Activision Explores AI for New Major Game Development

Activision recently grabbed the attention of gamers worldwide by launching advertisements for new projects within its renowned franchises, including Guitar Hero, Crash Bandicoot, and Call of Duty. However, the spotlight quickly shifted from the announcements to the surprising revelation that these promotional materials were crafted using neural networks.

Image: apple.com

The initial ad 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 community quickly noticed the peculiar, almost surreal imagery, which sparked widespread discussion. It wasn't long before similar reports surfaced about other mobile titles from the company, such as Crash Bandicoot Brawl and Call of Duty Mobile, also featuring AI-generated visuals in their marketing campaigns. At first, many believed that Activision's accounts might have been compromised, but it was soon revealed that this was part of an unconventional marketing experiment.

Image: apple.com

The response from the gaming community was overwhelmingly negative. Gamers expressed their disappointment with Activision for choosing generative AI over collaborating with professional artists and designers. There were fears that this approach might lead to games being perceived as "AI garbage." Some even likened Activision's move to Electronic Arts, notorious for its contentious decisions in the gaming industry.

Image: apple.com

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

In the wake of the backlash, some of the promotional posts were removed. It remains uncertain whether Activision genuinely plans to launch these games or if they are merely gauging public reaction through these provocative materials.