Why AI Clones Are Targeting This Summer’s Hottest Game: The Battle Against Copycats

Getting rid of clone games is tough for developers, especially for smaller studios. They often lack the time and resources to handle this issue on top of everything else. After the release of Unpacking in 2021, Wren Brier, the game’s creative director, noted that they identified over 80 clones. “It feels like whack-a-mole,” Brier said. These clones don’t just look similar; they steal assets and often use Unpacking’s name to mislead players. Many are low-effort scams that trick users into downloading apps that are just filled with ads.

Brier pointed out a common misunderstanding about AI-generated clones. While they might appear to be AI-created games, they often use AI just for marketing images. The actual games are hastily built and not what players expect. “They’re designed to deceive,” she said, aiming to sell a subpar product under a familiar name.

Clones can hurt the gaming community even if they don’t directly impact developers’ profits. Brier explained that flooding the market with low-quality games makes it harder for players to discover indie gems. She reminisced about when game certification was stricter, making it easier for unique titles to stand out.

Developers face significant hurdles when dealing with clones. Kirk Sigmon, an intellectual property attorney, notes that copyright laws don’t protect game concepts or styles. He explained that while AI can churn out content quickly, the challenge of clones has existed for more than two decades. The legal landscape hasn’t changed much; it’s just easier now for newcomers to create games using AI.

The most straightforward copyright infringement cases arise when clones directly copy a game’s assets. Sigmon mentions that AI-generated games might even be more secure from lawsuits since they often use unique assets. “If a clone developer is smart, they’ll create their own content, which complicates legal actions,” he said.

Platforms play a vital role in removing these clones, but the responsibility often falls on smaller developers to report them. This process can be quick or could take weeks. Sigmon believes social pressure can be effective. Developers can rally their fans to voice their concerns about these clones.

Aggro Crab, for instance, is choosing the vocal route. Their cofounder noted that they aren’t inclined to pursue legal action. Instead, they prefer speaking out against clone games. They recently tweeted that they’d rather players pirate their game than download a clone filled with microtransactions. Similarly, Landfall Games shared their frustration about various AI clone games they’ve been reporting.

In a broader context, player sentiment matters. Many gamers seek experiences crafted by human hands. Kamen from Aggro Crab expressed this idea well: “I want to experience another human’s art and viewpoint.” The push for real human creativity in gaming feels more important than ever, especially as AI-generated content becomes more prevalent.

The gaming community often rallies around unique experiences over generic copies, showcasing a preference for authenticity in their entertainment. As the landscape continues to change, the fight against clones remains a significant concern for the future of indie games.

For more insights into this issue, you can visit Wired’s exploration into how gaming trends are evolving in response to AI and clone games.

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