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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[–] floquant@lemmy.dbzer0.com 31 points 4 days ago

I don't get it, if AI is so great and the future, wouldn't you be happy to disclose your use of it in your product?

[–] FreddiesLantern@leminal.space 7 points 3 days ago

Sure sweeney, how about you address your defence of Grok doing kiddy stuff first.

[–] jellyfishhunter@lemmy.world 108 points 5 days ago (4 children)

So, if a dev uses AI, they fail because of haters, but they also win because they're more productive than devs that don't?

Being strong and weak at the same time is always a fun rhetoric.

Also, afaik, Valve only asks for disclosure of generative AI for asset generation, not productivity tools like coding assistance.

[–] UnderpantsWeevil@lemmy.world 36 points 5 days ago (2 children)

not productivity tools like coding assistance

Given how Microsoft has really jammed AI code-assist down the throats of developers whether they want it or not, it would be kinda crazy if they did. The "contains AI" tag would be on virtually everything that touches Visual Studio, hollowing out its value as an indicator.

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[–] unwarlikeExtortion@lemmy.ml 9 points 3 days ago (1 children)

If what Steam does is such a problem for everyone involved, why doesn't Sweeny make a better product himself then?

Oh, he has but it's worse?

Whould've thought!

[–] thingsiplay@lemmy.ml 5 points 3 days ago

Remember when Epic Games Store launched and Tim defended the barebones functionality and quality, in comparison to how Steam launched barebones back then? That was his justification. Having real competition is a good thing, but it has to be a competition, not exclusivity. GOG does a good job and providing value.

[–] nonentity@sh.itjust.works 13 points 3 days ago

If you’re proud of your use, it’s a non-issue, if you’re ashamed of it, why are you using it?

Transparency is only ever an issue when concealment and deceit are core elements of the activity.

[–] Captain_Patchy@lemmy.world 8 points 3 days ago* (last edited 3 days ago)

Epic games can shove it's corporate opinion up it's own corporate ass.

[–] kibiz0r@midwest.social 73 points 5 days ago

Very “if we stopped testing for COVID there would be no cases” energy.

[–] Don_alForno@feddit.org 14 points 4 days ago (1 children)

Tim Sweeney claims it’s a “Scarlet Letter” which makes players “try to kill the game”

That's because we don't want slop in our media, and we have a right to not want it.

What this shithead is saying is that customers should be lied to so they can't chose a product based on what they actually want.

[–] nickiwest@lemmy.world 9 points 4 days ago

He's also saying that "choosing not to purchase" is the same as "killing a game."

Guess I'd better pour one out for the literal thousands of games I've personally killed.

[–] dogs0n@sh.itjust.works 9 points 3 days ago

His last "point" doesn't make any sense.

You have to choose from either not using tools that can make you way more productive, and probably failing due to competition that does.

If "you've got to put it on Steam" and Steam tells you whether a game used AI or not, then everyone is on the same playing field.

That means if you think your game will fail because everyone is boycotting AI games, you are free to not use AI... and you won't "probably fail due to competition that does," because their games are also on Steam!

Hope I am explaining what that sounds like to me (a contradiction of his whole statement).

Also he can go to hell. Gaming is being kept alive by Steam and It's always little timmy trying to tear it down with his shitty manipulations. Why doesn't he buck up his ideas and go make an actual competitor to Steam?

[–] Korne127@lemmy.world 10 points 3 days ago

Epic Games CEO can go fuck himself!

[–] Mycatiskai@lemmy.ca 17 points 4 days ago (2 children)

He thinks his game won't sell because it has the AI scarlet letter but if he doesn't use it, his competition would have an edge over him because they use AI.

Does he realize how stupid he sounds since they would then have the scarlet letter of AI and his game wouldn't and would then sell better.

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[–] DebatableRaccoon@lemmy.ca 51 points 5 days ago (2 children)

Sweeney's not a fan of informed purchase practices. Good to know, Tim, I'll make sure to not float any cash your way.

[–] thingsiplay@lemmy.ml 23 points 5 days ago

I'm not really surprised. That was clear when they started with the Epic Games Store without user reviews.

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[–] HiddenLayer555@lemmy.ml 38 points 5 days ago (1 children)

Usually it's more responsible to disclose things.

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[–] Furbag@pawb.social 14 points 4 days ago

I want to play quality games crafted by hand with love and intention and an artistic vision that the author brings to life.

Anybody who tries to argue that their product won't sell if the consumer is well informed doesn't make a quality product worth buying anyway.

[–] sunbytes@lemmy.world 1 points 2 days ago* (last edited 2 days ago)

God forbid we give consumers the ability to make informed decisions.

Fellas, is it woke to vote with your wallet?

I bet sketchy food producers also balked at the idea of ingredient lists when they were first rolled out. If you're offering something to others and think they might not like something you used in it, maybe it's better to avoid the thing rather than complain that you're being forced to tell people about it.

[–] bold_atlas@lemmy.world 15 points 4 days ago* (last edited 4 days ago)

AI content is so loathed despised that the influencers, film studios, software developers who have embraced it are simultaneously all desperate to downplay, lie and hide it.

But definitely not a speculation bubble! Keep repeating to yourselves that demand for AI is real and that people really value all the nauseating disgusting chatbot generated "art" and "insight" that you're spewing upon humanity.

[–] dRLY@lemmy.ml 6 points 3 days ago (3 children)

While I think I understand what he means with regards to catching hate for being marked "AI". I think it should be marked, but give a scale of sorts. Then it is easier for people to decide what things they are "okay" with vs what they aren't. Like "AI voice over" is different than a game done "Mostly/completely AI". Which would also help the random people that really like AI to find games using it (obviously that crowd is niche).

