From automation to embedded QA, here’s how top studios like Ubisoft, EA, and Riot are transforming quality assurance.
In the ever-evolving landscape of the video game industry, the role of Quality Assurance (QA) has shifted from a final-phase checkbox to a strategic pillar integrated throughout development. As we move into 2025, the expectations from QA teams are growing — not only in scope but in sophistication. From AI-powered testing and embedded QA practices to full-cycle DevOps integration and live-service testing, studios like Ubisoft, EA, Riot Games, and CD Projekt Red are leading the charge.
This article explores the real QA trends and practices shaping 2025, with insights into what major studios are already implementing, and how mid-sized developers can adapt.
1. AI-Augmented QA Is Becoming the Norm
Artificial Intelligence is no longer a buzzword — it’s a tool actively reshaping QA workflows. Studios are using AI-driven solutions to:
- Predict and detect anomalies based on historical bug data
- Prioritize test cases based on user behavior and risk modeling
- Simulate complex gameplay scenarios
For example, Electronic Arts (EA) has been developing internal AI tools that assist in coverage analysis by predicting which areas of gameplay are most likely to contain bugs based on design complexity and code churn. Their system flags “hotspots” and optimizes test plans dynamically.
Meanwhile, Ubisoft’s La Forge initiative has been experimenting with machine learning to detect graphical glitches and texture errors — particularly useful in vast open-world games where human testers would take weeks to cover ground.
2. Embedded QA Is Replacing Traditional QA Silos
Historically, QA was isolated — often treated as a separate department brought in at the final stages. That model is now being replaced by Embedded QA — a practice where testers are integrated directly into dev teams from day one.
Riot Games has publicly shared their approach to “Quality Ownership,” where QA professionals participate in sprint planning, design discussions, and feature prototyping. This proactive presence allows potential bugs to be addressed before they reach production.
Similarly, CD Projekt Red, after facing high-profile launch issues with Cyberpunk 2077, restructured its QA approach to a more integrated model where QA analysts work alongside developers through agile squads, reducing the distance between testing and design.
3. Shift-Left Testing: Start Sooner, Fail Faster
Closely related to embedded QA is the wider adoption of Shift-Left Testing — the philosophy of performing QA earlier in the development cycle.
Game studios are investing in unit testing for gameplay mechanics, continuous integration (CI) pipelines with automatic regression testing, and static code analysis tools to identify performance bottlenecks early.
EA Sports titles, for instance, use automated unit testing extensively for gameplay physics and animation loops, ensuring that updates to the core engine don’t break legacy behavior. Riot Games’ League of Legends employs pre-merge testing and sandbox environments that allow for safe code experimentation with immediate feedback.
4. Real-Device and Cloud Testing at Scale
With mobile gaming and cloud gaming on the rise, device fragmentation is a growing challenge. Studios must now test across:
- Dozens of mobile models (Android & iOS)
- Various controller setups (e.g., Xbox, PS5, Steam Deck)
- Streaming environments (NVIDIA GeForce Now, Xbox Cloud, etc.)
Studios like Ubisoft and Activision Blizzard are investing in cloud-based device farms and virtual environments for compatibility testing. These tools allow parallel testing across hundreds of configurations, cutting down manual hours and hardware costs.
Moreover, test virtualization is being used to replicate network latency and simulate real-world play conditions, especially for multiplayer titles. CD Projekt has reportedly begun using network emulation layers during QA for upcoming titles to simulate poor internet connections in rural areas — critical for open-world multiplayer experiences.
5. Live QA for Live Games
Live-service games aren’t just a launch-and-forget affair. With constant updates, patches, events, and seasons, the QA approach must shift to Live QA — a real-time testing strategy that mirrors how live ops teams work.
Epic Games, with Fortnite, is a model case. Their live QA operations include:
- “Hotfix pipelines” that test and deploy updates in less than 48 hours
- Player behavior modeling to anticipate how new content will be used — and misused
- 24/7 monitoring of live builds and fast-response QA teams
Riot, too, conducts canary rollouts of patches to 1% of users before global deployment, using telemetry to detect regressions, crashes, or gameplay anomalies.
6. Accessibility Testing Is No Longer Optional
More studios are investing in accessibility QA as a mandatory part of testing pipelines. This includes:
- Subtitles & UI readability
- Color blindness modes
- Control remapping
- Menu narration and voiceover
Sony’s Santa Monica Studio raised the bar with God of War Ragnarök, shipping with over 70 accessibility features — all of which were rigorously tested for UX and functionality.
Ubisoft now includes accessibility compliance testing as part of their QA certification. Their internal guidelines are based on both WCAG (Web Content Accessibility Guidelines) and Xbox Accessibility Standards.
7. Security & Anti-Cheat Testing Grows in Importance
As multiplayer and competitive games dominate the charts, anti-cheat and security testing has become a specialized QA focus.
Valorant by Riot Games uses a kernel-level anti-cheat system (Vanguard) that’s tested in coordination with QA for vulnerabilities and false positives. Riot even runs red team attacks on their own infrastructure to test cheat resilience.
Similarly, Activision’s Ricochet anti-cheat system is monitored via dedicated QA teams who review logs and telemetry to catch new exploit vectors as they emerge post-release.
8. Player-Centric QA: The Rise of Playtesting as QA
Studios are increasingly blurring the line between QA and UX, conducting structured playtesting to evaluate:
- Tutorial effectiveness
- Onboarding clarity
- Difficulty curves
- Emotional engagement
CD Projekt Red has expanded their in-house playtesting lab where QA professionals work alongside UX researchers. The result? More actionable bug reports tied to real player frustration points — not just broken features.
Ubisoft now incorporates biometric feedback (e.g., heart rate, facial expressions) during QA-led playtests to better understand player experience.
9. Cross-Team Collaboration Tools Are the Glue
With global studios, hybrid teams, and remote QA testers, collaboration tools are more vital than ever. Top studios rely on:
- TestRail or Xray for test case management
- Jira + Confluence for bug tracking and documentation
- Miro, Figma, and Loom for cross-functional communication
- Perforce and GitHub CI/CD integrations for version control and test automation
Riot and EA both maintain QA knowledge bases and living documentation — ensuring continuity across time zones and handoffs.
10. Outsourced QA Is Getting Smarter — Not Cheaper
Finally, a key shift is occurring in the outsourcing model. It’s no longer just about offloading manual tasks — smart studios are partnering with specialized QA vendors to:
- Run dedicated multiplayer labs
- Perform usability benchmarking
- Handle 24/7 live ops monitoring
Vendors like SnoopGame offer flexible QA squads that scale across platforms and are trained in modern QA techniques, including AI-driven reporting, game balancing, and player behavior analysis.
Final Thoughts
The bar for quality in games has never been higher — nor has the complexity of achieving it. As we move deeper into 2025, QA will no longer be a post-production safety net. It will be an embedded, intelligent, player-driven engine for success.
Studios that embrace AI, build cross-functional QA teams, and adapt to live testing realities will lead the industry. For those still treating QA as a box to check off before release, the road ahead will only get bumpier.
QA is evolving — and in 2025, it’s finally taking the lead.
