However, analysts said the experimental tool doesn’t pose a near-term threat to established studios, per the report.
Project Genie is an AI prototype developed by Google that allows users to generate interactive virtual 3D worlds by entering text prompts or uploading images. The system can create environments, characters and basic interactions, producing short playable experiences that demonstrate how AI could automate elements of world-building and game design.
The release sent several gaming stocks, including Roblox, plummeting Friday (Jan. 30), the Bloomberg report said. Some of the stocks were rebounding Monday.
Analysts at mBank said that while the technology is eye-catching, its current capabilities are limited, according to the report. The prototype supports only brief gameplay sessions and lacks the depth, narrative structure and systems complexity required for full-scale commercial titles. As a result, fears that tools like Genie could quickly disrupt the gaming industry are misplaced.
Piotr Poniatowski, an analyst at mBank, said Project Genie should be viewed as an early demonstration rather than a finished product, per the report. Large studios with strong franchises and immersive storytelling are unlikely to be affected by AI tools at this stage, as their value lies in creative direction, production scale and long-term engagement rather than raw asset generation.
Instead, Poniatowski said that by lowering barriers to experimentation, generative AI could enable more solo developers and small teams to produce playable content, potentially increasing the number of games entering the market, according to the report. That shift could intensify competition among smaller creators without undermining the role of major studios.
Other analysts see AI as a complement to existing development pipelines, the report said.
Wedbush analyst Alicia Reese said established platforms and studios remain well-positioned as generative tools evolve, suggesting that AI will be absorbed into workflows for prototyping, testing and asset creation rather than replacing traditional game development altogether.
Project Genie reflects a broader trend in AI research toward systems that move beyond static content generation into interactive, real-time experiences. While Google has not indicated when or whether the prototype will become a commercial product, the tool has amplified questions about how quickly generative AI can transition from experimental demos to production-ready systems.
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