In a significant move for Israel’s gaming industry, Createch has officially opened its new innovation hub at The Innovation House in Petah Tikva. This hub, described as the country’s first of its kind, brings together stakeholders from government, industry, education, and technology to foster advancements in gamingartificial intelligence and interactive media.
The launch event, held in partnership with the City of Petah Tikva and supported by the Israel Innovation Authority, introduced Game On an initiative aimed at addressing critical issues such as online bullying, digital violence, disinformation, and antisemitism through gaming and technology.
Three pillars of innovation
The hub’s operations are built on three key pillars. The first, Creators Academy offers training programs for aspiring game developers. Its inaugural program, Epic Academy begins this week, focusing on educational game design using Fortnite and Unreal Engine in collaboration with Epic Games.
The second pillar, the Scalarator connects startups and developers with mentors and industry infrastructure to accelerate projects in gaming, simulation, and gamification technologies. The third pillar, Game On aims to grow Israel’s gaming ecosystem by attracting international companies, creators, and investors, while laying the groundwork for an impact-focused investment fund.
Impact gaming for social change
A central theme of the initiative is impact gaming which uses games as tools for education and positive social change. Createch CEO Tali Freeman Shalev emphasized the organization’s mission to create safe, secure, and educational spaces within games for the next generation.
Createch has already highlighted projects such as an educational experience built in Fortnite, which recreates Israel’s Holocaust Museum for players to visit. The organization is also working with partners to create safer online spaces for young users.
While gaming remains the primary focus, Createch sees game development technologies as increasingly relevant beyond entertainment. The Scalarator will support startups developing applications in areas including military and medical simulation, training platforms, and other forms of gamification.
Broader implications and future plans
During the event, industry leaders such as Calcalist CEO Noa Tamir and Professor Dan Ariely discussed the importance of harnessing AI for positive social impact. They expressed optimism that initiatives like Createch could channel emerging technologies toward education, creativity, and public good.
Beyond the hub itself, Createch plans to host an international conference in December, bringing game developers, studios, and investors to Israel. The organization is also working to establish an impact investment fund to support the country’s gaming ecosystem.
For Freeman Shalev, the opening marked the culmination of a years-long effort to establish the organization. She expressed pride in the meaningful impact Createch is bringing to Israel, especially in the current context.
