"Added value—the experience beyond the product—is what keeps users coming back"

Lior Itzhak, Executive General Manager at Playtika, joined the mobile gaming and interactive entertainment leader in 2016 as head of a business analyst team. He later rose to lead Bingo Blitz, which has become the company’s most profitable studio. At Calcalist's Tech Independence event—held in collaboration with Bank Leumi and Playtika—he spoke with Doron Medalie about the journey and the game’s enormous success.

Lior Itzhak, EGM at Playtika.

You make a game for the masses, and I make entertainment for the masses. Why do adults play?

“We both tap into the emotions that come from great entertainment. We move millions of people around the world. I think the answer is social: games today are more social than ever. People are connecting with others from their homes, and this interaction adds depth and excitement—just like music. There are tens of thousands of games, and more being launched every year. The challenge is to get users to choose you every single day. The most creative and resilient ones win.”

What’s threatening or challenging right now?

“The main challenge in gaming today is competition. Customer acquisition costs have risen significantly—it’s harder to attract new players and retain existing ones. Over the past 15 years, the industry saw massive growth, especially during the pandemic. But since then, we’ve entered a more difficult phase with signs of stagnation. That demands more creativity and innovation. You have to be excellent—there’s far less room for error. Strong user research and evaluating feature impact are key. During the pandemic, you could succeed with 2 out of 10 ideas. Today, if you don’t hit 80%, you’re going to struggle. That level of precision only comes from deep research and understanding what’s next.”

There’s a lot to learn from Playtika. Did you do anything bold with American Idol?

"One of the major developments is Bingo Blitz's collaboration with American Idol and the commercial featuring Lionel Richie, one of the show's judges. We launched a 360-degree campaign that includes TV commercials, in-show integration, and an in-game feature inspired by American Idol. The goal is to creatively reach new audiences while also engaging existing players and increasing activity."

You’ve built a huge community of over 900,000 members. How?

“By offering value beyond the game itself. It’s a community of players who support one another. That added value—the experience beyond the product—is what keeps them coming back. One way we bridge the gap between online and offline is through real-world events. For example, we hosted a bingo cruise, and even had a couple who met in the community and got married on a VIP cruise.”

What message do you have for startups here today?

“Israel has extraordinary human capital—talent that breaks boundaries. Our people know how to think outside the box, take risks, and deliver the next big thing. Take Bingo Blitz, for example: it started in Santa Monica, but in 2016 we decided to move it to Israel. Over the past five years, it has grown by 900%, thanks to the talent, boldness, and culture here. Especially in times like these, we must sharpen our creativity and continue to push forward.”