The Battle Against Game Clones: Challenges Faced by Developers

The gaming industry is experiencing a new wave of challenges as developers grapple with the rise of clone games. For independent studios, the process of tackling these clones can feel exhausting and overwhelming. Many developers, especially those from smaller studios, lack the time, energy, and resources to effectively combat these infringements. Digital distribution platforms, where these clones thrive, often leave developers at their mercy.

Wren Brier, the creative director behind the critically acclaimed game Unpacking, has reported that since its launch in 2021, developer Witch Beam has encountered over 80 clone games. Brier describes the situation as akin to “whack-a-mole,” where each time one clone is taken down, another quickly emerges. These games do not merely borrow elements but often engage in blatant copyright infringements, lifting assets and even the name of the original game.

The Nature of Clone Games

Many of these clones are low-effort scams that utilize Unpacking’s name and imagery to mislead players into downloading applications that aren’t even games, but rather a collection of ads. Brier emphasizes that while there are misconceptions about AI-generated games, the reality is stark: “They’re not AI-made games; they’re AI-generated marketing images attached to hastily thrown-together bare-bones games.” These clones aim to deceive players into purchasing subpar products under false pretenses.

While the existence of clones might not immediately threaten a developer’s profits, the widespread damage they cause is undeniable. Brier parallels the threat from AI-generated games to that faced by authors with AI-generated books. The influx of low-quality titles clutters storefronts, making it increasingly difficult for genuine indie games to attract organic interest. The developers’ plight is further complicated by a change in game certification; what was once a stricter process has loosened, enabling clone games to flood the market.

“It’s not just a problem for the games that get cloned,” Brier states. “It’s a problem for all of us.” Developers find themselves with limited options for fighting back against clones, regardless of their origin. Intellectual property attorney Kirk Sigmon notes that clones are inherently challenging to tackle legally—copyright protection does not extend to gameplay mechanics, aesthetic choices, or even genres. While AI may accelerate the production of these subpar games, the fundamental issues surrounding clones have persisted for over two decades.

In cases where a clone directly copies from the original game, such as Unpacking, the chances of a successful copyright infringement claim are higher. Sigmon explains that while AI-generated games might use unique assets or code, thereby making litigation more difficult, cloners who rely on direct copying leave themselves open to legal challenges.

The Role of Developers and Platforms

Ultimately, the power to remove clones from storefronts rests with the platforms themselves. Smaller developers often shoulder the burden of reporting these clones and navigating the complex communication that follows. The time it takes to resolve these issues can vary greatly, from a few days to several weeks. Social pressure can serve as a form of defense, with communities rallying around developers to voice their concerns. Sigmon suggests that engaging storefronts or leveraging fan support can be effective strategies. “I don’t know many gamers who are fans of half-hearted slop games,” he remarks.

Developers like Aggro Crab and Landfall have adopted this approach. Kamen, cofounder of Aggro Crab, mentions, “We’re not really the type to be litigious.” Instead, they prefer to publicly express their disapproval. Earlier this year, the company took to X (formerly Twitter) to urge users to pirate their game rather than play clones riddled with microtransactions. Similarly, Landfall has actively reported clones, taking a stand against such imitations.

In an era where media consumption is becoming more automated, creators like Kamen emphasize the value of human artistry. “I consume media because it’s made by humans,” he states. The essence of gaming lies in the unique perspectives and experiences that developers bring to their work, and the rise of AI-generated content threatens to dilute this artistic expression.