Apptivate: App Marketing Explained

What mobile gaming learned from AI-driven creatives - Michal Bubernik (Pixel Federation)

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Michal Bubernik, Head of Marketing at Pixel Federation, joins Patrick Eichmann of Apptivate to discuss how AI is transforming creative production inside mobile gaming. The conversation covers how Pixel Federation scaled from producing around 10 polished creative assets per month to roughly 700 variations through AI-assisted workflows, why post-IDFA growth requires higher creative volume, and how teams can use testing systems to identify winning creatives faster. Michal and Patrick also explore leadership during technological change, overcoming fear around AI adoption, how creative teams can become proactive tool scouts, and why speed, experimentation, and adaptability now define high-performing marketing organizations.

Questions addressed in this episode
  • How did Pixel Federation scale creative production so dramatically?
  • What changed for gaming marketers after the deprecation of IDFA?
  • Why does AI increase output without expanding headcount?
  • How should teams test hundreds of creative variations?
  • What mistakes do companies make when adopting AI tools?
  • How do leaders reduce fear around automation and job change?
  • What does a proactive creative culture look like in 2026?
  • How should marketers think about speed versus polish?
    • Timestamps
    • 0:00 — Introduction and Michal Bubernik’s background in gaming marketing
    • 0:32 — Pixel Federation overview and flagship train games
    • 0:56 — Michal’s leadership role and managing the marketing team
    • 1:34 — Team size, in-house creative structure, and collaboration
    • 2:14 — How IDFA changes impacted gaming marketers
    • 2:53 — From 10 creatives a month to 700 variations
    • 4:05 — Internal AI tools versus best-in-market external tools
    • 5:28 — How large-scale creative testing works in practice
    • 6:51 — Biggest mistakes teams make with AI adoption
    • 8:10 — Fear, resistance, and job security concerns around AI
    • 10:24 — Leadership advice for marketers behind on AI
    • 11:20 — Lightning round begins
    • 12:24 — Where to learn more about Pixel Federation
    • 12:53 — Closing remarks
      • Quotes
      • (2:22) “I think IDFA deprecation has impacted every single company in the mobile free-to-play industry.”
      • (6:51) “With AI, it’s moving forward so fast that the only mistake you can make is not testing it in every way you can.”
      • (10:50) “Don’t be afraid to try at least one AI tool -- and you will see how much it can help you.”
        • Mentioned in this episode
        • Pixel Federation
        • Michal Burbernik
          • ...more
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