Saber Interactive CCO: No change to comms strategy after AI writer controversy
Saber Interactive CCO Tim Willits confirmed that the studio will not change its communications strategy following the recent controversy involving CEO Matthew Karch and writer Stella Sacco. Despite public backlash over Karch’s comments about replacing a writer with AI, Willits stated that the company remains committed to its current approach, emphasizing that players should judge the games on their merits.
The controversy began when Karch told the press he “would [...] have been happy to replace [a writer] with AI” after Sacco claimed she was replaced by ChatGPT. Karch later apologized to Sacco and shared a statement acknowledging that the studio sometimes “says what we mean” too much, while noting that the digital ecosystem often thrives on outrage.
When asked directly by PC Gamer whether the backlash had prompted any reflection, Willits reportedly answered “no.” He explained that in his long industry experience, “there’s always some dust up.” He cited the earlier backlash when World War Z was released exclusively on Epic Games, noting that critics claimed Saber was “destroying the industry,” yet the game has since been played by 30 million people.
Willits emphasized that the games will “speak for themselves,” including the studio’s recent title Rideshare Stimulator. He encouraged players to try the game when it launches and make their own decisions, stating, “You make a good game, they’ll find it and play it.”
In a separate interview with Eurogamer, Willits expressed confidence in the studio’s current position, suggesting that Saber can “get any IP” in an era where many studios have long gaps between major releases. The studio has finally added an AI disclaimer to Rideshare Stimulator’s Steam page, which had been missing since the game went live for wishlisting on July 30. Karch had previously said the disclaimer would be added once the game was “finalised.”
Saber Interactive currently has multiple projects in development, including Turok Origins and Clive Barker’s Hellraiser: Revival, both of which had a presence at Gamescom. The studio is also working on Warhammer 40,000: Space Marine 3, though little has been heard about that project since its announcement.
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