We often hear about companies chasing endless growth and bigger profits, no matter the cost. But here’s the interesting part: Tim Bender, despite his company’s growing success, describes himself as “fundamentally unambitious.” What does that even mean when you’re publishing hit games and everyone expects you to conquer the world? It means he’s not obsessed with being the biggest or making the absolute most money. His real ambition lies in creating a company that stands the test of time, a positive force in the gaming world for over a hundred years, built on strong values rather than fleeting trends.
Think about it like building a house. Some people want to build the tallest skyscraper as fast as possible, even if the foundations are a bit shaky. Others, like Tim, want to build a sturdy, comfortable home that will still be standing, strong and beautiful, for their great-grandchildren. This isn’t about shying away from success; it’s about defining success differently. It’s about stability, quality, and a deep sense of responsibility, making sure the people who help build that house – the game developers – are treated with respect and fairness every step of the way.
One of the biggest ways Hooded Horse aims to be a lasting, positive influence is by treating game developers with a level of ethics that, sadly, isn’t always common in the fast-paced world of gaming. We’ve all heard stories, or maybe even experienced them ourselves, of workers feeling undervalued, overworked, or cut out of the profits of their own creations. Hooded Horse, however, aims to be different. They ensure developers get a fair share of the money their games earn, giving them the freedom to create without crushing deadlines or unfair demands. It’s like a partnership where everyone genuinely benefits, not just the folks at the top.
Here’s how it works: when a publisher truly partners with a developer, giving them good terms and a supportive environment, it creates a healthier space for creativity to bloom. Developers feel secure, respected, and motivated to make their best games. This approach isn’t just “nice”; it’s smart business. Happy, well-treated developers are more likely to produce high-quality, innovative games that players love, which in turn leads to more success for everyone involved. It builds trust, and trust is the bedrock of any long-lasting relationship, whether it’s between friends or between a publisher and its creative partners.
Now, let’s talk about something that’s on everyone’s mind these days: Artificial Intelligence, or AI. You might be wondering, what does a game publisher have to do with fighting AI? Well, Hooded Horse has taken a very firm stand against using generative AI in the creation of their games. Generative AI is like a super-smart computer program that can create new things, like images, stories, or even music, based on what it’s learned from tons of existing human-made content. While it sounds futuristic, Tim Bender and Hooded Horse see it as a threat to human creativity, originality, and the very jobs of artists and writers.
The reality is, when AI is used to create art or stories for games, it often “learns” from existing works without proper credit or payment to the original creators. This raises big questions about who owns what, and whether human artists will still have a place in the future. Hooded Horse believes in the unique spark of human ingenuity. They want games to be made by people, with human ideas, human struggles, and human triumphs baked into every pixel and every line of code. They’re not just saying no to AI for the sake of it; they’re saying yes to human artists, human writers, and human developers.
Think of it this way: would you rather eat a meal cooked by a passionate chef who poured their heart into every ingredient, or one that was automatically assembled by a machine based on a thousand recipes it scanned? Most of us would pick the human chef, because there’s something special, something soulful, in human creation. Hooded Horse is making a stand for that human soul in games. They want to protect the jobs and the value of real people who spend years honing their craft, ensuring that the magic of video games continues to come from human minds and hands.
This commitment to fighting AI isn’t just about protecting artists; it’s about preserving the very essence of what makes games art. If companies rely too heavily on AI to churn out content, we risk losing the unique voices, the unexpected ideas, and the raw emotion that only humans can bring. What if every game started to look and feel the same, generated by algorithms rather than dreamed up by passionate individuals? Hooded Horse is trying to prevent that future, ensuring that the games they publish remain vibrant, original, and deeply human experiences.
So, how does all this tie into building a company for “100 plus years”? It’s simple, really. A company built on solid ethical foundations, one that values its people and its creative partners, is far more likely to last. Just like a giant oak tree with deep roots can weather any storm, a company with strong values can withstand economic ups and downs, changing trends, and even new technologies. It’s about building a reputation for integrity and quality, something that earns respect and loyalty from both developers and players alike.
Have you noticed how some companies chase fads, trying to make a quick buck, only to disappear a few years later? Hooded Horse is taking the opposite approach. They’re investing in long-term relationships, sustainable practices, and a clear vision for the future where human creativity is celebrated, not replaced. This isn’t just good for the company; it’s good for the entire gaming industry. By showing that ethical practices and a focus on human talent can lead to success, they’re setting an example for others to follow.
The implications of Hooded Horse’s philosophy are huge. If more publishers adopted this “fundamentally unambitious” yet deeply ethical mindset, we could see a healthier, more diverse, and more sustainable game industry. Developers wouldn’t have to fear being exploited, and players could trust that the games they play are truly born from human passion, not just algorithms. It could lead to a golden age of creativity, where unique ideas are championed and the people behind them are valued above all else.
Ultimately, Tim Bender and Hooded Horse are reminding us that true success isn’t always measured in market share or quarterly profits. Sometimes, the real gold is found in building something meaningful, something that contributes positively to the world, and something that can inspire generations to come. By fighting for human creativity and treating everyone ethically, Hooded Horse isn’t just publishing games; they’re trying to build a legacy that will indeed be a positive influence for a hundred years and beyond. They’re showing us that being “unambitious” in the traditional sense can actually be the most ambitious, and impactful, goal of all.