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 Interactive
• How IOI used LiveOps to sustain engagement between Hitman titles and build toward a trilogy
• Why designing for rapid iteration is the key to successful LiveOps
• The impact of celebrity collaborations and cultural partnerships in expanding audiences
• Why independence gave IOI the agility to experiment and how that shaped their approach to 007: First Light
• The balance between engaging Gen Z and Gen Alpha without alienating longtime fans
• Why LiveOps should be a pillar, not an afterthought, and how studios can decide if it’s right for them

Whether 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.

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