2025 Agenda
Check out the Barcelona 2025 Agenda below.
- Day 1Wednesday 5 February
- Day 2Thursday 6 February
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Select a Theme
- User Acquisition
- Product Monetization
- Day One Roundtables
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08.00 - Registration Opens
Josh Vowles, Head of Product, GamesforumJosh VowlesHead of ProductGamesforum08.55
Welcome to Gamesforum Barcelona 2025!
Peggy Anne Salz, Founder, Mobile GroovePeggy Anne SalzFounderMobile GrooveAs the chief analyst and founder of MobileGroove — a top 50 ranked destination providing strategic content marketing to the global mobile industry and mentoring and consulting to tech startups — Peggy is recognized as one of the leading experts shaping the mobile world.
As a writer, analyst, consultant, and in-demand online talent, she produces webinars, podcasts and video shows to educate marketers on the latest mobile and app marketing trends, customer engagement and omnichannel experience.
Peggy is also a nine-time author, a Forbes Senior Writer and a guest contributor for a variety of leading media outlets, where she shares her insights on CX innovation, business transformation and how brands and marketers can grow through retention. Her upcoming book provides marketers with a playbook and best practices they can follow to apply values-driven marketing to deliver magnetic experiences that attract and retain customers.
Fiona Lauredi, CMO, Original GamesFiona LaurediCMOOriginal Games
Luis de la Cámara, VP of Marketing, RovioLuis de la CámaraVP of MarketingRovioLuis is senior executive with over 15 years of games industry experience under his belt, having worked both in the AAA console and mobile free-to-play space. Starting his career at EA, he has had the privilege to work for numerous other mid to large gaming companies among which are 2K Games, Gameloft, King, and Scopely. Today he leads a team of 60 marketers and serves as a member of the leadership team at the publicly listed company Rovio, maker of the world famous Angry Birds series. Luis is a strong believer in the need to bring marketing and product teams together to work in unison.
Jesus Bosch, General Manager, Product MadnessJesus BoschGeneral ManagerProduct MadnessJesus is the General Manager at Product Madness in Spain. PM is a global leader in mobile social casino games. With over 15 years of experience in the gaming industry, he founded a game development company and achieved a successful exit through a sale to a private equity firm. He specializes in strategic growth and operational excellence.
Shay Ze’ev Yosifon, VP of Performance MarketingShay Ze’ev YosifonVP of Performance Marketing
Javier Castro, Head of EMEA, Sales, GoogleJavier CastroHead of EMEA, SalesGoogle09.00
Gamesforum Unfiltered: Growth
The only way to kick start Gamesforum Barcelona, our Unfiltered Growth panel led by Peggy Anne Salz! Come prepared with your questions as we go off-the-record on the state of growth marketing in mobile gaming.
Vish Mahtani, CEO & Co-founder, KashKickVish MahtaniCEO & Co-founderKashKickWith over 20 years in digital marketing, Vishal Mahtani has driven the success of companies like Kindermint (acquired by ThredUP) and The Penny Hoarder. As the co-founder of KashKick and Besitos, he’s dedicated to innovation and helping others. When not working, he enjoys family time and projects in Tampa Bay.
Sponsored by
KashKick is at the forefront of revolutionising user acquisition for mobile gaming companies. Our platform is designed to attract and engage users who are not only interested in your game but are motivated to reach key milestones and make in-app purchases. By leveraging targeted acquisition strategies and data-driven insights, we ensure that every dollar of your ad spend delivers maximum returns. Ranked as the 11th fastest-growing company on the Inc 5000 list in 2024, KashKick has a proven track record of driving meaningful growth for game developers and publishers. Connect with us at Gamesforum to discover how we can help you acquire users who stay, play, and pay.
10.00
Rewarded Ads Rewired: Amplifying ROI with the Value Triangle
- Rewarded advertising needs a recharge. KashKick’s Value Triangle delivers a powerful framework that reshapes rewarded ads into a high-impact strategy that drives player engagement, strengthens retention, and boosts ROI—all while maintaining a seamless gaming experience. By balancing targeted rewards with comprehensive data insights, the Value Triangle creates a sustainable ecosystem where every stakeholder wins. Learn how KashKick’s strategic approach empowers publishers, boosts advertiser returns, and creates rewarding user experiences—igniting a new standard in rewarded advertising.
10.30 - Morning Networking Break
Anastasia Proskuryakova, UA Team Lead, MY.GAMESAnastasia ProskuryakovaUA Team LeadMY.GAMESAnastasia Proskuryakova is the UA Team Lead at MY.GAMES, overseeing user acquisition for our hit mobile title Rush Royale, one of the top-grossing games in the MY.GAMES portfolio (LTR 300+M in 2023).
