Securing funding for video game prototypes has become a significant challenge for many independent developers, as publishers increasingly demand playable proof of concept before committing resources. This shift towards risk aversion means that studios without a demonstrable build often struggle to get publishers to the table.
At the recent Digital Dragons event in Krakow, industry figures from studios like 11 bit, Jagex, and Bloober Team, alongside independent teams, discussed the growing necessity of prototypes and the temptation to leverage generative AI to create them more quickly. Hubert Popławski, lead developer at Maverick Souls Studio, highlighted that the feasibility of creating a prototype in a limited timeframe heavily relies on the team's experience. "Juniors have a very hard time to deliver something that looks good enough to feel safe for investors and publishers," he noted. Veteran teams, however, find the process more manageable.
Rufus Kubica, external development director at 11 bit, echoed this sentiment, stating that the studio typically prefers to sign projects that already have prototypes. "For us, because we are so code-driven, and we need to have proof of the key features, the USPs and everything, we cannot work with a paper pitch," Kubica explained. He added that the current publishing landscape is generally risk-averse, making it difficult for developers to secure funding without upfront demonstrable work, unless they are already well-established.
Michał Gembicki, head of publishing at Bloober Team, described having a playable prototype as "absolutely crucial," suggesting that securing a deal without one is nearly impossible for new or less recognized studios. Anna Mostyn-Williams, senior director of business development and partnerships at Jagex, agreed that any effort to de-risk a project, such as providing a prototype, is beneficial.
While some publishers may fund prototype creation for promising concepts or for trusted developers, these opportunities are scarce. The rising costs of game development have made publishers more cautious. Micha n l Staniszewski, studio director for Plastic, pointed out that game development cycles have significantly lengthened, contributing to this cautious approach.
In an effort to streamline prototype development and reduce costs, some developers are turning to generative AI tools. Platforms like Amazon Web Services' "Agentic Arcade" and Unity's "Muse" offer capabilities to speed up prototype creation. Larger studios also utilize AI in development. Micha n l Staniszewski sees potential for AI to boost productivity for small, experienced teams, particularly for tasks like generating simple code or UI elements.
However, publishers express significant reservations about prototypes heavily featuring generative AI. Kubica from 11 bit questioned how to verify a team's ability to deliver promised quality if much of the work is AI-generated. "It's kind of easier to overpromise quality early," he warned.
Gembicki of Bloober Team stated, "There's nothing worse than an AI generated pitch," preferring to see hand-crafted work that showcases the team's intended art style. He believes AI can be useful for market research but not for core creative assets like text or artwork. Jagex's Mostyn-Williams advised caution, suggesting that AI-generated content is often recognizable and that developers should thoroughly review and refine any AI-assisted work.
Beyond publisher concerns, the use of AI also carries potential PR risks. Maverick Souls Studio's Pop n lawska n ki noted the significant public backlash against AI in game development, which could deter potential partners or players. He also highlighted that for developers, prototype creation, while stressful, is a crucial phase where ideas take tentative form, and handing this process over to automation might diminish its inherent creative value. Despite the pressures, Pop n lawska n ki described prototype creation as a