2025 San Francisco Agenda
- Day 1Wednesday 22 October
- Day 2Thursday 23 October
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Select a Theme
- User Acquisition
- Product Monetization
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08.00 - Badge Pickup & Welcome Coffee
Josh Vowles, Head of Product, GamesforumJosh VowlesHead of ProductGamesforum08.55
Welcome to Gamesforum San Francsico 2025
Chul-min Sim, CEO, KabamChul-min SimCEOKabamCEO of Kabam and Netmarble Western representative, driving global strategy for acclaimed free-to-play games like Marvel Contest of Champions and Shop Titans. Leading studios across North America and Asia, dedicated to delivering world-class gaming experiences to millions of players worldwide
CK Wang, CEO, KooappsCK WangCEOKooapps
Tanner Hanson, CEO, RevUTanner HansonCEORevUTanner Hanson is the CEO of RevU, where he is responsible for the business’ growth, product, and account management. He joined RevU in 2022 to transform the business into a multi-platform solution for publishers and advertisers.
Prior to RevU, Tanner led US account management across advertisers and publishers at ironSource (now part of Unity Technologies), overseeing both ad network and offerwall clients. He started his mobile career after a post-college stint in retail on the agency side, running app campaigns for clients including Square, Eventbrite, and Meta. Tanner is Bay Area born and raised, currently based in San Francisco.09.00
Gamesforum Unfiltered: San Francisco Edition
Off the record, unrecorded, uncensored, join us as we kick off Gamesforum San Francisco with our Unfiltered panel.
The mobile game ecosystem remains turbulent, a series of rising costs, depreciating revenue and an increasingly competitive market leave growth managers innovating for incremental uplift.
Join our industry leaders as they dissect the state of the mobile games industry, providing their hot takes, annoyances and advice on how to locate pockets of growth.
Sponsored by
Xsolla is a global video game commerce company with a robust and powerful set of tools and services designed specifically for the industry. Since its founding in 2005, Xsolla has helped thousands of game developers and publishers of all sizes fund, market, launch and monetize their games globally and across multiple platforms. As an innovative leader in game commerce, Xsolla’s mission is to solve the inherent complexities of global distribution, marketing, and monetization to help our partners reach more geographies, generate more revenue, and create relationships with gamers worldwide. Headquartered and incorporated in Los Angeles, California, with offices in Berlin, Seoul, Beijing, Kuala Lumpur, Raleigh, Tokyo, and cities around the world, Xsolla supports major gaming titles like Valve, Twitch, Roblox, Epic Games, Take-Two, KRAFTON, Nexters, NetEase, Playstudios, Playrix, miHoYo, and more.
10.00
Sponsored Presentation by Xsolla
Check back for more information...
Josh Chandley, COO, WildCard GamesJosh ChandleyCOOWildCard Games10.30
From Collapse to Comeback: How WildCard Engineered Its Best Year Ever
WildCard went from five years of profitability and a standout 2020 to near-total collapse in 2022. A 40% revenue drop, 25% CPM crash, and geopolitical crisis shattered the company’s growth loop. With UA slashed and yield down over 90%, survival seemed unlikely.
But instead of pivoting, WildCard rebuilt. Overhauling systems across product, monetization, and user acquisition. In this candid keynote, hear the full story of how WildCard turned extreme adversity into its most successful year to date, achieving record-breaking revenue and cash flow. This is a real-world case in point for navigating downturns, rebuilding growth engines, and leading through turbulence.
11.00 - Morning Networking Break
William Hughes, Head of Creative Services, KabamWilliam HughesHead of Creative ServicesKabam11.30
Reimagining Creativity in the Age of AI
Exploring how AI is reshaping creative workflows in game marketing, drawing parallels to past innovations once met with scepticism. This session will address the unique challenges of user acquisition when working with major IPs, where creative testing is limited but real world value adds are scheduled.
This session invites discussion on how studios can balance originality, efficiency, and brand constraints while integrating AI into their creative and UA strategies.
