Buzzfeed Unveils AI-Driven Games Inspired by Nintendo

Digital media company Buzzfeed, known for its mix of serious journalism and lighthearted quizzes, is shifting its focus to gaming—specifically, AI-generated games. Their inaugural title, Conjure, launched recently and draws inspiration from Nintendo.

This gaming initiative is being spearheaded by a new offshoot called Branch Office, led by Bill Shouldis, as Buzzfeed seeks to navigate its financial struggles. After facing significant losses last year and accumulating debt, the company is placing its bets on projects like Conjure, a mobile app that prompts users to submit daily photos of real-world items. The app then decides which submissions to accept and weaves them into an evolving creepypasta narrative.

The company stated that its guiding philosophy is influenced by Nintendo, emphasizing the idea of “lateral thinking with withered technology.” This approach focuses on maximizing creativity from existing concepts rather than trying to compete with major tech players. The core question driving their development is simple: what resources are already available, and how can they be transformed into enjoyable experiences?

However, early impressions of Buzzfeed’s AI games, including Conjure, have not been particularly positive. Feedback from its debut at SXSW indicated confusion among attendees, with one report noting a moment of silence followed by awkward laughter after the demo. Shouldis mentioned that the app features an “AI spirit for a CEO,” which left many puzzled.

Despite the rocky start, the game is expected to evolve, with potential updates and new features driven by AI technologies like Claude Code. Buzzfeed’s CEO, Alex Peretti, remarked that “in a way, software is the new content,” hinting at a forward-looking vision for their gaming endeavors.