In the lead-up to Gamesforum Barcelona (10–11 February 2026), we’re launching our new Spotlight Series — a collection of previews designed to give you early insight into some of the event’s most anticipated sessions.

We begin with The Future of Ad Monetization panel, featuring Tatiana Kondratyeva, CEO and Co-Founder of PlayPack; Damjan Kačar, Ad Monetization Specialist at GameBiz Consulting; and Maksim Amosov, Head of Ad Monetization at Nekki.

Ahead of their on-stage discussion, the panellists share their views on the trends, challenges, and creative opportunities shaping the next generation of ad monetization.

While the report explores where ad monetization is heading — from adaptivity and creative monetization design, to user-first ad experiences, to the real limitations of new formats; the upcoming session at Gamesforum Barcelona 2026 will expand on these ideas and provide attendees with practical guidance for the year ahead.

🔍 What to Expect From the Session at Gamesforum Barcelona 2026

During the live panel, our speakers will build on the themes discussed in the report and go deeper into what’s moving the industry forward. Attendees will walk away with:

1. A clear playbook for building adaptive ad systems
Discover how monetization, product, UA, and LiveOps teams can work cross-functionally to design ad experiences that shift dynamically based on user behaviour, acquisition source, and in-game context.

2. Practical frameworks for balancing UX, personalization & revenue
Learn how leading studios are reducing ad fatigue, increasing engagement, and improving yield — without sacrificing player trust or long-term retention.

3. The truth about emerging ad formats (and what’s actually worth your time)
The panel will unpack which formats deliver real ROI, what’s holding others back, and why control and optimisation—not more formats—will define the next phase of ad monetization.

4. A roadmap for sustainable monetization in 2026 and beyond
Understand how the best teams are connecting data, creative design, and monetization strategy to build systems that scale profitably, even as player expectations evolve.