With 6+ years of experience in mobile gaming, Anastasia has progressed from a Junior User Acquisition Manager to leading a team, specializing in adapting strategies to the constantly evolving advertising landscape.
In addition to her professional role, Anastasia is a strong advocate for mentorship in user acquisition and actively supports the growth of aspiring professionals in the industry. Outside of work (and sometimes during meetings), she is addicted to playing Castle Duels.11.00
Leveraging Hybrid Monetization as Part of UA Strategies in Rush Royale & Castle Duels
In this session, Nastya will examine how hybrid and AdROAS-optimized campaigns can drive ROI-positive user acquisition for Rush Royale and Castle Duels. By combining ad revenue with in-app purchases, these strategies enable better data-driven learning, leading to more stable campaign performance and the ability to scale efficiently. They also support broader objectives like organic growth and market expansion. However, targeting non-payer audiences introduces risks, such as misalignment with the in-game economy, which may affect retention and revenue dynamics. This session will explore how hybrid monetization unlocks new opportunities while addressing the challenges it presents.
Ela Alvarez, Senior Demand Partnerships Manager, adjoeEla AlvarezSenior Demand Partnerships Manageradjoe
Darina Guseva, Senior UA Manager, Kolibri GamesDarina GusevaSenior UA ManagerKolibri GamesSponsored by
adjoe develops new advertising and monetization solutions that transform the way apps operate their business. Through their unique time-based rewarded ad unit Playtime they have become one of the fastest-growing ad platforms and top-ranking user acquisition sources for app publishers worldwide. Learn more about how adjoe can give you an edge on the competition at adjoe.io.
11.30
UA Playbook for 2025: Balancing Traditional, Rewarded, and Emerging Strategies
As UA evolves, balancing traditional methods, rewarded ads, and emerging tactics like AI and influencer marketing is key. Join expert UA managers as they share strategies to optimize budgets, drive engagement, and build a winning UA playbook for 2025.
Adam Jaffe, CEO & Founder, Mega StudioAdam JaffeCEO & FounderMega Studio
Glib Platonov, CEO, Outloud GamesGlib PlatonovCEOOutloud GamesGlib has more than 12 years of experience in the gaming industry both on Mobile and PC/Console markets. Currently leading Outloud Games as CEO, data-driven developer and publisher of Idle/Tycoon games for mobile with 10M+ installs, and Co-founder of Doghowl Games, PC/console developer of AA games.
Craig England, VP of Sales, ProdegeCraig EnglandVP of SalesProdege
Gabe Lewis, Senior Director of Client Performance, MistplayGabe LewisSenior Director of Client PerformanceMistplayGabe Lewis is the Global Head of Accounts at Mistplay, the leading loyalty platform for mobile gamers. He has been building a worldwide client portfolio at Mistplay for the past 7 years, where he is passionate about customer success and gamer loyalty. Throughout his career, Gabe has been a part of the mobile gaming industry and a thought leader within the loyalty space, hosting and appearing on panels, and speaking at conferences like Gamesforum Seattle and Pocket Gamer Connects. Gabe is a graduate of the Telfer School of Management at the University of Ottawa and currently resides in Montreal
Monika Raszowska, Driector of Sales, Gaming, KashKickMonika RaszowskaDriector of Sales, GamingKashKickDirector of Sales at KashKick. Part of the revenue team driving KashKick growth and building partnerships with mobile game publishers.
12.00
The Rewarded Boom: Attaining, Monetizing & Retaining Incentivised Traffic
Rewarded traffic has been the talking point of 2024. This new, successful network has publishers of all types moving to leverage its incentivised traffic. But, in an era with every platform designing an offerwall platform, how can this exponential growth be managed?
Join our panel as they share experience from both sides of the rewarded ecosystem. Looking at retention for rewarded users beyond D30, working to segmentation to improve sustainable growth, leveraging the first golden cohorts and the broader implication of a crowded rewarded space.
13.00 - Networking Lunch Break
Kate Minogue, Data, AI & Marketing Consultant & CPO, FrekkelKate MinogueData, AI & Marketing Consultant & CPOFrekkelKate Minogue, MBA, MSc, is a Data and AI advisor and Chief Product Officer at Frekkel, with over 10 years’ experience in the gaming industry. A seasoned marketing and analytics leader, she combines strategy, data, and a people-first approach to drive customer-centric innovation and deliver transformative results in consumer technology.
Michal Bubernik, Head of Marketing, Pixel FederationMichal BubernikHead of MarketingPixel FederationBest known as the Tuna of the gaming industry, Michal is Head of Marketing in Pixel Federation, ambassador of fair and honest communication. More than 7 years in the Gaming Industry, more than 20 years doing marketing. Main responsibility and mission is leading the team with care.
