AI Copycats Are Ruining Summer’s Best Games-And Thriving
▼ Summary
– Small game studios struggle with the time and resources needed to combat clones, relying on digital platforms for takedowns.
– Unpacking’s developer has reported over 80 clones, many of which are low-effort scams using stolen assets or misleading marketing.
– AI-made clones often mislead players with fake imagery attached to poorly made games, flooding storefronts and harming indie game visibility.
– Legal action against clones is difficult due to weak copyright protections for game mechanics, and AI-generated content may further complicate lawsuits.
– Developers often rely on social pressure and platform reporting to fight clones, as legal routes are limited and time-consuming.
The rise of AI-generated game clones is creating chaos for indie developers, flooding digital storefronts with low-quality knockoffs that exploit original titles. Smaller studios face an uphill battle as they struggle to protect their work from shameless imitations, often spending valuable time and resources reporting infringements instead of focusing on new projects.
Wren Brier, creative director of Unpacking, describes the situation as a relentless game of whack-a-mole. Since the game’s 2021 launch, her team has reported more than 80 clones, many of which aren’t just inspired by the original but outright steal assets, names, or branding. “Most are low-effort scams using our game’s reputation to trick players into downloading ad-filled apps masquerading as games,” she explains.
Contrary to popular belief, these clones aren’t sophisticated AI creations. Instead, they often pair AI-generated promotional images with hastily assembled, barely functional gameplay. “They’re scams designed to deceive players by mimicking successful titles,” Brier emphasizes. While some clones don’t directly impact sales, they clog storefronts, making it harder for genuine indie games to stand out.
Legal recourse is limited. Copyright law doesn’t protect game mechanics, aesthetics, or genres, only direct asset theft. Kirk Sigmon, an intellectual property attorney, notes that AI complicates matters further. “AI accelerates the production of knockoffs, but the core issue isn’t new,” he says. Ironically, AI-generated content might be harder to challenge legally if clones use unique assets instead of stolen ones.
Platforms like Steam, PlayStation, and Roblox ultimately control whether clones stay or go, but reporting them falls on developers. The process can drag on for weeks, leaving studios to rely on community support. Some, like Aggro Crab and Landfall, publicly shame copycats, urging fans to avoid them. “We’d rather players pirate our game than support these cash-grab imitations,” one studio tweeted.
For many developers, the issue goes beyond profits. “Games are art, human experiences with unique perspectives,” says Nick Kamen of Aggro Crab. “AI strips that away, leaving hollow imitations with no real value.” As clones proliferate, the fight to preserve creativity in gaming grows more urgent, with indie developers leading the charge.
(Source: Wired)
