From Bangalore to Global Felicity Games' AI-Driven Publishing Revolution

From browser battles to AI-crafted adventures, a new wave of casual games is rewriting the rules. Where retention trumps downloads and players shape worlds, this isn't just gaming, it's a culture shift powered by code, creativity, and clever data

- Harsh Sharma

In an interview with Anurag Choudhary, Founder & CEO, Felicity Games, PCQuest explored how this new Bangalore-based publisher is looking at the casual gaming space differently using artificial intelligence, live operations, and cultural adaptations.

A New Kind of Casual Game Publisher

Of mobile games, less than 0.5% will ever become breakout hits. Felicity's two-year-old model is designed to avoid that high-risk reality. Instead of developing everything in-house, it commissions prototypes from independent studios, conducts controlled market testing in the U.S. and Europe, and acquires only the games that show strong retention and monetization.

This model is already working. A recently launched solitaire game reached #50 in card games on the U.S. App Store. But the team is quick to point out that this is just the beginning. The real bet is on Al publishing that can scale much faster and leaner than previous models.

Why Unity Is the Engine of Choice

On the tech side, Felicity is practical. Unity is its engine of choice, not because it wants to, but because it has to. Most of the studios in its network already use Unity. Sticking with that choice means a bigger talent pool and faster prototyping. Using any other engine would shrink collaboration opportunities.

Beyond NPCs: How Al Powers the Publishing Pipeline

While the industry often conflates Al with clever non-playable characters, Felicity uses it much more broadly. Executives describe Al as being integrated throughout the publishing pipeline:

Idea generation: Art and asset creation for designers with help from Al. Development and testing: Simulating player behavior, detecting where procedurally generated levels break the flow. User acquisition: Generating infinite ad creatives for campaigns at scale. Live ops and personalization: Modifying challenges, rewards, and content pacing for each individual player.