Arvid Klingström, CEO, Safe Lange GameArvid KlingströmCEOSafe Lange GameArvid has more than 15 years of experience in the gaming industry, working with both mobile and PC/console games. He has managed the development and business of new games and live games at companies like King and Paradox Interactive. He is currently CEO of Safe Lane Gaming AB (Publ) a mobile games studio with a focus on Hybrid Casual games.
Jami Wardman, COO, Lab CaveJami WardmanCOOLab CaveJami Wardman has been in the Gaming Industry for 13 years. She started in Business Development, which gave her the opportunity to speak with a lot of people in the industry and hear about their frustrations. As COO of Lab Cave, she has strived towards working efficiently and ensuring her teams are supported.
14.00
Fireside Chat: Building a Marketing Team
Moving beyond campaigns, building a successful marketing team requires a refreshed approach in 2025. Our fireside chat will look at building and structuring a marketing team in this new era of privacy challenges, higher CPIs and a changing game landscape. Assessing resource allocation, networks partnerships, tailoring teams and the role of AI.
Robert Hoeft, Head of Playable Ads, BoombitRobert HoeftHead of Playable AdsBoombit14.20
Playable Ads: Ideation, Iteration & Testing
Join Robert from Boombit’s playable ads team as they share their work pushing the limits of playables for creative marketing, running long playables, leveraging game IP, working with product to test concepts and impacts on major KPIs for the creative teams.
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.ai is an AI-powered creative intelligence platform that helps advertisers analyze, ideate, create, test, and scale in one place.
We work with studios globally to rapidly identify their top scalable creatives across audiences with omni-channel creative testing and reduce CPIs by up to 30% with conversion-focused AI Video Ads and Storyboards. Allowing them to reduce the cost of testing by up to 50%, increase production by 200% and unlock scale faster than ever before.
14.45
AI-Video Ads: Built 90% Faster & 80% Cheaper
In a world where creatives fail 95% of the time, we will leverage the BLKBOX platform to showcase how AI Video Ads can be made 90% faster and 80% cheaper to help you scale your business.
Gonçalo Alemão Martins, VP of Marketing, BoombitGonçalo Alemão MartinsVP of MarketingBoombit
Souhail Wardi, Executive Producer, Carry1stSouhail WardiExecutive ProducerCarry1stSouhail Wardi is an Executive Producer at Carry1st, Africa's leading mobile games publisher. With expertise in creative strategy, user acquisition, and cultural localization, he drives growth in both emerging and Tier 1 markets. Souhail’s passion for innovation and operational excellence has been key to Carry1st's success in scaling games globally.
Ayse Betül Ozdemir, UA Manager, Product MadnessAyse Betül OzdemirUA ManagerProduct Madness
Summer Liu, CMO, SocialPetaSummer LiuCMOSocialPeta
Öykü Zeybek, UA Manager, APPSÖykü ZeybekUA ManagerAPPS15.10
Best Practices: Creative Marketing in 2025
Creative testing and ideation remains one of the greatest challenges for mobile games UA managers. Join us as we share insights on creative marketing best practices in this new mobile games landscape. Looking at standing out in a crowded marketspace, building an analytically informed creative team, AI, iteration and ideation.
16.00 - Afternoon Networking Break
Eric Keen, Head of Analytics, SupersolidEric KeenHead of AnalyticsSupersolidEric Keen is Head of Analytics at London based Studio Supersolid. He helps drive strategy around User Acquisition, Ad Monetization & Product with a focus on their latest title - Cook & Merge.
16.30
Post ATT Reporting: Combining SKAN & Opt-In Data
More information coming soon!
Julie Tonna, UA Specialist & iOS ExpertJulie TonnaUA Specialist & iOS ExpertJulie is a User Acquisition specialist and consultant with over 7 years of experience in the Ad Tech industry, focusing on scaling mobile apps and games. Having worked at industry leaders like Apple (Search Ads) and ironSource (now Unity), she has supported top global gaming companies in EMEIA to grow their apps profitably. Today, she consults as a freelancer, leveraging her expertise in data-driven growth strategies and App Store optimisations.
Michal Prokop Grno, CMO, Pixel FederationMichal Prokop GrnoCMOPixel Federation
Andrii Bohatyi, CMO, Burny GamesAndrii BohatyiCMOBurny GamesAndrii is CMO at Burny Games, with ten years experience in digital performance marketing, including the last seven years in mobile gaming. Since joining Burny Games two years ago, he has built the marketing department from the ground up. Andrii prioritizes collaboration between marketing and product teams to achieve impactful results. He takes a data-driven approach, embracing experimentation and creative strategies to drive marketing growth.
María de la Puente, Head of UA, FunCraftMaría de la PuenteHead of UAFunCraft
Anastasiia Galitskaia, Manager, Business Development, AppLovinAnastasiia GalitskaiaManager, Business DevelopmentAppLovinAnastasiia Galitskaia is a Senior Analyst in AppLovin’s business development team. AppLovin makes technologies that help businesses of every size connect to their ideal customers. Anastasiia is focused on building and evolving key partnerships across Eastern Europe and the CIS region, advising on user acquisition and ad monetization strategies, and applying creative techniques to help developers boost their business growth.
