For gamers, the days of calling the CPU and NPC artificial intelligence are long gone. Now, the term is heavily linked to language models, bot commands, and prompts-to-output chats. It is estimated that there are 115 to 180 million daily active users of generative AI tools globally, so it is no surprise that gaming accounts for a large piece of the pie, including content creators.
Developers, studios, and publishers have been previously caught abusing these tools for in-game textures and social media posts, but what happens when we go deeper into the third layer? Beyond those who create games, and those who selflessly play them, to those who make content around them for popularity or revenue.
There, we will find an abundance of AI-assisted blogs, scripts, and even voice-overs on popular, trending, and sometimes obscure titles, all in the name of favoring the algorithm and capturing the audience's attention span, and ultimately, buck.
It isn’t unlikely to run into a fun clip of a video essay on a niche release, only to discover that neither the narrator, the text, nor the post has a person behind it. Sure, AI is a great tool to get the ball rolling, but when it becomes the only driving force behind creation, the final product lands awkwardly with viewers.
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This is not to question the engines’ capabilities but instead to showcase the audience’s desire to connect with other gamers. At last, that’s what the internet was based on and has thrived off of for decades. In gaming, the 90s were all about word-of-mouth rumors, and strategy quickly translated into internet chat forums and debate logs, with our quirky aliases and usernames.
Now, AI creators are more focused on climbing the algorithm ladder, always looking for the fastest way to garner followers, views, and videos to transition to a passive income as soon as possible.
No longer do we see prominent personalities even talk directly to followers unless it’s to read a sponsor or sell their latest project. Gone are the days of creating enthusiastic entertainment around the hobby that binds us together, inherently stripping all outputs of any chance to connect.
Rendering your own content soulless in dominant categories like essays, experiments, and listicles leaves an open lane for dormant types of content like the world-famous Let’s Play, the first king of gaming content, a vanilla playthrough of a specific video game with voice and/or video commentary for reactions. This, in turn, ticks all the boxes required for connection on individual and communal levels in gaming.
One of the simplest concepts took early YouTube by storm, resonating with gamers for a plethora of reasons. Gamers who couldn’t afford the game yet, gamers who wanted to see how it played before buying, gamers who wanted a break from reality. The average length of these videos, along with their fast-paced nature and editing style, became the go-to recipe in the early 2010s.
This style pleased the early YouTube algorithm, which created superstars like Felix “Pewdiepie” Arvid Ulf Kjellberg and Mark “Markiplier” Edward Fischbach, and it is bound to return to its glory days, all thanks to careless AI-generated content.
A new wave of creators and indie darlings will flood the mainstream, making household names out of newcomers in studios and content houses alike for years to come. If you are a content creator feeling stagnant in your journey or are on the verge of starting your career as one, this is your chance.
The number one rule about content is consistency, so whatever your game plan originally was, remember to include at least one unadulterated playthrough in your content strategy, whilst making sure it feels genuine and authentic. Audiences today are the smartest ever, so the slightest glimpse of counterfeit hype or interest will not be tolerated.
Otherwise, pick a trending, classic, or unknown story-based title, go through its campaign in calendarized fashion, record or stream it to the world, and let the rest fall in place. Whether it’s your personality, a big boom in the game’s popularity, or a specific happenstance that goes viral, the good old Let’s Play format is undoubtedly making a comeback to build the stars of tomorrow, today, one P1 play at a time.
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