Createch opens gaming innovation hub in Petah Tikva focused on AI and social impact
Createch CEO: "We want to use the medium of video games to create a positive change of behavior. We want to build safe, secure and educational spaces within games for the next generation."
Createch officially opened its new innovation hub at The Innovation House in Petah Tikva on Sunday, bringing together around 100 attendees from government, industry, education and the technology sector to mark the launch of what the organization describes as Israel's first innovation center dedicated to gaming, artificial intelligence, interactive media, the creator economy and impact.
The launch, held in partnership with the City of Petah Tikva and supported by the Israel Innovation Authority, also introduced Game On, a new initiative aimed at tackling online bullying, digital violence, disinformation and antisemitism through gaming, storytelling and technology.
Createch's work is structured around three pillars. The first, Creators Academy, provides training programs for aspiring game developers. Its inaugural program, Epic Academy, begins this week as an educational game design course built around Fortnite and Unreal Engine in partnership with Epic Games, with support from the Petah Tikva municipality.
The second pillar, the Scalarator, connects startups and developers with mentors and industry infrastructure to accelerate projects spanning gaming, simulation and gamification technologies.
The third, Game On, is intended to grow Israel's gaming ecosystem by attracting international companies, creators and investors while laying the groundwork for an impact-focused investment fund.
1 View gallery
Createch CEO Tali Freeman Shalev (left), and Createch Founder & COO Zvika Popper.
(Createch)
A central theme of the initiative is what Createch calls "impact gaming," the use of games as tools for education and positive social change.
"We want to use the medium of video games to create a positive change of behavior," said Createch CEO Tali Freeman Shalev. "We want to build safe, secure and educational spaces within games for the next generation."
The organization has already highlighted projects including educational experiences built in Fortnite - namely, a recreation of Israel’s Holocaust Museum that players can visit - and is working with partners on initiatives designed to create safer online spaces for young users.
While gaming remains the organization's entry point, Createch sees game development technologies as increasingly relevant beyond entertainment. The Scalarator will support startups developing applications in areas including military and medical simulation, training platforms and other forms of gamification, reflecting a broader trend of game engines and interactive technologies finding commercial use across multiple industries.
During the event, Calcalist CEO Noa Tamir and Professor Dan Ariely both spoke about the importance of harnessing AI for positive social impact, expressing optimism that initiatives such as Createch could help channel emerging technologies toward education, creativity and public good.
Beyond the hub itself, Createch plans to host an international conference in December bringing game developers, studios and investors to Israel, while also working to establish an impact investment fund to support the country's gaming ecosystem.
For Freeman Shalev, the opening marked the culmination of a years-long effort to establish the organization.
"I feel great," she said. "After a long time - it took me like three years from the launch of Createch until now, partly because of the war - I feel it's something really meaningful that we're bringing into this world, and especially for Israel in this time."
