Certain Affinity and Paul Sams signal a bold shift from support studio to franchise creator, with Monster Hunter-like and Halo projects.
Certain Affinity has spent years as one of the game industry's most trusted support studios, quietly helping shape some of the biggest franchises in triple-A development. But in January 2022, the Austin-based company signaled a more ambitious future: it appointed Paul Sams as president and chief operating officer. By 2026, that decision still reads like a turning point. Why would a studio known for co-development suddenly bring in a former Blizzard COO and Ready at Dawn CEO? The answer may lie in two mysterious projects and a growing desire to stand in the spotlight rather than behind it.
From Support Studio to Premier Developer?
Certain Affinity has long been the quiet force behind other studios' successes. It has contributed to major shooters and live-service titles, earning a reputation as a go-to partner for triple-A teams. That reputation is valuable, but it is not the same as owning a franchise. The appointment of Paul Sams suggests the studio wants both.
Sams is not a minor hire. He spent 20 years at Blizzard Entertainment, rising through the ranks to become COO. Most recently, he served as CEO of Ready at Dawn, the studio behind The Order: 1886 and Lone Echo. He had already been affiliated with Certain Affinity in an advisory role. With its newfound ambitions, however, the company decided to bring him on board full-time.
Sams said he was 'blown away' by what Certain Affinity has accomplished over the years. 'When I first saw their portfolio of releases I was amazed, and it has only gotten stronger since, including on games the world hasn't yet seen,' he said. 'Max, Mojdeh, and the rest of the company's leadership and highly talented team have built an amazingly healthy, supportive, no nonsense culture that thrives on getting work done, and done well.'
The Two Mysterious Projects
Reports in January 2022 indicated that Certain Affinity was working on two projects. One was described as something along the lines of Monster Hunter. The other was a battle royale for Halo Infinite. Neither project has received a full official reveal, but their existence has fueled years of speculation.
The Halo project is especially intriguing because of its codename: Tatanka. Old-school wrestling fans will remember Tatanka as the wrestler who won one of the most iconic matches in WWE, then WWF, history. That match was a 40-man battle royale called Bashed in the USA in May 1992. Is a codename enough to confirm a genre? Not officially. But it is a telling clue, and it has led many observers to believe that Certain Affinity's Halo work is indeed a battle royale.
Why does that matter? Halo Infinite launched with high expectations, and its live-service future has been closely watched. A battle royale mode could reshape the game's audience and longevity. At the same time, a Monster Hunter-like project would show that Certain Affinity can build something entirely its own. Together, the two projects point to a studio that is no longer content to remain invisible.
Why Paul Sams?
What does a former Blizzard COO bring to a support studio? Operational scale, for one. Sams understands how to manage large teams, complex schedules, and global partnerships. He also knows the culture of a premier developer. His experience at Blizzard and Ready at Dawn gives him credibility with both publishers and investors.
His role as president and COO will be crucial as Certain Affinity tries to balance two identities. On one side, it remains a reliable support developer for triple-A studios. On the other, it wants to become a premier developer in its own right. That balancing act is difficult. Support work pays the bills and builds trust. Original games build legacy. Can a studio do both without spreading itself too thin?
Expansion in Austin, Toronto, and Remote Work
Sams also outlined plans for growth. 'Austin is our headquarters and continues to be the home of a majority of our staff,' he said. 'We will continue growing here and continue investing in this city and community, while also accelerating our expansion through our fully-integrated development studio in Toronto and through continued expansion of remote work into new states and territories.'
| Location | Strategic Role |
|---|---|
| Austin, Texas | Headquarters; majority of staff; continued local investment |
| Toronto, Canada | Fully integrated development studio; expansion accelerator |
| Remote | Growth into new states and territories |
This expansion strategy is notable in 2026. The industry has become more volatile, with layoffs, consolidations, and live-service struggles reshaping the landscape. Experienced leadership and flexible development hubs are more valuable than ever. Certain Affinity's decision to invest in Austin while growing in Toronto and remote markets looks less like a temporary move and more like a long-term bet.
What It Means for Halo and Beyond
If Certain Affinity is building a Halo Infinite battle royale, the implications could be enormous. Halo Infinite has a passionate community, but it has also faced challenges in maintaining momentum. A well-executed battle royale could bring new players and extend the game's life. If the Monster Hunter-like project is real, it could establish Certain Affinity as a creative force with original ideas.
Yet questions remain. When will these projects be revealed? Will they launch as standalone titles or integrated modes? Can Certain Affinity maintain its reputation as a go-to support partner while also pursuing its own games? These are not small concerns. The studio's dual identity is both its greatest strength and its biggest risk.
The 2026 Perspective
By 2026, the appointment of Paul Sams stands out as a clear statement of intent. Certain Affinity did not simply hire an executive. It hired someone who has seen the top of the industry and understands what it takes to build lasting franchises. The studio's projects remain part of industry speculation, but its ambitions are no longer hidden.
In a business where support studios often remain anonymous, Certain Affinity is betting on a future where its own name matters just as much as the blockbusters it helps build. Will that bet pay off? Players, publishers, and developers alike will be watching. 🎮
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