Hasbro CEO Discusses Exodus and Comments on the Role of AI in the Industry

Hasbro’s Chris Cocks is notably bullish on the upcoming sci-fi epic from the veterans behind BioWare’s greatest hits.

During a recent appearance on The Verge’s Decoder podcast, Hasbro CEO Chris Cocks discussed the company’s roadmap, the shifting dynamics of the gaming market, and the controversial role of artificial intelligence in modern development.

A primary focus of the conversation was Exodus, the ambitious sci-fi action RPG currently under development at Archetype Entertainment—a studio founded by several key former BioWare developers. Cocks revealed that the team has been crafting the project since 2019, with a launch window now targeted for the first half of 2027. Having personally tested an early build, the CEO expressed high confidence in the game’s direction and quality.

Addressing the broader challenges facing the industry, Cocks noted that while the market continues to expand, growth has stabilized to a modest single-digit percentage annually. In contrast, the cost of AAA development has surged dramatically; a single top-tier project can now require an investment of over a thousand person-years of labor.

To manage these rising overheads, publishers are increasingly scouting for partnerships in cost-efficient regions, including Eastern Europe and Southeast Asia. Cocks believes this approach allows companies to blend regional market expertise with seasoned global talent to create high-quality content more sustainably.

On the topic of artificial intelligence, the CEO acknowledged the current friction between AI adoption and player sentiment. He suggested that while many gamers are presently skeptical, the industry will eventually discover ways to implement the technology that genuinely enrich the player experience and deepen gameplay immersion.

However, he was quick to clarify that Exodus—along with current digital projects for flagship brands like Magic: The Gathering and Dungeons & Dragons—does not utilize AI in its production process.

Source: iXBT.games