Zynga Mobile Head Yaron Leyvand on AI, Survival, and Game Development
Zynga mobile studios head Yaron Leyvand stated that game longevity outweighs rapid production, emphasizing that AI transforms early development and marketing.
Creating a game quickly is not the goal; survival and longevity are what matter, according to Yaron Leyvand, senior vice president and head of mobile studios at Zynga. Speaking with the press at a prominent gaming conference hosted alongside Google and Playtika, Leyvand addressed the impact of advanced technological tools and AI on the gaming industry.
Addressing whether automated platforms make traditional developers obsolete, Leyvand drew a parallel to NASCAR racing in the USA. He noted that simply inventing a better wheel does not guarantee victory; success belongs to those with deep industry expertise who can adapt. Companies must completely rewrite their playbooks to survive, as rapid coding alone is no longer enough.
Discussing the integration of artificial intelligence across the value chain, Leyvand emphasized that AI is most effectively utilized during the early conceptual phases of new game development, where legacy code is absent. It allows teams to process an infinite stream of ideas, test concepts extensively, and rapidly filter out unviable projects before they reach players. However, he stressed that human creativity remains irreplaceable: the core idea and artistic vision must come from people.
Leyvand also highlighted how AI enhances targeted marketing efforts, citing a recent campaign tailored for the Turkish diaspora in Germany. Utilizing advanced tools, the company deployed a localized German-language DJ campaign targeting young adults aged 20 to 30 in just a matter of days. Looking ahead, Leyvand predicts that over the next two years, artificial intelligence will enable deeper personalization and strengthen social engagement, which he considers essential for long-term player retention.
