Crackle’s Jaivir Nagi on the role of AI in maximising game revenue

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 trends in mobile, PC, console, web3, AI and beyond. 

One of our expert speakers is Crackle Technologies co-founder, Jaivir Nagi, a seasoned professional with over two decades of diverse experience in technology, partnerships, and financial services.

We spoke with Nagi to find out more about his session at PGC and his thoughts on the role of AI in increasing game revenue.

PocketGamer.biz: Please tell us about yourself

Jaivir Nagi: I am the Co-founder of Crackle Technologies and a seasoned professional with over two decades of diverse experience in technology, partnerships, and financial services. At Crackle Technologies, I focus on empowering publishers to maximise their programmatic ad revenue with AI-powered products. 

Previously, I spent over a decade at Google, where I held various leadership roles across APAC as Director of Online Partnerships, managing monetisation platforms like Google Ad Manager, AdMob, and AdSense. I managed businesses spanning several billions of dollars and worked closely with several gaming publishers with > $100M in ad revenue. My tenure also included spearheading global publisher acquisitions and advertising sales. 

Before Google, I gained valuable experience in the financial sector, holding leadership positions at Citibank. I am based in India and remain dedicated to driving innovation, fostering partnerships, and creating impactful solutions for the digital ecosystem.

What will you be covering at PGC London?

Maximising Game Revenue with Artificial Intelligence (AI) / Machine Learning (ML)-Driven Ad Monetisation. Over 50 percent of mobile gaming revenue is generated through advertising, making it a critical source of income for publishers. While publishers heavily rely on adtech companies to monetise their games, conflicts can arise as adtech often prioritises advertiser objectives over publisher interests.

Furthermore, gaming investments in user acquisition are significantly higher than resource allocation towards monetisation efforts. To navigate this complexity successfully, publishers must cultivate a deep understanding of adtech solutions, coupled with the strategic application of AI and ML technologies, to maximise their ad revenue and thrive in the competitive media landscape.