Building With Intention: How Nice Gang Scales Without Compromising Creativity

Highlights From the Episode

1. Let the Creative Vision Guide Growth

For Nice Gang, everything starts with a strong creative identity. The goal is not just to build games, but to create joyful, expressive experiences that players want to share. This vision isn’t just talked about internally—it actively shapes how the studio grows, how decisions are made, and what kinds of partnerships they pursue.

“We have a really clear idea of the kind of studio we want to be, and we’re building structure around that—not the other way around.”

Key takeaway: Define your creative identity early and let it influence your hiring, process, and product decisions. This alignment helps avoid tough compromises later on.

2. Avoid Bottlenecks by Empowering Small Teams

A central theme was how Nice Gang has structured its team to stay nimble. Rather than centralize decision-making or over-layer management, they empower small pods to own features and make decisions. This not only speeds up production but keeps team morale high.

“If one or two people become a blocker, everything slows down. We build systems that push decisions as close to the work as possible.”

Key takeaway: As your team grows, look for ways to distribute ownership without losing cohesion. The right structure supports momentum rather than creating overhead.

3. Say No to Misaligned Publisher Deals

Jason and Shaun were candid about the pressure many indie studios feel to sign with a publisher, especially early on. But they emphasized that taking the wrong deal can hurt more than it helps. At Nice Gang, they’ve walked away from offers that didn’t align with their vision—even if it meant more financial risk in the short term.

“You have to be okay saying no if it protects the kind of studio you’re trying to build.”

Key takeaway: Not every publishing deal is worth taking. Be honest about what you need, and don’t undervalue the long-term cost of creative misalignment.

4. Make Community a Development Partner

Nice Gang treats community-building as part of the development process, not just the marketing funnel. From sharing early prototypes to engaging on social, their goal is to build trust and dialogue while the game is still taking shape.

“We want to build with people watching—not just drop something and hope it catches.”

Key takeaway: Players want to be part of the journey. Opening your process early helps build a community that’s invested in your success and can offer real feedback.

5. Focus on Joy and Player Expression

One of the most refreshing ideas in this conversation was the emphasis on joy. Rather than chasing mechanics that are proven to monetize or ride current trends, Nice Gang is focused on player expression and unpredictability—designing for fun as a core principle.

“We want players to do things we didn’t expect. That’s the kind of design we love.”

Key takeaway: Don’t underestimate joy as a design metric. A playful, expressive experience can create the kind of emotional connection that drives word of mouth and long-term loyalty.

Final Thoughts

This episode of Player Driven is a reminder that growth doesn’t have to mean compromise. By staying intentional about their creative goals, team structure, and external relationships, Nice Gang is showing what it means to scale a studio with heart.

Whether you’re deep into your first project or looking to build a culture that lasts beyond a single title, the lessons from Jason and Shaun are worth bookmarking.