GameChanger TLV

Generative AI in mobile games

MARCH 26, 2025

Cinematheque Tel Aviv

PLATINUM SPONSORS

Gamechanger TLV is the first event in Israel fully dedicated to exploring the groundbreaking innovations of generative AI for the mobile gaming industry.

It is a FULL DAY conference bringing together game developers, publishers, marketers, researchers, artists, and industry leaders to discuss how generative AI is revolutionizing game design, storytelling, marketing, analytics, and beyond.

Talks were selected via a Call for Papers process evaluated by industry leaders.

Thank you for joining Gamechanger!

Here are the videos of all the great talks we had:

SPEAKERS

Sagi Schliesser

CEO & Founder

CrazyLabs

Here are our great speakers for Gamechanger TLV 2025:

Sveta Morag

Cloud Solution Architect

Google

Roy Tzayag

CBO

Ilyon Games

Suzie Roth

CIO

Playtika

Omer Niv

CTO

Plarium

Eitan Reisin

Chief Games Product Officer

CrazyLabs

Chen Glanz Shtern

Director of Growth

SciPlay

Lior Bruder

CEO

11sheep

Noy Belgi

Director of Product - Cross Games Solutions, Playtika

Karen Levy

Director, Creative Business Operations

Supersonic from Unity

Eliran Sharach

Co-CEO & CPO

casual friday

Daniel Geron

Creative Lead, Marketing

Scopely

Orly Shoavi

CEO

ClarityQ

Omer Shatzberg

AI Strategist

Playstudios

Tamir Avraham

Creative Marketing Lead

Candivore

Tal Benchik

Creative Director

Tal Benchik – Creative Solutions

Nadav Benoudiz

CEO

GenieLabs

Nim Bar-Levin

Co Founder & CRO

Dynamo

Dori Adar

CEO

Finetuners.ai

Nir Miretzky

Head of AI & Innovation

CrazyLabs

Ofir Leitner

Founder

Mobile Summits

AGENDA

NOTE: All talks will be delivered in HEBREW!

כל ההרצאות יועברו בעברית!

Intro & Welcome

Ofir Leitner, Founder, Mobile Summits

9:00

AI Pole Vault: From Game Over to Game On

Transforming Unfeasible Game Concepts into Playable Hits

Sagi Schliesser, CEO & Founder, CrazyLabs

Generative AI is revolutionizing game development by transforming once-unfeasible ideas into playable hits. While AI is often recognized for enhancing traditional processes, its true power lies in enabling the creation of games that would have otherwise been impossible. In this session, we’ll explore how generative AI has been a game-changer in turning concepts into reality. Take "My Cinema World," for example—a promising Idle Hybrid Casual game where players build and manage their own cinema complex. Here, AI-driven free-text analytics provide game owners with actionable insights, accelerating growth and eliminating data bottlenecks that would have previously led to project cancellation. Similarly, in "Glow" the Fashion-oriented RPG, AI drives narrative writing and the management of intricate, tele-novela-complicated text adventures, while also dramatically reducing the reliance on 3D artists for marketing materials through advanced art-based solutions. These examples and others will demonstrate how generative AI is not just improving things—it’s making them possible.

9:10

Behind the Curtain: Unleashing the AI That Powers Mobile Games

Lior Bruder, CEO, 11Sheep

Topics: User Engagement | Retention | Monetization

In this session, we’ll delve into the hidden engine that powers our favorite mobile games: Artificial Intelligence. You’ll discover the key distinctions between generative AI, which dynamically creates new content, and more traditional AI approaches that guide everything from enemy behavior to matchmaking. We’ll also explore how these technologies intersect with psychological principles to optimize user engagement, retention, and overall satisfaction. By examining player behavior data and leveraging AI-driven analytics, game developers and product managers can gain a deeper understanding of user preferences, motivations, and potential spending patterns, thus boosting monetization and enriching the game experience.

