The EU AI Act's deepfake transparency rules, applying from **2 August 2026**, require labeling of AI-generated or AI-manipulated content across all media types (audio, video, images). The obligation applies to studios outside the EU if they create an AI deepfake and expect it to be distributed in the EU. Recent European Commission guidance from **21 July** clarifies that common game uses—such as AI voice replication for fictional characters, AI-generated fictitious environments, and AI manipulation of background scenes or special effects—are unlikely to be considered deepfakes. However, grey areas arise with content like celebrity voice recreations, depictions of real sports events, or replicas of real historical figures, especially with high photorealism. The obligation also extends beyond the game itself to trailers, billboards, advertisements, influencer campaigns, and other social media content.