In recent weeks, Nexon, the developer behind The First Descendant, faced criticism for its advertising strategy on TikTok. The controversy erupted when AI-generated videos flooded the platform, creating a perception that they featured real content creators without their consent. Notably, a situation arose where the creator DanieltheDemon was impersonated, implying he endorsed the game, which he had not.
Nexon clarified that it did not create the contentious TikTok ads. Instead, they used TikTok’s Creative Challenge, allowing other creators to produce videos for The First Descendant on a voluntary basis. These user-generated videos were then utilized as promotional ads, leading to confusion and discontent among the gaming community.
The developer expressed their regret, stating, “After confirming with TikTok, we learned that no system currently exists to verify potential copyright infringement, and TikTok is now conducting further investigations to identify any additional cases. One confirmed case involved unauthorized use of DanieltheDemon’s content.” They further apologized, acknowledging their oversight in maintaining the authenticity of their marketing efforts.
One of the major issues involved a video featuring what seemed to be DanieltheDemon, who publicly stated that he had not authorized the use of his likeness. Although Nexon did not produce this specific content, the company did reap some benefits from the ad viewership.
@game.central Gamers have taken to the The First Descendant subreddit, noticing apparent AI-generated creator ads that closely resemble actual streamers. The first clip looks a lot like DanieltheDemon. He has yet to respond to the concerns about whether he consented to the AI using his content. #thefirstdescendant
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Despite Nexon’s acknowledgment of the issue, the The First Descendant community remains skeptical. Many players echoed sentiments on platforms like Steam, urging the developer to refocus on resolving in-game issues rather than on ads. One user commented, “Stop with the advertising and make a FUN GAME. Fix the crap you broke.” Another pointed out that player satisfaction is the best form of promotion.
While some players recognize Nexon’s intentions, they, too, assert that the game’s balance and other issues take precedence over marketing strategies. One commented, “Their priorities are off at times. The game’s balance is a joke, but I see the effort.”
Looking ahead, Nexon has a new patch set to release on August 21, although details about its content are still under wraps. If the community’s feedback is taken to heart, this update might just address the necessary balance changes and bug fixes that could reignite interest and encourage players to promote The First Descendant to their friends.
What is the impact of AI in gaming marketing strategies? The recent uproar highlights potential problems with AI-generated content in gaming. Developers must tread carefully to ensure authenticity and respect for content creators.
How can developers balance marketing and game improvements? Developers like Nexon need to prioritize player experience, ensuring that marketing does not overshadow the importance of delivering a quality product.
What should gamers expect from Nexon’s upcoming update? Players are eager for balance changes and bug fixes in the next patch, and their feedback will play a crucial role in shaping the game’s direction.
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