The Evolution of Hitman: A 25-Year Journey of Creativity and Innovation
Who could have anticipated that a methodical game featuring a barcoded assassin, known for his unique fashion sense, would evolve into one of the most recognizable and enduring franchises in gaming history? As we reflect on the past 25 years, the team at IO Interactive has ample reasons to celebrate their achievements. While many franchises that emerged around the year 2000—such as Perfect Dark, SSX, Deus Ex, and Jet Set Radio—have faded into obscurity or grown stagnant, Hitman not only survived; it flourished, becoming a complex and adaptive world that has captivated audiences around the globe.
At an event coinciding with The Game Awards 2025, IO Interactive members discussed what this lasting success feels like. It’s a testament to their hard work, creativity, and an appetite for innovation that has enabled Hitman to remain relevant in a fast-evolving industry.
A Studio on Top of the World
When asked to describe IO Interactive’s current standing, senior game designer Eskil Mohl remarked, "We’re sort of on top of the world." His sentiment resonated with many in the room, illustrating a sense of disbelief that the franchise has grown to such incredible heights. Writer Jen Simpkins, who joined the studio in this momentous year, highlighted the relentless pursuit of new ideas within the team: "Hitman is still thriving. We’re in an era where we can be more creative than ever and experiment, which is what our team thrives on."
This creative buoyancy is evident in the ongoing evolution of Hitman: World of Assassination, a live platform that consistently welcomes fresh collaborations, genre-bending contracts, and a steady flow of seasonal content, all while maintaining its core identity. Recent events, such as the "Eminem vs. Slim Shady" Elusive Target, exemplify this trend. The surreal yet fitting crossover introduced the rap icon and his alter ego into the Hitman universe, raising the bar for future collaborations.
Mohl described how even the recording sessions for the event took seasoned developers by surprise: "Hearing his voice actually in the level was like, okay, that’s a big deal." Simpkins concurred, noting that both David Bateson, the voice of Agent 47, and Jane Perry, the voice of Diana, reacted with astonishment as they recorded lines for the crossover.
Uniting Two Worlds
What made this collaboration particularly effective, according to Simpkins, was the surprising synchrony in tone between Eminem and Hitman. "There’s a lot of crossover between Eminem and Hitman," she explained. "Both brands offer humor but also moments of real darkness.” This deeper collaboration required the team to honor Slim Shady as an established persona, not just a fictional character. "We worked closely with him and his team to make sure we were being true to the character," she said. "That was a privilege."
The Eminem mission is merely one example of how the World of Assassination has embraced a bold, celebrity-centric format. Before Eminem, there was Bruce Lee and even Le Chiffre from Casino Royale, the latter portrayed again by actor Mads Mikkelsen. This collaboration not only provided nostalgia but also established a clear connection to IOI’s upcoming James Bond game, 007 First Light. Mohl expressed his excitement about watching Mikkelsen step back into the shoes of Le Chiffre: "He really wanted to be Le Chiffre again; he hadn’t forgotten anything."
These crossovers are not just one-off events but rather a bridge into another universe, offering players unlockable bonuses that will carry over into 007 First Light, creating a rare moment of trans-franchise synergy in modern AAA game development.
Blending Genres and Styles
The growing roster of collaborations continues to attract attention. Action actress Milla Jovovich is set to star as Lilith Devereux in the upcoming Patient Zero: Requiem contract, scheduled for release next February. Simpkins believes that Jovovich’s tone fits seamlessly into the series, stating, "Hitman can be serious and also have moments of real levity." The team sees immense potential in capturing the multitonal nature of Jovovich’s performance.
IO Interactive’s ability to pivot seamlessly between varying moods, genres, and styles is what keeps Hitman fresh even after over two decades. Every contract introduces a new lens through which players can engage with the game world, treated internally by the developers as a kaleidoscope. "You just turn it slightly, and something else reveals itself," Mohl remarked. Simpkins added that each new character introduces fresh mechanics and synergies, constantly revealing new angles of exploration. "We’re consistently surprised by what the world of assassination is capable of," she noted.
The Future of Co-op Play
One of the most eagerly anticipated features in the franchise’s history is the introduction of co-op play, which was recently unveiled during their Summer Game Fest presentation. While detailed information remains under wraps, Mohl hinted at the team’s pleasant surprise at how well co-op play has worked out during testing. "We’ve been thinking about co-op for years," he admitted. "But it’s weirdly exponentially more fun than we expected."
Simpkins views this addition as a narrative breakthrough. "These little stories already unfold through systemics as NPCs react to events and each other," she explained. "With another player, suddenly there are more layers of storytelling created through interactions, transforming the experience in exciting ways." The unpredictable and chaotic nature of player interactions in this shared environment is something the developers can’t wait to observe.
A Living Stage
If Hitman began its journey as a series focused on precise execution and quiet brutality, its modern manifestation through World of Assassination has created something richer: a living stage where player creativity, celebrity myth-making, and systemic chaos intersect. This dynamic interplay generates limitless possibilities for storytelling and interaction within the game.
As IOI gears up to expand its universe into the realm of James Bond while simultaneously enriching the sandbox experience of Agent 47, the next 25 years promise to be filled with even more unpredictability—in the best possible way. The franchise has thrived on its ability to adapt and innovate, and it remains poised to embrace whatever challenges and opportunities the future may hold.
Conclusion: A Thriving Legacy
The legacy of Hitman is not just about the character of Agent 47 or the thrilling contracts available to players; it extends to the passionate community that has grown around the franchise. As the boundary between gaming and celebrity culture continues to blur, Hitman stands at the forefront, showcasing how innovative storytelling and character-driven content can create engaging experiences that resonate with diverse audiences.
Looking back over the last 25 years, one can easily see the layers of creativity, collaboration, and community that have contributed to making Hitman a lasting phenomenon. Moving forward, there is no telling what exciting new adventures await, what collaborations may surprise us, or how the evolving mechanics of gameplay will shape the future of this beloved franchise. As we eagerly anticipate what lies ahead, one thing is certain: the world of assassination has never been more vibrant, intriguing, and full of potential.
