A Conversation with Allen Dilling: Insights from a Gaming Industry Veteran

In this latest episode of Devoted Speakeasy Ep. 27, host Ninel Anderson, CEO of Devoted Studios, engages in a captivating conversation with Allen Dilling, a true veteran of the video game industry. With a 25-year legacy at Blizzard Entertainment, Allen has been a creative force behind some of the most iconic and beloved titles in gaming history, including StarCraft, Warcraft III, and World of Warcraft. 

This episode is a fascinating look into Allen’s career, the evolution of art styles in gaming, and what it’s like to work on games that millions of fans love.

Meet Our Guest

Allen is an industry veteran with 25 years of experience at Blizzard Entertainment. There, he has led and contributed to several successful projects – StarCraft 2, WarCraft III, World of WarCraft, and more. Some of his core competencies include concepting, 3D modeling, VFX, user interface design, level design. Now Allen is an independent consultant with an emphasis on art and creative direction.

A Career with Iconic Titles

“I started as an animator modeler. That's back when you kind of did that with everything and it wasn't so specialized. So I have to animate models and texture everything.”

Allen Dilling’s journey at Blizzard began with StarCraft, where he started out as an animator and modeler. In those early days, roles weren’t as specialized as they are now, and Allen often found himself handling multiple aspects of game development, from animation to texturing. Over the years, he contributed to other big titles like Warcraft III and World of Warcraft.

Allen describes his time at Blizzard as being part of a big, creative family, where everyone worked together to make fun and engaging games. The early days at Blizzard were marked by a lot of creative freedom, allowing developers to experiment and follow their instincts.

The Changing Art Styles in Gaming

One of the big topics in this episode is how art styles in games have changed over the years. Allen talks about how Warcraft games became known for their oversized armor and weapons, which started out as a way to deal with the limitations of early game graphics. 

“One of the big specialties of Warcraft was creating much bigger armor and much bigger weapons, and that was pretty much due to the constraints of how the graphics and the pixels looked back then.”

This unique style has influenced many other games, especially in the mobile gaming world. Allen also mentions that games like Genshin Impact and League of Legends mix different cultural influences, creating fresh and appealing art styles that attract players from around the world.

“With new games like Genshin Impact and the Asian influences we're seeing in League of Legends and other titles, I feel like there's a new era of the art style that is coming. It’s almost like there's a giant mashup happening in the industry.”

Creative Freedom and Challenges

“Back then we debated everything we made sure was cool. And then we just kind of went with our gut and just made fun, awesome stuff.”

Allen shares insights into the creative process at Blizzard, explaining how in the early days, there was a lot of freedom to make decisions based on what felt fun and exciting. However, as Blizzard grew, there were more layers of approval and analysis, which sometimes made it harder to innovate. 

He describes this as “paralysis by analysis,” where overthinking can get in the way of creativity. In larger companies, finding the right balance between creative freedom and business goals can be tricky. Allen reflects on how, in the early days, Blizzard’s creative team would often gather to pitch wild ideas and experiment freely. He recalls proposing “some crazy stuff over the years” and how those ideas, even the most unconventional ones, were often given a chance to shine. This open, experimental environment was a big part for fostering creativity and led to the development of some of Blizzard’s most iconic game features.

Devoted have talked about beating the common problem in the game development industry, click here to learn practical strategies. 

Handling Pressure and Anxiety

“We didn't know enough to be scared. We were just like, you know, naive. And it's like we can do anything, that's just do this.”

Working on hugely popular games like StarCraft and World of Warcraft comes with a lot of pressure. Fans have high expectations, and making changes can be nerve-wracking. Allen talks about the anxiety of making sure they didn’t disappoint players while still trying to keep the games fresh and exciting. His advice for handling this pressure is to stay true to what made the games great in the first place while finding ways to introduce new ideas that surprise and delight players.

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Alle also acknowledges the emotional rollercoaster of game development, especially when facing feedback from the community. He remembers, after releasing Warcraft III, going online to read reviews, only to be met with harsh criticism. “I was so proud of myself... I'm going to go online and look at all the accolades. And... it was just like hate.” Despite the criticism, Allen emphasizes the importance of not letting a vocal minority overshadow the enjoyment and satisfaction of the broader gaming community.

Tips for Fresh Ideas

“I think if you're creating something new, it’s about trying to make it fresh but also accessible.”

Allen also offers valuable advice for coming up with new and innovative ideas. He suggests looking for inspiration everywhere—movies, books, art, or you name it! Allen believes the best ideas often come from mixing familiar concepts in new ways, making them both fresh and accessible.

For aspiring game developers, Allen’s advice is to trust their instincts, be open to new influences, and not be afraid to take creative risks. “You can execute differently on it. There’s lots of ways you can tweak things and enhance them to give your own flavor and spin on it.” Allen’s approach encourages developers to take known concepts and infuse them with their personal creative vision to create something truly unique.

The Future of Real-Time Strategy Games

“I think there's still a lot of hope for more accessible RTSs that are more for the masses.”

Despite the changes in the gaming industry, Allen is hopeful about the future of real-time strategy (RTS) games. He thinks there’s still a big audience for RTS games, especially if they can be made more accessible to new players. Companies like Frost Giant Studios are exploring new ways to bring RTS games to a wider audience, which Allen sees as a positive development. While RTS games may not be as mainstream as shooters, their strategic depth and loyal fan base mean there’s still plenty of room for growth.

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Allen also discusses why there was never a StarCraft III, explaining that after years of supporting and expanding StarCraft II, Blizzard was not in a position to immediately embark on a new RTS journey. However, he believes that now, with time having passed, the community and developers might be ready to explore the RTS space again with fresh perspectives and ideas.

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