Curated Panel: Leveraging Player & AI-Powered Business Insights – Unlocking Value For Hybrid.......

[Music] leveraging player and AI powered business insights unlocking value for hybrid monetization and growth in 2025 live right well let's get started um I'm just your humble host so you won't be hearing too much from me but I'm Paige cook and I'm the deputy editor on pocketgamer.biz so you may have read a few things that I've done or interviews that I've had and things like that on the site um but predominantly we're here to talk to this lovely panel um first if we could just go down the line just if you each of you want to introduce yourselves and just what it is that you do cool hi marus Kon I'm the CEO co-founder at bit Magic speed magic is a

small small startup with a very ambitious plan plan of building a Next Generation us platform utilizing AI so essentially what we're want to build is platform where you can create games with a single test text prompt uh nice too hello hello good yeah Is it alive oh so next everyone I'm Ian uh founder and co supercale uh we help game game studios to understand and real realize full business potential of their games uh recently we've launched our Flagship as product super platform which helps to join all the financial product and marketing data uh in one verified data link and today actually we're launching what we call tascal ecosystem which is a way how we want to join help to join Studios and Publishers with vendors and

help them to understand the added business value of uh some addition one so thank you hi everyone my David Davido and I'm a producer at nox games uh we are buob based company uh making mobile games right uh everything from casual sports games to card games or to uh 4X strategy turn based games and I'm here because we worked with Ado and I want to share uh to my fellow developers colleagues what you can use to improve your monetization uh hi my name is Andre and I'm here with Ian on behalf of supercale and I'm here as a product manager and uh we will talk a bit more about what we what we do and what we achieved with these services that we will present hi and I'm Adam patteron I look after product and Market development and add in more and we're a um um in-game monetization platform um with the focus has been on in-game so we're very much

focused on um developer and particularly player friendly Solutions um traditionally we've been involved in the IAA space and last year we launched um a product that focuses on um the IAP space as well now so we've um um we're very much a hybrid monetization business as well so all right thank you um so for the first bit I want to kind of pick a few people out and just talk about a couple of separate little things because there's lots of Partnerships and collaborations going on on the stage um then we'll kind of go into some questions that's just kind of a little bit broader so if we go to sort of Andre and Adam first um just can you tell us a little bit about supercale and Ado um like your collaboration and the partnership um I think there's some insights on Tiny Tower that you might be able to kind of go into uh yeah can you just tell us a little bit um about that yeah um so I I'll I'll kick that off so um I'll focus a little bit on what we're currently doing um with super scale and particularly across the game Tiny Tower um so um we started speaking to super

scale towards the end of last year U with the idea being that um because we have a unique position within games um that isn't um competitive to kind of like traditional monetization Partners um the idea was can we drive incremental um and um increased Revenue um within that game both across um um IAA revenue streams and also in that um in that purchase conversion revenue streams as well while at the same time not having any negative effect on player retention um so um we worked with their product teams um over a period of time to start implementing um our um in-game placements within the actual fabric of the game um and we were kind of like um we were quite careful about how we went about doing it so we were working with their teams to ensure that um the players that they had within the game were very much established so if you're a new player within the game you go through an extensive kind of onboarding process within that game so we didn't want to start suddenly playing around with that and putting in these um

in-game placements early on in the game and so we're working with them and then as the player progresses and the player starts to establish themselves within the game that's when we can then start to um kind of play around with these new placements so once the player is established um we have our placements um in various different areas of this tower that they've built and within that placement we have the ability to serve ads from um our demand partners and our demand Partners vary across um open rtb kind of open Market ecosystem all the way through to um large Brands who we work with um on a direct basis and when the time is right we can start to push um other Solutions like Cross promo ads for other games within their portfolio um and additionally um advertising messages for particular Ina purchases um so earn rewards or get rewards within the game and start to use that within the game um so um we were kind of leveraging our own kind of insights on our side so our own kind of player persona data when to show an ad for a

