Maciej Jałowiec

• Marketing and publishing teams are under pressure as more games launch daily, audiences fragment, and smaller teams must stay agile while tracking fast‑moving trends. Maciej Jałowiec, a Principal Product Manager at Tencent Games, will showcase how Tencent is:
  • Leveraging LLMs to read and summarise data from traditional press, Steam news and Steam reviews, and other sources to present complete pictures of how games are launched in today’s market.
  • Assessing potential next steps regarding how they can use their tools and strategies to collate market learnings, anticipate trends, and build AI-powered drafts of go-to-market and post-launch LiveOps plans.
  • Using their proprietary solution, as shown in live demo.
  
  

AI is quickly becoming part of the default game-dev toolchain—and at the same time, “AI in games” can trigger strong player reactions. In this fireside chat, we’ll share a practical, indie-studio view of where AI tools genuinely improve speed and alignment across production, where they introduce risk (quality consistency, creative ownership, and trust), and how teams can set clear lines so AI supports craft rather than replacing it. Expect real examples, pragmatic trade-offs, and lessons that apply even without a large team or dedicated AI engineers. The discussion will explore:

• Where AI helps most in practice across pre-production (placeholders, art and music inspiration packs, rough storyboards), production (pipeline momentum), and late-stage polish.
• Common failure modes (inconsistent quality, “generic” feel, rework loops) and how teams catch them early with lightweight review routines.
• Player perception and transparency: how to talk about AI use in a human way that protects trust, avoids unnecessary controversy, and stays consistent across marketing, localization and the shipped product.