Activision Explores AI for New Major Game Development

Activision recently grabbed the gaming world's attention by 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 announcements themselves, but rather the surprising use of neural networks to create the promotional materials.

Image: apple.com

The first ad appeared on one of Activision’s social media accounts, promoting Guitar Hero Mobile and directing users to a pre-order page on the App Store. Fans quickly noticed the odd, unnatural images, which triggered widespread discussions. Shortly after, it came to light that other mobile games from Activision, like Crash Bandicoot Brawl and Call of Duty Mobile, also used AI-generated art in their ads. Many initially suspected a hack, but it turned out to be an unconventional marketing experiment.

Image: apple.com

The gaming community reacted strongly, with a majority expressing disappointment and criticism. Players were vocal about their preference for human-crafted art over AI-generated visuals, fearing that such a move could degrade games into "AI garbage." Comparisons were even drawn to Electronic Arts, notorious for its contentious decisions within the gaming sector.

Image: apple.com

The use of AI in game development and marketing has become a heated topic for Activision, especially since the company confirmed the active use of neural networks in content creation for Call of Duty: Black Ops 6.

In response to the backlash, some of the promotional posts were removed. It remains uncertain whether Activision intends to launch these games or if this was merely a test to gauge audience reactions using provocative materials.