In the ever-evolving gaming industry, understanding the consumer is everything. Few companies have grasped this better than NEW EDGE, a rising force in game development led by Mikhail Petrov, a member of the International Association of IT Specialists and a firm believer that players should be at the heart of game design.
"We don't just develop games for players—we develop them with players," says Petrov. "Gamers provide the most valuable insights, shaping our products in real-time."
This player-centric approach has helped NEW EDGE build a 300,000-strong monthly user base, an impressive feat for a company that was founded just three years ago.
From Players to Product Innovators: Data-Driven Development
For Petrov, gaming is not just about entertainment—it's an interactive experience that evolves based on player behavior. Using advanced analytics and machine learning, his team tracks engagement metrics, drop-off points, and user preferences to refine game mechanics dynamically.
"For instance, we've seen engagement increase by 25% simply by introducing new features or seasonal in-game events," he explains. "These are not guesses—they're insights pulled from data-driven analysis of player interactions."
By monitoring player retention patterns, the company has also been able to optimize game mechanics to prevent churn. Features that fail to hold player interest are promptly revised or removed. This iterative development cycle, inspired by Agile methodologies, ensures that only the most engaging elements make it into the final product.
AI, Personalization, and the Future of Interactive Gameplay
At the heart of NEW EDGE's philosophy is a commitment to cutting-edge technology. AI plays a critical role in content creation, from procedural world-building to intelligent NPC interactions.
"Modern players expect depth—not just in storylines but in how they interact with the game world," Petrov says. "We're leveraging AI to make NPCs more dynamic, ensuring they adapt and respond in ways that feel organic."
Beyond AI, the studio is also experimenting with personalized gaming experiences, tailoring difficulty levels, story arcs, and challenges based on a player's individual preferences and past behaviors.
Building a Winning Team: Why Hiring Gamers Matters
To sustain its rapid growth, NEW EDGE has taken a unique approach to hiring: prioritizing industry passion alongside technical skills.
"Gamers understand what makes a great game. We're looking for people who don't just code, design, or test—they live and breathe interactive storytelling," says Petrov.
The hiring process at NEW EDGE is rigorous, with candidates undergoing multi-level interviews and practical assignments designed to assess both technical competency and creative problem-solving abilities.
Petrov also invests heavily in employee development, offering training programs, conference sponsorships, and internal masterclasses. "A company is only as strong as its team," he adds. "We give our employees the resources to become industry leaders."
Growth, Expansion, and the Road Ahead
Despite being founded just three years ago, NEW EDGE has already built a portfolio of several dozen successful projects, working with 15+ corporate clients across industries, from education to entertainment.
With demand for its services growing, the company is set to expand its team, increasing its headcount beyond the 30 employees it currently has.
"The market is evolving quickly, and we intend to evolve with it," says Petrov. "We're not just developing games; we're shaping the future of interactive entertainment."