brand partner or an open rtb ad um versus a Cross promo ad um or an ad for um in our purchases um it's really really new so um Andre is going to show some of the data at the moment we only went live I think just before Christmas um the initial tests looking good so we're starting now to roll it out across the um um the the player base across that so um um over to you okay thank you so yeah as Peter mentioned we basically uh started testing uh adimo just couple of couple of weeks ago and we started it's doing slowly right because uh you want to make sure that uh you're not messing up with player retention and players can be like sometimes a bit frustrated when you show them things they maybe not expecting or something that's bothering them so we basically show it uh in a form of ab test to only new players new installs so we make sure that we can understand uh how the behavior changes or if it does at all so after like 4 weeks or so uh we came to

like really clear conclusions uh through our platform super platform we can conduct like really comprehensive and really nice AB tests measure like all kinds of kpis so in uh this particular test we showed the edimo ads only to one3 of all the new players and after like four weeks we could clearly see there was no effect no negative effect on the retention which for me was absolutely crucial because you don't want to mess with your retention that's like C retention right everybody wants to have it as high as possible you don't want to go down you want to go it up and uh the good thing about this which I totally didn't expect is that uh there was actual increase on D7 retention like 4% which I totally didn't expect but this may be due to the fact that the ads are like really non intrusive and they are like subtle and it's not like shoving it into your face because it's it works more like a billboard so you can pay attention to it but you don't

have to so this is something uh I haven't seen before and I never experienced uh game wise so uh I think this AB do really showed that it's it's safe to implement uh the ads and really like play with it also you can basically show more than just ads which I totally love and it's about basically developer and what you wants to present through those Billboards so we also showed some specific inaps we also show showed uh other games from our portfolio or you can just show whatever something funny some picture and it's it's under your control and this is something I I really like so we also seen that once we showed like some certain inaps in those placements there was like around 9% uh increased conversion on those inaps which is which is cool and also like the overall uh add Revenue went up like uh 3 4% which is which is super cool so we've seen that the old kpis were basically

increased like not some in a drastic way because this was a smaller smaller group however we are rolling this out to to to the whole player base uh in upcoming weeks and I believe that uh after a couple of weeks we will see like significant Improvement in in various kpis and this is something we would really really love to see in this and I can just say that I'm I'm quite surprised with the results and I can wait to test more stuff on this because it actually gives the developer to power to Showcase what he wants so besides ads you can basically show whatever you need and you can basically point the player attention to what you think is is important and in this way I I really like this this approach oh thank you both um Adam you may want to speak on this a little bit as well um because obviously there's there's also a partnership with nox games and what you guys have going on you've worked on quite a few things together um could you just tell us a little bit about um maybe some key lessons that you've learned through through this uh partnership yeah and

this is where I have to be careful to get my partners not mixed up so um we've worked with a few developers on this solution so we launched this product um well we were working on it for the majority of 2024 and we launched it um with our beta Partners in about July August um KNX was actually one of our earliest um adopters of the solution so we're really really thankful for them we've kind of been on a bit of a journey with them I think we first went live with them in a game called age of Tanks um and since then we've rolled it out out across um pretty much their entire um portfolio and we've got more coming in 2025 so we're really thankful for that um but because they were kind of like one of our test and learn Partners earlier um we've been able to really kind of like play around with the model um so I mentioned earlier that um we don't compete um as as an in-game partner you don't compete with traditional kind of monetization platforms right because the ads exist within the game so we get to have a little bit of fun with it um and because you're not kind of on the hook for um mediation revenues Etc um so initially

um we um pushed um our um our ad monetization um Partners um we pushed Cross promo so um we were running ads for um the other games within the um um nox games portfolio as well um and then we were running um house ads if you don't have Phil you've got to serve something so we'll be running house ads um that's while we were working on our hybrid monetization in that purchase tool and um as is the case when we started off I think really really early on um the nox guys saw really um a great increase in arow um so I think there was within about a month of going live we saw an appow increase of about 160% and that was mainly through ad monetization because that was the majority of the ads at the time but we were also running Cross promo um so whenever we didn't have a paid ad for an ad um for um on the demand side we didn't have a paid ad we would fill with a cross promo ad um and off the back of that Cross promo ad

