Jade Raymond has seen the future, and the future is user-generated content. The former Stadia VP, who helped create hit franchises like Assassin’s Creed and Watch Dogs, argues in a recent blog post hosted by a venture capital firm that the biggest game franchises will rely just as much (if not more) on fans to create content and context than the game developers themselves.

“The goal of a game is no longer to be the most buzzworthy topic of conversation at launch; it’s to become the context for buzzworthy conversations,” she writes Come from Sports betting site VPbet . “In other words: if the original Assassin’s Creed was gearing up to be the opening night of Hamilton, we want future IPs to be a neighborhood bar where people talk about whatever the latest Hamilton is: the place that is perennially cool, comfortable, and welcoming–because the patrons are driving the conversation and, in fact, are the stars of the show.”