9:30

Touch of AI

Noy Belgi, Director of Product - Cross Games Solutions, Playtika

Topics: Personalization | User Engagement | Creatives | Customer Support

In the fast-paced world of mobile gaming, staying ahead of the competition requires rapid innovation and personalized player experiences. This session will explore the development and implementation of AI enhancements across various domains, each aimed at optimizing business KPIs. We will delve into the use of multi-armed bandit models to personalize gameplay, providing players with tailored challenges that adapt to their expertise. This dynamic approach ensures continuous engagement and satisfaction. In the realm of customer support, our AI agents streamline the support process by providing relevant player and game information, significantly reducing resolution times and boosting CSAT metrics. Additionally, we will discuss how our creative teams leverage generative AI by having tailored models that align with each game's artistic culture and design. These innovations not only enhance the visual appeal but also ensure consistency and uniqueness across our game portfolio.

10:00

COFFEE BREAK

10:30

Exploring the Creative Synergy of AI and Game Development

Sveta Morag, Solution Architect, AI/ML, Google

Topics: Tools | Graphics | Video

Only you know what your game needs. Let's explore various cases of the use of Generative AI in gaming together. It may spark your creativity with live Imagen3, Veo2, and other examples.

11:00

AI Meets Play: Revolutionizing Mobile Gaming with CrazyLabs

Nir Miretzky, Head of AI & Innovation, CrazyLabs

Topics: Marketing | Localization | Creatives | Player Engagement

A comprehensive overview of how AI is transforming mobile gaming at CrazyLabs. From our groundbreaking 32-language localization system to player feedback analysis and AI-powered creative asset generation, discover how we're revolutionizing game development, marketing, and player engagement at scale

11:15

Why AI in Gaming Isn’t a Revolution - yet!

Dori Adar, CEO, Finetuners.ai

Topics: Workflows | Organizational Culture | Overcoming Barriers

Generative AI has generated significant buzz in gaming, but its adoption has been slower and more deliberate than expected. This session explores why AI hasn’t yet revolutionized gaming and what’s needed to make integration impactful. Through real-world case studies, we’ll showcase how AI is currently used in studios, highlighting successes, time savings, and ongoing challenges. We’ll discuss two approaches to integrating AI: the canvas approach, where AI acts as a creative tool, and the pipeline approach, embedding AI into workflows for efficiency. The session will also address barriers like resistance from veteran artists, organizational misconceptions, technical limitations and how to overcome these challenges, and build AI-first games.

11:40

AI-Powered Efficiency: Automating Game Design and Analytics with Generative AI

Eliran Sharach, Co-CEO & CPO, casual friday

Topics: Gamedev Workflows | Analytics | Game Design | LiveOps

In this session, we will explore how generative AI is revolutionizing game development workflows, using our studio as a case study. Discover how we integrate large language models (LLMs) to streamline and automate key processes across analytics, game design, and LiveOps. From generating game configurations for boosters, game modes, bundles, and events to synthesizing insights from player behavior data, our approach provides an end-to-end solution that accelerates every stage of development. By combining advanced analytics with AI-driven content generation, we reduced manual overhead and enhanced creativity, thus optimizing game production with faster iterations, smarter designs, and higher player engagement.

12:05

PANEL: Gen AI in Gaming: Innovation, Challenges, and the Future

Eitan Reisin, Chief Games Product Officer, CrazyLabs

Suzie Roth, CIO, Playtika

Omer Niv, CTO, Plarium

Roy Tzayag, CBO, Ilyon Games

Topics: Strategy | Workflows | Ethics

Join C-level executives from leading gaming companies as they explore the transformative impact of Generative AI on mobile gaming. This panel will dive into how AI is revolutionizing content creation, player engagement, and game design, while also addressing challenges like ethical concerns, monetization, and industry disruption. Gain insights into the future of AI-driven gaming and what it means for developers, studios, and players alike.

12:30

LUNCH BREAK

13:00

UGC at Scale: Can AI Keep It Authentic?

