AI vs Art and the Evolution of Creative Campaigns
At Pocket Gamer Connects Barcelona 2025, industry experts gathered to discuss the shifting dynamics of user acquisition and the role of AI in creative processes. The panel featured voices from Pixel Federation, Rzain, Gamigion, and ByteBrew, providing a clear snapshot of where creative campaigns stand today and what challenges lie ahead.
Michal Prokop Grno, CMO at Pixel Federation, highlighted how AI enables faster iteration and more concept generation. This lowers costs and opens doors to ideas that were previously too expensive to explore. However, he also warned that artists must evolve or risk being sidelined by automation.
Grno emphasized a critical risk: overusing AI could lead to homogenized, "average" campaign results. With AI making it easier to copy or get inspired by others’ work, standing out becomes tougher. This trend could reduce install per mille (IPM) rates and weaken campaign effectiveness. For creatives, the key is to break away from the crowd and deliver something genuinely unique.
Voices from the Panel
- Claire Rozain, CEO of Rzain, pointed out that while AI empowers creatives, it also risks diluting the creative process. Success requires more than tools—it demands a solid process, deep user knowledge, and creative thinking.
- Ömer Yakabagi, founder of Gamigion, noted how AI’s presence exploded within just two years, changing how campaigns are crafted.
- Christopher Lefebvre, CSO at ByteBrew, reflected on the evolution from the early smartphone era, where user acquisition leaned heavily on distribution partners and PR, to today's algorithm-driven landscape. He stressed that creatives now have limited "levers," mainly the creative assets themselves, and must convey game mechanics clearly and compellingly within seconds.
Rozain added that replicating popular ads from games like Royal Match won't cut it anymore. Creatives need to innovate and resist the urge to churn out clones.
The Challenge for Creatives
The rise of AI changes the creative workload and expectations. While it speeds up concept development and lowers costs, it also demands sharper strategic thinking to avoid blending into the noise. The pressure is on to craft campaigns that grab attention quickly—within a split second visually and three seconds emotionally or intellectually.
For creatives working in user acquisition, this means:
- Using AI as a tool, not a crutch.
- Maintaining a clear understanding of the target user.
- Developing fresh, standout ideas rather than recycling trends.
- Focusing on storytelling that highlights key game mechanics instantly.
Those who balance AI’s efficiency with strong creative instincts will have an edge in breaking through the average and delivering impactful campaigns.
Looking Ahead
Pocket Gamer Connects will next meet in Helsinki, Finland, on October 7-8, 2025, where these conversations will continue to evolve.
Creative professionals interested in sharpening their skills with AI in marketing and creative production might explore specialized courses, such as those offered at Complete AI Training. These resources can provide practical knowledge on how to integrate AI tools effectively without losing the creative edge.
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