A survey reveals that 51% of game developers in Japan are utilizing generative AI

A recent study indicates that more than half of game developers in Japan are incorporating generative AI tools into their workflow. The research, conducted by the Computer Entertainment Supplier's Association (CESA) as detailed by The Nikkei, surveyed 54 Japanese companies between June and July 2025. Over 51% reported using generative AI, particularly for developing visual elements, character design, storylines, in-game dialogue, and programming assistance.

The 2025 CESA Video Game Industry Report further disclosed that approximately a third of the participants were employing AI in building proprietary game engines. Despite the relatively modest survey size of 54 entities, it included significant players in the industry like Capcom, Konami, Square Enix, FromSoftware, and Sega, alongside smaller indie groups.

Nintendo remains cautious, classifying generative AI as a topic of interest but currently opts to focus on providing unique value that transcends purely technological innovations, as indicated in a recent announcement.

CESA is anticipated to publish a comprehensive analysis of AI utilization among Japanese developers by the year's end. Meanwhile, Embracer CEO Phil Rogers emphasizes the importance of employing AI responsibly, advocating for ethical and sustainable applications. Similarly, Sharon Baylay-Bell, Testronic's chief, conveyed to GamesIndustry.biz that AI should be viewed as an accelerator rather than a standalone solution, underlining the need for prudent integration.