51% of Japanese game makers use generative AI

51% of Japanese developers use generative AI in game development.

In new research from Tokyo Game Show organizer Computer Entertainment Supplier’s Association (CESA), as reported by The Nikkei, of the 54 Japanese companies polled between June and July 2025, over half used genAI. Primarily, it’s used to assist with generating visual assets, images, and character art, as well as story generation, in-game text, and support with programming.

The 2025 CESA Video Game Industry Report also revealed that 32% of respondents were also using AI to develop in-house development engines.

Although the survey size was relatively small at 54 companies, it reportedly included major developers such as Capcom, Konami, Square Enix, FromSoftware, and Sega, as well as indie teams.

Not all Japanese developers are fully engaged with AI, of course; Nintendo recently announced that while it recognizes generative AI is a “hot topic” and may lead to technological developments, it currently plans to “deliver value that is unique to [Nintendo] and cannot be created through technology alone.”

CESA’s full report into the use of AI across Japanese developers is expected to be released by the end of the calendar year.

Embracer CEO Phil Rogers recently called for a “smart implementation of generative AI in ethical and sustainable ways. Sharing her vision for the game services firm with GamesIndustry.biz, Testronic chief Sharon Baylay-Bell similarly cautioned that “AI is an accelerant; it’s not the answer.”