LogIn"There's a real hunger amongst our developers to get to this as quickly as possible."
Image credit: FIFA 22
Just a few months ago, we discussed how EA CEO Andrew Wilson touched upon using generative AI in gamedev, saying that this technology can help the company become 30% more efficient. During a recent call with investors, Wilson once again got back to this burning question, sharing that developers at EA can't wait to use generative AI in creating games.
"We've done analysis across all of our development processes, and right now, based on our early assessment, we believe that more than 50% of our development processes will be positively impacted by the advances in generative AI," shared Wilson. "And we've got teams across the company really looking to execute against that."
As always, EA prioritizes happiness and enjoyment as the main goals for using AI, stating that the faster games are developed, the more entertainment people experience (and the more money the company earns, of course).
"And I would tell you, there's a real hunger amongst our developers to get to this as quickly as possible because, again, the holy grail for us is to build bigger, more innovative, more creative, more fun games more quickly so that we can entertain more people around the world on a global basis at a faster rate."
Image credit: Electronic Arts, Battlefield 2042
During the same call, Wilson spoke about using in-game advertising as a "meaningful driver of growth." However, he added that it's a bit early to talk about it, and when the company addresses that question, they'll try to be careful with it.
"As we think about the many, many billions of hours spent, both playing, creating, watching, and connecting and where much of that engagement happens to be on the bounds of a traditional game experience, our expectation is that advertising has an opportunity to be a meaningful driver of growth for us," Wilson said. "We'll be very thoughtful as we move into that, but we have teams internally in the company right now looking at how do we do very thoughtful implementations inside of our game experiences."
Check out the sources on PC Gamer and Game Spot. Also, don't forget to join our 80 Level Talent platform and our Telegram channel, follow us on Instagram, Twitter, and LinkedIn, where we share breakdowns, the latest news, awesome artworks, and more.