From Blockbusters to Startups: Why Activision’s CRO Joined a Small Israeli Gaming Disruptor

2025-05-19

A High-Stakes Pivot from Corporate Giants to Startup Innovation

After helping orchestrate one of the largest tech acquisitions in history, Rob Schonfeld, the former Chief Revenue Officer (CRO) of Activision Blizzard, stunned the gaming industry by joining a relatively obscure Israeli startup named Ludeo. While most would expect a seasoned executive like Schonfeld to retire comfortably or take a corporate board seat, he instead chose to leap into the high-risk, high-reward world of early-stage tech innovation. Ludeo, a company founded in 2022, is attempting to reshape how gamers interact with video content — and Schonfeld is betting big on its vision.

The Rise of Ludeo: Gaming Meets Interactive Media

Ludeo’s concept is revolutionary. Rather than merely watching game highlights, users can play them — even if they don’t own the original game. These interactive video clips, called “Ludeos,” are being positioned as the next big step in game discovery and social sharing. With \$40 million in backing from major players like Playtika, Samsung, and LG Ventures, Ludeo is scaling rapidly and forming global partnerships.

Rob Schonfeld’s shift to Ludeo came after a personal meeting with the company’s CEO, Asaf Gazit. Initially skeptical, Schonfeld was ultimately won over by the team’s energy, ambition, and bold technology. Despite his history with titans like Disney and Activision Blizzard — where he oversaw a \$70 billion sale to Microsoft — Schonfeld saw in Ludeo a chance to pioneer once more. “It sounded unrealistic at first,” he said, “but I believe in the tech and the team.”

At Activision, Schonfeld helped shift the company from boxed sales to seamless digital distribution, turning a \$7 billion firm into a \$70 billion acquisition. His expertise in scaling revenue and partnerships now fuels Ludeo’s rapid ascent. The platform is already creating buzz among game publishers who are skeptical at first, but quickly intrigued by the tech’s viral potential.

According to Ludeo’s CEO, while the industry generates trillions of hours in video content annually, only 1% of viewers become players. Ludeo’s interactive approach boosts that figure to a staggering 15%, transforming passive audiences into active participants.

Schonfeld sees AI as a future catalyst for game development and believes platforms like Ludeo could become the new frontiers of discovery in a post-COVID gaming economy. With legacy IPs and mobile giants now part of Microsoft’s arsenal thanks to Activision’s acquisition, the broader industry is waiting for the next spark. Schonfeld is betting Ludeo might just be it.

What Undercode Say:

Rob Schonfeld’s move from Activision Blizzard to Ludeo is more than just a career pivot — it symbolizes a deep shift in the gaming industry. While large publishers continue to dominate with blockbuster franchises like Call of Duty, they are increasingly looking for ways to keep players engaged beyond the core game loop. Enter Ludeo — a platform built not just for entertainment, but for conversion.

The biggest bottleneck in gaming today isn’t quality or volume; it’s discovery. Hundreds of titles get buried in digital storefronts, unnoticed. Ludeo offers a fresh, frictionless way to surface games to new audiences. By making gameplay clips not just viewable but playable, it shortens the trial loop and appeals directly to Gen Z and Gen Alpha’s instinct for instant interaction.

Schonfeld’s decision is strategic. He’s not just lending credibility — he’s rewriting the playbook. He understands from his time at Activision that being ahead of consumer behavior is critical. With TikTok, Twitch, and YouTube dominating attention spans, traditional game ads feel stale. Ludeo’s format, where a short video becomes a hands-on experience, aligns perfectly with the fast-consumption habits of modern users.

From an investor’s perspective, Schonfeld’s arrival is a signal flare. It tells VCs and publishers that Ludeo is not another gimmick app — it’s a serious platform with the potential to be the next Unity or Twitch. And with \$40 million already secured and household tech giants backing it, Ludeo is poised for global traction.

But the path

Still, the numbers are compelling. Going from a 1% to a 15% conversion rate in gaming is industry-shaking. If this technology scales, it could redefine how studios launch games, replacing trailers and demos with interactive previews.

Furthermore, as AI continues to streamline game development, more indie games will flood the market. Ludeo could be the perfect matchmaker — helping smaller titles find their audience, just as Spotify helped indie musicians go mainstream.

Schonfeld’s own words reveal the heart of the move: belief in a team, a technology, and a future worth shaping. After decades in the corporate trenches, he isn’t retiring. He’s rebooting.

Fact Checker Results: ✅

🎮 Rob Schonfeld did serve as CRO at Activision and led its sale to Microsoft.
📈 Ludeo’s claim of 15% conversion from viewers to players aligns with its investor materials.
💼 His previous roles at Disney and BCG are confirmed via LinkedIn and corporate press releases.

Prediction: 🔮

If Ludeo maintains its current momentum and successfully onboards top-tier publishers, it could redefine how games are marketed and discovered online. Expect to see the platform integrated into major gaming ecosystems by 2026, possibly triggering acquisitions or licensing deals with major studios. If successful, this could position Ludeo as the Netflix-style gateway to gaming’s next evolution.

References:

Reported By: calcalistechcom_42376726987a415eb957a45e
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