Activision Explores AI for New Major Game Development

Activision recently sparked widespread interest among gamers by unveiling advertisements for new projects within its well-known franchises, including Guitar Hero, Crash Bandicoot, and Call of Duty. Yet, the spotlight quickly shifted from the announcements to the revelation that these 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. Fans quickly identified the odd, almost surreal visuals, igniting a flurry of discussions. Subsequent reports highlighted that other mobile titles from the company, like Crash Bandicoot Brawl and Call of Duty Mobile, also employed AI-generated visuals in their marketing. Initially, speculation arose that Activision's accounts might have been compromised, but it was soon revealed to be an unconventional marketing strategy.

Image: apple.com

The response from the gaming community was predominantly negative. Players voiced their discontent with Activision's choice to utilize generative AI over collaborating with seasoned artists and designers. There were widespread fears that this trend could degrade games into what some dubbed "AI garbage." Comparisons were even drawn to Electronic Arts, notorious for its contentious gaming decisions.

Image: apple.com

The integration of AI in both development and marketing has become a heated topic for Activision. The company has acknowledged the use of neural networks in content creation for titles like Call of Duty: Black Ops 6.

In the wake of the backlash, Activision took down some of the promotional posts. It's still uncertain whether these games will see the light of day or if the company was merely gauging audience reactions with these provocative materials.