Athar Zia, CEO & Co-Founder, BLKBOX.aiAthar ZiaCEO & Co-FounderBLKBOX.aiAthar “Z” Zia is the CEO of BLKBOX.ai, an AI-powered all-in-one creative intelligence platform for mobile marketers to analyze, ideate, create, test, and scale.
With deep expertise in statistics, ad auctions, and performance marketing, Z previously helped scale a top gaming advertiser to become the fifth largest on Meta — achieving a track record of $1M in daily ad spend. Driven by the rise of artificial intelligence and creatives being the key lever to unlock scaled ad performance, he then left Meta to build BLKBOX.ai in 2020.
Sponsored by
BLKBOX was built by a former Meta Ads auction expert as a unified platform where advertisers can Analyze, Ideate, Create, Test, and Scale.
Leverage AI and advanced automation to reduce your CPI by up to 30%, lower testing costs by 50%, increase production by 200%, and scale your ads profitably.
- Analyze and clone your competitors' top ads.
- Generate unlimited new ideas and data-driven iterations.
- Create AI-Powered video ads within minutes.
- Omni-channel testing to highlight winning ads within 48 hours.
- Scale winning ads using advanced automation and drive profitable ROAS.
A single platform for all your marketing needs!
Learn more at www.blkbox.ai
11.55
Sponsored Presentation by BLKBOX
More information coming soon...
Phil Shpilberg, UA & Marketing ExpertPhil ShpilbergUA & Marketing ExpertPhil Shpilberg, founder and former president of GameChangerSF (sold to Pixis), is an AI-focused data scientist with over a decade of experience in gaming and mobile marketing.
Kevin Miranda, UA Manager, EAKevin MirandaUA ManagerEA
Cihan Okalp, UA ConsultantCihan OkalpUA Consultant12.20
The Last Lever of Control: Creative Successes in the Era of Automation
This panel reveals how innovative mobile game creatives lead to deep player connections and fuel sustained growth. Industry leaders share how storytelling, bold design, and data-driven messaging combine to penetrate an overcrowded market. Learn how to leverage emerging trends like UGC and influencer collaborations to produce creatives that not only convert but build vibrant, engaged communities in today’s privacy-conscious landscape.
13.00 - Networking Lunch
Faith Price, Director of Growth Marketing, DoubleDown InteractiveFaith PriceDirector of Growth MarketingDoubleDown InteractiveTanner Hanson, CEO, RevUTanner HansonCEORevUTanner Hanson is the CEO of RevU, where he is responsible for the business’ growth, product, and account management. He joined RevU in 2022 to transform the business into a multi-platform solution for publishers and advertisers.
Prior to RevU, Tanner led US account management across advertisers and publishers at ironSource (now part of Unity Technologies), overseeing both ad network and offerwall clients. He started his mobile career after a post-college stint in retail on the agency side, running app campaigns for clients including Square, Eventbrite, and Meta. Tanner is Bay Area born and raised, currently based in San Francisco.14.00
Rewarded UA in a Crowded Market - Navigating Noise and Unlocking Value
Is the golden age of rewarded UA over? With the rewarded ad network approaching oversaturation, many studios are facing player fatigue and diminishing returns. This panel explores how leading teams are rethinking reward mechanics and engagement strategies to keep rewarded traffic effective, optimize campaign structure and drive strong LTV.
15.0015.30 - Afternoon Networking BreakJJ Park, Product Marketing Manager, 2KJJ ParkProduct Marketing Manager2K16.00
Global UA Launches: Lessons From Korea, China & the West
What works in the West won’t always work in Korea or China. In this session, JJ Park unpacks how UA strategies must evolve across regions - from China’s complex platform ecosystem to Korea’s brand-driven player base. Learn how testing loops vary by region, why creative and messaging need to be hyper-localized, and how to tailor everything from soft launch strategies to audience development to match each market’s unique challenges and opportunities.
