A new report from research firm Bain & Company reveals that a growing number of video game players are becoming more comfortable with the integration of artificial intelligence in games. The study indicates that 14% of players have become significantly more comfortable with AI in the industry, while an additional 28% have grown somewhat more comfortable. Conversely, 8% reported feeling somewhat less comfortable, and 6% became significantly less comfortable. Teenagers showed the highest trend toward comfort, with 23% reporting a significant increase in their comfort levels with AI in gaming.
Despite this general trend, the report notes that the survey does not differentiate between varying degrees of acceptance. For example, a player who moved from strong disapproval to mild dislike might still report becoming more comfortable. The use of AI in game development remains a contentious topic, with recent controversies surrounding undisclosed AI use in games like "Rideshare Stimulator," the revocation of an award for "Expedition 33: Clair Obscur" due to its AI usage, and criticism directed at AI-generated music for "Stellar Blade: Blood Rain" and AI voice acting in "Fortnite."
Beyond the findings on AI, the Bain & Company survey also highlights player preferences for game content. A significant majority of respondents, two-thirds, indicated a desire to stick with familiar game types rather than explore new ones. Specifically, 33% expressed interest in games similar to those they currently play, 19% are looking forward to franchise sequels, and 13% plan to focus on existing games. Only 21% of players stated a preference for trying something different, with 14% remaining undecided.
Nonetheless, the industry continues to see success from unique and original titles. "Meccha Chameleon" is cited as the year's highest-selling game and is not part of an established franchise. Many of the previous year's best-sellers, including "Peak," "Arc Raiders," and "Split Fiction," also represent new series. While shooters and sports games, such as last year's top-seller "Battlefield 6," continue to dominate sales, the data suggests that original franchises can still capture a substantial audience.