Video gaming giants Sony, Microsoft and Nintendo have long dominated video gameplay, but Dizzaract Games, a UAE-born gaming studio is positioning itself at the intersection of AI and interactive entertainment. With a product roadmap designed for user co-creation, adaptive storytelling and real-time personalization, the company is betting on a seismic shift in what video games are and how they’ll be built. “Until now, narratives were scripted – you played through what was already written. But AI flips that. It can generate evolving storylines that respond to your choices, making gameplay feel more like stepping into a dream or directing your own film in real time,” says Ilman Shazhaev. Dizzaract is also using AI across its development pipeline to help the human team do everything from digital asset creation to quality assurance. That AI strategy is helping to lower production costs and compress design cycles, which Shazhaev calls critical advantages when facing off with incumbent gaming firms such as EA, Ubisoft or Tencent. But he says an even more radical shift is coming regarding in-game purchases that players can make for a better gaming experience. “Think about in-game economies where item prices or currency rates react in real time to global markets or external marketplaces. That’s where things get really interesting. The pricing system could also adapt based on the country you are playing from, taking into account factors like your country’s currency inflation and other economic indicators. Integrating those gaming economies directly into the world economy gives you different experiences altogether,” Shazhaev said.