The Gaming Giant Hires Popular Battle Royale Lead to Boost Struggling Action Game Project Ethos

The renowned publisher has secured Ben Brinkman from Respawn Entertainment to oversee the studio crew at their internal studio, which is currently developing the upcoming over-the-shoulder action-packed title known as Project Ethos.

Leadership Change Follows Lukewarm Feedback

Brinkman takes on the role of studio head at 31st Union following the exit of former leader Michael Condrey, who was reportedly let go due to the game's disappointing unveiling last autumn.

Recently, 2K president David Ismailer notified staff about this strategic move through an internal memo, which emphasized that playtesting had revealed the necessity for a clearer direction.

Ismailer stated that the team is now refining Project Ethos with a renewed focus, aiming to address gamer demands.

A Pattern of Strategic Acquisitions

This announcement mirrors a similar move taken by the publisher in the summer, when they recruited Rod Fergusson from Blizzard to assist with the BioShock studio Cloud Chamber.

Here is the entire content from the president's memo:

Dear Team—

I understand you all just completed your gathering - I trust you’re as thrilled as I am with the positive developments. Previously I sent you all a note, I mentioned the following: “I am confident in this group. You all are some of the most driven and creative creators we have had the pleasure to partner with - and we’re eager for that collaboration to continue.”

With your dedication and flexibility, particularly over the past twelve months, you continue to prove that.

The player input from last fall’s Project ETHOS testing phase was informative. It validated the appeal of a action-packed game but indicated we still had work to do. It uncovered the necessity for a more distinct vision.

The progress is encouraging to see how far you’ve advanced. You accepted the criticism to heart and revamped the title with a renewed goal - one that’s poised to deliver on its promise to our fans.

Our confidence in Project ETHOS strengthens every day. To advance the incredible development you’ve made, I’m excited to introduce Ben Brinkman as the new Lead of the team. Following some time of conversations, Ben officially joins us on next week.

His leadership and expertise in the competitive gaming space is considerable, having spent the last 15 years producing and leading some of the most well-known series in the industry, including the acclaimed shooter, and more recently, Apex Legends.

Please join me in receiving Ben soon. We are all looking forward to persist observing the evolution of the game in the time to ahead.

The President

Background of the Incoming Head

Brinkman presently holds the role of senior developer and production lead at Respawn Entertainment for Apex Legends. Brinkman earlier worked at Treyarch and Activision in various development positions on the Call of Duty games, and, before that, had stints at 2K and Electronic Arts.

Title Information and Concept

Project Ethos was revealed in October 2024 together with a public demo. Initially, the developers described the title as a "free-to-play, 3rd-person roguelike hero shooter and an exciting step forward on the style."

"Build your perfect run—or die trying—in this 3rd-person action shooter! Build your hero in real-time to suit your personal playstyle," the game's pitch states. "Take on the opponents with unique powers, risks, and tests that shift every match. Will you withdraw carefully with your hard-earned loot? Alternatively go big, gamble everything, and hope your squad can secure victory? The decision is yours."

Project Ethos has not yet received an official release date or platforms, but enthusiasts can anticipate further news as creation continues.