AI. We hear about it, use it, experience it, and critique it on a daily basis. Now, having spent recent years initiating the revolution of the finance, healthcare, and marketing industries, the 21st century’s biggest phenomenon has captured the gaming industry too.

Artificial Intelligence: A game to approach with caution?

“...in an age of lay-offs, AI is both scary and unpopular within parts of the games community.”

Few would contest the potentially major advancements that artificial intelligence promises to offer to our beloved video games – improved visuals, better interactivity, and more personalised experiences to keep players on their toes. But in an age of lay-offs, AI is both scary and unpopular within parts of the games community. Even Sam Altman, CEO of OpenAI (creator of the GPT-4 technology) states that “…people should be happy that we’re a little bit scared of this”; so is AI itself a game to approach with caution?

Whilst current conversation – partly thanks to the explosive emergence of OpenAI and ChatGPT – revolves around Large Language Models (LLMs) and the generative elements of AI, artificial intelligence itself is not new. Machine learning has, for decades, allowed computer systems to learn, adapt and to make suggestions and predictions based on data patterns. The recent leap towards current LLM, or NLP, and image-generating diffusion models is significant, but remains an iteration founded upon existing technology, rather than an entirely new conception.

Immersed and impressed

For avid gamers and fans of a deeply engaging, personalised gaming experience, AI offers tangible benefits. FPS giants such as Halo and Call of Duty, for example, have seen a marked upgrade in their NPCs’ roles and behaviours; with machine-learning equipping them with the power to analyse and learn about gamers’ habits and abilities. This means that AI-controlled enemies can then strategise and react according to players’ habits. It makes for a more tactical and exhilarating game than ever, and what go-hard gamer doesn’t want that?

And when it comes to in-game immersion, AI tools that capture and create 3D models and characters are proving key to building an impressive visual experience. The likes of Get3D, Sloyd.ai, and Luma Labs have the power to transform 2D images into “3D masterpieces”, allowing developers to rapidly construct objects that are striking, detailed, and extremely realistic.

The demise of the (human) developer?

Despite its role in creating an enhanced gaming experience, AI remains a potentially scary sidekick to the gaming world’s creators and developers. Understandably, the question of whether highly skilled humans can be wholly replaced by AI technology arises – but as with its other industry-specific applications, a more likely reality is that artificial intelligence expands and augments the capabilities of, rather than replaces, the gaming world’s best people.

Getting any game from conceptualisation to a successful launch will always need a human touch – knowing how to evoke genuine emotion from players, managing complex moral and ethical matters, and ensuring thorough testing are areas where the human brain beats that of AI – nuanced problem solving and fixing those jarring glitches are tasks where relying on the computer just won’t cut it. Not yet, anyway.

The way we see it? A job share where AI takes on the drudge work. As Steve Collins, CTO at King, says of AI; “…it’s a “tool” that’s in the hands of our level designers and our level testers, so they use that to augment what they’re able to do in those spaces. Designers at King use AI in order to initially design a level, tweak the level, and get it to where we want it to be, and then our testers come in, and they use AI to really shake the level out and see if it does exactly what we want it to do.”

The road ahead - a need for speed

As we look to 2024 and beyond, at Mission One we’ve rounded up 3 key spaces where fast adoption of AI will benefit both developers and their players. Perhaps unsurprisingly, these areas are all about maximising retention and ensuring that players are in it for the long haul:

 

  1. NPC development. Empowering NPCs to analyse player habits and strategies and react accordingly, will only continue to create a more personalised, increasingly challenging and highly engaging player experience. It’s not limited to the FPS genre we saw earlier with Halo and CoD, either; with the likes of FC24 (previously known as FIFA) and NBA 2K using AI to simulate realistic player behaviour, it’s one to watch across all your favourite gaming genres.

 

  1.  The AI-driven game assistant. This is not uncommon in 2024, as fans have seen with the likes of The Legend of Zelda: Breath of the Wild and in Joel’s unwavering buddy Ellie, in The Last of Us. Players now embark on their quests safe in the knowledge that advice and assistance is readily available at any time. With Sony recently unveiling an intended patent that leverages players’ historical gaming behaviour in return for personalised assistance, it would appear that keeping gamers hooked via help on improving their skills is well and truly on the AI agenda. 

 

  1. Quality assurance via player feedback. Player sentiment analysis is crucial to any developer keen to create a lasting impression. Gaming empires are built and last based on their studios’ application of player data, feedback, reviews and conversations. Utilising AI to analyse and harness this information will push adopters streets ahead of their competitors who do not.

At Mission One, we make connections that change lives in the gaming, tech and entertainment sectors. We’re happiest when hearing your big plans and figuring out exactly how we can help buff up your leadership and executive teams.

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