The Age Of AI Copy Cats Is Upon Us. Here's What Game Devs Should Do...

Summary

Thomas Brush argues that AI-assisted game development could make it much faster to produce and imitate simple, gimmick-driven games. He points to a wave of similar “needle in a haystack” games appearing on Steam after the concept gained attention online. He is unsure whether AI directly created or copied those games, but sees the rapid arrival of similar titles as a warning for developers, especially looking toward 2027.

His central advice is that a game should not depend on a single, easily reproduced gimmick. A memorable core idea can still be part of a game, but developers should give it a distinctive identity through personal storytelling, art direction, music, atmosphere, and other design choices. Brush describes this as putting the creator’s “voice” or point of view into the work. A focused set of inspirations and a strong personal perspective can help a game feel less generic and harder to imitate.

Practical Recommendations

1. Make the core mechanic difficult to reproduce, where possible. Brush cites Portal as an example of a game with a technically distinctive system.
2. Build a larger identity around the gimmick. Use a coherent visual style, story, music, and supporting mechanics so the concept does not carry the game by itself.
3. Make deliberate creative choices. Brush favors work that feels handmade and reflects a director’s taste, while noting that games can still use purchased assets or involve collaborators.
4. Build an audience and community. Social media followers and players who already know a developer’s work may remain valuable even if similar games appear.
5. Treat small games as useful learning projects. Brush disagrees with the idea that small games are only for practice, but cautions that simple, quickly made gimmick games may be vulnerable as a long-term business model.

Brush does not argue that AI has no useful role in development; he says its value depends on how it is used. His concern is primarily about generic, easily duplicated work. He presents his predictions as personal opinion and acknowledges that the technology and industry are changing quickly.

Games and Examples Mentioned

• Twisted Tower: Brush describes it as strongly shaped by his own style, with handmade-feeling art, story, and music. He estimates that roughly 70–80% of its assets were made manually, though he is uncertain of the exact figure.
• Pinstripe and Neversong: Cited as games with distinctive, personal visual styles and stories.
• No Rest for the Wicked: Used as an example of a game that feels highly crafted and visibly human.
• Portal: An example of a technically distinctive mechanic.
• Needle-in-a-haystack games and Paddle Paddle Paddle: Discussed as examples of concepts that can attract attention but may be easier to imitate.

Product and Review Information

Brush promotes Twisted Tower, saying it was 20% off for the fall sale at $12 and had “very positive” Steam reviews, with nearly 2,000 reviews at the time of recording. He also mentions that he is working on updates but does not disclose details.

Main Speakers and Sources

• Thomas Brush: Main speaker and game developer; presents the video’s analysis and recommendations.
• Commenters on Brush’s Twitter post: Contribute points about distinctive creative perspective, storytelling, handmade work, and audience-building. Brush discusses and responds to their comments.