Gaming conferencePlaytika AI VP: "Venturing into AI is an exciting and intriguing yet far from simple adventure"
Playtika AI VP: "Venturing into AI is an exciting and intriguing yet far from simple adventure"
"To dive into the exciting world of AI, you need to cultivate a culture of an AI hub, of innovation," added Assaf Asbag
"In the gaming world, we are in a race against time and also in a race for the player's heart," said Gadi Ganon, VP of Product Technologies at Playtika, speaking at the Calcalist gaming conference in partnership with Playtika and Google. "Playtika's vision is simple: to provide the best player experience in the world. Every Playtika player should feel as if the game was built just for them."
"For the best player experience, we need to understand the player as a persona and also what will motivate them in the context of the game," Gannon added. "So, how do you achieve such personalization at the highest level? How do you communicate with millions of players every day? It's through the promotions in which we communicate the offers of new features. But most importantly, we match each player with the features that suit them. Behind the scenes, for this business process, we need a lot of professionals. We need analysts to take and create focus groups. We need many content experience professionals who will create amazing experiences, write copy, and, of course, an operation that will process, organize, and enable all of this to be incorporated into the game."
Assaf Asbag, VP of AI at Playtika, added, "In order to introduce AI capabilities to companies, you first need to establish an AI hub, as there are many professionals involved in an AI project, and each profession is super complex. Dealing with data, algorithms, engineering, product development, business strategy, and integrating them all is highly challenging. To foster innovative capabilities in such a dynamic field, you need to bring everyone together. The algorithmists, engineers, product specialists, and business strategists should collaborate, allowing them to brainstorm during the day, implement at night, receive feedback, learn, and improve the next day. This is the way forward."
"Secondly," Asbag added, "AI projects are quite expensive. To drive solutions forward, you must consider your added value. Most importantly, we want these fascinating and exciting capabilities to become an integral part of a digital product, allowing businesses to utilize these capabilities in their end-to-end business processes."
"The gaming world is characterized by a lot of FOMO," Asbag noted. "New algorithms and tools are constantly emerging, making your engineers feel like they are working on yesterday's solutions. This is why it's crucial to understand that you're entering a complex and exciting world, but not everything that glitters is gold. To dive into the exciting world of AI, you need to cultivate a culture of an AI hub, of innovation. You must have a clear understanding of what's available and what you aim to achieve. Furthermore, you need to acknowledge that venturing into AI is an exciting and intriguing yet far from simple adventure," he concluded.