Gaming
GAME ON!
Kevin Janzen, CEO of Gaming & EdTech AI Studio at Globant looks at how AI is reshaping creativity, production and sales in Gaming.
E
very major game studio is now experimenting with artificial intelligence. From generating NPC dialogue to automating animation and
video assets, AI is promising to speed up production and lower costs for developers. According to Boston Consulting Group (BCG), the
gaming industry finds itself at a crossroads, looking to gain the momentum it felt between 2017 and 2021, where revenue surged from $131 billion to $211 billion. And AI could be at the forefront of this pivotal moment. But as AI becomes central to how games are built,
studios face a major challenge – adopting automation without losing authenticity. For developers and retailers alike, this becomes a business concern that deserves close attention. Creativity sits at the heart of gaming, and the choices studios make today will influence what reaches players tomorrow. For the technology channel, this transformation means faster release cycles, broader product diversity, and a need for sharper forecasting.
A new phase in gaming’s evolution For most of gaming’s history, every era has been defined through visuals. Each generation has delivered stylistic, immersive worlds, such as the blocky charm of Minecraſt, to the cinematic realism of Red Dead Redemption 2. Now, the real change is happening behind the scenes. AI is
reshaping how games are built and experienced. Development teams are using AI to handle time-consuming tasks such as vast world- building creation and animation. Tis frees artists to focus on what players remember – the design and storytelling. Players are already seeing the benefits in their gameplay. AI lets games adapt or adjust difficulty based on players’ skill levels, or
20 | November/December 2025
change dialogue based on a player’s choices. Tis makes gaming worlds feel realistic, responsive and more personal. With budgets continuing to climb for gaming
studios, these new features matter. AI gives studios breathing room to experiment. Smaller teams can take creative risks, and established developers can experiment and test new ideas without derailing production. However, efficiency and costs aren’t the only gains as AI is creating space for developers to be more ambitious than ever before.
Automation and artistry For all its promise, AI also brings creative risk. Gamers notice when a quest feels repetitive or when dialogue sounds mechanical. And if AI is used carelessly, developers risk losing authenticity. Tat sense of care is what keeps players invested. Whether it’s
hand-drawn detail or play-driven choices. Games like this show what happens when technology supports vision rather than replacing it. Tat’s why the industry’s embrace of AI is such a gamble. Used
well, AI can help developers create richer, more personalised worlds. But used carelessly, it risks stripping away the artistry that makes games memorable. As AI becomes a standard tool, development processes are
speeding up and opening new creative possibilities. Independent studios now have access to the kind of production power once limited to major developers. Tat shiſt means faster pipelines and ultimately, more games reaching the market. For retailers and resellers, this brings both opportunity and
pressure. A consistent stream of releases can guarantee sales across the year, while lower production costs encourage more niche or experimental games that appeal to new audiences. Greater variety
www.pcr-online.biz
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52
