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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[–] jellyfishhunter@lemmy.world 145 points 3 months 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 45 points 3 months ago (1 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.

[–] thingsiplay@lemmy.ml 16 points 3 months ago (1 children)

I think that is a valid point. That's why Valve changed the initial policy. If I remember right, in the beginning it was "Ai" in general, without this distinction. But this is still not 100% clear (even if we assume the devs are not lying). In example is generating code with Visual Studio "generative Ai"?

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[–] Hadriscus@jlai.lu 20 points 3 months ago

yeah it sounds like the old immigrant taking your job but also cashing in welfare

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[–] kibiz0r@midwest.social 106 points 3 months ago

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

[–] DebatableRaccoon@lemmy.ca 76 points 3 months 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 36 points 3 months ago

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

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[–] floquant@lemmy.dbzer0.com 55 points 3 months 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?

[–] sylver_dragon@lemmy.world 54 points 3 months ago

Transparency sucks
-- Every snakeoil salesman ever

[–] HiddenLayer555@lemmy.ml 52 points 3 months ago (1 children)

Usually it's more responsible to disclose things.

[–] thingsiplay@lemmy.ml 17 points 3 months ago

Exactly. It's like hiding the amount of ingredients on the packaging for food, just because it looks bad and people would boykott it.

[–] Hadriscus@jlai.lu 51 points 3 months ago (2 children)

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

[–] thingsiplay@lemmy.ml 27 points 3 months ago
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[–] ragepaw@lemmy.ca 45 points 3 months ago (1 children)

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

[–] apotheotic@beehaw.org 14 points 3 months ago

Their next engine has AI baked into its very core!

[–] artyom@piefed.social 43 points 3 months 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 38 points 3 months 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 22 points 3 months ago (3 children)

arent lootboxes a problem with valve too?

[–] apotheotic@beehaw.org 18 points 3 months 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 34 points 3 months ago

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

Yes, and?

[–] Whats_your_reasoning@lemmy.world 31 points 3 months ago

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.

[–] Zizzy@lemmy.blahaj.zone 28 points 3 months 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

[–] Furbag@pawb.social 27 points 3 months 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.

[–] Mycatiskai@lemmy.ca 25 points 3 months 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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[–] Don_alForno@feddit.org 24 points 3 months ago* (last edited 3 months 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 choose a product based on what they actually want.

[–] nickiwest@lemmy.world 14 points 3 months 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.

[–] Tabitha@hexbear.net 24 points 3 months 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 3 months 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 3 months ago

that would hurt sales and market innovation!!!

[–] thingsiplay@lemmy.ml 14 points 3 months 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 3 months ago

Boo fuckin' hoo, Tim.

[–] vala@lemmy.dbzer0.com 20 points 3 months 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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[–] bold_atlas@lemmy.world 20 points 3 months ago* (last edited 3 months ago)

AI content is so loathed and 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.

[–] MiraculousMM@hexbear.net 19 points 3 months ago

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

[–] kehet@sopuli.xyz 17 points 3 months ago

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

[–] Krudler@lemmy.world 17 points 3 months ago

Complete lack of self-awareness making such a statement.

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

Moron.

[–] Captain_Patchy@lemmy.world 17 points 3 months ago* (last edited 3 months ago)

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

[–] thymos@discuss.tchncs.de 17 points 3 months 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.

[–] nonentity@sh.itjust.works 17 points 3 months 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.

[–] Korne127@lemmy.world 16 points 3 months ago

Epic Games CEO can go fuck himself!

[–] robot_dog_with_gun@hexbear.net 15 points 3 months ago

Tim should get in a small airplane

[–] unwarlikeExtortion@lemmy.ml 14 points 3 months ago (2 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!

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[–] sp3ctr4l@lemmy.dbzer0.com 14 points 3 months ago

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

[–] Scio@lemmy.world 14 points 3 months ago
[–] SabinStargem@lemmy.today 13 points 3 months ago* (last edited 3 months ago)

As a fan of AI, I want 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.

[–] UnderpantsWeevil@lemmy.world 13 points 3 months ago* (last edited 3 months 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 3 months 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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[–] dRLY@lemmy.ml 13 points 3 months ago (4 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.

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