because we've introduced um a really cool new click mechanic within our game that's unique to us um we found that our click to install rates were really really high in the first couple of months now that tailed off over a period of time right because you start to churn through the user base you can only show they add to as many people for a certain period of time once that happened we started to show less cross promotional ads and we started to show more IAP conversion ads um so we were starting to push um starter packs within the game um and obviously as we all know converting a player into a payer is really really difficult thing to do um but instead of having um just um um what we would call house ads if there wasn't a paid ad a Cross promo ad that wasn't as converting as high anymore the inact purchase ads were showing um and over that period I think we went live with that in um November December time and over that period I think we were contributing to around about 6% uplift um in inap um conversions um sorry in IAP conversions for that startup um so it was it's been really kind of

encouraging to to see um because we took a bit of a leap of faith when we were developing this product last year and to actually see these results um I suppose unfold upon our our eyes has been really quite rewarding um so my hope is that those we'll find that those findings when we roll it out to the rest of the super scale um player base you'll start to see that replicated so um I hope I haven't stalling every stat there David but um um I don't know if you want to shed some further light upon the partnership or anything else you've noticed yeah well basically uh as as Adam said we started work together in the past year and we really didn't know what to expect from the collaboration right it's um I said it's a like really unique product that Edo sells right and I will just want to let you know like uh imagine how it looks like for example we have um we have a sports game where you play two puppets against each other on like a cartoony background and we naturally have in the football stadium some like banners that would show ads

right you you're the people that are used to watch football you're used to seeing ads in the background so we just use adimo uh tool to display real ads in the background so it's completely natural to the player he probably doesn't even know that it's actual ads and we get the all the benefits that Adam was showcased right and I can only add to the testimony of Andre and Adam that it's it does not affect anything right we tested um the like the Ado in lot of different type of games because we have everything from really casual games to more complex and more like premium type of games and we tested out we are AB test in all of those games and as as Andre said it didn't did anything right even there were some positive uh positive uplift as well I didn't really underst understand why that happened but nothing negative right just really unexpected uh outcome for us because when we first heard about yeah this is a solution you just put a bunner inside of your game and were like little bit go just like oh what if it messes up our

attention or engagement players just don't like it and eventually even in games where we just have like real Banner in front of the player in the middle of the screen the effect is minimal maybe even nothing right so I think it's really helpful especially we had the new things uh the clickable beta that we had did together where you can actually sell your own aips inside the these banners I think that it's actually adding value to players because uh for as we we we were able to remove all of the other for that's from our games we don't have any other burners any other interstitials and basically use Ado to basically like um uh compensate the Lost Revenue right so the game is better because there's no interest issues there's no banners and the ads that remain in are just more natural and I think as a player because I'm a big mobile player as well it's just much better for the user I would just add that maybe Sigma better than classic because you can also control

what's being shown there and you can promote your own stuff which is kind of nice yeah that's that's really good thing because a lot of our games are on the like very similar theme we have a lot of T games right so we were able to use the more casual games that are on the same topic and move the players from these casual low CPI games to are better games that are harder to get installs on but they share the team of the like smaller but higher install games so that was really help for us thank you um and then coming over to this side uh Marcus Ian if you want to talk about the partnership with uh bit magic and super scale I know recently there was a an award one in a gen AI category so let's maybe take it uh in the AI sort of Route um how we think that space is changing um and also how it's being used in you know user generated content which is also you know really big at the moment so yeah could hear a little bit about that from you guys yeah thank you thank you for intro like uh what we basically what we

realized quite quickly at Super scale with the launch of super platform uh the our idea to have what called the complete business analytics platform from developers basically joining all their data uh sanitizing them crosschecking them so you have you have a context for your game business from all the parts uh it's very important to get any outcomes possible but what what is also uh let's say important to do okay you have this data that you can trust and you can get some uh whatever you can get some reports on CS out of it that's also not enough to get the value out of it uh because you know anyone can create dozens or hundreds of of analysts and dashboards but how to take an action how to translate these graphs into uh solving a business goal or adding something uh adding some business value uh to the studio or to the company this is what we uh try to bring which actually thanks

to uh first of all AI to not only basically show infinite amount of graphs but bring uh Quantified uh outcomes or how much we expect if you do this change or implement the solution how much uh you can expect business value out of it whether it's extra profit or or traction or revenue or all of those there but basically what was a job of a senior analyst to turns these graphs into the insights now can we can do uh through the AI but the second part how to unlock this value it still requires some retion so it requires some decision making from uh from the executive team and also it requires usually a partner who either has a solution or or competency or or uh basically a role which is able to unlock that that particular value and this is uh how the e was born we understood that uh that game companies especially um especially that are in the earlier stage

