Witcher-Level Storytelling for Real Engagement with Jakub Szamalek | Episode 389

Professor Game Podcast

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Why do players stay hooked for 100+ hours in games like The Witcher 3? It's not just gameplay—it's story. Rob Alvarez is joined by Jakub Szamalek, the master narrative designer behind gaming's most iconic worlds, to unpack the secrets of choice, emotion, and retention through storytelling.

Jakub Szamalek is an award-winning narrative designer and writer, best known for his work on The Witcher III: Wild Hunt and Cyberpunk 2077. Jakub has played a key role in shaping some of the most emotionally immersive and critically acclaimed storylines in modern gaming, blending deep lore, player-driven choices, and unforgettable characters.

Beyond games, Jakub is also a novelist and a passionate storyteller who understands how narrative can hook people—and keep them coming back. Today, we’ll explore what makes interactive stories so powerful, and what we can learn from games like The Witcher to design better, more engaging experiences in other fields.

Rob is a host and consultant at Professor Game as well as an expert, international speaker and advocate for the use of gamification and games-based solutions, especially in education and learning. He's also a professor and workshop facilitator for the topics of the podcast and LEGO SERIOUS PLAY (LSP) for top higher education institutions that include EFMD, IE Business School and EBS among others in Europe, America and Asia.

Guest Links and Info

• Next game is The Blood of Dawnwalker
• His book Inner Space is coming in July

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