Development of a game incorporating artificial intelligence for Semrush

A board game that reflects the company’s lifestyle


Semrush is an online visibility management and content marketing SaaS platform.

10,000,000+ users in America, Europe, Asia, and Australia have already tried Semrush, and over 1,000 people around the world are working on its development.

Given the distributed nature of its departments, the company pays special attention to the development of its corporate culture. By the end of 2023, the team aimed to create a special gift that would embody the company’s values and unite employees from any corner of the world.

We developed an exclusive corporate board game from scratch with engaging rules, where every element is connected to the company: its products, philosophy, offices, and local memes.

board game



Create a game with simple rules that would appeal to both adults and children. It’s important to incorporate references to the company’s internal culture, making it easy for anyone, even those unfamiliar with Semrush, to enjoy playing the board game.

Produce almost 1700 copies of the game and organize delivery around the world from USA to Armenia.

Project timeline: 3 months.



Stage 1: Choosing the Game Mechanics

We conducted a survey among employees to understand their preferences for board games.

Based on the research, we settled on simple and intuitively understandable mechanics involving card association. Player progress is recorded on the game board with unique tokens.

To make the game even more interesting, we introduced condition cards. For example, an association must contain song lyrics or players have only 10 seconds to make a move! These cards can randomly change everything in a moment.



Stage 2: Gathering Sources of Inspiration

We engaged the Semrush team in the process of creating the board game. Company employees contributed their associations, jokes, and memes about the company. This input served as an excellent foundation for the game cards.

Stage 3: Creating Cards Using Generative Neural Networks

Wanting each game card to be a true work of art despite the tight project deadlines, we found a solution!

Our team of four professional neural network operators developed prompts and generated images in the neural network. Each card contains Easter eggs and references to corporate culture.

The result of our work — 84 unique cards with a distinctive plot and style.


Stage 4: Production and Logistics

We took care of special packaging for the games, wrapping them in protective film to ensure all board games arrived intact and safe.

By the end of December, almost 1700 games were successfully delivered.






We’ve received a lot of positive feedback from our team members who had a great time with their family and friends. It was crucial for us to create a high-quality product that reflects our culture, and we’re thrilled that it all worked out.

Alya Litvinskaia
Global Event Manager




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