uh have a great product they want to get to Market or have a portfolio of games that are already making some money and want to take it to the next level um they almost struggle to choose their battles like hey what kind of a what kind of a problem solution platform should I choose to increase Revenue everyone is you know claiming this awesome benefits but how much it exactly brings to my title is there something that that I can choose better or focus on better stuff and uh yeah and this is how the eosim was born and also where where where it was great to to get to get in touch with bin M which also was investigating the application of AI actually in the game plan itself and bringing some unique some experien on their side and US basically helping them to uh to to focus on product while getting this uh also aing business side so uh so Marcus yeah I can I can continue from there I mean again we're we're a small company we're 12 people so it's really and we're trying to building some something really ambitious so for

us it's kind of like where do we where do we put our limited efforts and and again finding ways to actually just focus on on The Game Dev side and then find the right partnership to to essentially help with the with the scaffolding and all and helping us to actually grow the product that we're building and and for the for the game changer 205 25 um we're really proud of winning the competition in in in November so the competition is actually hosted by light speed vengers NASDAQ and and venger be and there was and of last year there was 1,100 companies participating in the competition with five different categories um and we won the generative ai ai category and and for for us being coming from Hing I think the one thing we're really grateful is is the fact that the competition had a jury of 20 very high caliber Silicon Valley xx and they chose the winners in each category so for us to get the acknowledgement and

validation from from Silicon Valley is of course always um super good and we're really grateful for for that and really briefly I want to mention on the on the USG um in general um I think it's a really fascinating point at this time of the in this era in a sense that there are very well established large USG platforms that I'm going to not not got your name here but you're all very familiar with I think it's in next three to maybe 3 to five years but it could be just 3 years I'm going I believe there's going to be one or multiple billion dollar new ucg platforms emerging and and this is all due to the AI Revolution I think the paradigm shift is going to be again fairly challenging for the established companies we already see that there are companies like um utilizing AI but it's usual like if you have a lot of Legacy data you're going to have a thin layer of AI on top of the product uh where where our our point of

view really is that if you want to succeed in future you actually have to have ai native product and what what we think as AI native product is that you actually have ai at the very center of your product and heart of the product and system is built ground up for the AI and not that AI is kind of afterthought as a as a layer on thin layer on top of it so I'm really eager to go for the for the opportunity in upcoming Years thank you um I want to kind of open it up a little bit so feel free free for anyone to kind of jump in at this point I want to sort of circle back around to what we were talking about with integrated ads and you know how do you kind of um you know learn from the player experience and make sure that it's not intrusive and you kind of touched on this how you know there'll be ads then they might not even know that because it just feels natural for them to be there but how do you behind the scenes sort of you know analyze the player behavior and then where to put these ads where are the best places where they are going to be seen they're also not having a negative impact on the player experience so how how does that

aspect work um well from from our side obviously we we have quite limited exposure to what actually happens within the game right so we're very dependent on working very very closely with the developer in order to find I suppose the optimal point of um of of building in that placement because um getting that placement in a place that makes sense for both the developer and the player is kind of critical to what we do but we're bringing in the other part of that equation which is the demand so we've got to also balance you know what's going to perform well are we going to make money out of um um IIA and are we also going to be in a position where we can help developers make money out of um um in our purchases um some of the data that we found in terms of kind of like an optimal placement for Revenue generation tends to be um the analysis that we've done is if you've got a higher imp hour so most Impressions per daily active user that tends to monetize better um but that's an interesting Jer position because in order to generate the highest imp Dow you have to have it

in I suppose the most intrusive place within a game so the idea this this is where our kind of account management customer success team work very closely with developers to say right how do we kind of get that balance um and because it's ing game you can build it into the fabric of the game in a really I suppose um Visual and impactful way but it almost kind of sits there to the point earlier um that David was talking about it kind of sits in the background so I mean there are other highly impactful ad ad units that are incredibly intrusive for for a player right they might perform really really well from an ecpm a monetization point of view but that they do so well for retention so it is getting that balance but um I suppose now would be a good time to hear from developers who actually incorporate these ad units so yeah yeah and also think like every game is totally different and every game needs a different approach and you start with some kind of idea like okay this could work but uh in the end you need to test it out so I don't think there is

