NRG Report: 60% of Gamers Believe AI will have a Positive Impact on the Gaming Industry

60% of gamers say that AI will be a net positive impact on the gaming industry according to a new survey by National Research Group (NRG), a leading global insights and strategy firm at the intersection of entertainment, technology, content, and sports.

The study examines gamers' perceptions of the use of artificial intelligence (AI) in video games.

While NRG’s study revealed general optimism about the uses of AI in video games, 80% of gamers agree that if developers are using AI-powered tools it is critically important that they take steps to prevent offensive content from making its way into games. Additionally, 80% say that studios using AI-powered tools need to take steps to ensure that the AIs they use are not plagiarizing the work of artists, voice actors, writers or other creatives.

Specifically, the study found that 55% of gamers believe AI can enhance the experience of gaming by providing more responsive and challenging gameplay. The survey indicated that exposure to existing AI technologies such as ChatGPT and Midjourney was a significant factor in determining whether gamers felt positively about AI in the gaming industry with 76% of gamers who have previously used an AI-powered platform noting that they expect the technology to have a positive impact on the industry.

The study also showed that Streamers are a driving force positivity for AI in the gaming community. Among gamers who follow streamers or other content creators, 68% have seen at least one creator talk about AI within the gaming industry. Gamers who’ve seen creators talk about AI generally say that their tone has been largely positive, with sentiments outweighing those in traditional media outlets that have been covering the topic.

Study Methodology

Data in this report is based on a study of 1,504 regular gamers, conducted online in March 2023. This study included 1,001 participants from the USA and 503 participants from the UK. Participants were selected to be representative, in terms of age and gender, of demographic profiles of gamers in both markets.