Reforged Labs is redefining creative strategy with the launch of Boa, an AI-powered creative intelligence tool designed for mobile game marketers. Boa closes the gap between data and creativity, helping teams instantly uncover why ads perform and what to create next.
“Marketers have long relied on creative instincts. Boa gives them the data-driven intelligence to back it up and the creative edge to win. With Boa, marketers can go from intuition to actionable insights in minutes, no more endless dashboards or manual analysis.”
Robert Huynh, CEO and co-founder of Reforged Labs
At its core, Boa answers the three questions every marketer has: Which ads are working? Why are they effective? And what should we create next? By processing billions of gameplay and ad-performance signals in real time, Boa transforms raw data into clear creative strategies for the world’s top gaming companies
“We’re building cutting-edge AI technology that powers sophisticated ad analysis and generation pipelines for elite global gaming companies.
Our data infrastructure supports technology that generates millions of dollars in value for our customers, processing billions of gameplay and ad-performance signals in real-time.”
Oscar Xing Luo, CTO and co-founder of Reforged Labs
The dynamic Boa platform features the following capabilities
- Unlock Powerful Insights: Instantly identify what’s working across genres, regions, networks, and competitors. Powered by a proprietary labeled creative library and advanced AI, Boa goes deeper than surface metrics to drive smarter creative choices.
- Next-Gen Creative Briefs: With one click, marketers can generate dynamic, interactive briefs that capture the creative details that matter, ensuring ads land right the first time.
- Closed-Loop Performance: Seamlessly integrates with first-party performance data to deliver automated insights and personalized recommendations, making every campaign smarter than the last.
Reforged Labs built Boa in close collaboration with design partners, three of the world’s largest mobile game publishers, to ensure their product roadmap creates practical AI for creative producers while respecting the limits of frontier capabilities, creating tangible impact and business results.
“Reforged Labs has helped us plan ahead better and see new possibilities we hadn’t considered before.
I can’t recommend them highly enough for anyone looking to evolve how creative research works into the Al age.”
Victhor Sartório, Staff Data Scientist at Wildlife Studios
Boa is available today for mobile game marketers looking to supercharge their creative strategy and execution. For more information, visit the official website here.
Founding Story
When generative AI hit an inflection point in 2022, Robert Huynh and Oscar Xing Luo saw a rare opportunity in gaming. Over lunch with King cofounder Sebastian Knutsson – an angel in Oscarʼs prior startup – they sharpened the problem: despite billions spent on user acquisition, studios lacked true creative intelligence. Marketers were still guessing which ads worked and why, while post-IDFA shifts made those blind spots more costly than ever.
They founded Reforged Labs to change that. By combining proprietary labeled datasets with advanced ML systems, Reforged built Boa – an AI creative intelligence tool that transforms weeks of manual analysis into instant, actionable insights. Just months in, Boa is already powering pilots with top studios like Wildlife, proving that creative intelligence can be the new growth engine for gaming.
Background of Founders
Robert Huynh, CEO, led data labeling initiatives for cutting-edge AI projects at Waymo before attending Harvard Business School. He has over a decade of experience in deep tech across Google X, Microsoft, and startups.
Oscar Xing Luo, CTO, holds a Masterʼs in Machine Learning and co-founded Fika, Vietnamʼs second-largest dating app, where he built AI-driven recommendation systems powering millions of users. His thesis on deep learning for speech enhancement remains a top search resource in the field, underscoring his technical expertise and visibility within AI.