some kind of Silver Bullet like yeah put it here and it will work we just we don't know really and nobody knows unless you try it and you test it so for example in time Tower which is like a 15year old OG game that still has great numbers huge Community the game is about building U building a huge huge tver and on each tver in the tver you have like floors and you need to build each floor and that's like your retail floor that earns your money or whatnot and in case of adino we want to to have the possibility that player will actually build his like marketing department or whatever you call it and make it feel like players actually want this and this floor will act like your some some sort of like agency that pays you out some in-game coin so we actually turn it upside down and we make we want to make player to to have this and benefit this benefit from this like uh through in-game currency and make it look totally like real and part of the game so this but but this of course uh

depends on the game you you have and you need to be creative and you need to really test this out yeah I'm just going to add a little bit to this to the fact that like um I think the most important part is that the team that works on the game knows the game and knows the audience and knows what they can basically do to the game and still remain on the Target that the game had right and in worst case again uh we always when we integrated something like this uh we always AB tested this and um on the start we didn't even know if we want to add another way to monetize because it's not so simple and I think a lot of people in the room knows this like you cannot just add two extra monetization uh placements because yeah my oh it's not the same thing like oh if I have five monetization placements I'm going to make five times the more money no it doesn't work like that usually it the best thing to do is to remove some things because if you keep Only the Good placements it works but as as Adam said like this placement is not uh competing

with typical rewarded ad typical doubles of currencies and stuff like that because it's native in the game right and you can really make it not to stand out at all and I think the best thing would be to just you know download some of the games that have Ado inside and look how it can be included into the game very naturally for example some of the other examples is that we do have a game that uh is like uh set in a city so it's very natural to have Billboards in the city but um our game is like this like a Fu in the in the graphics like so the the build doesn't have to be like in the first layer of the game it can be really in the background hidden behind some kind of uh fog and it really Blends in with the other parts of the background but still counts as an impression still counts for the advertisers still it works with all of the nip cross promotion but it's really natural into the game so I think more types of monetization like Ado um maybe

even audio ads which Ado does as well for example can be a way to do an incremental uh increase in Revenue potentially in other things like CR and stuff like that without actually breaking your game down by adding multiple other new placements which usually just doesn't work yeah really really pretty we're still fairly early on but again echoing I think it's just what it has been said that you you kind of like you have to just try it out and keep learning and and and always be AP testing because you never really know what the outcomes unless unless you really validate that validate the case and how do you see um you know hybrid monetization sort of adapting in the coming years because it it already has so much in how we advertiseing games and you know how how do you think that um with the like the lack of rewarded ads which is again something that's you know much bigger now how do you see that changing as well well I think the future is hybrid of and uh current numbers show that between

50 70% of Revenue comes from ads and I think this could go even higher but this again depends on the game on the mechanics how it works how it operates uh what are the goals and so on but uh I think definitely the future is hybrid because it gives more sense and it gives uh more abilities to developer like to decide to let player decide what do you want to do right so I think that uh it's super real that uh the AI will decide in the future like this player likes ads or he doesn't mind them so so it find like his heiling for the ads is like super high he can watch the as day but some player might hate it so we will sh less ads and maybe sh him some inner purchases or something other so the system really will try to personalize the experience and in this I think the the future will definitely be hybrid yeah I think like it's going to be really important to segment players and personalize the experience to them right as as long said like yeah there can be players that you can just show

hundreds of ads that they don't mind right especially in like developing markets and stuff but you don't want to show the same game to a person that's used to playing PC games and you want to onboard them to mobile right he's going to hate it he's going to just turn off the game in in the onboarding right so it's going to be really important to leverage the data that we're going to have about the players and segment them as much as possible and have the alternative ways to monetize them right because someone might like intertial ad someone might like rewarded ad because there was a lot of mobile players that really see value in rewarded ads if they're done well and in the future when we potentially going to see a growth in in the overall number of players on mobile even from developing markets I think that as much it's going to be best for the students that will try out the new things and see how it can affect players in their games because as stated before every game is different so we have to just try out uh yeah maybe I would I would also finish this conversation which which also what we've seen especially last

