CrazyBit, an innovative game studio, leverages AI-driven technology to create immersive and dynamic player experiences
Can you take us through your journey in the gaming industry, from co-founding GDEV to launching Hero Wars?
Sure! I’m Boris Gertsovsky, and my journey in gaming has been quite the ride. I started CrazyBit back in 2011, a game studio that’s evolved over the years, but my passion for creating great games has never changed.
I’ve always been drawn to the entertainment industry because, for me, games aren’t just about fun—they’re about evoking emotions and experience. Over the years, I’ve been a producer, a game designer, an entrepreneur, and even took a company public through an IPO with a partner. But at the heart of it all, I just love making immersive worlds that pull players in.
CrazyBit has gone through a lot of changes, including merging with Progrestar to form Nexters (which later became GDEV). But now, CrazyBit is back, and we’re pushing boundaries like never before—using tech to build living, breathing game worlds where players truly shape their integral experiences.
What motivated you to transition from GDEV to reviving CrazyBit?
GDEV started as Nexters, a studio I co-founded with Andrey Fadeev, and CrazyBit was part of it from the beginning. But as things evolved, I felt the itch to go back to what I love most—building unique gaming experiences.
Now, CrazyBit is backed by FTT Labs, my new venture. It’s a startup accelerator, but with a hands-on approach. We’re funding projects and actively helping them grow. We focus on AI-driven innovation, not just in gaming but in other fields too—like brain mapping for cognitive disorders or AI tools for productivity.
With FTT Labs, my team and I are leveraging everything we’ve learned to solve complex business challenges. We believe the future of entertainment is about deeper, more personalized experiences.
Right now, we’re partnering with My.Games to develop and co-fund a brand-new PC and console game. We’re still in the “incubation” phase—building out the prototype and refining the vision.
How has your experience with Hero Wars shaped your vision at CrazyBit?
Hero Wars taught me that simple, accessible gameplay with strong long-term engagement is a winning formula. But with CrazyBit, I want to take it to another level. I want to create games where players don’t just follow a set path—they shape their own experiences.
I’m talking about worlds that evolve based on player choices, where interactions feel organic and immersive. Hero Wars was an incredible milestone in my journey, but with CrazyBit, I’m aiming for something even bigger.
Generative AI is changing game development. How do you see its role?
AI is a game-changer, no doubt. But it doesn’t replace human creativity; on the contrary, it serves as the ultimate co-author. It can challenge it, that’s right. But still, it’s our responsibility to train it, to ask the right questions, to adapt the model. It’s an exciting educational and gaming process, in my opinion.
AI can generate prototypes very quickly, handling the artists’ routine work, while they can focus on the details that bring characters to life. The same goes for voice-overs—you can adjust the simplest phrases without hiring professional actors.
I believe that AI becomes our co-pilot—something that helps us move faster and experiment more while keeping human creativity at the core. Still, ideation and validation remain for human brains.
Where do you see the gaming industry heading in the next 5-10 years?
I believe the whole entertainment industry, along with its approach to entertainment and its delivery, will change at its core. We observe how fast new AI models appear and update, and of course, new tech is being implemented into the game development process, probably at all levels.
Smarter NPCs, more dynamic worlds, and of course, more personalized experiences for players.
AI will be everywhere—it’s inevitable. There are still many concerns about its usage, but we already see how much time and resources it can save.
I’m even sure that very soon, experience in video games will become a mandatory part of many candidates’ resumes, as an indicator of strategic thinking, communication, flexibility, and creative skills.
What specific ways has CrazyBit integrated generative AI into its processes?
At CrazyBit, we see AI as a creative co-pilot. It helps us move faster, experiment more, and push the boundaries of what’s possible in game development.
As I said previously, AI speeds up a lot of concept generation, so artists can explore different styles and ideas in hours instead of weeks.
On the technical side, AI is incredibly useful for analyzing and systematizing original sources. It helps with coding, debugging, and even optimizing game balance by analyzing player behavior in real time.
Beyond game development, we use AI in marketing—for content creation, audience analysis.
What advice would you give to aspiring gaming entrepreneurs looking to make their mark in the industry?
Don’t try to be someone else—follow your unique path. Many newcomers in game development try to copy what’s already popular and successful, thinking that’s the safe bet. Copying without going through the entire, often difficult, journey from the birth of an idea to the implementation of mechanics—and especially their interaction—is a cargo cult that does not lead to an understanding of the essence and, as a result, makes proper development impossible.
Start small. Learn what works, iterate, and build something manageable before scaling up.
Be flexible. If something isn’t working, change it. Don’t underestimate the business side of things.
Of course, we all face failures. After all, what doesn’t kill us simply empowers and guides us. But I believe that experience should be evaluated in terms of its absolute value—its ability to teach and transform us, regardless of the outcome.
Find the strength to always double-check when you want to trust someone—don’t be lazy. It will help you avoid non-constructive conflicts and losses. And know when to walk away, both in business and in personal life.
Above all, don’t wait for the perfect moment to start. There isn’t one. If you’ve got an idea, start building now. The best way to learn is by doing, and the sooner you jump in, the sooner you’ll find your place in the industry.
How do you stay inspired and continue innovating in such a dynamic industry?
I have always been passionate about games and how they are made. Games are not just entertainment—they have existed for a very long time as the foundation of culture and society. I can’t say that breakthroughs come only with AI. Neuroscience, cognitive psychology, art and philosophy provide us insights that reshape how we think about intelligence and interaction.
I play games, and I see projects that are truly inspiring.
Thank you Boris Gertsovsky for the Interview
Statements of the author and the interviewee do not necessarily represent the editors and the publisher opinion again.
