Buzzfeed launches AI game Conjure, says Nintendo inspired its design

Buzzfeed is pivoting to AI-generated games with a new mobile app called Conjure, which launched on Friday. The effort is being run out of a spin-off called Branch Office, led by Bill Shouldis, as the company seeks to address a cash crunch after losing millions last year and accumulating debt.

Conjure asks players to submit daily photographs from the real world, accepts or rejects them, and builds up creepypasta-style lore from the submissions. The company said, “The guiding philosophy comes from an unlikely place: Nintendo. The gaming giant’s principle of ‘lateral thinking with withered technology,’ taking maximum creativity out of what already exists, is Branch Office’s north star.” Early reactions were mixed.

An account of the SXSW demo said the audience largely didn't connect with the app, noting awkward silence and uncomfortable laughter after the presentation. Buzzfeed says the game will evolve over time, with new features potentially added using Claude Code and other AI agents.

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