CrazyLabs

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CrazyLabs, a leading publisher in mobile and hyper-casual gaming, is leveraging AI to enhance its game production process. According to Nir Miretzky, Head of Innovation and AI at CrazyLabs, AI is primarily used in the production phase rather than in game design or experience. The company has achieved 7 billion downloads, emphasizing the importance of internationalization in reaching a vast audience. AI facilitates easier translation and localization of games, marketing materials, and app store content, allowing game designers and producers to explore new genres and stories. The discussion took place at Gaming 2024, an event hosted by Calcalist in collaboration with Google and Playtika.

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Shirli Zamir Design Studio completed a bright, open and warm space for the CrazyLabs offices in Tel Aviv, Israel. CrazyLabs is a top casual and hyper-casual mobile games developer and publisher. The office design creates a playful sense with a strong color palette, textures, and materials. The space is designed to be inviting, fun, and promote socialization. The terrace serves as an alternative workspace, rest area, and space for informal meetings. The design incorporates 3D graphics and biophilia to create a vibrant and uplifting atmosphere.

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The article discusses how CrazyLabs helped the game Multi Maze 3D become a global success with over 20 million downloads. Despite having high costs-per-install (CPI), the game reached the top of the charts in multiple countries. CrazyLabs worked with the game development studio RoboFruits Games to optimize the games performance and monetization. They focused on reducing the CPI and increasing the average revenue per user (ARPU) through various strategies such as adding challenges, boss levels, and features that remove idle time. These changes led to a decrease in CPI and an increase in ARPU, allowing the game to scale and achieve success. The article highlights the collaboration between CrazyLabs and RoboFruits Games as a key factor in the games success.

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CrazyLabs, a publisher specializing in hyper-casual games, is looking to expand game development in India. The company focuses on creating lightweight simulation games that are easy to play and appeal to a wide demographic. They have acquired independent studios in India and are leveraging the countrys game development talent and cost advantages. CrazyLabs aims to increase the popularity of hyper-casual gaming in India by launching titles that have been successful in the West. The primary form of monetization for hyper-casual games is advertisements. CrazyLabs has also established accelerators called CrazyHubs to support and mentor indie developers in India. The company follows a fast development cycle and uses concept trailers and advertising to determine which games to pursue. Discarded ideas are seen as part of the process and developers are encouraged to learn from them.

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Swedish company Embracer Group has announced its plans to acquire 37 more gaming companies in the next year, following its acquisition of 37 companies in the past 12 months. The company aims to release 25 AAA games in the next five years and currently has nearly 200 games in development. Embracer Group is known for its subsidiaries THQ Nordic and Gearbox Software, the latter of which was acquired for $1.3 billion. In August, Embracer acquired Israeli mobile developer CrazyLabs. The company emphasizes quality in its acquisitions and game development processes.