Is Activision Planning to Create New Big Games Using AI?

Activision recently grabbed the gaming world's attention by unveiling advertisements for new projects based on beloved franchises such as Guitar Hero, Crash Bandicoot, and Call of Duty. However, the spotlight quickly shifted from the announcements to the intriguing fact that these promotional materials were generated using neural networks.

Image: apple.com

The initial advertisement surfaced on one of Activision’s social media platforms, promoting Guitar Hero Mobile and directing users to a pre-order page on the App Store. Fans were quick to point out the unusual, almost surreal visuals, igniting widespread discussions. Shortly after, news broke about other mobile titles like Crash Bandicoot Brawl and Call of Duty Mobile, which similarly utilized AI-generated art in their ads. While some initially suspected a hack, it was soon revealed to be a bold marketing experiment by Activision.

Image: apple.com

The response from the gaming community was overwhelmingly negative. Fans voiced their disapproval of Activision's choice to employ generative AI over traditional artists and designers. There were widespread fears that this could degrade games into what many described as "AI garbage." Comparisons were even made to Electronic Arts, a company often criticized for its gaming industry decisions.

image: apple.com

The use of AI in game development and marketing has become a hot-button issue for Activision. The company has openly admitted to using neural networks in the creation of content for Call of Duty: Black Ops 6.

In response to the backlash, some of the controversial promotional posts were removed. It remains uncertain whether Activision intends to launch these games or if they were merely testing the waters with these provocative materials.