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Epic Games online director says Valve’s response to “Steam’s AI clone and slop problem” isn’t enough
Epic Games online services product director Alexander Rehm has criticised Valve’s response to AI-generated clones and low-quality games on Steam, arguing that telling developers to keep improving their games places an unfair burden on small teams. His comments came shortly before Valve announced changes to its game review process, renewing debate over what platforms should do to protect developers from copying.
Valve says it does not intend to restrict the tools developers use and requires AI disclosures on store pages; it has also advised developers to build distinctive, high-quality games. Rehm argues that this approach is less practical for one- or two-person studios, and says reports of attempted extortion through cloning threats should not be dismissed as a matter for law enforcement alone. Former Valve developer Chet Faliszek challenged Rehm’s criticism, pointing to Epic’s own AI policies and CEO Tim Sweeney’s opposition to Steam’s disclosure requirements; Epic does require disclosures on its Fab marketplace.
In short
- Rehm says Valve’s approach burdens small developers.
- Valve is changing Steam’s review process and requires AI disclosures.
- Critics point to Epic’s own mixed stance on AI.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Valve’s approach may not do enough to protect developers from AI-generated copies and low-quality imitations. Advising studios to make distinctive games puts the burden on the very small teams least able to absorb the cost of copying, while requiring disclosures and referring extortion threats to law enforcement may leave practical gaps in platform oversight.
The case against
Valve can reasonably argue that restricting development tools would be difficult to define and could impede legitimate uses of AI, while store-page disclosures give players relevant information without banning particular methods. Encouraging distinctive, high-quality work and directing extortion allegations to law enforcement may be a proportionate division of responsibility; critics should also apply consistent standards to Epic’s own policies and public positions.
Explained simply
Steam is Valve’s online shop for PC games, where developers can publish titles and players can buy and review them. The growing use of generative AI has made it easier to produce game assets and has raised concerns about copied games and low-quality releases.
Epic Games also runs an online game shop and services for developers. Its director Alexander Rehm says small studios may struggle to respond when others copy their work, while Valve’s former developer Chet Faliszek has questioned whether Epic’s own approach to AI is consistent with Rehm’s criticism.
The debate is about how much responsibility game platforms should take for checking listings and protecting creators. Their rules can affect what players see, what developers must disclose and how smaller studios deal with suspected copying.