half a year uh when we were reparing uh what became the ecosystem on our side uh we've seen uh quite a few very exciting innovative solutions on the market that actually bring something new uh whether it's a new ways to monetize or to acquire players or to understand them and whatnot uh but exactly uh uh there is this kind of chiic problem like hey look this is this new cool solution it it brings something new so so going to try it and uh and companies uh usually need to rely on a on a brave brave developers that are there to at the right time to to try something new um and uh also we send like a goto market for the solution from from Super scale and super platform side that to uh if we manage to understand and uh not only measure the impact on some of the games that which are already uh well uh well measured uh inside a platform uh but also exactly quantify it's a different

parameters of success and then provide it as a as a as a kind of a template to rest of the rest of our partners there's a there's a massive value unlocked uh because you know for other 150 games and 60 plus Studios uh that we have um they as we said they're always looking for something new but we need to the risk as much as possible like hey what if I know what if my players wouldn't like this Innovation oh well we have this process to just showcase it to the new players only for a porun and so on uh but actually your game is a similar that this one that we tested and look we have a prepared the the r AP test with a control group as we tested ourselves so so so again like I think scaling up these learnings uh that were on let's say ad hoc or or this kind of a beta phase into uh into our process that we can bring this Innovation uh to the to the as much Market is possible I think this is really what excites me because yeah we we see a lot of interesting or even proven solution that are just

struggling to scale because of the of the usual uh I would say suspicion from the studio side to just try the new shiny thing that claims uh that it works yeah and I think from the um kind of network side of things um you know the macroeconomics of this industry you know they're not great at the moment um we've heard a lot today about um UA activity in particular rewarded mechanics and how they feed into UA activity and if you look at the majority at the moment of U of UA kind of rewarded Solutions you know how many more non-skippable until 90c ads can we squeeze into a game environment right before users just leave um you know my son he's 18 and he refuses to play a game that has paid ads in it at the moment right so um I think that you know we've heard just then about you know it's it's a time to innovate um and you know that's what we're trying to do here at adino because yeah we make money out of advertising and by Far and Away the

line share of our business comes from the demand side it comes from monetizing these placements in game um but we don't fill every single placement in a game and we wouldn't really want to fill every single placement in a game right there's different things you can do with placements um and that's what the kind of thinking was that we had last year when we decided to innovate and change our SDK to move away just from IAA into IAP as well um was to think right how can we take take um the game economy and implement it within the in-game environment in a non-intrusive way where we're not asking users to sit through things they don't want to sit through just to get an in-game reward um and it's really been good to hear today from developers as well like we've rolled that out developers have adopted it and developers are really enjoying it so um yeah the time is now to innovate because we can't just as an industry keep doing what we've been doing for the last decade or so how something he's

18 yeah because that's that's interesting that uh there are some players who totally hate ads and they never put play a game like this but there are some players we've seen games that uh if you play it you just can't play the game because like every two to three minutes there's like interal ad and you just really can't play it and the game has like huge numbers huge daily active users and and they play it and it shows results so I think it would be interesting to identify like what player type are you and what should we what we show you because this is interesting and like it's hard to identify those those player types um we'll leave some time at the end for Q&A to have a little think if there are any questions but just while people are thinking um what advice would you offer to maybe smaller Studios who are looking at how they tackle you know their monetization methods and maybe looking into hybrid monetization you know looking away from some of the more you know traditional sort of ways that you do like I said if you've got an 18-year-old son who just won't even look at a certain game because it's got a certain type of AD in it what you know what advice would you offer to like I

said smaller Studios who who are looking at you know a hybrid method like from my point of view like if you're a smaller Studio you need every single penny of Revenue and you should look for options how to achieve it yeah that's that's that's kind of the point right yeah like every every small Studio here and kind of knows this right every penny counts every dollar counts and but you should stay away from what I what I said before is that just oh yeah we have these 10 Solutions let's put all of them in don't get what they do it's going to work no it won't right you you have to test it but yeah although some of the solutions might you know not give you 50% increase in your Revenue they still count towards the complete number right and as Andre said like every penny counts and like I think that into the future more similar Solutions more like Innovative uh disruptive Solutions like edmo will be coming in and I think it's

