Panel Topics

UA Trends in 2025 - The User Acquisition domain always has to evolve beyond the noise that it itself created. With a mature market (and some would say saturated) publishers need to fine tune the exact UA channels that can work best for them. We'll discuss the differences when doing UA for games vs. apps and various genres of games, what are the best channels, ad formats and techniques for each one and how do you set the right KPIs to make sure your campaigns are performing well?

New Games on the Block - Launching a new game is not a task to take lightly, even for experienced publishers. We'll discuss what it takes to succeed in such a launch - what needs to be done from the product design phase to make sure the game economy can support it through the UA campaign planning and execution and all the way to the launch day and the iterations that come after it. This panel will feature experienced execs from the UA, Monetization and product to cover the 360 around the whole process.

Think Outside the Banner: IAP and Alternative Monetization - Aside from ads, IAP is one of the main monetization channels for publishers - how can publishers maximize revenue by fine tuning their in-app stores and personalizing offers? And what other effective channels can they use? We'll discuss classic IAP as well as subscriptions, partnerships, affiliate models and anything that helps publishers increase and diversify your revenue.

Ad Monetization Done Right - In-app advertising has seen growth as a significant monetization channel in recent years due to its integration even in apps and games who used to rely solely on IAP. We'll discuss in this panel how publishers can improve their ad monetization, by smarter placements, picking the best performing ad formats, analyzing audiences better and selecting the right platforms in the right geos.

The Rewarded Ads Perfect Storm - Rewarded ads took the mobile games ecosystem by storm - as an important channel for monetization. We'll discuss the right strategy to include rewarded ads in games in a way that keeps and even improves the player's perceived experience. Which genres can benefit the most from this new channel, and how to balance rewards given via ads vs. items bought via IAP, as well as how to identify users that respond best to these rewards and personalize their rewarded ads experience.

Generative AI for UA and Games - Gen AI is THE hottest topic across virtually all industries. What are its implications in our ecosystem? How can Gen AI be used for games production, marketing and measurement? How do publishers already use it today, and what is expected in the near future - and what are its limits? Can AI help UA efforts by predicting users value? Can AI improve marketing campaigns with virtually endless copies and creatives personalized to each user? And will we reach a point that all of it is done fully automatically without any human supervision?

The 3 Rs: Retention, Retargeting & Re-Engagement - Keeping quality users engaged in your game is key to maximizing LTV. How can publishers ensure that their players will keep coming back for more? How can you provide players better, accurate and tailored experiences so that they'll engage with your game for a longer time? Who and how to retarget so that you don't lose acquired users? Experts from publishers and providers will share their insights and know-how to help publishers of any size to recalibrate their retention strategy.

World Markets - While the main markets remain the US and Europe - some emerging markets have become very interesting for publishers lately. With less saturation and improving economies, markets in Asia and Africa are getting more and more attention. What are the current rising markets? How can a western publisher adapt to the local culture - and how will the new tariff/trade war affect opportunities in these markets?

Trouble in Attribution Paradise - The last year has seen dramatic changes in the main platforms approach to user data and attribution - With the introduction of AAK instead of SKAN and Google's recent move to discontinue Privacy Sandbox - publishers are yet again coming to terms with a new reality. In light of these changes, what's the best attribution techniques and tools? And how can publishers and platforms embrace changes and also be ready for what seems to be a rollercoaster of changes that is still to come?