Activision Blizzard Harnesses Generative AI to Revive Classic Games in Unique Marketing Push

Image credited to Activision Blizzard.

Activision Blizzard has been utilizing generative AI to create online advertisements for video games that do not actually exist.

VGC discovered promotions for three non-existent titles—Guitar Hero Mobile, Crash Bandicoot Brawl, and Call of Duty: Zombie Defender—on Instagram. The promotions link to mock app store listings on a site called Geeklab, where clicking “Get” prompts a message saying: “Thanks for your interest! This isn’t a real game, but it could be someday! We would appreciate it if you could participate in this short survey, which may help shape the potential future of this game. Your input truly matters to us!”

Last week, the Call of Duty publisher validated players’ concerns that they were using the contentious technology to generate “some” in-game assets. Currently, it remains unclear what those specific assets are, and the information emerged due to Valve’s Steam policy requiring studios to disclose if their game incorporates generative AI in any regard.

Most discussions surrounding this technology have revolved around its impact on game development in areas like art and voice acting. In an early 2024 preview, nearly 50 percent of developers reported that they were employing the technology at work, with a majority addressing funding or community and product management.

Game publishers typically gauge interest for upcoming game projects through surveys, such as EA asking players if they were interested in remaking the Dead Space sequels. Activision Blizzard’s recent “advertising” raises ethical questions, particularly as it is one of the industry’s largest publishers, and since the ads are promoting titles that are not currently real and may never become so.

Game Developer has contacted Activision Blizzard regarding the ads and will update when a response is provided.

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