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Pocket Gamer Connects, the main worldwide convention sequence for the worldwide video games trade is coming again to London on January twentieth and twenty first, 2025.
This must-attend occasion will unite greater than 2,750 trade professionals for 2 days of studying, pitching and networking. Attendees will dive into 20 expertly curated convention tracks exploring the most recent cellular, PC, console, web3, AI, and different key developments and applied sciences.
BoomBit’s head of enterprise intelligence, Kamil Kufel is among the audio system. The PocketGamer.biz crew spoke with Kufel to be taught extra about AI’s ongoing evolution in recreation growth.
PocketGamer.biz: Please inform us about your self and your function at BoomBit.
Kamil Kufel: I began my journey within the cellular recreation trade in 2015 and shortly acquired knowledgeable data in attribution, fraud detection, A/B testing, reside ops, and analytics.
I joined BoomBit in 2019, the place I constructed the busines intelligence (BI) crew from scratch. Immediately, the crew delivers dashboards, instruments, and coaching to all departments inside the BoomBit group, in addition to to purchasers and companions.
I created a singular enterprise intelligence answer that includes true ROI calculation, estimations, bid automation, real-time knowledge, and integration with practically 100 completely different APIs, which is now supplied as a SaaS product.
What’s going to you be talking about at PGC London?
Throughout my speech at PGC, I’ll share a narrative about how we constructed a unified BI answer in BoomBit, discuss obstacles and applied options.
I’ll cowl predictions, alerting, real-time knowledge and inventive automation, however may even point out the technical aspect of the undertaking. It is rather essential to have these components perfected when advertising budgets are excessive, to have the ability to spot and kill unpromising campaigns as quickly as potential.
The place are the subsequent huge alternatives within the cellular video games market?
The introduction of Privateness Sandbox to Android within the coming years will for positive be a big problem for the trade however will reward these advertisers who adapt shortly, because it was when SKAN.
There are already many sources obtainable, together with simulators, to assist develop efficient methods. Moreover, since automated ROI/ROAS campaigns dominate advertising spend now, there’s large potential for additional automation with creatives.
What’s an important key efficiency indicator (KPI) for you – and why?
If I had to decide on an important KPI, definitely, it could be ROI. It’s a easy but important metric: unfavorable when a marketing campaign loses cash and constructive when it generates revenue.
“It is rather essential to have these components perfected when advertising budgets are excessive, to have the ability to spot and kill unpromising campaigns as quickly as potential.”
Kamil Kufel
To be actually helpful, ROI must be calculated precisely, factoring in taxes and retailer commissions, and predicted utilizing historic knowledge. In instances of restricted knowledge, it must be modelled successfully.
Sadly, many advertisers are charmed by the always-positive gross ROAS seen in community dashboards, main them to scale unprofitable campaigns.
What’s the single greatest problem going through the cellular video games trade right now?
The most important problem is unquestionably knowledge restrictions. Because the significance of consumer privateness grows, precisely calculating marketing campaign efficiency turns into tougher every year. Self-reporting networks, SKAdNetwork, and varied native knowledge safety rules current vital obstacles for advertisers.
Nonetheless, these challenges will be mitigated with correct knowledge modelling and progressive approaches.
What developments do you suppose have been undervalued by the cellular video games trade?
I imagine many studios nonetheless don’t use AI sufficient or don’t realise how useful it may be in lots of areas. At BoomBit, virtually all groups leverage AI to optimise some processes.
In my crew, AI is used for producing code, documentation, and dashboard design, in addition to creating notes and summaries. There’s large potential in adopting AI-driven options throughout the trade.
What do you take pleasure in most about working within the cellular video games trade?
To place it merely – it’s loads of enjoyable! The gaming trade is a extremely various neighborhood, and I completely love being a part of it. Having an actual influence on how a recreation is developed or improved primarily based on the info I present is extremely rewarding.
Moreover, the fixed evolution of the trade creates huge alternatives for innovation in dashboards, automation, and alerting, which is what I really like doing essentially the most.
What’s the very best piece of recommendation you’ve ever obtained that you would be able to go on to others?
If one thing appears off – whether or not it’s an answer, course of, or behavior – don’t simply settle for it; change it. Irrespective of which stage the issue is on, somebody has to provoke change, and that somebody must be you!
This mindset has undoubtedly pushed me and my colleagues out of our consolation zones and allowed me to implement modifications I’m actually happy with.
Can folks get in contact with you on the occasion? What kind of folks would you want to attach with?
After all! Throughout PGC, BoomBit can have a sales space that includes our companies. In case you’re concerned about our options, share the identical ardour for knowledge, or just wish to say hello, be at liberty to cease by or catch up throughout the events round PGC.
