Issue 1 (March)

The integration of artificial intelligence (AI) in video game design has transformed traditional workflows, allowing for the generation of text, images, music, videos, and code at unprecedented scales. However, this advancement presents complex challenges for copyright law, traditionally rooted in human originality and authorship. This article examines recent case law that underscores the evolving legal landscape, exploring landmark cases such as Zarya of the Dawn and Andersen v. Stability AI. These cases reveal the tensions between AI-generated outputs and copyright eligibility, especially in the dynamic, multimodal compositions inherent to video games. The review analyzes how various AI tools are employed across the stages of game development—from design documentation to character modeling, soundtrack composition, and cinematic sequences—and the legal uncertainties surrounding each. Emphasis is placed on the role of human input in determining copyright eligibility, proposing that human-AI co-creation models and enhanced metadata standards may offer pathways to reconcile AI-driven innovation with intellectual property protections. As video games exemplify the unique challenges in AI-generated, temporally interactive works, this study calls for a nuanced copyright framework that acknowledges both technological capabilities and the irreplaceable contribution of human creativity. The findings advocate for policy adaptations that align legal protections with the realities of AI-integrated creative processes, ensuring a balanced approach that supports both innovation and creator rights.

As a new economic innovation, live streamers have widely accepted video streaming technology combined with specific business activities in real time. To predict live streamers’ continuous streaming marketing intention on live streaming platforms, the study refers to the theory of planned behaviour (TPB) and designs influencing factors from attitude, subjective norm, and perceived behavioural control. Meanwhile, given the interactive nature of live streaming platforms, the paper divides the subjective norm into online and offline subjective norms and considers the influence both from online and offline communities. The data analysis based on the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM) shows that attitude, online subjective norm, offline subjective norm, and perceived control towards the continuous streaming marketing have positive relationships with live streamers’ continuous streaming marketing intention and result in their final behaviours. Related scholars and platform managers should consider the impact of online and offline subjective norms when they analyse live streamers’ marketing psychology. Properly guiding live streamers to carry out marketing activities can not only be beneficial to their mental health but also contribute to the stable development of live streaming economy.