Artificial intelligence-based tools will change the approach to game development, according to analysts from Morgan Stanley. In their opinion, AI will reduce the cost of creating and operating AAA titles by about 15%.
At the same time, analysts say, due to the low entry threshold, competition among publishers will increase. If large companies such as Ubisoft, Take-Two and Nexon get "obvious" bullish" advantages", then smaller companies like Playtika may, on the contrary, suffer.
Morgan Stanley notes that platform holders will benefit the most from the introduction of AI. In particular, Microsoft and Sony. They will be the most protected from the risks associated with the work of AI, and are also likely to become one of the main channels for the distribution of gaming AI tools.