The Other Half of Gaming’s AI Future

AI will transform how video games are made. But what about how they’re found?

In the world of media, democratization of who makes (creation) and gets to be seen (distribution) has always catalyzed evolution. In the broader conversation of what a future of mature, ubiquitous AI looks like, its impact on video games — a medium consumed by 3.2 billion players worldwide and 78% of U.S. households — is well worth exploring.

To forecast the future, it serves us to first analyze the past. The forces of democratization are on full display in the history of video games.

Early: Dedicated Studios (Blizzard, Valve, Rockstar)

• Creation: In gaming’s nascence, making a game required complex technical expertise. A handful of studios commanded the attention of gamers globally. 

• Distribution: In addition to the rarity of development proficiency, creators also needed physical retail relationships to distribute physical CDs and cartridges. This further concentrated access among the established studios. 

Scaling: Indie Stars & Mobile (Stardew Valley’s Concerned Ape, Among Us’s InnerSloth, Candy Crush’s King)

• Creation: Through adoption of tools like Unity and Unreal Engine, new types of creators began defining the industry. “Solo devs” — individuals working largely alone, often while juggling day jobs — produced titles beloved by critics and audiences alike. 

• Distribution: Innovations like Steam Greenlight, which enabled the public to vote for games to be listed on a digital marketplace, gave tiny developers an audience. In mobile, Apple’s App Store and Google’s Play Store introduced new paths of distribution. Standout mobile studios grew to rival PC and console incumbents.

Today: User Generated Content and Games-as-a-Platform (Roblox, Fortnite)

• Creation: Creation has simplified again. Everyday users remix existing games’ assets into new experiences (via Unreal Editor for Fortnite and Roblox Studio) that account for a significant percentage of gameplay hours worldwide. 

• Distribution: For Fortnite, its defining Battle Royale experience is now supplemented by community-created content, totaling 5.2 billion hours played in 2024 or 36.5% of total Fortnite playtime. These community creators, in exchange for boosting user retention, gain access to Fortnite’s playerbase. The game has shifted from a bespoke experience to a platform of experiences: games-as-a-platform.

The Future: Missing a Distribution Solution

What does this mean for the future of gaming’s content economy? While much is open to debate, one trend is clear: with each wave of democratization, new types of creators bring an exponential increase of content volume and diversity. 

AI will drop the barriers to creation, but gaming is critically missing a distribution pipeline that keeps pace. Today, gamers still discover new content through an archaic mix of friend referrals, critics’ ratings, and influencer content. While this feels natural for gamers, it lags far behind the best-in-class discovery that platforms like TikTok have perfected.

TikTok discovery is completely seamless, integrated on a singular platform, and part of the enjoyment. A superior solution to discovery allows users to make decisions on content preferences intuitively with low effort and while having fun. When was the last time someone looked to an influencer or friend to decide whether or not they liked a TikTok?

Of course, designing an equivalent solution for long-form gaming is a distinctly different challenge. Critically, TikToks require no translation for trialability, while a video game’s magic unfolds only after significant time investment (learning mechanics, getting immersed into its universe, etc.). But the challenge is worthwhile. 

Every year, gaming revenues and player counts continue to climb even as individual companies and studios are seeing their top and bottom lines shrink. This begs the question: who gets to participate in gaming’s growth? In a world of content saturation, solving discovery represents a rare bright spot of opportunity, and any platform that cracks the code will claim industry leadership.

Cherie Lin (MBA ’26) is originally from Los Altos, California. She graduated from the University of California, Berkeley with a degree in Media Studies. Her career spans roles at Walmart.com, Pocket Gems, Phoenix Labs, and PlayStation. In addition to her work in games, Cherie has community organizing experience as a co-founder of UC Berkeley’s esports program and Cal Women in Gaming.