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Should Game Developers Face Backlash for Using AI Without Player Consent?
I want to share my thoughts on a recent situation that caught my attention in the gaming world. 11 Bit Studios, the team behind popular games like Frostpunk and This War of Mine, found themselves in hot water over AI use in their latest release, The Alters.
What Actually Happened
The Alters launched in mid-June 2025 to mostly positive feedback. Players loved the sci-fi survival and base-building gameplay. But sharp-eyed gamers spotted something concerning – AI-generated text scattered throughout the game’s graphics. The translation quality also seemed off, raising red flags about automated localization.
When confronted, 11 Bit Studios came clean. They admitted using AI in two specific ways:
- Placeholder text that was supposed to be temporary background texture
- Translation work for roughly 10,000 words out of 3.4 million total words
The company explained these were meant as temporary solutions. The placeholder text should have been replaced by human artists before launch. The AI translations were intended as a stopgap while official translators finished their work.
My Take on This Controversy
I have mixed feelings about AI in creative work. Let me break down what I think went right and wrong here.
What I Think Was Acceptable
- Using AI as a temporary placeholder during development
- Trying to help non-English players enjoy the game sooner
- Coming forward with an honest explanation when caught
What Troubled Me
- Shipping a final product with AI content without disclosure
- Not following Steam’s AI disclosure requirements
- Making players feel deceived about the game’s authenticity
The Bigger Picture on AI in Gaming
This situation highlights a growing tension in the industry. Developers face enormous pressure to deliver games quickly while managing tight budgets. AI tools can help with mundane tasks, potentially reducing crunch time and overwork.
But there’s a line between using AI as a helpful tool and replacing human creativity entirely. I believe AI should assist, not replace, human talent. When studios use AI to generate placeholder content or handle basic translation work, that feels different from using it to create final artwork or replace human developers.
What This Means for Players
As gamers, we deserve transparency about how our favorite games are made. Steam’s AI disclosure rules exist for good reason – players should know what they’re buying. When companies skip this step, it breaks trust with their community.
I think 11 Bit Studios handled the aftermath reasonably well. They owned their mistake, apologized, and promised to fix the issues. Many companies would have stayed silent or made excuses.
The Translation Challenge
The translation aspect particularly interests me. With 3.4 million words across multiple languages, localization costs can be enormous for smaller studios. Using AI for 0.3% of that content while waiting for human translators doesn’t seem unreasonable – if disclosed upfront.
Many players would probably accept AI-assisted translations as a temporary measure, especially if it means getting to play sooner in their native language. The key word here is “disclosed.”
Moving Forward
This incident should serve as a wake-up call for the entire gaming industry. Studios need clear policies about AI use and disclosure. Players deserve honesty about development processes.
I’d rather see companies either:
- Fully disclose any AI use before launch
- Avoid AI entirely in final products
The middle ground of “use it but don’t tell anyone” clearly doesn’t work.
What Other Studios Can Learn
For Developers:
- Create clear AI usage policies
- Always disclose AI use to players
- Use AI as a tool, not a replacement for human creativity
- Don’t ship temporary content in final releases
For Players:
- Stay vigilant about game quality and authenticity
- Support studios that are transparent about their processes
- Understand that some AI use might be acceptable if disclosed
The Alters situation shows both the potential benefits and pitfalls of AI in game development. While I appreciate 11 Bit Studios’ honesty after the fact, this could have been avoided with better communication from the start.
As AI becomes more common in creative industries, we need ongoing conversations about ethical use. The goal should be using technology to enhance human creativity, not replace it entirely.
I believe most players would be understanding about limited AI use if studios are upfront about it. Trust matters more than perfection in this relationship between developers and their communities.
The gaming industry will continue evolving with new technologies. How we handle these transitions will shape the future of game development and player trust.