Game distribution platform Itch.io has seen a major surge in the release of new games amid the rise and popularity of generative AI.
The official Itch.io BlueSky account has shared that the number of game pages being created on the game distribution platform per day has doubled in the past 2 months. When asked about the number of plays/downloads these games are getting compared to those published in the last year or decade, it was revealed that the number of purchases and downloads have not doubled. As for the reason behind this sudden surge in new game releases, Itch.io hinted at generative AI, saying, “take a guess 😭🤖”.
Generative AI is entering game creation through day-to-day production work. It is being incorporated within tools that creators already use for ideas, code, prototypes, assets, and editor actions. According to a survey from the GDC 2026 State of the Game Industry, 36% of 2,300 professionals reported using generative AI as part of their jobs.
Many major game publishers and developers have embraced generative AI as part of their workflows. Round8 Studio, the developer behind Lies of P, is incorporating generative AI technology into its future game development pipeline. A job listing shared in May by parent company Neowiz for the position of an “AI Creator” revealed that the studio sought specialists capable of integrating AI-assisted workflows into game art production.
In the presentation for its FY26/3 Earnings Summary, FY27/3 Plans, and Mid- to Long-Term Growth Strategies, Capcom revealed that it will use generative AI to improve development efficiency and productivity as part of its long-term growth strategy. In one of the slides, the company described the technology as “a tool to streamline routine tasks freeing up time for creative work.”
In its recent FY2025-26 earnings report, Ubisoft outlined plans to accelerate AI integration across game development, describing the technology as a major part of the publisher’s long-term strategy. The company said its AI initiatives include “smarter NPCs and game worlds that can adapt to player behavior and react more dynamically in real time.”