Before joining AppLovin, Anastasiia Galitskaia was Account Manager at Adjoe, where she managed user acquisition for multiple accounts across Europe and APAC and successfully implemented growth strategies that substantially boosted account spending.
Joseph Iris, ML Product Director, Persona.lyJoseph IrisML Product DirectorPersona.ly17.15
Costs, AI & Sustainable Growth: The State of F2P UA
Rounding off our UA track at Gamesforum Barcelona we take a look at the state of mobile F2- UA in 2025. Diving into the experts thoughts on the challenges for a successful UA campaign, the reality of AI in marketing campaigns and moving into day two of GF Barcelona, the need to look to more sustainable growth through retention, re-engagement and new low-cost growth hacks.
18.00 - Networking DrinksSponsored by
KashKick is at the forefront of revolutionising user acquisition for mobile gaming companies. Our platform is designed to attract and engage users who are not only interested in your game but are motivated to reach key milestones and make in-app purchases. By leveraging targeted acquisition strategies and data-driven insights, we ensure that every dollar of your ad spend delivers maximum returns. Ranked as the 11th fastest-growing company on the Inc 5000 list in 2024, KashKick has a proven track record of driving meaningful growth for game developers and publishers. Connect with us at Gamesforum to discover how we can help you acquire users who stay, play, and pay.
18.00
Drinks Reception Brought to you by Kashkick
Grab a drink and connect with colleagues from across mobile F2P growth and monetization to close out day one of Gamesforum Barcelona thanks to Kashkick!
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10.30 - Morning Coffee Networking Break
Anastasiya Kara, Lead Product Manager, RovioAnastasiya KaraLead Product ManagerRovioI've been part of the industry for quite a while, guiding product development and enhancing live games at companies such as Scopely, Product Madness, and Gameloft. Now, as Lead Product Manager at Rovio, I'm passionate about driving innovation and building the future of gaming.
11.00
LiveOps Today: When, Why and What’s Next?
The evolution of LiveOps in the mobile gaming industry from the 2010s to the present reflects a shift toward increasingly sophisticated, data-driven, and player-centric strategies. As the lines between genres continue to blur, F2P titles will increasingly implement features from contrasting genres to enhance player engagement and monetization.
Brendan Fraher, General Manager, Game Refinery, a Liftoff CompanyBrendan FraherGeneral ManagerGame Refinery, a Liftoff CompanyBrendan Fraher, the General Manager of GameRefinery, is a seasoned industry leader renowned for his expertise in mobile gaming trends, live events, and unique regional insights. With a rich international background spanning various countries, including Singapore and his current residence in Finland, Brendan brings a global perspective to his role. His passion for the gaming industry is evident in his commitment to innovation and his ability to adapt to the dynamic nature of the field. As an engaging speaker and expert, he actively contributes to industry discussions, emphasising the importance of creating win-win partnerships that benefit developers and users.
Sponsored by
Liftoff is the leading growth acceleration platform for the mobile industry, helping advertisers, publishers, game developers and DSPs scale revenue growth with solutions to market and monetize mobile apps. Liftoff’s solutions, including Accelerate, Direct, Influence, Monetize, Intelligence, and Vungle Exchange, support over 6,600 mobile businesses across 74 countries in sectors such as gaming, social, finance, ecommerce, and entertainment. Founded in 2012 and headquartered in Redwood City, CA, Liftoff has a diverse, global presence.
11.30
Top Trends in Casual Games You Need to Know for 2025
Join GameRefinery for an insightful session showcasing some of the most compelling features and live events to include in your games. Explore how these elements have evolved, their significance for 2025, and why understanding their impact is essential for professionals across all genres.
This session will provide a deeper understanding of these trends and their influence on the gaming landscape, helping you stay ahead in the ever-evolving world of mobile games.
Stan Minasov, VP of Product, AppMagicStan MinasovVP of ProductAppMagicVP of Product at AppMagic with a special love for games, education, AI, and coffee. Has worked both in large corporations and small start-ups and has even developed one of his own. Gladly chats about mobile app intelligence, competitors analysis, game deconstructs, and live ops. If this is your cup of tea, hit me up, and let's meet!
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.
Teodora Petkova, Senior Product Manager, MidokiTeodora PetkovaSenior Product ManagerMidokiTeodora is a Product Manager for the award-winning mobile game Knighthood from Midoki, a Sumo Group studio. With a degree in Game Development and experience in QA, she has been living and breathing Product and Live Ops previously at Supersolid and DECA Games.
