Finding success as a creative in the games industry
3D World UK|June 2020
Finding success as a creative in the games industry
Ashley Liu of Keywords Studios offers her insight
Ashley Liu

Growing a creative business in the video games industry is no small task. A huge range of disciplines – from game development to art, audio, quality assurance, localisation and beyond – are required to make AAA titles truly shine. At Keywords Studios, we collaborate with leading global publishers including SEGA, Square Enix, Ubisoft and EA to do just that.

As art service line director at Keywords, my goal is to assemble best-in-class artists and equip them with the latest technology, so they can help games publishers tell their stories through art. We are an essential part of this complex and vibrant ecosystem of game development.

We are continuously increasing the sophistication of game assets as technology advances – from art direction to 2D illustrations, from UI/UX design to 3D animation, in-game and pre-rendered cinematics and beyond. Working with American, European and Asian-based developers, our footprint across three continents helps ensure that we can adapt to and serve a diverse range of customers.


There are so many games – so many genres, platforms and play styles – in the current market. It follows that you need a ‘jack-of-all-trades’ mentality, or at least a diverse creative team, to take advantage of the latest technologies and creative paths available.


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June 2020