good for even the small teams because it's really simple to integrate things like these to try them out see how they work for you and eventually just pick the best ones that you see and like double down on them right try to optimize them because just having 15 different placements won't won't cut it just quickly adding I mean from my point of view especially smaller companies I think just be very like again as as been mentioned here always be testing always be validating but then be mindful especially in domain of monetization um you might need quite a lot of users to actually have results that you can validate and and have a have a conviction in the results so then be very mindful of how many things you test actually actually at the same time and as mentioned there's a lot of solutions but you have to be kind of going take your time to actually go through them as you can't really put as mentioned like a lot of things at the same time and just hope for the best thank you um are there any questions I I can go for more but I just want to make sure we get to audience questions just in case

RN no I'm happy to ask another one if we've got we got time yeah um because I kind of wanted to come back to what you said about AI because obviously we've talked a lot about hybrid methods and you know how things are changing and you mentioned about you know AI tools and how you think that that's going to be big and again kind of keeping in in in looks with you know smaller Studios as well how did they look at these AI tools that are being developed and how obviously they're being Incorporated a lot more is it something that people need to be like looking at right away is it not what what do you think the future of that is looking like yeah I start I mean I I think well again starting from the very broad picture I do think that everyone should be looking into AI tooling I mean it's a it's in a way non- brainer I think AI is going to change every single profession there is and and but at the same time it's a tool I I start see him every once in a while like all kinds of small small mistakes or or things like you cannot just trust AI to fix everything and do everything for you I think it's again

you should think it as a tool so always like validate what you're doing with the tool and and actually just like don't don't just blindly trust into into the into the tools themselves but I think like in In This Very problem definitely like start learning whether it's individual profession or as a company uh essing AI from our point of view it's essentially every part of the company uses AI however they see best fit for the for the role or need uh yes maybe I would I would also add one thing that's I I think Marcos put it very well the way how you look at adopting AI it's in two things one thing is you have already existing product existing processes existing like Legacy data sets where you can you should be looking in it there's a lot of value to be to be on top of it but still it'll be layer on top uh it will be something that you need to take into account the the limitation of your current products or

your current data sets of your current way how how your company works and so on uh the other way and I think this is this is also what what I think bit magic is uh is proving on the market if you start completely new product new company already with heavily uh heavily how to how do I use the Gen to get some Edge on whatever everyone else was doing uh last 10 15 years I think this going to a very interesting Uncharted Territory which will see the results uh in in the following years because right now these things are able to to SP up so but uh but in a in a general terms I think both of them need to happen getting more squeezing every single uh way of efficiency and dollar in in the stes environment from existing product but on the new ones I I also 100% agree that those who want to want to stay relevant two 3 four 5 years from now need to start figuring it out uh from the new products uh right now yeah I think like

small teams especially right not not only that every doar in Revenue counts every D in cost counts as much as important right and I think that we're not yet in the time that we would could like hire AI agents to do the work and I don't think so that anytime soon AI will be replacing work of analytics it won't be replacing work of designers but what I think will be happening and I think it's already happening is that the people that go hop onto the wave and become like an AI augmented designer or AI augmented analytics those people will your work right those become the high performers in the teams and those will be will be creating the best games because you know small companies they usually have one two three four people on a game that's that's the maximum right and if if you have this small of a men Force you're just not able to you know check every corner check every possible Improvement to the game but especially in in the analytics if one person can you know analyze the whole whole game just in like one person it's

incredible what they can do because they can potentially handle more games and help the studio growth just in a really small team so it's going to be really important to watch out for platforms that help you you know analyze your data and potentially showcase you okay this is the the area that you should focus on and then the person can focus only on that area not all not on all of the other 30 areas that he could normally focus and potentially you know just waste his time doing something that just doesn't have the value so I think that the AI will be really helping and it's already helping I'm I'm I'm really proud for our team because I think that we are using AI every day for almost everything but it's good to um try to integrate and I think the small teams have the advantage that they can integrate AI really simply I think that much much harder in like large corporations because there are like really rigid processes set already and it's hard to you know integrate AI into that but in smaller teams go for it try it out for you and try out new platforms not only Integrations to the games but for

example platforms for super skill and stuff like that because I think it can help a lot uh to every small Studio perfect that's perfect I think we're at time yeah we are amazing thank you so much guys