to have a profound effect on the With AAA games now regularly industry, potentially reshaping it as taking five to seven years to develop, dramatically as cloud streaming did the irresistibility of the opportunity to for music, TV and film. compress timelines and development Alongside cloud gaming, AI looks set budgets is easy to see. AI to be the hottest technology that will technologies will, however, introduce drive growth in the sector and will challenges, including around likely revolutionise both gameplay employment and unions (with the and game development. Of course, impact of AI in entertainment being AI has been used in gaming since at the heart of the 2023 writers’ and the earliest arcade games and, actors’ strikes in Hollywood), and IP throughout video game history, it infringement risks. has underpinned the automation As the sector continues to mature, of non-playable characters (NPCs) it is facing a tsunami of regulation and enemy opponents. as policymakers and regulators Now, through recent advances, flex their muscles. Regulators have AI tools are entering the market grown increasingly concerned about which will allow studios to automate the power Big Tech wields in the content creation and reduce economy and have voiced concerns development time. as tech giants have built massive online, diversified businesses. Their 5