Remedy Entertainment's new CEO Jean-Charles Gaudechon acknowledged that Alan Wake and Control fell short of sales targets, calling it "a pity" that both franchises should have performed better. In an interview with The Game Business, Gaudechon emphasized the need to think bigger about these IPs and find audiences far beyond current player bases.

The studio plans to apply lessons from FBC: Firebreak, its June 2025 shooter that failed to gain traction. Remedy learned valuable insights about game positioning and community management. Moving forward, the company will focus on building stronger communities around its titles and expanding through cross-media initiatives, including planned movies for both franchises.

Gaudechon also discussed self-publishing as a strategic shift, noting that "no-one can really talk about our games as well as us." This approach will give Remedy more creative control over marketing materials, potentially making them more unconventional. The strategy represents a departure from traditional publishing models.

Regarding AI, Remedy takes a cautious stance, avoiding broad adoption while permitting generative tools for early development and prototyping. This differs significantly from industry trends at companies like EA, where Gaudechon previously worked. The studio's measured approach reflects its identity as an R&D-focused developer.

The admission signals Remedy's recognition that strong critical reception doesn't guarantee commercial success, forcing a strategic pivot toward broader audience engagement.