There are two main approaches to design readible, immersive and intreresting characters. Linking to culture archetypes, breaking them and working smart on each stage of character development. What cryteria help artists and designers to deliver factions, heroes, and interesting crowd. This talk gathers conclusions after creating main NPSs, enemies and players for series of Call of Juarez, Dead Island, also preproduction of Hellraid, and many other games I had chance to work on.