Generative AI usage in video game development has increased significantly in recent months. Steam Next Fest featured over 8,000 demos in October 2026, many of which were created partly or entirely using generative AI tools.<\/p>\n
Unfortunately, but unsurprisingly, AI is facilitating a new wave of rapidly assembled, unauthorised clones, mods, and ports of existing games. And developers are starting to report cancelling public demos for fear of being cloned before they can even get their games to market.<\/p>\n
The new paradigm might turn conventional logic on its head. For decades, games have been previewed via journalistic features, trailers, and demos. More recently, early access has given developers an opportunity to test features and build their audiences by letting them try the game as the developer iterates, while some in the industry have encouraged developers to share early prototypes on social media to gauge audience reaction before committing to production. This may prove to be a risky proposition in the generative AI era.<\/p>\n
Given the unprecedented ability of this new technology to misappropriate games that have taken years and often millions of dollars to create, what can developers do to protect their games under US law?<\/p>\n