Artificial Intelligence (AI) is revolutionizing various industries, and gaming is no exception. Nitish Mittersain, CEO and joint managing director of Nazara Technologies, shares insights into how it is transforming the gaming landscape. Nazara Technologies, a key player in the gaming, sports, and Ad Tech sectors, operates across three primary segments: Gamified Early Learning, Skill-Based Real Money Gaming, and Freemium and Telco Supplements. In a recent earnings call, Mittersain highlighted the multifaceted applications of itsin their operations and expressed both excitement and caution regarding the rapid advancements in its technology.

Creative Asset Generation

One of the immediate and practical applications of it in gaming is the creation of creative assets. Mittersain emphasized that its tools are instrumental in generating various creatives, which include game design elements and user acquisition materials. “Low hanging fruits 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., it can be easily used,” he explained.

Automating Product Testing with AI

Beyond creative assets, Nazara Technologies is exploring the use of it in automating product testing. Mittersain described how it’s stress testing can simulate various scenarios to evaluate game performance and identify potential issues before release. “We are looking at automating product testing through its stress testing, having it characters compete with each other on our games to really see how the games evolve and how players will engage,” he noted.

Enhancing Player Engagement and Monetization

AI’s capabilities extend beyond production and testing to enhancing player engagement and monetization strategies. Mittersain highlighted the potential of it to analyze vast amounts of data generated by players to create personalized offerings. “We can throw all the data being generated by the players during their activity to it to make a lot more personalized offerings which will help increase engagement as well as better monetization through advertising and user acquisition,” he explained.

The Power of Analytics

Mittersain underscored the significance of analytics in harnessing it’s full potential. The ability to analyze and interpret player data in real-time allows for more informed decision-making and strategic planning. “The analytics piece can be very powerful and overall engagement of the user can be done in a far better way,” he stated.

It has analytics provide insights into player behavior, preferences, and trends, enabling developers to refine game features and marketing strategies. This data-driven approach ensures that resources are allocated effectively and that games remain relevant and appealing to their target audiences.

Balancing Excitement and Caution

While the potential of itin gaming is vast, Mittersain expressed a balanced perspective, acknowledging both the excitement and challenges associated with rapid technological advancements. “Like I said, we are paranoid as well as excited about it because we know it is moving very fast and we need to be at the forefront of this,” he remarked.

To navigate the evolving landscape, Nazara Technologies has established an internal AI task force dedicated to exploring innovative applications of it. This task force is actively testing it’s solutions in various studios with the goal of creating a comprehensive playbook that can be implemented across the company’s operations. “We have an task force internally that is focusing on many innovative ways of using it, testing it out on a couple of our studios with intent to create a playbook that can be replicated across everything else we do,” Mittersain added.


The integration of it in gaming presents a myriad of opportunities for enhancing creative processes, automating testing, and improving player engagement and monetization. As Nazara Technologies continues to explore and implement it has solutions, the company is poised to stay at the forefront of the gaming industry’s technological advancements. Mittersain’s insights reflect a forward-thinking approach that balances excitement with a strategic understanding of it’s potential and challenges, ensuring that Nazara remains a leader in the dynamic world of gaming.

For more such information CLICK HERE.