We are paranoid as well as excited about AI: Nazara Technologies' Nitish Mittersain

Leading gaming, esports and ad tech player, Nazara Technologies has a task force internally that is focusing on many innovative ways of using AI.

By  Storyboard18Jun 1, 2024 1:00 PM
We are paranoid as well as excited about AI: Nazara Technologies' Nitish Mittersain
Nazara is looking at automating product testing through AI stress testing.

"AI can be leveraged in gaming in multiple ways," said Nitish Mittersain, CEO and joint managing director of Nazara Technologies, which operates across three business segments: Gaming, sports and Ad Tech. Gaming includes Gamified Early Learning, Skill Based Real Money Gaming, Freemium and Telco Supplements. Mittersain said in a recent earnings call that new AI-driven tools are useful to create creative assets. "Low hanging foods are, for example, creatives, right? Whether it is creatives for your games, whether it is design elements, whether it is creatives for user acquisition, etc., AI can be easily used."

Beside creatives, Nodwin Gaming-parent firm Nazara is looking at automating product testing through AI stress testing, through AI, having AI characters compete with each other on its games to really see how the games evolve and how players will engage.

Mittersain believes there are unlimited use cases of AI that the company can deploy in gaming both in terms of how the games are being produced faster, better, more effective as well as how they are using AI to do two more things: "One is how do we throw all the data being generated by the players during their activity to the AI to make a lot more personalized offerings which will help increase engagement as well as better monetization through advertising and user acquisition."

He added that the analytics piece can be very powerful and overall engagement of the user can be done in a far more better way.

"Like I said, we are paranoid as well as excited about AI because we know it is moving very fast and we need to be in the forefront of this. We have an AI task force internally that is focusing on many innovative ways of using AI, testing it out on a couple of our studios with intent to create a playbook that can be replicated across everything else we do," said Mittersain.

First Published on Jun 1, 2024 1:00 PM

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