Winnie Wen, VP of User Acquisition, Jam CityWinnie WenVP of User AcquisitionJam City
Yoni Ellert, VP of Performance Marketing, ScopelyYoni EllertVP of Performance MarketingScopely
Egor Corvin Ampleev, Senior Director of UA, MobilityWareEgor Corvin AmpleevSenior Director of UAMobilityWare17.00
UA in 2026: The Next Evolution of Growth
As privacy restrictions tighten and AI tools evolve, growth teams are shifting from chasing cheap installs to building smarter, LTV-first systems. In this forward-looking panel, industry leaders explore how AI is changing the UA stack, why CPI is becoming irrelevant, and what it will take to scale games in 2026 and beyond. From predictive modeling to automated creative testing, this session dives into what’s next and how to future-proof your strategy before it’s too late.
18.00 - Networking Drinks -
11.00 - Morning Networking Break
Elizaveta Savenkova, CBDO, ZiMADElizaveta SavenkovaCBDOZiMAD11.30
Games Stores in Flux: 5 Years of Change and What Comes Next?
The mobile game store landscape is changing fast. Apple and Google no longer hold all the cards—new players like Epic, Huawei, and Amazon are offering real alternatives with better deals and more freedom for developers. But with greater choice comes greater complexity. Join this session for a look at the shifting store ecosystem, how developers can take control of discovery, and what it all means for monetization and growth in the years ahead.
12.00
Revenue, Retention & Trust with Out of Game Experiences: Unlocking D2C
There is a lot to be covered and learnt in adopting successful out of game experiences, from ensuring solid builds to player messaging, but under this lies great revenue and engagement potential.
Sharing their experience building and integrating webstores, our panellists will explore how to best communicate out of game experiences with players, how personalisation and value exchanges can improve both player experiences and your revenue streams and how to set about scaling your IAP share.
13.00 - Networking Lunch
Joel White, VP of Product , Kingsisle Entertainment, Gamigo GroupJoel WhiteVP of ProductKingsisle Entertainment, Gamigo GroupJoel White is a 24-year professional in the games industry and currently VP of Product for KingsIsle Entertainment.
Joseph Kim, CEO, LILA GamesJoseph KimCEOLILA Games
Mariam Ahmad, Head of Content, GamesforumMariam AhmadHead of ContentGamesforumMariam recently joined Gamesforum as Head of Content, having previously worked at Exchangewire as editorial lead. With a keen interest in ad tech, Mariam’s area of interest also includes ad monetisation, UA, curation, and more. Previously, she also hosted the Madtech Podcast, which featured a range of industry leaders and visionaries, ranging from Paramount to Uber and Microsoft.
14.00
Content is King: LiveOps Designed for Revenue & Retention
With rising UA costs and shifting monetization models, effective LiveOps is more critical than ever. This panel explores how to build LiveOps strategies that drive long-term retention and revenue. Topics include cross-team collaboration, data-driven campaign timing, content personalization, and balancing monetization with player satisfaction to turn acquired users into lasting, paying players.
Mari Yalong, Product Manager, Live Ops, PerBlueMari YalongProduct Manager, Live OpsPerBlueAs a behavioral economics enthusiast and lifelong gamer, Mari found her calling in life in Product Management and Live Ops. She’s currently the product owner for the award winning mobile game, Disney Heroes: Battle Mode which will celebrate its 7th anniversary this May.
Mari is also working on advocacy for diversity, equity, and inclusion in the games space, partnering with nonprofit organizations such as the*gamehers, Inspiring Girls, and more.
15.00
Personalized LiveOps: Designing Experiences That Keep Players Coming Back
As player expectations rise and competition intensifies, personalization in LiveOps has become essential for long-term engagement and retention. This session explores how to build scalable LiveOps frameworks tailored to individual player behaviours, preferences, and lifecycle stages.
Learn how to align internal structures and resources for personalized content delivery, and how to leverage IP and entertainment calendars, like major show releases or cultural events to create timely, relevant LiveOps campaigns. Packed with real-world use cases, this session will provide actionable insights to help your team drive deeper connections, stronger retention, and more consistent revenue through smarter personalization.
15.30 - Afternoon Networking Break
Devin Becker, Senior Games Industry Consultant, NaavikDevin BeckerSenior Games Industry ConsultantNaavik16.00
Game Economy Analysis: The Perfect Balance
Ted Verani, VP of Global Business Development, WappierTed VeraniVP of Global Business DevelopmentWappierTed Verani is responsible for business development for wappier, a leader in monetization solutions for games.
Prior to joining wappier, Ted was VP of Business Development for Scientific Revenue, a pioneer of dynamic pricing for mobile games. For nearly 20 years, Ted has held leadership roles with innovative technology companies like modl.ai, Trilibis, Enpocket (Nokia) and Vodafone.
Ted holds a M.B.A. from the University of Southern California, and a B.A. in Economics and International Relations from University of California, Davis.
16.30
Pricing in an Inflationary World
We live in an inflationary world that seems to be headed for greater uncertainty by threats of tariffs and war. How has inflation impacted game revenues? What can you do about it? Ted Verani will share results from a wappier study on impacts from pricing changes, as well as share how mobile game publishers can leverage pricing to best protect their revenue against inflation and economic uncertainty using case studies showing results from both high income and lower incomes countries.
17.00
ARM up for 26: Building Sustainable Growth with Acquisition, Retention & Monetization
With rising costs, tighter margins, and a saturated market, user acquisition in mobile gaming is more challenging than ever. This session brings together experts from marketing and product to discuss how studios can shift focus from short-term DAU spikes to long-term retention and player LTV. Learn strategies for aligning UA with monetization models that support player longevity, and how closer collaboration between product and other teams can unlock sustainable, scalable growth.
18.00 - Networking Drinks
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Select a Theme
- Alternative Growth Track
- Ad Monetization Track
- Roundtables - To Be Announced Soon!
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Mike Aaronson, SVP, Commercial Strategy & Growth, Hyper Hippo EntertainmentMike AaronsonSVP, Commercial Strategy & GrowthHyper Hippo EntertainmentAs SVP Commercial Strategy & Growth, Mike is responsible for establishing & executing the growth strategy for the business of Hyper Hippo’s live games and maximizing the profitability of the business. Prior to Hyper Hippo, Mike spent 20 years scaling new digital businesses in the entertainment industry at Comcast and NBCUniversal.
Martje Abeldt, CEO, RevXMartje AbeldtCEORevXMartje Abeldt, CEO of RevX, is a multilingual technophile and an expert in mobile strategy, marketing, and technology. Martje has led and inspired multinational teams in the fields of ad tech, IT, mobile, high-end consumer goods and SaaS for over twenty years. With his vast experience, unique expertise, and a coherent vision for the industry, he is a key figure in the mobile programmatic sector.
11.00
The F2P Model: Retention is the New Acquisition
As the mobile game ecosystem evolves, rising UA costs, privacy changes, and market saturation are forcing a strategic shift. In today’s environment, growth doesn’t come from acquisition alone, it comes from keeping players engaged.
This session explores why retention now rivals acquisition in importance and how successful studios are refocusing on long-term player experience, personalized engagement, and LiveOps strategies. Learn how to drive sustainable growth by optimizing for lifetime value, not just installs.
12.00
Evolution of Mobile Gaming: Consolidation, Entertainment & The Streaming Model
The mobile game publishing landscape is rapidly evolving with further consolidation and major entertainment players like Netflix expand into gaming.
This session explores how studios are reshaping industry dynamics, offering new models for distribution, funding, and cross-platform integration. Learn what this shift means for developers, from partnership opportunities to changes in audience expectations and how to navigate a future where streaming platforms and media brands are becoming serious forces in mobile gaming.
Anastasia Zaiceva, CCO, ZiMADAnastasia ZaicevaCCOZiMADChief Communications Officer at ZiMAD, expert in Strategic Communications. Brand marketing professional with over 10 year of experience. Mother of a young gamer, blogger, lecturer. ExWargaming, exGame.tv, exFreeplay
12.30
Brand Isn’t Just Marketing: Why Every Studio Needs a Brand Strategy (Even Pre-Launch)
In today’s saturated market, brand is more than visuals; it’s your identity, your message, and your competitive edge. This session explores how brand influences product success from day one, and why it’s critical for both studios and individual games. Learn practical strategies for positioning, tone, and visual identity, plus how strong branding boosts user acquisition, retention, and even hiring. Includes real-world examples from mobile, PC, and hybrid studios.
13.00 - Networking Lunch Break
Dobrinka Kostadinova, Founder & Principal Advisor, Ad AstraDobrinka KostadinovaFounder & Principal AdvisorAd AstraExpertise in aligning mobile-centric data analytics, technology, and process management to execute strategic initiatives seamlessly.
Offering extensive experience in App Store Optimization and Go-To-Market planning, bolstered by top tier industry KPIs like revenue, downloads, betas, geos, and genres.
14.00
Discoverability in a Crowded Market Space
Despite a number of incredible successful launches in recent years, evergreen titles still top the charts and reap the rewards of organic traffic. So, how can marketing teams find organic growth in 2026?
Exploring ASO and organics to boost growth potential, the importance of narrative and working with games teams, platform relationships and featuring best practices. This panel will share their advice on developing successful organic growth strategies for 2026 and how to optimize your discoverability for 2026.
15.30
New Stores, Algorithms & Discoverability
Having ran ASO for the largest studios, Eric will join the stage to take a look at the latest algorithm changes for ASO and discoverability, what to expect from discoverability on the new Game Store and the importance of organics in 2026.
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11.00
Hybrid Monetization & Revenue Diversification
Kicking off our ad monetization track, building the bridge between IAPs and Ad Monetization this will look more to the changing nature of mobile game monetization.
Exploring how teams are blending their monetization models, creating a cohesive game economy that maximizes player revenue potential. As well as advice on exploring diverse revenue streams in the interest of scalable growth for 2026.
12.00
From the Windows to the (Offer) Walls
Offerwalls have been around for two decades, but developers still have misconceptions about the role they play in the in-game economy. In this session, RevU CEO Tanner Hanson will dispel the many myths about offer wall and share the ways that it can complement and enhance your existing advertising and purchase-based monetization systems. Even if you already have an offer wall installed, this session will make you reconsider if you're getting the most out of your existing implementations.
12.30
Balancing Act: Avoiding Revenue Cannibalization in the Game Economy
How do you maximize both ad revenue and in-app purchases without one undermining the other? This case study explores strategies used by leading mobile studios to avoid cannibalization between monetization streams.
Learn how to segment players, personalize monetization paths, and use data to optimize ad placements without disrupting IAP potential. Discover actionable insights to build a balanced, sustainable revenue model that supports long-term growth.
13.00 - Networking Lunch Break
Jay Shah, Data Analyst II, Ad Monetization, MobilityWareJay ShahData Analyst II, Ad MonetizationMobilityWare
Lashanne Phang, VP of Mobile, PubMaticLashanne PhangVP of MobilePubMatic14.00
Smarter Ad Monetization: User Segmentation & Ad Personalization
As mobile monetization matures, one-size-fits-all strategies no longer cut it. This panel explores how leading studios are using advanced user segmentation and personalized ad experiences to boost revenue without sacrificing player satisfaction. Learn how to identify high-value cohorts, tailor ad frequency and formats, and strike the right balance between engagement and monetization. Discover best practices for delivering the right ad to the right player at the right time.
Ammar Banatwala, Director, Analytics & Revenue, AdsAmmar BanatwalaDirector, Analytics & Revenue, AdsI've worked in the Ad Mon industry for over 5 years now and in that time, we've all witnessed unprecedented change with widespread consolidation through M&A and evolution of the ad stack towards bidding. Having worked on some of the top grossing F2P mobile games, there's always the expectation of growth despite external circumstances. With my background in Economics and Statistics, it has led me to a highly data driven approach to Ad Mon with a huge emphasis placed on things like Segmentation to maximize the value of every single cohort within our games.
15.30
Case Study: Scaling Ad Personalization in Top-Grossing Games
Discover how one team developed, tested, and scaled a personalized ad strategy across some of the world’s biggest mobile games. This session dives into the tools, frameworks, and data-driven decisions that powered smarter segmentation, improved player experience, and unlocked new revenue. Learn practical lessons on balancing performance and personalization at scale, without compromising retention or monetization goals.
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