Archive · 5 Nov 2025
Nazara CEO: AI Crucial for Game Development and User Acquisition
Nazara Technologies' boss, Nitish Mittersain, explained that computers that can learn, called AI, are super important for making video games and finding people to play them.
AI helps make game pictures look better and the games work faster.
It also helps Nazara find more players and keep them playing by understanding what they like.
He mentioned that in India, new ways to pay easily, like UPI, are helping more people buy things inside games.
Nazara wants to buy game companies that create unique stories and characters, and build special places to invent new games.
Their new slogan, 'Enter.
Magic,' is about making games that offer a fun escape, like becoming the 'Disney of magical game experiences' using technology.
Nazara Technologies CEO Nitish Mittersain emphasizes AI's crucial role in both game development and user acquisition.
AI is being used by Nazara to enhance graphics quality, speed up coding, and improve testing in game development.
AI also optimizes user acquisition, monetization, and engagement, alongside enabling deeper data analysis for Nazara.
The growth of payment technologies like UPI has increased in-app purchases and willingness to pay for games in India.
Nazara plans to acquire studios with original intellectual property and establish centers of excellence for gaming and digital entertainment.
- Who
- Nitish Mittersain, CEO of Nazara Technologies
- What
- Stated that end-to-end use of AI is critical for game development and user acquisition, and discussed the company's focus on acquiring studios with original IP and setting up centers of excellence. Nazara also revealed a new brand identity with the tagline 'Enter. Magic.'
- When
- November 5, 2025
- Where
- Indian Game Developer Conference
- Why
- To highlight the importance of AI and technological advancements in the gaming industry and Nazara Technologies' strategic direction, including its new brand positioning.
AI Integration
Traditional Approaches
Core Business Function
AI Integration
AI is essential for improving game development quality, speed, and testing, as well as optimizing user acquisition, monetization, and engagement.
Traditional Approaches
Traditional methods would rely on human expertise for these functions, potentially lacking the speed and optimization AI offers.
Monetization in India
AI Integration
Technologies like UPI have significantly improved the willingness of the new generation in India to pay for games and make in-app purchases.
Traditional Approaches
Historically, paid users in India were relatively lower compared to mature markets, suggesting a slower adoption of in-game monetization before enablers like UPI.
- Company
- Nazara Technologies
- CEO
- Nitish Mittersain
- Event
- Indian Game Developer Conference
- Acquisitions
- Curve Games (UK), Fusebox Games
- New Brand Tagline
- Enter. Magic