EA Bets on Generative AI to Transform Gaming

Generative AI: EA’s Bold Gambit to Revolutionize Game Development and Monetization

Electronic Arts (EA) is making waves with its plans to leverage generative AI, a revolutionary technology, to transform game development. This article dives into CEO Andrew Wilson's vision for using AI to boost efficiency by 30%, expand the player base by 50%, and ultimately revolutionize the gaming industry.

Generative Ai for efficiency: Building Games Faster

Wilson acknowledges the time-consuming nature of game development due to iterative cycles and the pursuit of creating engaging experiences. He believes AI holds the key to streamlining this process, citing a 60% feasibility rate across EA's development workflows. The example of building a stadium in a sports game illustrates the potential for significant time reductions through AI.

And now of course we're in the era of generative AI which is the most exciting yet by a fairly wide margin and something that we're embracing deeply. We think about it in three core vectors: efficiency, expansion, and transformation.

Generative AI was used to run cycles in EA Sports FC 24
Wilson explained that EA Sports FC 24 has hundreds of run cycles for its players built by generative AI.

Expansion: Reaching New Players and Boosting Engagement

EA envisions using AI to create richer and deeper in-game experiences, exemplified by the increased number of running animations in FIFA 24 compared to FIFA 23. This, combined with personalization and culturalization, is expected to attract 50% more players and lead to a 10-20% increase in monetization through personalized content and deeper engagement.

So the math that we're doing right now is we have 700 million people in our network. We think it's not unreasonable to at least get 50% more people as a result of personalization, culturalization, deeper, more immersive experiences.

And we're watching right now how AI impacts monetization on other platforms, and what we're seeing is where there is real personalized content, bespoke to me and bespoke to my friends, monetization is 10 to 20% greater.

If you fast forward this over a five-year-plus time horizon, you think about where we've gotten to in terms of efficiency, what I would like to believe is 30% more efficient as a company, where we can attract 50% more people into our network, and hopefully by virtue of the nature of the content that we can create through AI, which will be created faster, and more personal to every player, then there's 10 to 20% more monetization opportunity to us on an ARPU level.

Transformation: Democratizing Game Creation

The most exciting aspect for Wilson is the potential for democratization, where artificial intelligence empowers players to create their own content and experiences. This, he believes, could lead to a multi-billion dollar opportunity by establishing EA as a platform for player-generated content.

While acknowledging the early stage of generative artificial intelligence and the potential for missteps, Wilson emphasizes EA's experience with AI and their enthusiasm for its potential. This news comes amidst recent workforce reductions within the gaming industry, highlighting the complex landscape surrounding technological advancements and their impact on the workforce.

What we've seen every time there's been a meaningful technological advancement in media and in technology, where you are able to democratize an industry and hand it over to the population at large, incredible things happen.

And so the way we think about this is how do we build these things to be more efficient? How do we build these things to allow us to build deeper, broader, more deep, more personal experiences? And then how do we give that to the world.

And once you give that to the world where you have 3 billion players around the world creating personal content and expanding and enhancing the universes that we create, and building and creating their own universe on our technology platform, all of a sudden we are the beneficiaries of platform economics.

And for me that's a multi-billion dollar opportunity for us in addition to what we would otherwise get from our regular growth. 

EA's ambitious plans for generative AI paint a futuristic picture of game development, promising increased efficiency, wider reach, and potentially revolutionary changes in how games are created and experienced. While challenges and ethical considerations remain, it's undeniable that generative AI has the potential to be a game changer for the industry.

Source: TechRaptor.net

Cedric is the founder of Geekin' and is passionate about pop and geek culture. He's been a geek for as long as he can remember and decided to create the Geekin' online platform to regroup geeks in Mauritius. He loves to write about different subjects, namely tech and gaming!

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