“My Background in Physics and Coding Gives Me a Superpower”
Narine Daneghyan
Communication Expert
As a creative producer at Playsense, Sergey Dmitrenko brings stories to life through innovative gaming experiences. Based in Georgia, his journey into gaming production is fueled by a passion for storytelling and an eye for detail, crafting projects that truly resonate with audiences.
In this episode of Lifesense: Personalities, we explore Sergey’s creative process, his favorite games that inspired his career, and how he balances the demands of the gaming industry with his personal life.
Balancing the producer’s role with creative direction is essential for our success, and those skills are even more important here
ND: Let’s talk about the gaming industry — what do you see as some of its biggest challenges right now?
SD: The rapid pace of technological change is both exciting and challenging. It opens up so many possibilities, but it also requires constant learning and adaptation. Another challenge is maintaining authenticity while trying to engage a diverse global audience.
ND: And how do you personally strike the right balance between creativity and the business side of things?
SD: You know, it’s all about synergy. I believe in fostering an environment where the team feels empowered to take creative risks and think outside the box. Creativity thrives when individuals are encouraged to explore new ideas and approaches without fear of failure. However, it’s equally important to ensure that our creative endeavors remain aligned with the overarching business goals, right? This means that while we aim for innovation, we also continuously assess how our ideas can drive business success.
By keeping projects focused on delivering value, my team creates innovative campaigns that resonate deeply with our audiences and produce measurable results for the company. This dual focus helps us blend imagination with practicality, making it easier to thrive in a competitive landscape. Finding this balance means we regularly chat about our goals, ensuring our creative strategies not only inspire but also align with what we want to achieve as a business. In the end, it works!
ND: Looking ahead, what excites you most about the future of Playsense and the gaming industry?
SD: I’m thrilled about the growing potential for immersive and interactive storytelling in games. With advancements in technology, we have incredible opportunities to craft narratives that players can connect with on a deeper level. At Playsense, we’re always pushing boundaries to create engaging experiences. We’re exploring fresh ideas that allow players to influence the storyline and shape their own adventures.
Yes, the gaming industry is evolving rapidly, and it feels like we’re just beginning to tap into our full potential. With innovative tools like VR and AR, the future looks so bright! (Laughing). I’m super excited to see how we can keep leveling up our storytelling and give players epic experiences they won’t forget!
By keeping projects focused on delivering value, my team creates innovative campaigns that resonate deeply with our audiences and produce measurable results for the company.
DS: What inspires you or whose work do you follow?
BZ: Honestly, I don't follow anyone religiously anymore. Sure, there are people whose work I like and follow them on social media. When I started as a designer, I was obsessed with Behance, collecting images. But over time, you want to dive into other areas.
I love architecture. My girlfriend and I do architecture walks around Berlin. We choose a style, like brutalism, and go explore buildings, discussing them. A month ago, we started watching documentaries about talented people like Iggy Pop, David Bowie and the Sex Pistols. Even just listening to their interviews can be indirectly inspiring. In school, I was into graffiti. Berlin is great for that. I always see something interesting—stickers, wall art—when walking around. All of this inspires me.
DS: You've been in the gaming industry for many years. How has it changed over time?
BZ: I've never really thought about it. I'd say the industry's processes are driven by simple economics. There was a big investment boom during COVID-19 and now we're in a hangover period. That's normal. I don't think anything has changed drastically. There's always been a lot of game production. There were many games then and there are many now. Some games hit it big once a year. There are powerful franchises like GTA, which people wait for ten years.
What's unchanged is this: no matter how much money you pour into making a game, no matter the production quality, if it's not fun to play, it won't succeed.