Álvaro González Rodas, Product Growth Manager, LeadtechÁlvaro González RodasProduct Growth ManagerLeadtechI began my gaming career on the Product Monetization side at Genera Games/Viva Studios, contributing to their diverse portfolio. After moving to Barcelona, I had the pleasure of joining both Tilting Point on the publishing side and Gameloft as a Product Manager for Asphalt Unite. My latest adventure is with Leadtech in the app market, where I’m working to bridge my learnings from both worlds.
12.00
LiveOps: Personalisation & Assessing ROI
LiveOps should no longer be an option or a bolt on but an essential part of a title's roadmap. But with this comes the need to understand impacts of LiveOps, establish KPIs, assess ROI and the opportunity to personalise the game experience to not just attain but retain users.
Join our LiveOps expert as they detail the evolution of LiveOps in the last year, outlining their success stories, challenges, best practices in personalisation and the need to take calculated risks.
13.00 - Networking Lunch Break
Ilai Bauch, Director of Monetization, PlaytikaIlai BauchDirector of MonetizationPlaytika
Shir Peled Betzer , Monetization Team Leader , PlaytikaShir Peled BetzerMonetization Team LeaderPlaytika14.00
Play it Smart: Infinite ways to Monetize and how to Optimize it to a New Level!
Join us on a 360° holistic monetization journey focusing on players’ experience. In this session, we’ll present the strategies behind successful monetization, focusing on how smart planning, data-driven optimization, and segmentation can maximize revenue and provide you with an exclusive look at the future of monetization.
Dylan Tredrea, Mobile F2P Product ConsultantDylan TredreaMobile F2P Product ConsultantDylan Tredrea is a product leader in mobile free to play games with >12 years of high-profile professional experience, including >5 years leading teams, while working with some of the biggest IPs and most successful companies in the industry such as Disney, Rovio, Zeptolab, & CrazyLabs.
14.20
”Weird” IP Event Integrations: Does it Pay to be Squared
Talk will summarize research & results of the thesis: do ‘weird’ (misfit, unexpected) IP event integrations do better?
The experimentation started at Rovio, with an Angry Birds event with Iron Maiden which performed well.
In this session, Dylan will provide a view of data collection, analysis and methodology. Taking a view review and answer the core questions of what we know, don’t know, and can reasonably assume from the outside.
Travis Hughson, Sales Manager - EU Digital, TipaltiTravis HughsonSales Manager - EU DigitalTipaltiHailing from Canada, Travis currently leads Tipalti’s Digital sales division in Europe, with a focus on mass payments and digital native businesses. With vast experience navigating diverse markets across Canada, the US, the UK, and Europe, Travis brings a well tailored background and experience in the gaming/creator economy space and hopes to provide valuable perspectives on mass payments and the digital landscape.
Sponsored by
High-velocity businesses that rely on partners to execute need reliable, scalable payables automation to achieve their vision. Tipalti is the leader in comprehensive, multi-entity payables automation that delights partners and meets the needs of expanding digital businesses. Tipalti customers typically wipe out 80% of their payables effort, while also improving compliance and financial controls, reducing risk, and employing best practices needed to scale.
Every step in the payables process—including self-service onboarding, executing global payments, communicating payouts, and reconciliation—is self-contained. Tipalti can make mass payments to over 196 countries—using 120+ currencies across 50+ payment methods—in a matter of clicks. Its reliability is the foundation for strong partner relationships.
Tipalti's commitment to being customer-first has culminated in a 99% customer retention rate with brands large and small, including Twitch, GoDaddy, AppLovin, Twitter, Roblox, and ironSource.14.45
Sponsor Presentation by Tipalti
Check back for more information!
Ahmetcan Demirel, Product Management & Game Design ConsultantAhmetcan DemirelProduct Management & Game Design ConsultantProduct Management and Game Design Consultant with special focus on casual puzzles and hybridcasual games. Previously worked on several different genres and platforms including leading the largest instant game on Facebook gaming. Also a regular contributor to the Deconstructor of Fun blog with over 20 articles for the last 3 years
Vadym Syvolap, Game Director, PlariumVadym SyvolapGame DirectorPlariumStudied computer science at the Kharkiv National University of Radioelectronics, Ukraine. I was a founder of the XGD Indie Game Developers conference in Ukraine. Also, multiple times, I was on the jury on different Game Jams and Indie Cups. Working for 13+ years on a f2p games. For the last 9 years, I have worked in Plarium, starting as a project manager, rapidly switching to a game design position, and then forming a Game Design Department as a GD Lead. I am currently working as a Game Director on the action shooter game Mech Arena.
