From indie to gaming giants, many developers worldwide are embracing AI in the hopes of streamlining production and/or creating more immersive experiences. Even in Japan, where several startups have presented AI game development tech at the Tokyo Game Show. Nevertheless, Nintendo higher-ups don’t seem impressed with the whole AI craze that’s sweeping the global game industry. Speaking with the NYTimes during an event at the Nintendo Museum in Kyoto, Japan, Shigeru Miyamoto clarified that Nintendo is shying away from this trend.
From his point of view, a lot of companies — from big to small — are going “in the same direction” during this AI boom. For example, EA publicly said it is “embracing generative AI” to “supercharge” development during its investor meeting. Meanwhile, a number of indie developers such as Jam & Tea Studios are also excited to be using the tech for their work. In its case, the team believes artificial intelligence can give “more life and reactivity” to NPC interactions in its upcoming game, Retail Mage.
But Miyamoto is not convinced. He and his team at the 135-year-old company aren’t rejecting the AI trend just to be different. Doing so, he says, is a way to find what makes Nintendo’s product “special.”
“There is a lot of talk about A.I., for example. When that happens, everyone starts to go in the same direction, but that is where Nintendo would rather go in a different direction.”
“It might seem like we are just going the opposite direction for the sake of going in the opposite direction, but it really is trying to find what makes Nintendo special.”
According to the interview, Miyamoto also said he actually “doesn’t know why” he keeps creating things for the Kyoto-based developer. “I’m just having fun and that is what drives me,” he added.
As the gaming industry becomes more data-driven and automated, Miyamoto’s perspective offers a refreshing contrast. While other companies seek to speed up content creation through advanced tech and AI, it seems Nintendo remains grounded in the joy of game-making. After all, “If it’s not fun, why bother?” is also what the former Nintendo COO Reggie Fils-Aimé used to say.
