Activision Explores AI for New Major Game Development

Activision recently grabbed the gaming community's attention with a surprising move: launching advertisements for new projects based on its beloved franchises, including Guitar Hero, Crash Bandicoot, and Call of Duty. However, the buzz wasn't about the games themselves but rather the unconventional method used to create the promotional materials—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 community quickly noticed the odd, almost surreal visuals, igniting a flurry of discussions. It wasn't long before similar reports surfaced about other mobile titles like Crash Bandicoot Brawl and Call of Duty Mobile, all featuring AI-generated art in their ads. Initially, many suspected a hack, but it was soon revealed to be an unconventional marketing experiment by Activision.

Image: apple.com

The reaction from the gaming community was overwhelmingly negative. Players voiced their disapproval of Activision's choice to use generative AI over hiring professional artists and designers. Concerns were raised that this approach might degrade games into "AI garbage," with some drawing unfavorable comparisons to Electronic Arts, known for its contentious decisions in the gaming industry.

Image: apple.com

The use of AI in game development and marketing has become a hot-button issue for Activision. The company has confirmed that neural networks are being utilized in the creation of content for Call of Duty: Black Ops 6.

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