The year 2023 is hailed as the breakout year for generative AI in the gaming industry. The number of AI games on the Steam platform has surpassed 8,000, representing an 800% increase from last year. This means that one out of every 14 Steam games uses AI technology, and it is expected that by 2025, this proportion will reach 20% among newly launched games. The widespread application of AI is profoundly changing the game development ecosystem.
Currently, the application of AI technology has formed a complete industrial chain. Data shows that approximately 60% of AI applications are concentrated in the field of virtual asset generation, such as the creation of artistic resources like character modeling and scene construction. At the same time, sound synthesis, script text generation, marketing material production, and even code writing have also become common uses of AI. Some developers have even tried using AI for real-time content generation, dynamically creating game elements based on player commands or automatically identifying user-uploaded prohibited content. This technological penetration shows a clear "pyramid" structure, ranging from basic resource generation to intelligent core systems, and finally to fully AI-driven interactive experiences.
However, opinions within the developer community about AI have begun to diverge. According to a survey at GDC2024, 52% of developers confirmed that their companies are using AI tools, but 27% of developers have chosen to explicitly refuse using them. Although AI can solve some pain points in development, concerns about the boundaries of its application and ethical controversies are also increasing. There are significant differences between teams that adopt AI; some only see AI as a productivity tool, while others try to build game mechanics centered around AI, which directly affects their development strategies.
As AI tools become more popular, game development is undergoing a process of "de-technicalization." Tasks that previously required professional skills, such as modeling and programming, can now be completed simply by using clever prompts (prompts). This phenomenon has given rise to a new competitive situation — "prompt competition." A large number of homogenized AI games have emerged, with similar styles and gameplay, differing only slightly in their prompts. This situation has led to the market being flooded with soulless "fast food" works and has caused a shortage of talent for game types that require complex design.
The current AI disclosure policy on Steam has obvious loopholes. Due to a voluntary mechanism, the actual number of games using AI may far exceed the statistical data. Moreover, the definition of "degree of use" is vague, making it difficult for consumers to determine the true situation of a game. Quality control of AI-generated content has also become another pain point, as many developers find that the time spent manually adjusting AI output exceeds that of traditional production methods.
In this industry transformation driven by AI games, developers face a huge challenge in balancing technological innovation with artistic expression.
