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GDC Festival of Gaming
March 9-13, 2026
Moscone CenterSan Francisco, CA
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All Sessions Speakers

We Built the Wrong Games First: Failing Forward to 'UG', VR's Fastest-Growing Game (Presented by Meta)

Spencer Cook  (CEO Continuum, Continuum)
Michael Murdock  (Chief Creative Officer & Founder, Continuum)
Kyle Sills  (Community Marketing Manager, Continuum, Continuum)
Location: Room 3009, West Hall
Date: Wednesday, March 11
Time: 2:00 pm - 2:30 pm
Pass Type: Festival Pass, Game Changer Pass - Get your pass now!
Track: Business Strategy
Vault Recording: Video
Meta

Successful games don't always start as hits. In this session, we share how early experimentation and failed assumptions ultimately led to the creation of UG, one of VR's fastest-growing games. We'll explore how analytics, player feedback, and strategic pivots reshaped our approach to game design, retention, and live operations. Attendees will leave with practical tools for recognizing early warning signals, knowing when to pivot, and building momentum in rapidly evolving platforms.