Majority of Japanese Game Developers Leverage Generative AI

A recent survey of 54 Japanese game development companies conducted by the Computer Entertainment Supplier's Association (CESA) between June and July 2025 reveals that more than half of the respondents, or 51%, are incorporating generative AI into their game development processes. The primary applications of this technology include the generation of visual assets such as images and character designs, as well as story creation, in-game dialogue, and programming assistance. Furthermore, the 2025 CESA Video Game Industry Report indicates that 32% of the surveyed companies are also utilizing AI to develop their in-house game engines. Although the survey sample was relatively small, it encompasses major industry players like Capcom, Konami, Square Enix, FromSoftware, and Sega, in addition to independent developers. However, not all Japanese game developers are actively embracing AI, as evidenced by Nintendo's recent statement acknowledging the significance of generative AI while emphasizing its commitment to delivering unique value that cannot be replicated through technology alone. The full report on AI adoption among Japanese game developers is expected to be released by the end of the year. Meanwhile, industry leaders such as Embracer CEO Phil Rogers and Testronic chief Sharon Baylay-Bell have stressed the importance of implementing generative AI in a responsible and sustainable manner, with the latter noting that AI serves as an accelerator rather than a solution in itself.