2K’s Project Ethos Gets a Lifeline: Apex Legends Producer Hired to ‘Reimagine’ the Struggling Hero Shooter

In a clear signal of its commitment to the troubled title, 2K Games has hired a major name in the competitive shooter world to lead the development of Project Ethos, its free-to-play, third-person roguelike hero shooter. The move comes as the game—currently in a prolonged development period—is undergoing a significant “reimagining” following lukewarm feedback from its initial public tests.

The New Leadership: Ben Brinkman, Apex Legends Executive Producer

The veteran producer stepping in to steer the ship is Ben Brinkman, who has been named the new Studio Head of 31st Union, the 2K studio developing Project Ethos. Brinkman brings considerable pedigree in the shooter genre, having served most recently as the Executive Producer for Apex Legends at Respawn Entertainment since 2020. Prior to his tenure at Respawn, he spent six years working on the Call of Duty franchise at Treyarch, making him one of the most experienced professionals in the competitive and live-service shooter space.

This high-profile hire directly addresses a period of struggle for 31st Union, which saw the reported firing of its co-founder and former studio head, Michael Condrey, earlier this year following the disappointing reception of Project Ethos’ first impressions.

What is Project Ethos and Why is it Struggling?

Project Ethos is an ambitious free-to-play extraction shooter that mixes the mechanics of a hero shooter with roguelike elements. The primary mode, Trials, pits teams of three in a 20-minute PvPvE match where the goal is to:

• Select a hero with unique weapons and abilities.
• Collect valuable “Cores” and loot from both other players and AI enemies.
• Safely extract before the match ends to permanently unlock “Augments” that boost future runs.

Critics and playtesters who got hands-on with the game in late 2024 praised the core gunplay, balanced time-to-kill (TTK), and fluid movement mechanics (including Apex Legends-like slides and ziplines). However, the overall consensus was that while the game was “enjoyable,” it “struggles with its identity” and “fails at being a new experience that players will crave over and over again.” In a saturated market of live-service shooters, a lack of a distinct hook or compelling long-term loop is a death knell.

2K’s New Mandate: A “Renewed Vision”

In an internal memo shared by 2K President David Ismailer, the company reaffirmed its strong commitment to the project, stating that the test feedback “affirmed the promise of a roguelike shooter but told us we still had work to do. It uncovered the need for a more distinct identity.”

Brinkman’s arrival marks the start of this “renewed vision.” His expertise in building and maintaining one of the world’s most successful hero-based, free-to-play titles (Apex Legends) suggests 2K is aiming for a complete retooling of the game’s core systems, focusing on:

• Injecting more personality and distinct roles into the hero line-up.
• Deepening the roguelike progression and long-term retention mechanics.
• Creating a clearer, more compelling live-service roadmap.

There is currently no public release date for Project Ethos as the game is fully focused on its re-development. The decision to bring in a veteran like Brinkman is a significant investment that shows 2K is not yet ready to abandon its foray into the competitive live-service market.