‘996’ WORK CULTURE: A TREND GAMES SHOULD THINK TWICE ABOUT
It is sadly true that ‘crunch’ still seems to be an issue in some parts of the game dev sector – although thankfully it is becoming less of a problem as employees push back. So, the idea of institutionalising extreme working hours as a standard operating model feels like a huge step backwards.
But it’s definitely worth highlighting a workplace trend emerging elsewhere in tech: the so-called ‘996 work culture’ – working 9am to 9pm, six days a week. Originating in parts of China’s tech sector and now resurfacing in segments of Silicon Valley’s AI boom, it’s being discussed as a badge of ambition and competitive drive.
For C-suite leaders in the games industry, this is less about alarm – and more about awareness. It’s a trend we hope the industry consciously avoids.
The Tech Firms Embracing a 72-Hour Working Week: A deep dive here by the BBC into this practice, providing a need-to-know on this approach to working, as well as revealing the attitudes of some start-up tech founders who believe ‘Slackers are not my brothers’. As the BBC reports, “… for every ambitious company founder, the ever-present fear is that someone else will get there first. Speed is of the essence – and tech sector workers are under pressure to work harder, and longer, to get results quickly.” Get the full inside story here - https://www.bbc.co.uk/news/articles/cvgn2k285ypo
‘Work Hard, Play Hard’ is Over. Inside Silicon Valley’s 996 Culture: This article by Forbes article describes how some startups are prioritising a simply ‘work hard’ culture, with a relentless productivity focus. 70-hour weeks are becoming an expectation rather than an exception in some spaces, with job ads making no bones about what is expected of employees. One observer notes that he has seen mattresses on the floor in every office of one company: “During interviews, they ask candidates if they’re willing to sleep at work – and people line up for jobs there.” Read more here - https://www.forbes.com/sites/dariashunina/2026/01/22/work-hard-play-hard-is-over-inside-silicon-valleys-996-culture
996 Culture is Coming at ‘Human Expense’: No surprises here, with Business Insider reporting that burnout is increasing fast in Silicon Valley. Interviews with AI researchers and engineers suggest that even when long hours are framed as voluntary or passion-driven, they can lead to exhaustion, strained relationships and health concerns. Burnout appears as a recurring theme, as you can discover here - https://www.businessinsider.com/996-work-culture-silicon-valley-burnout-ai-researchers-2026-2
The Dark Side of the AI Boom: Spotlighting Silicon Valley too, PCMag highlights how Silicon Valley’s embrace of 996 mirrors earlier trends in China’s tech scene, where such schedules drew legal and cultural backlash. The article focuses on some real-life stories from those who are embroiled in this way of working, missing out on time with friends and family and with other areas of their personal lives spiralling out of control. Discover what they have to say here - https://uk.pcmag.com/ai/162909/the-dark-side-of-the-ai-boom-silicon-valley-embraces-chinas-brutal-work-trend
Of course, 996 is not a defining feature of the games industry. But the conversation around it matters – particularly when tech sectors intersect, as they increasingly do through AI, live services and cross-platform innovation.
As competition and economic pressures increase, the temptation to equate longer hours with greater commitment can grow. But evidence consistently shows diminishing returns beyond a certain point – and increasing costs to morale, retention and reputation.
What are your thoughts…?














