human experience. Harry Potter explores the transition from childhood innocence to adulthood. Lord of the Rings delves into themes of war and the clash between progress and tradition.
Video games offer a unique platform for storyworlds. They provide players with agency, allowing them to be more than just spectators; they become active participants in the narrative. User-generated content further enhances this sense of agency, enabling players to actually shape the storyworld in real-time.
As for FunPlus, as a newer and lesser-known entity compared to industry giants, we possess the agility to adapt quickly and to take bold steps, unhindered by legacy constraints. I believe this agility, coupled with our ambitions, positions us particularly well to capitalise on this trend.
HOW DO YOU PLAN TO LEVERAGE YOUR EXTENSIVE EXPERIENCE IN THE GAMING INDUSTRY TO ENHANCE FUNPLUS’ IP DEVELOPMENT EFFORTS?
My experience has taught me that breakthroughs often come from bold ideas and stepping outside one’s comfort zone. By encouraging our teams to explore new concepts and push boundaries, I believe we can create memorable IPs that stand out in the crowded entertainment landscape.
Players, especially younger generations, appreciate the opportunity to contribute to the narrative. By providing them with the tools and freedom to co-create, we can foster a stronger connection to our IPs, which in turn leads to higher engagement and loyalty.
I am also a firm believer in continuous learning and adaptation. By staying updated on industry trends and gathering feedback from players, we can adapt our strategies and IPs to stay relevant.
Lastly, I believe in cultivating a deep understanding of the audience through knowledge of past and emerging societal trends. I intend to develop Storyworlds that resonate with players on a fundamental level. Together with the amazing team at FunPlus, I’m confident we can create IPs that make a lasting impact in the industry.
AS THE HEAD OF WORLD BUILDING & IP STRATEGY AT FUNPLUS, COULD YOU SHARE SOME INSIGHTS INTO HOW YOU ENVISION FUNPLUS EXPANDING ITS CROSS-PLATFORM GAME STRATEGY AND REACHING A WIDER AUDIENCE? ARE THERE ANY SPECIFIC INITIATIVES OR PROJECTS YOU HAVE IN MIND THAT WOULD ENHANCE THE WORLD-BUILDING CAPABILITIES OF FUNPLUS GAMES?
Absolutely.
The first step involves laying a solid foundation of original IPs, developed in collaboration with talented teams worldwide. This process begins with the creation of IP bibles, centered on memorable characters, unique worlds, and mythologies.
Historically, individual mediums like comics, TV shows, video games, and novels were physically separate. However, all these mediums can now be accessed through the same devices. This shift has dramatically altered the way audiences consume content, and recognizing this evolving trend will form the backbone of our strategy.
As for specific upcoming projects… Well, you’ll just have to stay tuned!
WHAT EXCITES YOU THE MOST ABOUT JOINING FUNPLUS AND CONTRIBUTING TO ITS FUTURE SUCCESS AS ONE OF THE LEADING GAME DEVELOPERS AND PUBLISHERS IN THE INDUSTRY?
I am first and foremost driven by a desire to create worlds. This has been a passion of mine, ever since my dad took us to see a double feature of Star Wars episodes IV and V – I was 5 at the time. FunPlus’ desire to craft original IP perfectly aligns with this passion of mine.
Secondly, the entertainment industry is shifting at an incredible pace. I believe these shifting trends offer an unprecedented opportunity for those willing to explore new and innovative approaches to content creation and distribution. Once again, my interests align with FunPlus’ ambitions to become a leading global player in the world of entertainment.
Finally, the people that I’ve met so far are passionate, talented, and driven, making this opportunity feel like the perfect match for me!
CAN YOU SHARE ANY INSIGHTS INTO THE FUTURE TRENDS YOU ANTICIPATE IN THE GAMING INDUSTRY AND HOW FUNPLUS PLANS TO STAY AHEAD OF THE CURVE?
I believe we’re transitioning into an era where the success of games no longer hinges solely on their mechanics or graphics, but also on the richness and depth of their storyworlds.
At FunPlus, our focus will be to craft original IPs that transcend the boundaries of their original medium to create expansive universes. This aligns perfectly with the emerging concept of the metaverse, where interconnected gaming worlds are becoming the norm.
With games becoming increasingly social and community-oriented, we also want our IPs to serve as platforms for social interaction and community-building. By embracing user-generated content, we aim to foster an even stronger connection with our fanbase.
Finally, as the boundaries between devices continue to blur, we’re committed to making our IPs accessible across various platforms, providing a seamless experience whether fans choose to engage on a console, PC, or mobile device.
AND LAST BUT DEFINITELY NOT LEAST… FUN TO YOU MEANS?
To me, fun is the intersection between passion and creativity, the thrill of conceptualising a new idea, the satisfaction that comes with seeing it come to life, and the camaraderie of collaborating with a team that shares a common goal. But more than anything, fun is about crafting experiences that inspire, bring joy, and transport audiences to a different world.
With the appointment of Alexandre Amancio as the Senior Vice President & Head of World Building & IP Strategy, FunPlus has reinforced its dedication to delivering exceptional gaming experiences and achieving its IP development goals, a mission that is intrinsically tied to its unwavering dedication to harnessing the industry’s top talent.
Amancio’s extensive experience in the gaming industry, including his notable contributions to AAA titles and his entrepreneurial ventures, positions him perfectly to lead FunPlus’ world-building and content strategy. As the company aims to solidify its position in the global entertainment landscape, Amancio’s expertise and vision will undoubtedly play a crucial role in shaping the future of FunPlus.
Stay tuned to witness the exciting developments and innovations that will arise from this collaboration!
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Alexandre Amancio, Senior Vice President & Head of World Building & IP Strategy at FunPlus
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