Tal Benchik, Creative Director, Tal Benchik – Creative Solutions

Topics: Advertising | Ad Creatives | A/B testing | AI Avatars & Voices

Can AI speed up UGC ad creation without losing the human touch? AI-driven tools are transforming ad production, allowing brands to cut costs and production time, and accelerate A/B testing like never before. In this session, I’ll showcase how gaming brands can find the perfect balance between AI tools and authentic storytelling by: Scaling UGC ads with AI avatars- leveraging a wide range of realistic avatars to cut costs and production time, enhancing ROI potential, Using AI scriptwriting hacks - to generate scroll-stopping hooks in seconds and Harnessing AI voiceovers - for effortless localization and global reach. By blending AI efficiency with human creativity, brands can produce performance-driven UGC ads, at scale.

14:00

Dream Big, Build Fast: Generative AI in Creative Workflows

Daniel Geron, Creative Lead, Marketing, Scopely

Topics: Advertising | Ad Creatives | Creative Ops

Creating high-quality, magical visuals for professional ads is a challenge even for large teams, let alone for a single designer with limited resources. This project showcases how generative AI tools like ChatGPT, DALL-E, and MidJourney allowed us to produce stunning results that would traditionally take weeks or months. By integrating AI at every stage of production—from storyboarding to final design—we not only saved time and costs significantly but also demonstrated how AI can help scale creative operations without compromising quality.

14:15

PANEL: AI vs. Human Creativity in UA: Finding the Right Balance

Karen Levy, Director, Creative Business Operations, Supersonic from Unity

Chen Glanz Shtern, Director of Growth, SciPlay

Tamir Avraham, Creative Marketing Lead, Candivore

Omer Shatzberg, AI Strategist, Playstudios

Topics: UA | Creatives | Engagement

Will AI replace human creativity in user acquisition campaigns? The reality is far different—AI acts as a co-pilot, helping to optimize creatives and enhance human ingenuity. This panel explores how AI-driven insights refine creatives, align with user journeys, and drive higher engagement, all while keeping human creativity at the forefront.

14:30

Game Data for All: How AI is Democratizing Game Analytics

Orly Shoavi, CEO, ClarityQ

Topics: Analytics | Data | Product

Game studios generate massive amounts of data, but insights often remain locked behind dashboards and complex SQL queries. This talk explores how AI is breaking down these barriers, enabling game owners, product managers, designers, producers and other non-tech functions to explore the game data without specialized skills. We’ll discuss the shift from static reports to dynamic, conversational analytics and show real-world use cases. Attendees will leave with a fresh perspective on how AI can make game data accessible for all, and will get a sneak peek behind the scenes on how GenAI solutions process natural language questions and handle accuracy issues.

15:00

Scaling Game Art and LiveOps with Gen AI – A Practical Guide

Nadav Benoudiz, CEO, GenieLabs

Topics: Monetization | Engagement | Behavior Insights

Generative AI is transforming game art and LiveOps, enabling studios to scale content and produce more monetization assets—ultimately increasing revenue and improving the player experience. This practical session will provide immediate value by showcasing the best AI tools to optimize monetization pipelines. Expect actionable insights on implementing AI-driven workflows that boost engagement and revenue, as well as their impact on art and monetization teams today.

15:25

AI-Driven VIP Management: Balancing Automation with Human Touch

Nim Bar-Levin, Co Founder CRO, Dynamo

Topics: Personalization | Monetization | VIP | Loyalty

As mobile gaming becomes more competitive, offering personalized experiences to VIP players can set a company apart. In this session, we will discuss the role of Generative AI in scaling VIP management practices, enabling gaming companies to maintain one-on-one relationships with their top players without sacrificing quality. You will learn about innovative AI-driven solutions, such as automated communication strategies, tailored game recommendations, and personalized webshop lucrative offers. Real-life case studies will illustrate the positive impact of AI on VIPs engagement, loyalty, and lifetime value.

15:40

That's a wrap!

16:05

Content Board

Sagi Schliesser

Founder & CEO

All talks at Gamechanger TLV go under evaluation of our expert content board. Our content board members are some of the top founders and senior executives from the forefront of the Israel mobile games ecosystem: