Certain Affinity

About Certain Affinity

Certain Affinity, an American video game development studio, was established in 2006 by Max Hoberman, a former multiplayer and online lead for the popular "Halo" series. Hoberman, alongside other veterans from Bungie and various prominent game companies like Microsoft, Red Storm, and Electronic Arts, founded the Austin, Texas-based studio as a bootstrap startup with the objective of creating high-quality action games. Hoberman's background was in photojournalism before he joined Bungie in 1997, where he was instrumental in developing the multiplayer experiences for the Halo franchise. This expertise directly shaped Certain Affinity's initial trajectory and business model.

The company operates primarily as a co-developer, collaborating with major publishers and studios on blockbuster franchises. This business model involves providing development services for specific components of a game, such as multiplayer maps, game modes, or porting to different platforms. Their client list includes industry giants, and they have made significant contributions to franchises like "Halo," "Call of Duty," "Doom," and "Hogwarts Legacy." This strategy has proven financially sound, allowing the company to be profitable every year in its first decade without any layoffs. In addition to co-development, the studio also develops original intellectual property (IP). Their first original title was "Age of Booty," a real-time strategy game released in 2008. They have since worked on other original titles like "Crimson Alliance" and have announced development on a new, ambitious original IP. Recently, the company has been shifting its focus more towards lead game development and a "games as a service" model.

Certain Affinity's initial project involved creating two multiplayer maps for "Halo 2." Over the years, their portfolio has expanded to include work on over 40 releases across 17 franchises, with combined sales exceeding 150 million units. The company has grown to become one of the largest independent developers in North America, with a team of over 180 employees across its headquarters in Austin and a second studio in Toronto, Canada. In October 2024, Certain Affinity was acquired by Keywords Studios but continues to operate under its existing leadership, including CEO Max Hoberman and President/COO Paul Sams.