Players of the popular game Identity V are rallying for a boycott starting April 23, protesting NetEase's increasing use of generative AI in promotional materials and in-game content. The community, which prides itself on creativity and artistry, views the move as a disrespectful cost-cutting measure by a company that sells cosmetics for up to $500.
"As a community that is so centered around creativity and all forms of art, this is direct disrespect to the Identity V fanbase," said Stork, a streamer who posted a video about the boycott. "This reflects choices that are poor in integrity and an insult to us, the players."
The boycott calls on players to stop playing the game, refrain from purchases, and ideally uninstall the app. Participants are also urged to contact NetEase at gameidentityv@global.netease.com, voice concerns on official Discord servers, and support independent artists instead.
Beyond the immediate concern over AI-generated art, players are worried about broader issues like resource allocation and job displacement, with reports suggesting NetEase may be replacing human artists with AI tools.
Identity V, a multiplayer horror game launched in 2018, has long relied on a vibrant community of artists who create fan art and cosmetics. The boycott represents a stand against what many see as a betrayal of that community spirit.