Indie game developers have a new sales pitch: being ‘AI free’

Indie game developers are increasingly using "AI-free" certifications and seals as a marketing differentiator, with a golden cog-shaped seal created by developers at Polygon Treehouse becoming a notable example of this trend. This positioning emerged as a direct response to claims by major gaming executives like Nexon's CEO that all modern game companies use generative AI, with indie developers rejecting both the assertion and the ethical foundations of AI training on unlicensed artwork. The anti-AI stance has become both a statement of professional values and a practical sales strategy for indie studios competing in the market.

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