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Is Activision Planning to Create New Big Games Using AI?

by Amelia Mar 15,2025

Activision surprised gamers with advertisements for new projects based on its popular franchises: Guitar Hero, Crash Bandicoot, and Call of Duty. However, the ads themselves, created using neural networks, sparked controversy.

Guitar Hero MobileImage: apple.com

An ad for Guitar Hero Mobile, appearing on Activision's social media, linked to an App Store pre-order page. The unusual, artificial imagery immediately caught users' attention, igniting online discussions. Similar AI-generated art was soon discovered in ads for Crash Bandicoot Brawl and Call of Duty Mobile. While initial speculation pointed to a hack, Activision revealed this was a deliberate marketing experiment.

Crash Bandicoot BrawlImage: apple.com

The gaming community reacted negatively, criticizing Activision's use of generative AI over professional artists and designers. Concerns arose about the potential for AI-generated content to lower game quality, drawing comparisons to Electronic Arts' controversial practices.

Call of Duty Mobileimage: apple.com

Activision's use of AI in development and marketing is becoming increasingly contentious. The company confirmed AI's role in creating content for Call of Duty: Black Ops 6.

Following the backlash, some promotional posts were removed. Whether these games will actually launch, or if this was solely a provocative audience test, remains uncertain.

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