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Pocket Gamer Connects, the leading international conference series for the global games industry is coming back to London on January 20th and 21st, 2025.
This must-attend event will unite more than 2,750 industry professionals for two days of learning, pitching and networking. Attendees will dive into 20 expertly curated conference tracks exploring the latest mobile, PC, console, web3, AI, and other key trends and technologies.
BoomBit’s head of business intelligence, Kamil Kufel is one of the speakers. The PocketGamer.biz team spoke with Kufel to learn more about AI’s ongoing evolution in game development.
PocketGamer.biz: Please tell us about yourself and your role at BoomBit.
Kamil Kufel: I started my journey in the mobile game industry in 2015 and quickly acquired expert knowledge in attribution, fraud detection, A/B testing, live ops, and analytics.
I joined BoomBit in 2019, where I built the busines intelligence (BI) team from scratch. Today, the team delivers dashboards, tools, and training to all departments within the BoomBit group, as well as to clients and partners.
I created a unique business intelligence solution featuring true ROI calculation, estimations, bid automation, real-time data, and integration with nearly 100 different APIs, which is now offered as a SaaS product.
What will you be speaking about at PGC London?
During my speech at PGC, I will share a story about how we built a unified BI solution in BoomBit, talk about obstacles and implemented solutions.
I will cover predictions, alerting, real-time data and creative automation, but will also mention the technical side of the project. It is very important to have those elements perfected when marketing budgets are high, to be able to spot and kill unpromising campaigns as soon as possible.
Where are the next big opportunities in the mobile games market?
The introduction of Privacy Sandbox to Android in the coming years will for sure be a significant challenge for the industry but will reward those advertisers who adapt quickly, as it was when SKAN.
There are already many resources available, including simulators, to help develop effective strategies. Additionally, since automated ROI/ROAS campaigns dominate marketing spend now, there is huge potential for further automation with creatives.
What’s the most important key performance indicator (KPI) for you – and why?
If I had to choose the most important KPI, without a doubt, it would be ROI. It’s a simple yet critical metric: negative when a campaign loses money and positive when it generates profit.
“It is very important to have those elements perfected when marketing budgets are high, to be able to spot and kill unpromising campaigns as soon as possible.”
Kamil Kufel
To be truly useful, ROI should be calculated accurately, factoring in taxes and store commissions, and predicted using historical data. In cases of restricted data, it should be modelled effectively.
Unfortunately, many advertisers are charmed by the always-positive gross ROAS visible in network dashboards, leading them to scale unprofitable campaigns.
What is the single biggest challenge facing the mobile games industry today?
The biggest challenge is definitely data restrictions. As the importance of user privacy grows, accurately calculating campaign performance becomes more difficult each year. Self-reporting networks, SKAdNetwork, and various local data protection regulations present significant obstacles for advertisers.
However, these challenges can be mitigated with proper data modelling and innovative approaches.
What developments do you think have been undervalued by the mobile games industry?
I believe many studios still don’t use AI enough or don’t realise how beneficial it can be in many areas. At BoomBit, almost all teams leverage AI to optimise some processes.
In my team, AI is used for generating code, documentation, and dashboard design, as well as creating notes and summaries. There’s huge potential in adopting AI-driven solutions across the industry.
What do you enjoy most about working in the mobile games industry?
To put it simply – it’s a lot of fun! The gaming industry is a highly diverse community, and I absolutely love being part of it. Having a real impact on how a game is developed or improved based on the data I provide is incredibly rewarding.
Additionally, the constant evolution of the industry creates massive opportunities for innovation in dashboards, automation, and alerting, which is what I love doing the most.
What’s the best piece of advice you’ve ever received that you can pass on to others?
If something seems off – whether it’s a solution, process, or habit – don’t just accept it; change it. No matter which level the problem is on, someone has to initiate change, and that someone should be you!
This mindset has definitely pushed me and my colleagues out of our comfort zones and allowed me to implement changes I’m truly proud of.
Can people get in touch with you at the event? What sort of people would you like to connect with?
Of course! During PGC, BoomBit will have a booth featuring our services. If you’re interested in our solutions, share the same passion for data, or simply want to say hi, feel free to stop by or catch up during the parties around PGC.
