Nintendo has officially denied reports claiming it lobbied the Japanese government against generative AI. The company stated it has not had any contact with Japanese authorities on this issue.
Politician Retracts Claims
The rumors stemmed from a now-deleted social media post by Japanese lawmaker Satoshi Asano. He apologized after claiming Nintendo was lobbying to avoid generative AI for IP protection and influencing government policy. Nintendo’s denial prompted his retraction and apology.[1][2][3]
Nintendo’s IP Protection Stance
Nintendo reaffirmed its commitment to protecting its intellectual property rights regardless of AI’s involvement. The company said it will continue to take necessary legal actions against infringement, whether or not generative AI is used.
“Whether generative AI is involved or not, we will continue to take necessary actions against infringement of our intellectual property rights.”
— Nintendo Corporation, October 5, 2025[2][4]
AI Adoption Among Japanese Game Companies
Over half of Japanese game companies, including major studios like Capcom and Level-5, now use AI in development. AI is applied to visual asset creation, narrative generation, programming support, and in-house game engine development.
This widespread adoption marks a major shift in Japan’s gaming industry, accelerating workflows while balancing creativity and IP concerns.[1][3][4]
Widespread Use of AI Tools
According to a 2025 survey by the Computer Entertainment Supplier’s Association (CESA), 51% of Japanese game developers use generative AI in their workflows. This includes major companies like Capcom and Level-5.
Applications of AI in Development
- Visual Asset Creation: AI helps generate and upscale characters, backgrounds, and other assets.
- Narrative & Text: AI assists with dialogue, quest text, and story scaffolding.
- Programming Support: AI aids coding tasks, refactoring, and tools development.
- Engine Development: Around 32% use AI to support in-house game engine creation.
Companies like Level-5 have used AI tools such as Stable Diffusion and Github Copilot to speed up art and programming tasks. Capcom experiments with generative models for brainstorming and asset prototyping. Sega formed a committee to integrate AI systematically into its processes.[5][6][7][8]
Nintendo’s Cautious Approach
Nintendo remains cautious about generative AI use, citing concerns over intellectual property rights and emphasizing a “wait-and-see” stance on AI adoption in first-party game development.[6]
Nintendo’s View on AI’s Role in Games
Nintendo of America president Doug Bowser highlighted the importance of human creativity, stating that developers’ artistic skills and human engagement are what make Nintendo’s games special. He affirmed that despite AI innovations, the “human touch” will remain central to Nintendo’s game development.[9]
