BoomBit’s Kamil Kufel at the software of AI in trade intelligence

Pocket Gamer Connects, the main global convention collection for the worldwide video games business is coming again to London on January twentieth and twenty first, 2025. 

This must-attend match will unite greater than 2,750 business pros for 2 days of studying, pitching and networking. Attendees will dive into 20 expertly curated convention tracks exploring the newest cellular, PC, console, web3, AI, and different key tendencies and applied sciences. 

BoomBit’s head of industrial intelligence, Kamil Kufel is among the audio system. The PocketGamer.biz workforce spoke with Kufel to be told extra about AI’s ongoing evolution in sport building.

PocketGamer.biz: Please let us know about your self and your position at BoomBit.

Kamil Kufel: I began my adventure within the cellular sport business in 2015 and temporarily obtained knowledgeable wisdom in attribution, fraud detection, A/B trying out, reside ops, and analytics.

I joined BoomBit in 2019, the place I constructed the busines intelligence (BI) workforce from scratch. Lately, the workforce delivers dashboards, equipment, and coaching to all departments throughout the BoomBit workforce, in addition to to purchasers and companions.

I created a novel trade intelligence resolution that includes true ROI calculation, estimations, bid automation, real-time information, and integration with just about 100 other APIs, which is now introduced as a SaaS product.

What is going to you be talking about at PGC London?

Right through my speech at PGC, I will be able to proportion a tale about how we constructed a unified BI resolution in BoomBit, discuss hindrances and carried out answers.

I will be able to duvet predictions, alerting, real-time information and artistic automation, however can even point out the technical facet of the challenge. You will need to to have the ones components perfected when advertising and marketing budgets are prime, in an effort to spot and kill unpromising campaigns once conceivable.

 The place are the following giant alternatives within the cellular video games marketplace?

The advent of Privateness Sandbox to Android within the coming years will needless to say be an important problem for the business however will praise the ones advertisers who adapt temporarily, because it used to be when SKAN.

There are already many assets to be had, together with simulators, to assist expand efficient methods. Moreover, since computerized ROI/ROAS campaigns dominate advertising and marketing spend now, there’s large attainable for additional automation with creatives.

What’s an important key efficiency indicator (KPI) for you – and why?

If I had to select an important KPI, indubitably, it will be ROI. It’s a easy but essential metric: unfavorable when a marketing campaign loses cash and superb when it generates benefit.

To be really helpful, ROI will have to be calculated correctly, factoring in taxes and retailer commissions, and predicted the usage of historic information. In circumstances of limited information, it will have to be modelled successfully.

Sadly, many advertisers are charmed by way of the always-positive gross ROAS visual in community dashboards, main them to scale unprofitable campaigns.

What’s the unmarried largest problem going through the cellular video games business these days?

The largest problem is for sure information restrictions. As the significance of consumer privateness grows, correctly calculating marketing campaign efficiency turns into tougher every 12 months. Self-reporting networks, SKAdNetwork, and quite a lot of native information coverage laws provide important hindrances for advertisers.

Alternatively, those demanding situations may also be mitigated with correct information modelling and leading edge approaches.

What tendencies do you assume had been undervalued by way of the cellular video games business?

I consider many studios nonetheless don’t use AI sufficient or don’t realise how recommended it may be in lots of spaces. At BoomBit, virtually all groups leverage AI to optimise some processes.

In my workforce, AI is used for producing code, documentation, and dashboard design, in addition to developing notes and summaries. There’s large attainable in adopting AI-driven answers around the business.

What do you experience maximum about operating within the cellular video games business?

To place it merely – it’s a large number of amusing! The gaming business is a extremely various neighborhood, and I completely love being a part of it. Having an actual have an effect on on how a sport is advanced or stepped forward in response to the knowledge I supply is extremely rewarding.

Moreover, the consistent evolution of the business creates huge alternatives for innovation in dashboards, automation, and alerting, which is what I really like doing probably the most.

What’s the most productive piece of recommendation you’ve ever gained that you’ll be able to cross directly to others?

If one thing turns out off – whether or not it’s an answer, procedure, or dependancy – don’t simply settle for it; trade it. Regardless of which degree the issue is on, anyone has to start up trade, and that anyone will have to be you!

This mindset has for sure driven me and my colleagues out of our convenience zones and allowed me to enforce adjustments I’m really happy with.

Can other folks get in contact with you on the match? What kind of other folks do you want to connect to?

After all! Right through PGC, BoomBit can have a sales space that includes our services and products. Should you’re excited by our answers, proportion the similar hobby for information, or just need to say hello, be at liberty to prevent by way of or catch up throughout the events round PGC.