Roundtables
Day One (10th June)
Emerald Room
Sapphire Room
Unity: Ask the Experts
11:30am
Ad Fraud: The Hidden Price of Unlimited Scale
11:30am
- Pola Vayner, Ad Fraud Specialist
Rewarded UA Strategies That Work: Driving Engagement, Retention & ROAS in Gaming
2:00pm
Leverage rewarded UA platforms with Yoni Nijboer, Director of Partnerships at exmox, as she shares proven approaches for gaming studios. Learn how to evaluate success beyond installs, understand what sets rewarded UA apart from other channels, and explore the future trends shaping this dynamic space.
- Yoni Nijboer, Director of Partnerships, exmox
Levelling Up: Influencer Marketing Strategies for Midcore Mobile Games
2:00pm
Join Max Weber from Twin Harbour for a collaborative roundtable on the challenges and opportunities of influencer marketing. Grow midcore mobile games through creator partnerships by exploring profitability, messaging, platform choices, and untapped channels like Twitch or podcasts.
- Max Weber, Influencer Manager & Partnerships Manager, Twin Harbour Studios
Power, Consolidation & Data: AppLovin & The State of Mobile Marketing
3:00pm
AppLovin has rapidly emerged as a dominant force in mobile gaming, with control over key parts of the ecosystem, from mediation (MAX) and ad serving to user acquisition and game publishing. Its vertical integration offers clear efficiencies and scale advantages, but it also raises questions about market concentration and competitive fairness. Smaller developers may benefit from AppLovin’s tools yet face growing dependence on a single platform. As AppLovin continues to consolidate power, the industry must ask: is this dominance fostering innovation and opportunity, or creating a closed ecosystem that limits diversity and competition?
- Max Dewavrin, Mobile Marketing Consultant
ASO & Organic Growth in 2025: Winning Strategies for Mobile Games
3:00pm
The ASO landscape is changing fast. With competitive saturation in a crowded market and the growing importance of creative optimisation, staying on top of store page innovation is more important than ever. This roundtable dives into best practices in App Store Optimization and organic user acquisition for mobile games in 2025.
- Valeryia, ASO Lead, DECA Games
Day Two (11th June)
Emerald Room
Sapphire Room
The Latest Trends in UA Financing
9:30am
Join us for an interactive discussion on the evolving landscape of user acquisition financing. Based on insights from The Definitive Guide to UA Financing from our community of CFOs in mobile gaming, we’ll compare funding models, including cohort financing venture debt, factoring, and more. We’ll also explore how the top studios are optimising capital to scale profitably.
- Martin Macmillan, Founder, MFC
Copycats and Cross-Border Challenges: Litigating Imitation in Mobile Gaming
9:30am
Join expert of gaming law, Prof. Dr. Christian Rauda and explore recent German copycat rulings on mobile gaming. Sharing his thoughts on the challenges of policing a fast paced and international industry, discover strategic insights into cross-border litigation and what he thinks this means for the future of mobile gaming.
- Prof. Dr. Christian Rauda, Managing Director & Partner, Artana Law
Creative Testing Methodologies
11:30am
This is your one-stop roundtable for all creative testing methodologies. Understand where to test creatives, be it partners, geos or campaigns, how to identify core KPIs in evaluating success, the number of ads to test and new concept versus iteration in testing.
- Stuart Deveraux, Marketing Consultant
Live Ops Mastery: Unlocking Retention, Growth & Monetization in Mobile Games
11:30am
Live Ops lies at the heartbeat of top-performing mobile games, but success depends on strategic execution and taking risk. Join us as we explore how leading teams use Live Ops to increase engagement, drive monetization, and retention for sustainable growth. From event cadence and personalization to predictive analytics and segmentation, we’ll dive into the key levers that make or break your Live Ops strategy.
- Prapti Ray, Principal Product Manager, Wooga
Building a Narrative for Mobile Games Marketing
2:00pm
Moving beyond your traditional UA campaigns, join Sebastian Lüdemann as he shares his findings on building a narrative in mobile games marketing to improve growth metrics. Discover the importance of internal IP in driving acquisition, retention and buy-in from users. Whether launching a new title or building into an older game, you will have actionable takeaways on introducing narrative devices in your games.
- Sebastian Lüdemann, UA & Marketing Consultant
Roundtable to be confirmed
2:00pm
UA Reloaded: Productivity Hacks to Stay Fast, Focused, Effective (and Sane)
4:00pm
The UA role is evolving rapidly. This roundtable delivers essential productivity hacks to keep you ahead. Discover actionable strategies to work faster, stay laser-focused, and maximize your effectiveness. Learn how to navigate increasing demands while maintaining clarity and well-being, ensuring you (and your campaigns) thrive.
- Darina Guseva, Senior UA Manager, Kolibri Games
Managing AI in Mobile Gaming: Practical Insights, Legal Realities & Risk Mitigation
4:00pm
AI is transforming mobile game development and operations, but how do you harness its power responsibly? In this roundtable, we’ll discuss practical AI use cases in game design, personalization, and player support, while also addressing the legal frameworks surrounding data, IP, and AI-generated content. Learn how to protect your team and your company while innovating with AI in today’s regulatory and ethical landscape.
- Prof. Dr. Christian Rauda, Managing Director & Partner, Artana Law
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