The games industry thrives on evolution. From the transformative power of new advanced technologies like AI to the rise of transmedia as a new frontier for IP growth, the possibilities are endless. But will these advancements deliver the profound impact they promise? The industry is known for being at the forefront of innovation and strategy - the early adopters - but does it always translate to success, and what can we learn from past missteps to navigate the future? In this #DICE2025 talk,