Over Half of Japanese Game Studios Now Use Generative AI
▼ Summary
– 51% of Japanese game developers surveyed use generative AI, primarily for creating visual assets, character art, story generation, in-game text, and programming support.
– 32% of respondents are also using AI to develop in-house development engines, according to the 2025 CESA Video Game Industry Report.
– The survey included 54 companies, ranging from major developers like Capcom and Square Enix to indie teams, despite its relatively small size.
– Nintendo has stated it currently plans to focus on delivering unique value beyond technology alone, recognizing generative AI as a hot topic but not fully embracing it.
– The full CESA report on AI use in Japanese game development is expected by the end of the calendar year, while industry leaders emphasize ethical and sustainable AI implementation.
A significant shift is underway in Japan’s video game industry, with more than half of all Japanese game development studios now integrating generative AI into their creative and production workflows. According to the latest findings from the Computer Entertainment Supplier’s Association, which organizes the Tokyo Game Show, 51% of the 54 companies surveyed between June and July 2025 reported actively using this technology. The primary applications involve creating visual assets, character artwork, and generating storylines, in-game text, and programming support.
The 2025 CESA Video Game Industry Report further indicated that nearly a third of these developers are also leveraging AI to build proprietary in-house development engines. While the survey’s sample size was limited to 54 companies, it notably included participation from industry giants like Capcom, Konami, Square Enix, FromSoftware, and Sega, alongside several independent studios. This suggests the trend spans the entire spectrum of the development community, from major publishers to smaller indie teams.
Adoption is not universal, however. Nintendo has publicly stated that while it acknowledges generative AI as a significant technological trend, the company intends to focus on delivering unique value that transcends what technology alone can achieve. This highlights a cautious approach from some key players who prioritize distinctive creative vision over purely tech-driven development.
Internationally, industry leaders echo a similar sentiment of cautious integration. Embracer Group’s CEO, Phil Rogers, has advocated for the ethical and sustainable implementation of generative AI. Sharon Baylay-Bell of Testronic reinforced this perspective, describing AI as a powerful accelerant for development processes rather than a definitive solution to creative challenges. The complete CESA report detailing the scope and depth of AI adoption across Japan’s game studios is anticipated for public release before the year concludes.
(Source: Games Industry)
