Activision Tests New Games with AI-Generated Ads

Activision is leveraging AI technology to create mock advertisements for potential new game releases, using player reactions to gauge interest in future titles.

Key Takeaways:

• Activision uses AI-generated ads to test interest in new game concepts
• Fake ads include Guitar Hero: Mobile, Call of Duty: Zombie Defender, and Crash Bandicoot Brawl
• Players who attempt to download these non-existent games are asked to complete a survey

The gaming industry continues to evolve, with artificial intelligence playing an increasingly significant role in development and marketing strategies. Activision, a major player in the video game market, has recently employed a novel approach to market research by using AI-generated advertisements to test the waters for potential new releases.

These AI-created ads showcase mock-up cover art for games that don't actually exist, including Guitar Hero: Mobile, Call of Duty: Zombie Defender, and Crash Bandicoot Brawl. The company has been sharing these images on social media platforms to observe and analyze public reactions, potentially using this data to inform future game development decisions.

When users attempt to download these non-existent games, they are met with a message explaining the situation: "Thanks for your interest! This isn't a real game, but could be some day! We'd love if you could answer this short survey, which could help inform the potential future of this game. Your feedback really matters to us!"

This approach aligns with the broader trend of AI integration in the gaming industry. Recent reports have indicated that developers at major companies like Riot, Activision, and EA are increasingly using generative AI tools in their work. The Game Developers Conference's annual survey revealed that 52% of developers work at studios utilizing AI tools.

Activision has previously faced scrutiny for its use of AI, including selling AI-generated cosmetics for Call of Duty: Modern Warfare III and confirming the use of generative AI in Black Ops 6. The company's latest move with AI-generated ads represents a new frontier in market research and game development strategy.

While this approach may provide valuable insights for game developers, it also raises questions about the authenticity of marketing materials and the potential confusion for consumers navigating an online landscape increasingly populated by AI-generated content. As the gaming industry continues to embrace AI technologies, players and industry observers alike will need to stay vigilant and discerning when encountering new game announcements and promotional materials.