Developers of Candy Crush ousted due to AI responsible for creation
In mid-2025, King, the popular mobile gaming studio known for creating Candy Crush, made a significant shift in its operations by laying off around 200 employees and replacing them with AI tools that they themselves had helped develop [1][2][3][4].
The affected employees were primarily from departments such as level design, user experience (UX), narrative copywriting, and user research—roles central to creating and refining game content. Many of these employees had actually contributed to building and training the AI tools designed to automate tasks related to their jobs.
This move towards automation has sparked an intense debate about the role of AI in mass layoffs and the future of creative work in the gaming industry. Critics argue that the decision, made at a time when the company was performing well financially, prioritises efficiency and profit over overall company health [1][2].
The AI tools developed by King can craft levels more quickly and generate narrative content, roles previously done by specialized staff. However, employees have raised concerns about the impact of AI on the creative process and workforce stability. They argue that increased feedback and development loops for creative content would normally require more human involvement [1][2].
The case has also highlighted concerns about job security for creative professionals and the potential narrowing of creative diversity if AI tools standardize content. There is a growing need for new workflows that integrate human creativity with AI assistance rather than replace humans outright [1][2][3][4].
The restructuring plan, part of Microsoft’s broader gaming division restructuring plan affecting 9,000 jobs, has reportedly led to a significant drop in staff morale. Internal dissent over the layoffs and workplace conditions appears to have been met with hostility by King’s HR department, according to insider reports. Some employees who expressed dissatisfaction internally were targeted or dismissed, suggesting a strained corporate culture amid these changes [1][3].
This case serves as a cautionary example for other studios navigating the balance between AI-driven efficiency and preserving meaningful creative employment. The gaming industry may increasingly rely on AI to assist or augment creative roles, but it is crucial to consider the potential impact on human creators and the industry's overall creative diversity.
[1] Bromwich, J. (2025). King lays off 200 employees as it moves towards AI in its operations. The Guardian. Retrieved from https://www.theguardian.com/technology/2025/jul/15/king-lays-off-200-employees-as-it-moves-towards-ai-in-its-operations
[2] Green, A. (2025). King's AI-driven layoffs: A dystopian future for the gaming industry? Wired. Retrieved from https://www.wired.co.uk/article/king-ai-layoffs-gaming-industry
[3] Smith, L. (2025). King's AI-driven restructuring: A case study in the future of creative work in gaming. Medium. Retrieved from https://medium.com/@laurasmith/kings-ai-driven-restructuring-a-case-study-in-the-future-of-creative-work-in-gaming-7b14a9d8f77d
[4] Jones, M. (2025). The ethical implications of King's AI-driven layoffs. TechCrunch. Retrieved from https://techcrunch.com/2025/07/16/the-ethical-implications-of-kings-ai-driven-layoffs/
The AI tools developed by King can now perform tasks such as level design, user experience, and narrative copywriting, previously carried out by human employees. However, these automated tools have sparked concerns about the impact on the creative process and workforce stability in the gaming industry, particularly the potential narrowing of creative diversity and job security for creative professionals.
