TLDR: Cubic Games, a division of GDEV, is actively utilizing generative AI to produce marketing videos for its upcoming title, Pixel Gun 2. This innovative approach, detailed by lead motion designer Evgenii Mikhidenko, allows the studio to create ‘cartoon-style’ videos quickly and efficiently, maintaining community engagement without diverting resources from core game development. The strategy includes unique concepts like a ‘lie detector’ video to subtly build excitement and convey game values, with plans for further AI integration in voiceovers and short animated episodes.
Cubic Games, a studio under the GDEV group, has embraced generative artificial intelligence as a ‘third teammate’ in the creation of video content for its highly anticipated game, Pixel Gun 2. This strategic shift allows the studio to produce engaging ‘cartoon-style’ videos without relying on traditional rendering or animation processes, thereby freeing up development resources for core game features. Evgenii Mikhidenko, the lead motion designer at Cubic Games, recently shared insights into this pipeline and its initial results in an exclusive article for Game World Observer.
The studio’s initial foray into AI focused on conventional applications such as accelerating game production, boosting content output, and enhancing overall quality. However, Cubic Games soon expanded its AI integration into marketing, specifically for crafting videos that sustain audience interest even when gameplay footage is not yet ready for public release. This led to the development of short, animated videos designed to keep the community connected without impacting the primary game development schedule.
One notable marketing initiative involved a ‘lie detector’ concept. This video featured a game designer answering challenging questions about Pixel Gun 2, with a virtual lie detector instantly highlighting any falsehoods. This lighthearted and ironic format was intentionally kept separate from Pixel Gun 3D to avoid direct comparisons, instead aiming to foster emotional engagement and subtly generate excitement for Pixel Gun 2’s unique features, such as destructibility and perks.
Cubic Games emphasizes embedding deeper meaning and community values into these videos. For instance, they aim to showcase the game’s focus on design rather than monetization or ‘pay-to-win’ mechanics. Future plans include creating dedicated videos that illustrate the internal development process, demonstrating how AI assists the team in real-world tasks. The studio is also exploring advanced AI applications, such as blending human voices with AI enhancements for improved voiceovers, and ultimately envisions producing short animated episodes set within the Pixel Gun Universe.
The broader objective for Cubic Games, aligning with GDEV’s vision, is to achieve faster, better, and scalable content creation by automating routine tasks. This approach allows them to tell stories through text, images, and mascots, building anticipation for Pixel Gun 2 even before final gameplay is revealed.
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However, the community’s reception to the extensive use of AI in Pixel Gun 2’s marketing and potential game assets has been mixed. Some players have expressed concern, labeling AI-generated content as ‘AI Slop’ and questioning the game’s quality and originality if AI is heavily involved in its creation. Despite developers’ disclosures about using generative AI tools for ‘very limited in-game graphic assets’ and ‘certain marketing materials with considerable limitations and human overview,’ the lack of actual gameplay footage close to the anticipated 2026 launch has fueled skepticism and negative comments among fans.
