120 of 338 new Steam games (June 9-14) listed AI content, PC Gamer reports

Steam’s AI disclosure flood is not a niche footnote anymore. In the week from June 9 through June 14 (covering “just under a full week”), PC Gamer counted 338 new games released, and 120 of them had an AI disclosure.

That number matters because an AI disclosure does not just mean “AI was used somewhere.” PC Gamer shows multiple new Steam listings where generative AI appears across core player-facing elements, including “artwork, sound, story, localization, and store assets” for JinCycle’s Android Who Dreams of Stars, and generative AI used for videos, images, music, and even dialogue in My Summer Love Memories.

So what does Steam’s disclosure box actually try to capture? PC Gamer points to Steam’s own framing: the disclosure box is “concerned with the use of AI in creating content that ships with your game, and is consumed by players.” That emphasis is important. It means the disclosure is not simply about tooling. It is about whether AI-created content reaches the player experience.

And in practice, disclosures are ranging from broad to defensive. PC Gamer highlights examples that feel more like production shortcuts than “optional assist.” In Kryonull, the “voices in the game, as well as on the store page” were generated using AI. SmogGames appears repeatedly in the $100 visual novel tier: Typical NPC (released May 11 for $100) discloses that “all images used in the game were AI-generated” and that “all images on the story page were also AI-generated.” After the Hero (released June 13 at $100) apparently had only its images AI-generated, but the wording of disclosures is described as “eery[ily] similar,” which is why forum speculation started to swirl around whether this is a money-laundering-style exercise.

Pricing is where the scrutiny gets sharper. PC Gamer notes developers charging “a cheeky $100” for Kryonull, then expands to SmogGames’ repeated $100 releases and KalendulaGames’ $110 Velvet Emergency, plus two other $100 releases in May (Blood in the Ice and Signal Snow). Even when you strip out motives you cannot prove, the market signal is still real: a portion of AI-disclosed output is being bundled with premium-ish price points, and players (and forums) are trying to infer intent.

Not every disclosure maps to the same creative reality, though. PC Gamer makes the key operational point that an AI disclosure does not necessarily mean the game is “predominantly made with AI” like Android Who Dreams of Stars or My Summer Love Memories. Many developers disclose AI use for store page assets, especially capsule images, and those cases can be “dubious creative and business decision[s]” while not necessarily altering the actual game mechanics. PC Gamer even notes a practical player behavior: “I can always immediately tell when a game's capsule image is AI generated,” which changes discovery and click-through.

There are also disclosures that raise “why disclose at all” questions. Underwater reportedly uses AI-generated images “as art reference only, and not directly in the game itself,” which PC Gamer frames as begging whether the disclosure is necessary. Kamilia’s creator claims “less than 1%” of the game contains “AI-assisted content.” Idlemoor’s developer uses the box to explain that logos are AI generated, writing that “This lets me focus on making the actual game, as I am not an artist,” and that “AI art will not appear in the game itself when you are playing.”

If you are an executive or board member reading this as a market trend, the second-order effect is bigger than any single developer listing. PC Gamer says they were “surprised by how many” of the 120 games use generative AI for music and assets, not just translation and store capsule images. That matters for quality control and for employment narratives: AI-generated translation raises questions about humans whose jobs are replaced, and AI-made music textures and narrative introduce a reliability problem. PC Gamer’s bottom-line characterization is blunt: “the slopscape is broadening,” along with “a new style of scammy, spammy game that doesn't seem designed-or priced-to even be played.”

The same weekly review also anchors the contrast with the games that are actually winning attention and revenue. In Steam’s top sellers chart for June 2 to 9, Counter-Strike 2 is #1, Forza Horizon 6 is #2, and THQ Nordic’s Gothic 1 Remake jumped to #3 after selling 500,000 copies in its first week and peaking at “almost” 78,000 concurrent players. Meanwhile, Steam Deck appears in the top sellers list due to stock replenishments, not because it is a content SKU.

Put those together, and the strategic stakes sharpen: in a marketplace where discovery can be tuned by capsule images and store assets, AI disclosures are becoming a trust and filtering layer. For platform owners, payments and fraud teams, and for publishers policing quality, the question becomes whether AI disclosure is keeping pace with player expectations, or whether it is simply becoming another checkbox that players learn to game or ignore.