Hooded Horse, a rising publisher known for strategy and city-building games like Manor Lords, has taken a bold stance against the use of generative AI (GenAI) technology in game development. This decision was made clear by CEO Tim Bender, who has expressed strong opposition to the integration of GenAI tools within the creative process.
Firm Stance Against GenAI
The publisher has implemented a firm policy that prohibits studios from using GenAI assets, embedding a “no f***ing AI assets” clause directly into their contracts. Bender shared his frustration, stating that GenAI art has complicated their operations unnecessarily. He emphasized this commitment by highlighting the potential risks of allowing even placeholder AI assets to slip into the game development pipeline, describing such occurrences as “cancerous.”
Industry-Wide Reactions and Ethical Concerns
While some studios, like Embark, embrace GenAI despite public backlash, Hooded Horse’s decision echoes sentiments from other sectors, where companies like Dell have also recognized consumer disinterest in AI-driven products. Bender reiterated that the issue is less about public relations and more about the ethical implications of using GenAI. Hooded Horse maintains that any discovered AI content must be identified and removed promptly.
The Future of GenAI in Gaming
The debate over GenAI’s role in gaming continues to heat up, with Hooded Horse’s stance reflecting a broader concern about the technology. As the industry grapples with the ethical dimensions of AI use, it remains to be seen whether more publishers will adopt similar policies. For now, Hooded Horse stands firm in its commitment to keeping GenAI out of its projects, suggesting that others might eventually follow suit.
Hooded Horse has implemented a “no f***ing AI assets” clause in its contracts, banning any use of generative AI in its partnered studios’ game development processes.