Fez — The developer of “The First Descendant” has come under fire after TikTok ads for the game were found to use AI-generated influencers and a deepfake of a real streamer without consent.
South Korean game publisher Nexon blamed “irregularities” in its creative challenge campaign, which outsourced ad production to TikTok users, for the misleading promotional material.
Released last year, “The First Descendant” is a free-to-play loot shooter that has drawn comparisons to “Fortnite” and “League of Legends.”
Reddit users discovered that ads on the game’s official TikTok featured artificial voices, uncanny facial movements, and unnatural dialogue. One video appeared to use a deepfake of popular horror game streamer DanieltheDemon, repurposing his likeness from a viral video without consent.
“They stole my face/reactions… and used AI to change what my mouth says,” DanieltheDemon said in a public comment, clarifying that he had no affiliation with Nexon or the game.
The ads sparked backlash from fans and creators alike, with many accusing Nexon of undermining real content creators and damaging the game’s credibility.
Nexon responded by clarifying that the controversial clips were not produced in-house. Instead, they were submitted by third-party participants in a TikTok Creative Challenge, a platform that allows creators to earn commissions for brand-aligned video content.
“All submitted videos are verified through TikTok’s system,” Nexon said, while acknowledging that “certain submitted videos appear inappropriate.” The company is now conducting a joint investigation with TikTok.
While TikTok’s ad vetting system may have flaws, observers argue Nexon should have exercised more scrutiny. The company stated that its review is ongoing and that further updates will be provided.
