Hooded Horse draws bloodline against AI art invasion. Manor Lords publisher bans generative AI assets entirely through contracts, refuses placeholder use, calls technology ‘cancerous’ infesting development pipelines. CEO Tim Bender’s firm stance contrasts EA/Ubisoft embrace, Larian’s concept-phase experiments drawing fan backlash.
The Contractual Firewall
Hooded Horse embeds ‘no f**king AI assets’ clause in every publishing contract. CEO Tim Bender tells Kotaku the policy predates current AI debates by one year. Even placeholder images banned – developers must replace before prototypes ship. Bender: ‘It only takes one slipping through… it’s cancerous.’
Enforcement rigorous. Hooded Horse employs two full-time artists for marketing materials, refuses AI replacement. Recent Terra Invicta 1.0 launch, Cataclismo tower defense, Endless Legend 2 sequel – zero AI disclosure on Steam pages. Strategy genre focus demands authentic pixel-perfect art pipelines.
Bender clarifies ethics over PR: ‘It would be betrayal of our artists.’ Policy shields against Ubisoft Anno 117 scandal, Clair Obscur: Expedition 33 awards disqualification – both ‘placeholder’ AI art scandals. Hooded Horse prevents contamination proactively.
Industry AI Divide Widens
Hooded Horse rejects dominant trends. EA embraces AI prototyping, Ubisoft experiments despite scandals. Larian’s Swen Vincke reversed Divinity AI concept art plans after Reddit AMA backlash. Sandfall Interactive faced similar community revolt.
| Publisher | AI Policy | Public Reaction |
|---|---|---|
| Hooded Horse | Total ban – contracts | Community praise |
| Larian | Concept phase → reversed | Backlash → policy change |
| Ubisoft | Embracing despite scandals | Player outrage |
| EA | Full integration planned | Mixed – artist concerns |
Why AI Fails Creative Games
Strategy genre demands precision. Manor Lords pixel-perfect medieval authenticity rejects AI’s ‘melted candle’ aesthetic. Cataclismo’s Lego-like physics, Terra Invicta’s orbital mechanics require exact specifications AI hallucinates. Hooded Horse portfolio thrives on developer vision – AI flattens personality.
Bender laments workflow disruption: ‘Made my life more difficult… infests shit.’ Placeholder temptation leads accidental inclusion. Contractual bans force clean pipelines from day one. Artists maintain irreplaceable human touch players notice.
Developer Reactions Pour In
Reddit r/Games celebrates Hooded Horse stance. Tim Bender appeared directly: ‘Contract clause started year ago, first press asking now.’ Community notes small studios lack luxury – random posters, backgrounds tempt AI shortcuts. Hooded Horse proves ethical profitability possible.
Phasmophobia’s Kinetic Games launched publishing arm rejecting AI. Lies of P publisher Neowiz prioritizes director visions. Solo devs (Elin 350K sales) maintain human touch beating AAA bloat. Trend emerges: authenticity wins Steam wishlists, GOTY awards.
FAQs
Does Hooded Horse ban all AI use?
Generative AI art assets banned completely – even prototypes. Other AI (pathfinding, code completion) case-by-case. Focus protects visual pipeline integrity.
Why call AI ‘cancerous’?
Bender describes uncontrollable spread. Placeholder images slip into builds, evade review. Contractual bans prevent contamination proactively versus reactive scandals.
Manor Lords uses AI art?
No. Slavic Magic’s medieval authenticity hand-crafted. Hooded Horse marketing art created by in-house team. Zero AI disclosure Steam page.
Can small indies afford no-AI policy?
Hooded Horse proves yes. Manor Lords 3M+ sales funds artist support. Ethical stance builds community goodwill, Steam visibility.
Larian reversed AI plans?
Swen Vincke announced no AI concept art after Reddit backlash. Follows Hooded Horse model rejecting placeholder temptation entirely.
AI scandals hurt sales?
Clair Obscur lost indie awards. Ubisoft Anno 117 faced review bombs. Player detection improving – Steam tags, community vigilance.
Ethical Stand Wins
Hooded Horse proves anti-AI stance profitable. Manor Lords dominates Steam charts, Cataclismo carves tower defense niche, Terra Invicta graduates 9-year Early Access. Human artists deliver irreplaceable authenticity players reward. Industry watches as ethical publishers outpace AI-chasing giants. Manor Lords didn’t need generative slop – neither do future hits.