51% of Japanese developers use generated AI for game development.
A new study from the Tokyo Game Show Organizer Computer Entertainment Suppliers Association (CESA) reported by Japanese companies, beyond the genai used in more than half from June to July 2025. It is primarily used to help support visual assets, images, character art generation, story generation, text in the game, programming.
A 2025 CESA video game industry report revealed that 32% of respondents also use AI to develop their in-house development engines.
The survey size was relatively small at 54 companies, but reportedly includes major developers, including Capcom, Konami, Square Enix, FromSoftware, and Sega, as well as indie teams.
Of course, not all Japanese developers are completely involved with AI. Nintendo recently announced that generative AI is a “hot topic” and could lead to technology development, but it is now “planning to offer unique value.” [Nintendo] You can't create it with just technology. ”
CESA's full report on AI usage across Japanese developers is expected to be released by the end of the calendar year.
Embracer CEO Phil Rogers recently said, “We called for a smart implementation of AI generated in an ethical and sustainable way. We share her vision for a gaming service company. GamesIndustry.bizTestronic's chief Sharon Bayleibel warned similarly, “AI is an accelerator. That's not the answer.”
