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I met Anton Gauffin in Israel years in the past when he was working Huuuge, a social on line casino sport with Finnish roots and with a giant presence in Poland. He had an excellent experience, beginning up in 2014 with a seasoned crew, taking the corporate public in 2021 and producing greater than $2 billion in lifetime income.
Now he’s transferring on to chapter two, which entails a brand new startup known as Past, which is making a vogue sport known as Decor Society utilizing generative AI. Proper now, he’s simply teasing the brand new enterprise and never saying a lot about it, however you possibly can guess the place a few of it’s going.
Huuuge was a latecomer to the social on line casino video games market, however it grabbed market share with improvements in gameplay and by concentrating on the sudden market of younger players. Huuuge refreshed the look of conventional on line casino video games for a brand new technology.
“There were many who said that you are late. We were looking at the landscape at that time, and we saw a lot of room for product innovation,” Gauffin mentioned. “We had the viewpoint that the games called themselves social casino, but they provided very limited social functionality. I think we proved them wrong.”
A decade on, the corporate remains to be value almost $1 billion, and it’s nonetheless a contender in that market.
In September 2023, Gauffin appointed Wojciech Wronowski as CEO and have become govt chairman, giving up day-to-day administration of an organization he ran for almost a decade. Reflecting on the success in an unique interview with GamesBeat, he noticed the key sauce as “being humble and hungry and having curiosity and energy to learn new all the time.”
Gauffin moved on, studied the booming generative AI market, and began the brand new startup Past, named to notice he’s transferring past gaming and his previous self. Social on line casino had its increase, however it was a distinct segment out there. Now he sees himself as a builder once more.
“This is about having a chance to create something new that hopefully goes beyond what you’ve built so far,” Gauffin mentioned. “For me, Beyond is all about hitting those wildest part of your imagination.”
He added, “I’m turning 46. I love creating new things. I love innovation, and I love entertainment, and I love doing it together with amazingly talented, awesome people. This is a continuation of a longer journey where I’m evolving, and technology is evolving. It makes me say, ‘Wow!’”
His BeyondOS platform is powered by totally different AI diffusion fashions, and it’s pointed at the marketplace for designing house decor, very similar to the profitable Digital Arts sport Design Residence. Gauffin has assembled a crew to make Decor Society as his subsequent act.
Relating to leveraging AI, it’s going to be more durable for present firms. That’s why beginning Past as a non-public firm is sensible in a fast-moving market.
“I was mesmerized by the capabilities of Gen AI, and I’m surrounded with talented, amazing individuals,” Gauffin mentioned. “I see things that used to take a massive amount of time and now they’re happening instantly.”
As for the decor area, it has been dominated by Design Residence, however that product was created by Crowdstar, was acquired by Glu Cell, which in flip was acquired by Digital Arts. Gauffin doesn’t see a lot innovation within the area. And the corporate is addressing a number of curiosity verticals.
“The established apps are trying to monetize their existing audience rather than having the appetite to take bigger risks, innovate and invest,” he mentioned. “There is a big opportunity for us to serve this audience better. We’re going to be providing hyper-personalized experiences.”
As an athlete entrepreneur (he performed floorball), Gauffin believes in efficiency, and he felt he wished to create higher and extra succesful variations of himself. The decision to create one thing new was too laborious to withstand. He felt that when he began GameLion in 2002, and once more in 2014 and once more in the course of the previous 12 months.
“We are at the dawn of a new AI enhanced era and the opportunity to build a next-gen AI powered entertainment platform got my attention,” Gauffin mentioned.
In his reminiscences of a decade at Huuuge, he recalled there have been powerful selections, and he needed to lay off folks. He turned each an investor and entrepreneur. He has noticed how persons are spending extra of their time partaking on digital platforms and the way one operates in immediately’s actuality has advanced rather a lot. High quality expectations proceed to climb and being good will not be sufficient.
“AI is here with us already today, this is one mega trend where the more time passes the more influential the AI impact on our society and market will be,” he mentioned.
He mentioned it’s a must to embrace this transformation and be quick in utilizing it to your benefit and ship wonderful outcomes. He believes that within the period of AI, it is sensible to have a wild creativeness and stretch your goals. And he believes you might have created one of the best crew, not simply one of the best people. He’s additionally excited concerning the capabilities of GenAI immediately and the way it will develop within the subsequent 5 to 10 years — and its coming influence on gaming and leisure.
With Past and Decor Society, Gauffin believes {that a} extra playable leisure expertise that appears and feels actual is feasible because of BeyondOS and the way it will mix AI with the creativeness of gamers who love inside design. It can flip their concepts, visions and passions into “hyperrealistic experiences that go way beyond static image tweaking and tuning.”
As for Decor Society, Gauffin poses the notion. “What if those images and experiences on Pinterest were composable and playable,” he mentioned. “We are building a product that’s called Decor Society. And this will be the first release based on the BeyondOS.”
This expertise can be social and bridge actuality and fantasy, he mentioned. It wouldn’t essentially be categorized as a traditional sport. It’s not a foundational mannequin, however an utility layer on prime.
“We have a big vision with Beyond. I do see us as an entertainment company. It’s AI meets entertainment,” he mentioned.
Gauffin will search out pure allies. The corporate is nurturing an engaged neighborhood. An open beta will not be so far-off.
“It’s a lot about building a team. At the end of the day, you are building team and capabilities. And the longer I’ve been in this space, the better my network has become. I have trusted and talented people to build something together,” Gauffin mentioned. “I have had already operated as a founder for the last 10 years. So what I’ve learned is that it’s going to be a long journey to build and establish some something significant. And you have to manage your own expectations. You have to keep people excited but at the same time, if you oversell and don’t deliver, that’s not a good outcome.”
The corporate has 10 folks now, primarily in Helsinki and Adelaide, with some in Berlin. Gauffin has invested cash from his circle of relatives workplace, and he has traders together with Play Ventures and Ilkka Teppo, the previous CEO of Reworks.
As for the funk within the sport {industry} as demand subsided after the pandemic, Gauffin noticed compounding results as folks went outdoors and Apple targeted on privateness over focused promoting. He stays optimistic concerning the long-term outlook for video games. However he added, “You will not be succeeding by what has already been done. You have to focus on a product and excel and innovate.”
That brings him again to enthusiastic about “beyond games, beyond app stores.” There are new platforms arising like Telegram and the {industry} is evolving. Gaming takes mastery and understanding the viewers, he mentioned.
“Approaching AI as an opportunity from the entertainment point of view is the key to reach millions, if not billions of people,” he mentioned.
With the revealing of Past, Gauffin is searching for folks that may assist with the mission and assist the corporate discover its viewers.
