Activision Explores AI for New Major Game Development

Activision recently grabbed the attention of the gaming community by unveiling advertisements for new projects within its renowned franchises, including Guitar Hero, Crash Bandicoot, and Call of Duty. However, the buzz wasn't about the announcements themselves, but rather the revelation that the promotional materials were crafted using neural networks.

Image: apple.com

The first 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. The unusual and somewhat unnatural visuals in the ad quickly caught users' eyes, triggering widespread discussions. Subsequent reports highlighted that other mobile games from Activision, including Crash Bandicoot Brawl and Call of Duty Mobile, also showcased AI-generated art in their marketing. Initially, many suspected a security breach, but it was later revealed to be an unconventional marketing strategy.

Image: apple.com

The reaction from the gaming community was predominantly negative. Players voiced strong disapproval of Activision's decision to use generative AI over collaborating with professional artists and designers. Concerns were raised that this trend might lead to games becoming "AI garbage." Some even compared Activision's approach to that of Electronic Arts, a company known for its controversial decisions within the gaming industry.

image: apple.com

The utilization of AI in game development and marketing has become a hot-button issue for Activision. The company has acknowledged the active use of neural networks in creating content for Call of Duty: Black Ops 6.

In response to the backlash, some of the promotional posts were removed. It remains uncertain whether Activision genuinely intends to release these games or if they are merely gauging public reaction with these provocative materials.