A new debate is heating up in the video game industry: should developers disclose when artificial intelligence is used in making a game? While some platforms are tightening transparency requirements, Epic Games has taken the opposite stance. The company does not plan to highlight projects that use generative AI and considers such labels unnecessary. This decision has already sparked a lively discussion among developers and gamers.
In recent years, artificial intelligence has become an integral part of game development. It helps create textures, voiceovers, dialogues, and even entire storylines. However, whether players should be informed about exactly where these technologies are used remains an open question. Some believe that transparency is necessary to protect copyright and build audience trust. Others argue that AI is simply a tool, and its use does not require separate disclosure.
Valve and Steam: Committed to Maximum Transparency
Valve, owner of the largest gaming platform Steam, recently introduced new rules. Developers are now required to disclose if their projects use generative AI—whether for creating images, text, or voice work. Moreover, if this information is concealed or licenses for content are not verified, the game may be removed from the store. This approach is aimed at ensuring transparency and protecting the rights of users and creators.
Unlike Valve, Epic Games is in no hurry to introduce such restrictions. Company head Tim Sweeney has publicly stated that the widespread adoption of AI in game development makes labeling pointless. In his view, almost every game in the near future will be connected to artificial intelligence in one way or another, and separating them into a special category no longer makes sense.
Epic Games: AI Is Becoming the Standard, Not the Exception
Epic Games’ position is based on the idea that artificial intelligence is no longer something unusual. While its use in games was once seen as innovative, it is now simply part of the standard production process. Sweeney emphasizes that if every project is labeled as ‘made with AI,’ such marking will quickly lose its value and become a mere formality.
The company believes that imposing special labels could even hinder technological progress. This could create unnecessary barriers for developers and spark unfounded fears among players. Instead, Epic Games suggests AI should be seen as just another tool in the creator’s toolkit, alongside game engines and animation software.
Debate Over Transparency and Players’ Rights
Epic Games’ decision has sparked mixed reactions within the professional community. Advocates of transparency insist that players have the right to know exactly how the product they’re buying was created. This is especially important for those who value handcrafted work and unique creative approaches. Opponents of such labeling argue that these requirements only complicate the game release process and offer little real benefit.
Experts note that by 2025, the share of projects using generative AI could reach 20%. Yet, users are often unaware of the production details. The question of where the line lies between human creativity and machine labor is becoming increasingly relevant. For many gamers, it’s important to understand who is behind the creation of their favorite worlds—a person or an algorithm.
The future: new standards or the end of labeling?
So far, Epic Games has not announced an official policy on this issue, but statements from management indicate the company doesn’t plan to follow its competitors’ lead. This approach could impact the entire industry, as Epic Games Store is one of the largest platforms for game distribution. If other players in the market also adopt this trend away from labeling, transparency requirements may weaken.
At the same time, some developers and human rights advocates continue to insist on the need to inform users. They believe that only transparency can maintain audience trust and prevent potential disputes over content rights. Which approach will prevail remains to be seen. One thing is clear: artificial intelligence has already changed the rules of the game, and the industry now faces the challenge of developing new standards for interacting with technology.
In case you didn’t know, Epic Games is one of the world’s largest video game developers and publishers, founded in 1991. The company is known not only for the popular game Fortnite, but also for creating the Unreal Engine, used by thousands of studios worldwide. Epic Games CEO Tim Sweeney is considered one of the most influential entrepreneurs in the gaming industry. The Epic Games Store is a digital platform that competes with Steam, offering a wide selection of games to millions of users.