Stas Burika, Director of Products, HypercellStas BurikaDirector of ProductsHypercellI began my career as a UI/UX designer in e-commerce, gaining strong UX expertise before transitioning to game development at Gameloft, where I worked on Sonic Runner Adventure and Disney Princess Majestic Quest. Now, as Director of Products at Hypercell Games, I drive the creation and success of hypercasual and hybrid-casual puzzle games, including global hits like Sand Balls, Unpuzzle, and Garden Balls.
Olha Semykina, Game Producer, RnD, Belka GamesOlha SemykinaGame Producer, RnDBelka GamesI’m a Game Producer with 10+ years of experience in GameDev.
I’ve helped launch products earning $100M+ and honed expertise in Product, Balancing, Analytics, and Monetization across genres like Social Casino, Casual, and Puzzle.
Now, at Belka Games, I’m building games from scratch and exploring innovative ideas.
I also run Funconomy - a blog where I share insights on Game Design and Monetization - you might just find your next big idea there!
Let’s connect to share ideas and explore gaming together!
Gus Viegas, VP of Marketing, Cosmic LoungeGus ViegasVP of MarketingCosmic LoungeGus Viegas - Vice President of Marketing at Cosmic Lounge, User Acquisition Advisor at Gamesforum and Member of the UA Society. After 11 years in the mobile gaming industry, he has overseen the launch of 50 games with over $60M in profitable marketing spend. Public Speaker and Advisor, currently researching AI applications for mobile marketing and launching a new Puzzle Casual title."
15.10
GTM in 2025: Product Roadmaps
Join us as we explore the evolving landscape of mobile game launches and product roadmaps. Establishing a strong GTM strategy has never been more important, and designing a marketing and monetization framework which is adaptable to the changing space requires great care and attention.
This panel will share best practices on roadmap planning for the long-term, building in strong monetisation metrics, working with UA teams to optimise acquisition as well as the need to adapt and change to suit market trends.
16.00 - Afternoon Networking Break
Jacques Neuvel, Managing Director, Denda GamesJacques NeuvelManaging DirectorDenda GamesJacques Neuvel has been active in the gaming industry since its early days, where retail played an essential part in the distribution of games, later focusing on casual gaming. From 2022 onwards, Denda Games has been transformed into a game development studio focused on HTML5 Games for the News and Media industry.
16.30
HTML5 Game presence in the News and Media industry: The start of a new Era!
Traditional puzzles, like crosswords and sudoku, have been part of printed newspapers for many years. The movement from print to digital has brought new opportunities for publishers in this field. In addition to traditional gaming mechanics, this platform offers the possibility to publish more casual-style games. With an optimized and adjusted game catalog, these platforms can generate higher traffic, good retention, and higher eCPMs.
Users of these platforms are habit-stacking by playing games during their daily routines. The average playtime is around 10 minutes. To keep retention high, the games incorporate a daily challenge and leaderboard. Rewarded ads are implemented to complete daily challenges, which are fully accepted by the audience in order to finishing on their routine.
Archie Stonehill, Head of Product, StashArchie StonehillHead of ProductStashArchie Stonehill is the Head of Product at Stash, collaborating with top game studios to build a first of its kind direct-to-consumer platform for games. Previously, he was Engagement Manager and Senior Expert Advisor in Games at McKinsey, and following that, was a Principal at Makers Fund, working closely with founders and investing in the next big studios. As a hardcore gamer himself, Archie is deeply passionate about the impact D2C will have on player experiences and industry innovation.
Sponsored by
Stash is the first direct-to-consumer platform for game developers, providing not only the tools to sell to and engage with players directly but also the hands-on e-commerce expertise needed to scale. Setting us apart, Stash brings the best of other D2C industries to gaming, meaning you get more players using your D2C channel while your players enjoy a remarkable experience.
16.50
Monetization, UA, and Product: The Dream Team for Your Web Shop’s Success
Each team in your game’s studio can stand to benefit from a web shop. Monetization will love the higher revenue margins, UA will love the first-party user data and higher ROAS, and Product will love the control over the player experience and deeper insights into behaviour. But to truly maximize your web shop’s potential, all three teams need to work together.
Join Archie Stonehill, Head of Product at Stash, as he explores how Monetization, UA, and Product can collaborate at each stage of the web shop funnel - from marketing to signup, conversion, and repeat purchase. He’ll draw on real examples from top-performing studios, as well as his own experience and expertise optimizing game developers’ web shops. You’ll come away with proven strategies you can take home to attract users to the web, convert them, and keep them coming back.
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.
Matej Jurcak, Growth Partnerships, Pixel FederationMatej JurcakGrowth PartnershipsPixel FederationMatej Jurcak is a seasoned mobile games professional responsible for handling growth partnerships at TrainStation 2 and Diggy's Adventure publisher Pixel Federation. Matej's expertise focuses on business development, UA, ASO and organic growth strategies.
