"True personalization is essential. Each player should experience content tailored specifically to them"
Mor Biran, GM of the House of Fun game at Playtika, added: "In a personalized world, we’ll rely on a smart system that identifies what content each player wants and what suits them best."
“A lot of people ask how artificial intelligence works and what can be done with it. I’m working on introducing smart technologies into the studio I manage. AI-driven technologies have clear goals: streamlining processes, eliminating manual work, improving the player experience, and strengthening business results,” said Mor Biran, General Manager of the popular game House of Fun at Playtika.
According to Biran, the core shift underway is from viewing players as groups to treating each one individually through personalization. “House of Fun is a 14-year-old game with very loyal users. Fourteen years ago, when someone downloaded the game, they received a very lean experience and fell in love with it because of the stunning art and the innovation we brought to the machines. Over the years, we added features and built a broader experience. We discovered that every new feature increased player involvement, and the metrics improved. I remember the day we launched the mission system, players loved it, and since then we’ve added many more features to enhance the fun.”
As the game became more complex, Biran said, the team realized the new features needed careful management. “We created an economic system so players could manage their coins and introduced a more holistic experience. We understood that we couldn’t give everyone the same thing. We needed segmentation. So we introduced segments aimed at improving the player experience. A new player downloading House of Fun, for example, is guided closely through the app, and by the time they reach Level 30, they understand the world.”
She added: “If a player hasn’t played for two months, we create a more positive and welcoming experience for them. Today we have dozens of segments, and our goal is to create the best possible experience. After years at Playtika, segmentation is one of our core strengths. But given the noise in the industry, games, content, and choice everywhere, we also understand that endless segmentation isn’t manageable. If segmentation becomes too granular, the experience suffers.”
Biran emphasized that personalization now underpins everything the team does. “When I imagine House of Fun 2.0, I see a world where true personalization is essential. Each player should experience content tailored specifically to them. If two loyal players both log in daily but have very different personalities, one loves high-stakes wins and another prefers a softer, calmer experience, today they still receive the same content. In a personalized world, each player should get the experience that suits them. I want players to pick up their phone in the morning and choose us because it feels like the right app for them. Until now, we’ve maximized revenue by introducing more content; in a personalized world, we’ll maximize engagement by tailoring the experience.”
“How do we make this happen?” Biran concluded. “Take something simple like the weekly task schedule, which includes data on player preferences. Today, once a month, our monetization manager opens Excel and builds the monthly plan, that’s the job. In a personalized world, we’ll rely on a smart system that identifies what content each player wants and what suits them best. Not every player will receive every layer, and not at the same price, but the match will be right for the individuals. Our goal is to take layer after layer and shift them to an intelligent AI system that dictates the content.”
