Cracking down on political correctness, Musk enters the gaming industry
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Cracking down on political correctness, Musk enters the gaming industry
Make gaming great again?
Navigating Web3 tides with focused insightsBy jh
Source: Magtech.com
Elon Musk, the king of disruption, is at it again! This time, he plans to launch an AI gaming studio using his company xAI.
Today, Musk retweeted a post by Dogecoin influencer Shibetoshi Nakamoto criticizing the current state of the gaming industry, then seriously announced he will establish an AI gaming studio and "Make Gaming Great Again."
That slogan sounds familiar, doesn't it?
Indeed, after helping Trump set up the "Department of Government Efficiency," Minister Musk seems to have tasted the sweetness of power. Tech giants that previously competed with Musk will likely face repercussions in the future.
However, unlike those tech behemoths, American game companies have generally remained low-key—so why is Musk entering the gaming arena?
Challenging Political Correctness Becomes a New Form of Political Correctness
Last month, Musk already hinted at this move on Twitter, writing: "We need a video gamer voting bloc! Make gaming great again!"
At the time, this sparked widespread speculation about whether Musk was planning to enter the gaming industry.
Overseas game communities have increasingly pushed back against excessive "political correctness" in games. Controversies include IGN's coverage of *Black Myth: Wukong*, Ubisoft’s new title *Assassin’s Creed: Mirage* featuring a Black Japanese samurai, and Sony’s LGBT-focused game *Concord*, which failed immediately upon launch. These incidents made people realize that LGBT and DEI (Diversity, Equity, Inclusion) initiatives haven’t boosted sales—they’ve actually contributed to declining game quality.
Interestingly, Musk himself has been personally affected by LGBT issues—his son transitioned genders, leading to a rift between them. This has fueled Musk’s strong opposition to mainstream LGBT culture in the U.S.
Beyond personal reasons, Musk is also a supporter of Donald Trump. Entering the gaming industry could be seen as a strategic move to win over players, especially since anti-political-correctness sentiment is widespread among gamers today.
In addition to Shibetoshi Nakamoto’s tweet, well-known overseas influencer Mario Nawfal also posted criticism of the gaming industry’s overemphasis on DEI content.
He pointed out that two major DEI-focused games released this year—*Concord* and *Dust Journey*—performed poorly in the market. In contrast, the Chinese-developed game *Black Myth: Wukong* achieved tremendous success.
Mario Nawfal bluntly stated that developers must recognize players want high-quality gameplay—not ideology forced into their games.
Musk hit the “like” button on that post.
Nowadays, opposing political correctness has itself become a dominant trend—a new form of political correctness.
If Musk’s studio can deliver a content-driven new game, regardless of its actual quality, the mere power of his name would draw massive attention.
AI + Gaming: The Next Big Thing
In fact, Musk is a seasoned gamer who frequently shares gaming-related content on social media.
When he was just 13 years old, he created a video game called *Blastar* using 123 lines of BASIC code and some simple assembly language, eventually selling it for $500.
Given Musk’s history of bold cross-industry ventures, his move into gaming isn’t surprising.
It’s important to note: Musk’s AI gaming studio will be built on xAI, meaning it will leverage generative AI technology.
Currently, nearly all top-tier game studios are exploring "AI + Gaming"—using AI to generate assets or gameplay elements within traditional game frameworks.
Yet, whether it’s legacy publishers or next-gen indie developers, the impact of AI remains limited. Most applications only improve efficiency in asset creation.
As for enhancing actual gameplay, AI hasn’t significantly increased user willingness to pay—in fact, it sometimes degrades the experience of existing game features.
In contrast, xAI, being a pure AI company, doesn’t need to prioritize commercial returns from games and can fully leverage its cutting-edge AI resources. This truly represents an uncharted path in the industry.
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