Shalom Michaeli, Managing Director, Digital TurbineShalom MichaeliManaging DirectorDigital TurbineAs the Managing Director at Digital Turbine, Shalom leads a team of sales and business development professionals who are passionate about delivering the best mobile solutions for our clients and partners. He has over 11 years of experience in the mobile industry, working with global publishers, advertisers, and platforms across various markets and regions. Shalom recently took on the position of global alternative distribution and growth to lead Digital Turbine’s efforts to disrupt the way we all interact with app stores.
Otto Simola, Head of Player Acquisition & Monetization, FingersoftOtto SimolaHead of Player Acquisition & MonetizationFingersoftOtto is an Ad Monetization Manager, and together with his team responsible for everything that comes to advertising in Fingersoft’s products. Otto is a former game developer and software engineer with a master’s degree in theoretical physics, who has warped smoothly to the business development level of the game industry. Fingersoft is famous for its worldwide smash hits Hill Climb Racing and Hill Climb Racing 2 that have accumulated over 2 billion downloads across platforms
Elizaveta Savenkova, CBDO, ZiMADElizaveta SavenkovaCBDOZiMAD17.15
Growth & Monetization Strategies on Alternate Stores
Finishing our Product Monetization track at Gamesforum Barcelona we look to growth and monetization opportunities on Alternative Stores. Sharing how publishers are leveraging alt stores to further game distribution, maximising revenue potential, challenges with migrating titles and commentary on the ongoing legal challenges.
18.00 - Networking DrinksSponsored by
KashKick is at the forefront of revolutionising user acquisition for mobile gaming companies. Our platform is designed to attract and engage users who are not only interested in your game but are motivated to reach key milestones and make in-app purchases. By leveraging targeted acquisition strategies and data-driven insights, we ensure that every dollar of your ad spend delivers maximum returns. Ranked as the 11th fastest-growing company on the Inc 5000 list in 2024, KashKick has a proven track record of driving meaningful growth for game developers and publishers. Connect with us at Gamesforum to discover how we can help you acquire users who stay, play, and pay.
18.00
Drinks Reception Brought to you by Kashkick
Grab a drink and connect with colleagues from across mobile F2P growth and monetization to close out day one of Gamesforum Barcelona thanks to Kashkick!
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Božo Jankovic, Head of Ad Monetization, GameBiz ConsultingBožo JankovicHead of Ad MonetizationGameBiz ConsultingBožo is currently working as a Head of Ad Monetization at GameBiz Consulting and has been in the video games industry for over five years.
At GameBiz, Božo is heading the team that helps game developers monetize their games through ads. He has worked on games from various genres, including among others, match-three, strategy, sports, as well as idle and narrative-driven games. During his time at GameBiz, Božo has worked with the likes of Wargaming, Goodgame Studios, Nanobit, Lockwood Publishing, Creative Mobile, Pixel Federation, and many others.
He previously worked at Nordeus, where he was taking care of ads monetization, managing a business worth over 5 million dollars a year. He was also successfully managing partner relations with dozens of stakeholders including some of the most eminent football clubs in Europe.
11.30
Ad Mon: Ad Monetization 101: A Masterclass
Hanin Fakhriddin, Mobile Marketing ConsultantHanin FakhriddinMobile Marketing ConsultantI’m a Mobile Marketing Consultant with 15+ years of experience, including as Marketing Director at Ubisoft, where I launched successful games. Now, I help developers and studios grow their audience and visibility with tailored strategies in ASO, player engagement, and more to thrive in the competitive mobile market.
11.30
Alt Growth: Mastering ASO: Unlock Growth and Visibility for Your Mobile Game
13.00 - Networking Lunch
Orhun Mert Simsek, CMO & Co-founder, APPSOrhun Mert SimsekCMO & Co-founderAPPSMert, one of the co-founders of APPS, manages its marketing and monetization efforts. He describes his role as "investing money with the exciting hope of earning back even more!
14.00
Ad Mon: Where are we now? Ad Monetization in the Bidding Era
Marion Balinoff, Influencer Marketing ConsultantMarion BalinoffInfluencer Marketing ConsultantMarion has been doing influencer marketing since 2014. She started in an influencer management software company, where she handled hundreds of campaigns for clients from all industries. After a few years, she realized she needed more depth in metrics and more impact on strategy so she decided to move over to the client side. She built and executed the influencer marketing strategy for multiple games in different genres with various audiences.
After multiple years of building and executing the influencer marketing strategy in several mobile gaming studios, she decided to move to the consulting sector to diversify the projects and apps on which she works.14.00
Alt Growth: Influencer marketing 101: Level Up Your Growth Strategy
Iris Brito Fernández, Ad Monetization Manager, WeeWooIris Brito FernándezAd Monetization ManagerWeeWoo15.00
Ad Mon: Finding the Perfect Balance: Navigating Ad Placements & Frequency
16.00 - Networking Break
Ezgi Dogan, Product & Game Monetization ConsultantEzgi DoganProduct & Game Monetization ConsultantEzgi is a product/game monetization expert with engineering and product background, focusing specifically on monetization for over 6 years. She specializes in consulting with studios to develop effective monetization strategies for games and apps, empowering developers to maximize revenue potential while creating engaging user experiences.
