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PC Gamer
PC Gamer
Rich Stanton

The brainbox behind Valve's Steam Labs says the number of Steam releases featuring GenAI in 2025 is 1 in 5, with 7% of all games on there now incorporating it: 'We’ve octupled last year’s figure'

Steam Valve Krafton
Team Fortress 2 Engineer avatar.

Ichiro Lambe is a games industry veteran with one hell of a CV: he co-founded Worlds Apart (which became Sony Online Denver), founded Dejobaan Games (probably best-known for the excellently named skydiving game AaaaaAAaaaAAAAaAAAAA!!!), and consulted at Valve for a spell, during which he was one of the key movers behind the creation of Steam Labs.

Steam Labs is all about poking at the data and experimenting with how the platform serves developers and players. Even though Lambe is no longer working with Valve, such habits clearly die hard: last year he took a look at how many games on Steam were disclosing use of generative AI, and found around 1000 titles. Now he's circled back to see how things have changed, and the short answer is: there are a hell of a lot more.

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