Building worlds, sustaining play: IOI’s Olivier Perbet on LiveOps, IP, and the future of AAA games

Welcome to The Business of Games Podcast, brought to you by Xsolla.In this extended cut, host Chris Hewish sits down with Olivier Perbet, Chief Marketing and Revenue Officer at IO Interactive (IOI), to explore how LiveOps transformed Hitman from a boxed release into a living platform and what that means for the future of AAA publishing.From his early career at Disney and Warner Bros. to guiding IOI through independence, Olivier shares how storytelling, player connection, and rapid iteration have shaped both his path and the studio’s evolution. He reflects on why ownership of IP like Hitman mattered, how IOI is preparing to bring 007: First Light to a new generation of players, and why not every game needs to chase live service to succeed.We dive into:Olivier’s journey from licensing at Disney to leading marketing and revenue at IO InteractiveHow IOI used LiveOps to sustain engagement between Hitman titles and build toward a trilogyWhy designing for rapid iteration is the key to successful LiveOpsThe impact of celebrity collaborations and cultural partnerships in expanding audiencesWhy independence gave IOI the agility to experiment and how that shaped their approach to 007: First LightThe balance between engaging Gen Z and Gen Alpha without alienating longtime fansWhy LiveOps should be a pillar, not an afterthought, and how studios can decide if it’s right for themWhether you’re an indie founder, a AAA leader, or simply fascinated by the business shifts redefining games, this conversation offers a candid look at the lessons and strategies behind one of the industry’s most iconic stealth franchises.Let’s get into it.For more insights and resources, visit xsolla.com/podcast. Want to join the conversation? Follow and comment on our LinkedIn page at The Business of Games Podcast. That’s where we’ll be sharing updates, highlights, and continuing the discussion. And don’t forget to subscribe, rate, review, and share the podcast with friends who want to learn more about the business of games.