Maybe allow marking in detail elements that are AI place holders for Early Access games, where the dev is a small team or single person (no excuse for AAA games with huge budgets). The context matters, and people that don't want any AI would already be leaving really bad reviews when they find out AI was used at all (along with demanding refunds). Could even be good for those Early Access games to find people to work with in replacing the place holders if people see things are still needed and reach out.

Would also be good if the same kind of scale markers could be applied to games that don't use AI but do use pre-made assets. Not like AI is the only cause for all the slop games.

[–] Stamets@lemmy.dbzer0.com 3 points 3 days ago (1 children)

Isn't this literally what Steam does? Every game I've looked at that has an AI tag explicitly states where/when AI is used and, usually, its for stuff in development that gets switched out. Not always, mind you, but thats usually the tag that I see. Stuff like Liar's Bar will then also have the tag saying AI Voices and what not.

[–] dRLY@lemmy.ml 1 points 2 days ago

I hadn't noticed, but cool that they already have something more transparent than just a vague "AI is used" stamp (and nice to have some tiny validation to my headspace not being a terrible idea lol). Then it for sure means the Epic Games guy is just reaching for weird hills to die on.

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[–] artyom@piefed.social 34 points 5 days ago

Timmy is just mad because his new game engine pressures devs to fill their games with AI slop, and Steam will force their developers to disclose it.

[–] digdilem@lemmy.ml 32 points 5 days ago (5 children)

Hmm... Do I side with Epic, famous for:

  1. Apple app store lawsuit because they didn't get enough of the profit
  2. Google play lawsuit, ditto.
  3. Paying publishers to release games exclusively on Epic Games Store, pushing up prices to gamers.
  4. Many allegations by former allegations about toxic work culture, very long working hours, especially "crunch" times leading to burnout and mental health issues.
  5. Aggressive loot boxing and monetization of games specifically targetting children.
  6. Having to settle a lawsuit with the FTC for $275m to escape prosecution for breaching children's privacy laws and forced to issue a further $245m in refunds to customers who were victims of "dark patterns" employed by Epic.

Or with Steam?

[–] atopi@piefed.blahaj.zone 18 points 5 days ago (3 children)

arent lootboxes a problem with valve too?

[–] apotheotic@beehaw.org 17 points 5 days ago (6 children)

They effectively created the modern videogame lootbox, yes. However they haven't been caught with their pants down specifically targeting children with them, unlike Epic.

Still, fuck valve for lootboxes

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[–] Yttra@lemmy.world 25 points 5 days ago

Tim Sweeney claims it’s a “Scarlet Letter” which makes players “try to kill the game”

Yes, and?

[–] sylver_dragon@lemmy.world 36 points 5 days ago

Transparency sucks
-- Every snakeoil salesman ever

[–] Hadriscus@jlai.lu 34 points 5 days ago (2 children)

can we have two weeks without a shit take from Tim Sweeney ?

[–] thingsiplay@lemmy.ml 21 points 5 days ago
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[–] Mangoholic@lemmy.ml 7 points 4 days ago

Why should they fail when the competition fails by default in his argument.

[–] ragepaw@lemmy.ca 31 points 5 days ago (1 children)

Weird way to admit they're using AI, but OK.

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[–] Krudler@lemmy.world 10 points 4 days ago

Complete lack of self-awareness making such a statement.

In order to be successful, games have to launch on our competitors platform!

Moron.

[–] Zacryon@feddit.org 3 points 3 days ago

AI tools make game development way more productive? You mean by producing bugs and incoherent art?

I don't mind use of AI tools as long as the product is not obviously sloppy and the people who created the data that was used for training get a juicy compensation (given how much money others make off of it). While the first may sometimes be the case, the latter isn't.

[–] sp3ctr4l@lemmy.dbzer0.com 9 points 4 days ago

Tim Sweeney continues to be a whiny jealous entitled bitch, more at 11.

[–] Scio@lemmy.world 14 points 4 days ago
[–] thymos@discuss.tchncs.de 10 points 4 days ago

“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

You don't have to, just don't use A.I. Easy.

[–] SabinStargem@lemmy.today 10 points 4 days ago

As a fan of AI, I want it to be disclosure. Just as tech vegans get to avoid AI, I too would be able to actively seek out games that are doing neat things with it. Disclosure is good for everyone.

[–] BlackLaZoR@lemmy.world 6 points 4 days ago

I don't care that much, but I rather have that information then not.

Tim Sweeney

Fuck him, and fuck Unreal engine.

[–] Soleos@lemmy.world 4 points 3 days ago (2 children)

“If you want to launch a ~~game~~snack, and get it as widely publicized as possible, you’ve got to put it on ~~Steam~~store shelves so people can ~~wish list~~see it and if you want to ~~play it on Steam~~eat ot, then you have to get this Scarlet Letter of ~~AI~~ingredients attached to your product, and now there is a hater community [of parents] trying to kill the ~~game~~snack. ... I think it’s really irresponsible of ~~Valve~~the FDA. They shouldn’t do it, because it makes it much, much, much harder for a ~~game developer~~ snack company to have a chance of success. You have to choose from either not using tools that can make ~~you way more productive~~your product way more addictive, and probably failing due to competition that does [in less regulated markets?]."

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[–] st3ph3n@midwest.social 20 points 5 days ago

Boo fuckin' hoo, Tim.

[–] Zizzy@lemmy.blahaj.zone 19 points 5 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

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