In a candid talk during the Game Developers Conference on Thursday, Epic Games design director Cliff Bleszinksi advised attendees to "have an educated gut," and to be cognizant of the value of marketing and long-term relationships with customers. He encapsulated his talk in the "power creative," a project member who is unique, valuable and visibly tied to the game's identity. "This could be anyone," Bleszinski said.

With consumers constantly immersed in an information feed -- via social networking platforms like Twitter and Facebook -- it's important for game designers to be "surgical" and "devious" in creating IPs that thrive in an always-on, heavily branded world. According to Bleszinski, the market only tolerates games that land on the far ends of the spectrum between freemium "snack" games and big-budget games like Gears of War. "I believe the middle class game is dead."