Fireshine Games is drawing a firm line on generative AI. The publisher of the indie hit Far Far West—now that topped Steam's Top Sellers chart and earned a 97% positive rating—told GamesIndustry.biz it will not work with any studio relying on generative AI for game creation. CEO Brian Foote called this "the red line we are very clear on."

Foote distinguished between everyday tools like code completion and generative AI used in core game creation. He stated that players do not seem to want AI-generated games and that the tech "is not something that we think is healthy for the development community." Fireshine's blanket policy puts it at odds with studios chasing efficiency through AI.

Industry sentiment backs Foote's stance. A survey from April found 64% of game industry workers believe generative AI is negatively affecting creativity. Far Far West's commercial success gives Fireshine real leverage as it stakes out an anti-AI position in a fiercely competitive market.