Anyone Can Play.

Games should welcome anyone, regardless of skill, background, or experience. Thoughtful design, accessible features, and adaptable challenges ensure that more players find joy and engagement. Design should embrace the widest audience possible.

Play Creates Experiences.

Games should do more than pass time—time is finite. Whether through story, challenge, creativity, or simple fun, playing should always feel worthwhile. Engagement and retention should benefit the player, not the pocketbook. Design should ensure that every session is unregrettable.

Authenticity Attracts Audiences.

Games should be made with passion, guided by vision, and honed with intent. A compelling idea will resonate with others. If it excites, challenges, or inspires, it is worth pursuing. Explore beyond certainty. Design should push the boundaries of what games can be.

Medium Shapes Experience.

Games should meld with their medium, whether physical or digital, book or VR. Some mediums thrive on automation, others on immersion or shared imagination. The best games are elevated by their format. Design should find the interface that enhances the experience.

Technology Serves People.

Games should use technology with purpose, deepening engagement, enhancing immersion, and streamlining play. Whether through artificial intelligence, augmented reality, or classic mechanics, technology should enrich play, not distract from it. Design should make technology and game seamless.

People Deserve Respect.

Games should honor the time, trust, and investment of every player. A worthy experience protects privacy, employs fair monetization, and avoids artificial frustration. Design should protect the joy of play.