this post was submitted on 26 Jun 2026
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Tim Sweeney claims it’s a “Scarlet Letter” which makes players “try to kill the game”

Epic Games CEO Tim Sweeney has criticised rival Valve for forcing studios to disclose when they use AI in game development.

Epic recently showed how it was integrating AI into Unreal Engine 6.

Time Sweeney said:

“If you want to launch a game, and get it as widely publicized as possible, you’ve got to put it on Steam so people can wish list it, and if you want to play it on Steam, then you have to get this Scarlet Letter of AI attached to your product, and now there is a hater community trying to kill the game.

“I think it’s really irresponsible of Valve. They shouldn’t do it, because it makes it much, much, much harder for a game developer to have a chance of success. You have to choose from either not using tools that can make you way more productive, and probably failing due to competition that does.”

Which is totally ignoring the factor that the user should know about the purchase it makes and be able to decide for themselves. Transparency for the player is not a bad thing.

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[–] Scio@lemmy.world 14 points 4 days ago
[–] Zizzy@lemmy.blahaj.zone 28 points 4 days ago

"we should be able to lie and sneak ai in. If they found out they wouldnt want it, and the people paying for it shouldnt have any say in the matter"

Utterly deranged take, as expected from him

[–] DupaCycki@lemmy.world 8 points 3 days ago

Take a shot whenever you hear or read 'Epic Games CEO says'. Physically impossible to read that shit sober.

[–] chunes@lemmy.world 8 points 3 days ago

If his statement makes you angry but you use AI for coding and don't disclose, you're a hypocrite.

Epic sucks, unreal sucks like nobody acts like mcdonalds is the worlds best burger because it sells a lot, it's easy cheap junk food. But these software ceos think they actually produce great software when it's just easy cheap junk too.

[–] Prior_Industry@lemmy.world 9 points 3 days ago

Some people will be turned off, some people won't care. Don't see the issue of labelling games as containing AI assets as some people want to support games made through 100% human input, give them that ability.

[–] vala@lemmy.dbzer0.com 20 points 4 days ago (1 children)

It's wild that a CEO can just say this out loud without a mob of haters trying to kill their product.

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[–] Tabitha@hexbear.net 24 points 4 days ago (2 children)

ah ok, what's next? should we stop steam from forcing games to have their publisher's name linked to a game? Having "EA" on your game is a bit like a Scarlet Letter. But that's not fair, having a big publisher can help you get it as widely publicized as possible!

ah ok, what's next? should we stop steam from forcing games to have their bad reviews linked to a game? Having bad reviews on your game is a bit like a Scarlet Letter. But that's not fair, having a bad reviews makes it harder to get it as widely publicized as possible!

ah ok, what's next? should we stop steam from forcing games to have their price linked to a game? Having high margin prices shown publicly on your game is a bit like a Scarlet Letter. But that's not fair, revealing the full price after the user has already made emotional commitments can help you get it as widely publicized as possible!

[–] Tabitha@hexbear.net 16 points 4 days ago (1 children)

honestly, if I show up at tacobell, and like instead of fake high sodium meat, they give me like horse gizzards mixed with grinded scorpian tail based salts and protein derived from dried skunk carcases, why the fuck would I have the right to know that less than 10% of it is actually beef?

[–] Tabitha@hexbear.net 13 points 4 days ago

that would hurt sales and market innovation!!!

[–] thingsiplay@lemmy.ml 14 points 4 days ago

ah ok, what’s next? should we stop steam from DRM disclosure too? Knowing Denuvo is used is a bad look, because lot of people don't like it.

[–] st3ph3n@midwest.social 22 points 4 days ago

Boo fuckin' hoo, Tim.

[–] MiraculousMM@hexbear.net 19 points 4 days ago

Its deeply irresponsible to humanity that Epic Games exists and I have to hear a CEO's opinions

[–] kehet@sopuli.xyz 17 points 4 days ago

They see that AI badge lowers their profits so of course they are lobbying against such thing. Big corps are not your friends.

[–] prime_number_314159@lemmy.world 13 points 4 days ago

Wait, so studios will have to avoid using AI tools, but then other people that do use those tools will be eating their lunch? Either there are a significant number of people that will base purchasing decisions on whether a game used AI in production, or there are not. This is a trivial question to answer by polling customers, or looking at what happens with competing products in your market segment, or any other variety of basic market research. Companies have to work with questions like this constantly.

Epic is exclusively mad because they think there are many people that will avoid (or pay less for, or delay purchase, or expect higher quality, or more worthwhile content, or... Anything like that) games that are produced with AI, and every game made with UE6 will have to bear that scarlet letter, and suffer lower sales. If they really believed you can make much bigger and better games with the new tools, then they would do it, and people will get over their skepticism to play fun games.

[–] robot_dog_with_gun@hexbear.net 16 points 4 days ago

Tim should get in a small airplane

[–] CoolSouthpaw@lemmy.world 3 points 3 days ago

What a piece of shit. Stfu.

[–] ZeroHora@lemmy.ml 12 points 4 days ago

Hey Tim grab deez nuts dickhead.

[–] UnderpantsWeevil@lemmy.world 13 points 4 days ago* (last edited 4 days ago) (1 children)

With an attitude like this, you have to wonder how many EA development teams are simply going to lie when prompted.

Not that they've released a game worth playing in a long time, but this makes me suspect the entire studio is drowning in AI slop.

[–] thejoker954@lemmy.world 13 points 4 days ago (1 children)

Ai is great for EA slop. A "new" sports game every year that is the same as the last with some stat changes.

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[–] juipeltje@lemmy.world 11 points 4 days ago

Bro is just salty cause he has to admit he likes using AI slop if he wants to publish on steam

[–] GammaGames@beehaw.org 12 points 4 days ago* (last edited 4 days ago) (1 children)

It’s not really surprising, they’re forcing so many slop tools into ue6 that they don’t want to ruin another engine’s reputation after ue5’s disaster.

They’re not interested in actually doing the thing that would earn positive reputation though, they’d rather hide it

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