GameChanger TLV

Generative AI for games

MARCH 26, 2026

Cinematheque Tel Aviv

AGENDA

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.

SPEAKERS

Sagi Schliesser

CEO & Founder

CrazyLabs

Here are our great speakers for 2026:

(And more will be added soon, stay tuned!)

Suzie Roth

CIO

Playtika

Oren Debi

Generative AI Lead & VP Product

SciPlay

Andrew Tofler

Tech Lead

Papaya

Nir Miretzky

Head of AI

CrazyLabs

Dan Halbersberg

Data Science Group Manager

Playtika

Danielle Shneor

Head of Player Experience

Ilyon

Denise Bishevsky Halevy

AI Tech Lead

CrazyLabs

Katy Sokolov

UI/UX Team Leader

Papaya

Daniel Geron

Senior Creative Marketing Lead

Scopely

Shai Oliva Alon

Generative AI Expert

Playtika

Amir Dori

Director of Game Design

SciPlay

Ofir Leitner

Founder

Mobile Summits

AGENDA 2026

NOTE: Most talks will be delivered in HEBREW!

רוב ההרצאות יועברו בעברית!

Intro & Welcome

Ofir Leitner, Founder, Mobile Summits

9:00

The GenAI Afterparty

Shifting focus from technical hype to tangible business value

Sagi Schliesser, CEO & Founder, CrazyLabs

After the GenAI hype fades, what actually moves the business needle? This talk is about the day after the experimentation phase, after trying dozens of AI use cases, tools, and workflows. Some led to incremental improvements, others quietly disappeared. The focus here is on the few areas where GenAI created value on its own, not just as an optimizer, but as a standalone driver of impact.

We’ll start with marketing, where GenAI enabled a massive leap in content volume, quality, and creative diversity, and more importantly, a measurable increase in winning videos that generate higher revenue at lower UA costs. From there, we’ll explore localization as a second growth engine, showing how AI reshaped scale, speed, content and effectiveness across markets. Finally, we’ll close with an unexpected example: a small GenAI-driven change that led to a surprisingly significant improvement. This session shifts the conversation from “what AI can do” to “what AI actually did”, and why that difference matters.

9:15

Session TBD

Speaker TBD

The details for this session will be available later on, stay tuned!

9:40

The End of 'Hey, Quick Question':

How AI Solved Our Support Bottleneck

Andrew Tofler, Tech Lead, Papaya

Let's be honest: we've all seen the "AI will change everything" talks. Cool demos, then you go back to the office and nothing works like that. This is not that talk.

At Papaya Gaming, we built an AI assistant for our back-office that people actually use - every day, for real work. Support agents, monetization managers, liveops teams, analysts - all using the same chat to get answers and get things done. The result? People solve problems themselves and experts stop drowning in "hey, quick question" messages.

Getting there wasn't easy. In this session, I'll share the challenges we hit and the tricks that made it work. Problem, solution. Rinse, repeat. You'll walk away knowing: that AI can actually work in your gaming back-office, what challenges to expect, and a few tricks that made all the difference. No fluff. No "just add GPT" - just simple metaphors and a few war stories.

10:05

COFFEE BREAK

10:30

Session TBD

Speaker TBD

The details for this session will be available later on, stay tuned!

11:00

Empathy at Scale:

How AI Builds Player Loyalty Without Losing Trust

Danielle Shneor, Head of Player Experience, Ilyon

As games scale, delivering fast, personal, and emotionally intelligent player experiences becomes increasingly difficult. Player Experience teams are expected to support millions of players without losing the human connection that builds trust and loyalty.

This session explores how generative AI can be used to scale empathy across the player journey, from support and community to in-game messaging and insights. Through practical examples, it shows how AI can help teams understand player context and emotion, respond more effectively, and turn player feedback into meaningful action. The talk also addresses the ethical boundaries of AI in player-facing experiences and why Player Experience teams must lead these decisions

11:15

Infrastructure First, Innovation Everywhere

A practical roadmap for cross-title GenAI integration

Nir Miretzky, Head of AI, CrazyLabs

How do GenAI tools move from a successful single game to an entire portfolio? This talk shares a practical roadmap for cross-title GenAI integration, based on tools that proved themselves in CrazyLabs' title "Glow" and were later adapted to other games. From near plug-and-play features to deeper game-level changes that impacted revenue, we’ll look at what scales, what breaks, and what needs to be rebuilt.

“The true GenAI advantage isn’t in the tool, but in how far it scales.”"

11:40

Small Team, Big Impact:

How to build a Creative Marketing A-Team in the GenAI era

Daniel Geron, Sr. Creative Marketing Lead, Scopely

This session would go through the main learnings from building a unique creative marketing team for a small budget game, saving lots of money while bringing more value than ever. I will share some of our creative workflows, what tools works well for us and most importantly- my vision for recruiting the right people, focusing on their soft skills in order to assemble a creative Guerilla team and why it makes more sense than a big old fashioned creative team.

12:05

PANEL: C-Level Gen AI Strategy

Sagi Schliesser, CEO & Founder, CrazyLabs

Suzie Roth, CIO, Playtika

More speakers TBD

The Gen AI world is moving at a staggering speed - it's been 1 year since our last C-Level panel and so much has changed. New models and tools make it possible to do whole tasks with minimal human intervention. How can gaming companies manage these quick changes and adapt their strategy on the go? Which departments will be impacted the most and how? And what can we expect in the near and far future? We gathered gaming C-Levels from various disciplines so they can share their best tips according to what they see in their companies.

12:30

LUNCH BREAK

13:00

Session TBD

Speaker TBD

The details for this session will be available later on, stay tuned!

14:00

AI-Driven Promotional Calendar Optimization for Social Casino Games

Dan Halbersberg, Data Science Manager, Playtika

Mobile games generate revenue through in-app purchases—special offers, limited-time promotions, and virtual goods presented to players throughout their gameplay experience. In mature games, these monetization activities are not random; they follow a carefully designed calendar—a master schedule that determines what offers appear on which days, how they relate to ongoing game events, and how they are distributed across different player segments. Creating this calendar is a complex optimization challenge.

In this talk I will share how we developed an AI-assisted calendar generator using a multi-agent debate framework, in which an LLM-based Generator proposes calendar structures while a critic validates against mandatory business rules, agents iterate through debate rounds until consensus is reached. The process includes human review and combines AI consistency with human strategic oversight.

14:15

PANEL: Gen AI in Creative Marketing

Oren Debi, Generative AI Lead & VP Product, SciPlay

Denise Bishevsky Halevy, AI Tech Lead CrazyLabs

Shai Oliva Alon, Generative AI Expert, Playtika

Katy Sokolov, UI/UX Team Leader, Papaya

The creative marketing process is one of the early adopters of Gen AI, and with the advancement of the models, it became an integral part of marketing games. We'll learn from experts how Gen AI is currently done in gaming companies to support UA campaigns and other marketing efforts. From copy to graphics and video to analytics - how can gaming companies make the best use of currently available tools - and what's expected in the future.

14:40

Using AI to Optimize Player Microcopy:

Small Changes, Massive Impact

Amir Dori, Director of Game Design, SciPlay

In this session, we’ll explore how AI can be used to decode and speak the player’s language through intentional, motivation-driven microcopy. Drawing from player psychology and Bartle’s player types, the talk introduces the Motivational Communication Toolkit (MCT) — a practical framework for choosing the right verbs and messages to align with different player motivations.

15:10

Session TBD

Speaker TBD

The details for this session will be available later on, stay tuned!

15:35

THAT'S A WRAP!

16:00

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.