Recently, the development of AI-based technologies has intensified the issue of game cloning in the game development industry. Game marketing expert Chris Zukowski analyzed the situation and shared which projects are easiest for hackers to copy.
Don’t Scream
Zukowski identified four types of games that are particularly vulnerable to AI cloning.
1. Games built around a single “gimmick.” According to the expert, if a title’s gameplay hinges on a single idea, even if it’s unusual, it can easily be replicated using AI. He cited the horror game Don’t Scream as an example, where the hero dies if the player screams into the microphone. However, Zukowski noted the importance of distinguishing a “gimmick” from a “hook.” While both mechanisms offer an original concept that sets a game apart from others, a “gimmick” can be fully realized in just a few minutes and quickly become stale to gamers, whereas a “hook” cannot be evaluated from just a trailer and screenshots—it only fully manifests when playing the game.
2. Games without a unique visual style. In such cases, creating an AI clone is much faster than when artists have worked hard on the game's appearance.
3. Games strictly adhering to genre conventions. As Zukowski noted, there’s nothing inherently wrong with this. Looking at such projects, it is immediately clear to which genre they belong and what to expect from them. However, established and predictable game formulas make it easier for AI clone creators: they only need to take familiar mechanics and change the setting.
4. Games where content is generated by game systems. These often rely on simple rules and a set of numerical parameters, which means AI clone creators have little trouble plagiarizing them. However, there are exceptions—such as Dwarf Fortress with its very deep simulation of the game world.
Zukowski emphasized that he is not urging developers of such games to abandon their projects out of fear of AI clones. He is convinced that they can still succeed; it’s just important to be aware of the risks.
“I simply want to say that if your game falls into one of these categories, stay under the radar and do not begin marketing until you have a backup plan in case clones appear. Your best defense is to have a demo ready to release at any moment. That way, you can quickly respond if you find yourself up against an AI clone. I firmly believe that the winning game will be the one with a QUALITY demo released first, while all others will be called 'clones’,” Zukowski stated.