The modern video game industry is increasingly relying on generative artificial intelligence, and a clear indicator of this trend is the statistics of October releases on the Steam platform. According to an independent study by Reddit user ploz, cited by Dexerto, 49.9% of games released on Steam in October 2026 contained a mandatory label regarding the use of AI content. Analysts reviewed data from approximately 63.6 thousand projects released on Valve's platform since January 2024, when the respective requirement was introduced.
Sharp growth over two years
The dynamics of the indicator demonstrate a multiple increase in the share of AI content in new releases. In January 2024, when Valve mandated developers to indicate on the game page elements prepared with the help of artificial intelligence, only 1.7% of new products were marked with such a label. By October 2025, the share rose to 26.4%, and in October 2026 it reached almost half — 49.9%. On average for 2026, the figure stood at 40.1%, confirming a steady, rather than a one-time, trend towards integrating neural networks into the production process.
Where developers use neural networks
The breakdown by content type shows that AI is most commonly used in creating visual assets — such use is mentioned in 63% of the analyzed statements. This is followed by translations and text (30%), store page design and promotional materials (26%), music and sound effects (21%), code writing (16%), and voice acting (7%). Meanwhile, in only 3% of games do neural networks generate content on the fly during gameplay, rather than during the development stage.
Indie projects vs. major releases
The study revealed a noticeable difference depending on the scale of the project. Among games labeled with AI, 47% are small projects with fewer than ten reviews. The share of popular products with a thousand or more reviews that declared the use of AI was only 14%. This indicates that neural networks remain the primary tool for small teams with limited budgets for artists, localizers, and composers.
Valve's policy shift and community reaction
Important context is provided by the evolution of the platform's own requirements. In January 2026, Valve eased declaration rules: developers are no longer required to disclose the use of auxiliary AI utilities, such as for writing code. Previously, conversely, some indie studios refused testing and public demos out of fear that their materials would be stolen by neural networks. At the October Steam Next Fest, a noticeable influx of AI-content projects was observed in the first days, sparking disputes among players: some demanded a special filter, while others called for improvements to the recommendation system. Valve reportedly has no intention of banning AI games, but plans to refine the matching algorithms.
It is important to emphasize the correct interpretation of the figures: we are talking about the share of releases where developers declared the use of AI, not proof that half of the new games were entirely created by neural networks. Nevertheless, the statistics record a fact: generative AI has transformed in two years from an exception into a standard part of the production cycle for a significant portion of the industry.
