Bain & Company’s new gaming report landed today, and its takeaway is pretty straightforward: gamers are softening, at least a little, on generative AI tools, while executives are planning to use them across a wide stretch of game production.
Bain surveyed 25 executives and says that, within five to 10 years, these systems will touch more than half of development. The push isn’t mainly about slashing budgets, only 20% expect that. It’s more about speeding up workflows, automating routine work, and taking on the kinds of tasks that eat up labor. Bain says the biggest obstacles are pipeline integration, training data, and regulation.
Players, though, are all over the place. Quantic Foundry says 85% are negative. MIDiA says 60% don’t care as long as the game is good. Steam’s 2026 figures put 43% in the fine-with-it camp, while 8.1% say they won’t play at all. Developers are reacting more harshly: at the Game Developers Conference, 52% said generative AI is bad for the industry, and at Gamescom, 83% expect team changes while 30% want as little involvement as possible.
If you keep up with game development, Bain & Company’s report is worth your time. Critics of generative AI keep coming back to the same issues: quality, ethics, jobs, undisclosed assets or text, public apologies, and anti-generative clauses. Supporters are looking for something narrower. They want automation for repetitive work so creative staff can spend more time on the parts that actually need them.
Indies are divided. Asia, meanwhile, looks more open to it, at least by Bain’s numbers. The report points to 39.4% player interest in China and 60% studio use there, full adoption among Japan’s online-game companies, and 70% use in South Korea by late 2025.
You can read the report on Bain & Company’s site.