AI is crucial for video game development and marketing

Peter Levin, co-founder of Griffin Gaming Partners, discussed the role of generative AI in the video game industry during the Game Developers Conference. He spoke on a podcast, emphasizing that AI technology is increasingly important for both game development and the business side of gaming. Levin noted that the gaming industry has faced extensive layoffs over the past year as companies look to cut costs. Many developers are worried about job security, but he believes that integrating AI is essential for the industry's future. He mentioned that developers should embrace AI functionality in their product plans, regardless of their personal opinions about it. AI has been used in gaming for a while, such as in creating non-player characters and game environments. However, the focus is now shifting to using AI for generating content and improving marketing strategies. Levin is optimistic about the upcoming releases of Nintendo Switch 2 and "Grand Theft Auto 6," as well as the growth of mobile gaming in emerging markets. He highlighted the potential for telecom companies in these markets to invest in gaming content. Levin believes that these companies want to engage more directly with their consumers instead of letting larger companies like Google and Apple dominate the market. Regarding Hollywood's interest in gaming, Levin praised Remedy Entertainment's partnership with Annapurna Pictures, which will develop games while securing film and TV rights. He also expressed excitement about the future of gaming at Skydance, particularly if their acquisition of Paramount Global is successful.