16.30
Ad Mon: No More One-Size-Fits-All: How to Avoid the Averaging Trap in Player Segmentation
Darina Guseva, Senior UA Manager, Kolibri GamesDarina GusevaSenior UA ManagerKolibri Games16.30
Alt Growth: Achieving Sustainable Growth: Retention & Re-engagement
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Select a Theme
- Ad Monetization
- Alternative Growth
- Day Two Roundtables
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08.00 - Registration Opens
Jacki Vause, CEO, DimosoJacki VauseCEODimosoJacki Vause is the Founder and CEO of Dimoso PR and Co-Founder of Global One Communications. She is one of the UK’s female tech PR pioneers and has worked in publishing and public relations for over 25 years. Named as one of PCR’s top 30 women in mobile, Jacki created Dimoso, an integrated digital marketing and PR agency specialising in mobile games and technology. Jacki has vast experience as a proven tech entrepreneur, with more than 9 companies under her belt, and wears the crown of business leader, mentor, Grit Daily author, and PR communications savant. Jacki’s experience encompasses leading entertainment companies such as BBC, Channel 4, Disney, and Angry Birds; expertly managing major consumer brands including Mazuma, Apple, GE, AT&T, and Panasonic; and successfully growing gaming giants like Rovio and Gismart. Managing traditional and digital, mobile, and social communications strategies for these brands, Jacki’s experience with startups and scaleups is extensive and invaluable.
Felipe Mata, General Manager, VoodooFelipe MataGeneral ManagerVoodoo
Katerina Dudinskaya, CMO, Stork LimitedKaterina DudinskayaCMOStork LimitedKaterina is an accomplished Chief Marketing Officer at Stork Limited, where she directs marketing strategy and cross-functional initiatives to drive business growth. With a background in marketing, monetisation, and leadership, she has excelled in roles at Gismart, Easybrain, and others, leading large teams and managing high-impact campaigns in the digital marketing space. As an Ambassador for Women in Games, Katerina also champions diversity in gaming. Her expertise spans analytics, team management, and strategic partnerships, underscoring a career built on delivering measurable results across multiple industries.
Jane Anderson, VP Business Development & Strategic Partnerships, RollicJane AndersonVP Business Development & Strategic PartnershipsRollic
Srivatsa Narasimhan, General Manager & Vice President, ScopelySrivatsa NarasimhanGeneral Manager & Vice PresidentScopelySrivatsa, with 13 years in gaming, has worked at Zynga, GSN Games, PlayStudios, and Scopely, managing games across genres like Social Casino, Casual, Action Strategy and Simulations. Currently, he is the GM of a top social casino game at Scopely. He holds a Computer Science degree and a Masters in Business Administration.
Slava Taraskin, VP of Business Development, LoopMeSlava TaraskinVP of Business DevelopmentLoopMe09.00
Gamesforum Unfiltered: Monetization
Bridging the gap between ads and product monetization, and kick-starting day two of Gamesforum Barcelona, our Unfiltered panel!
Join DIMOSO’s Jacki Vause as she leads our panel through uncensored discussion. Making observations, sharing real takes and offering insights on the challenges presented to mobile fames F2P monetization in 2025.This session is off the record, so come with your questions prepared! You don’t want to miss this.
10.00
Tanner Hanson, President, RevUTanner HansonPresidentRevUTanner Hanson is the President 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.Sponsored by
RevU operates the industry's most advanced offerwall for games of all sizes and genres! Our secure SDK-less offerwall platform allows for quick and flexible integrations, and our unique lineup of direct demand generates the highest eCPMs in the industry on all mobile platforms. With a reach of millions of unique users, RevU also is a powerhouse for studios looking to acquire large amounts of new gamers while exceeding KPIs!
10.00
Off the Wall
If you still think offerwalls require SDKs and exclusivity, you’re not making as much money as you should be. Learn the why's and how's of monetizing with offerwall from RevU, a company revolutionizing the format, led by executives from ironSource and Tapjoy.
Bruno Balistrieri, Senior Ad Monetization Analyst, KwaleeBruno BalistrieriSenior Ad Monetization AnalystKwaleeWith over seven years in ad monetization, I bring extensive expertise in optimizing ad strategies for mobile games. Having spent four years at Fanatee and three at Kwalee, I specialize in innovative approaches to ad flow and user engagement, consistently enhancing monetization outcomes across diverse audiences.
10.30
Why is Bidding Ruining your Ad Revenue?
With most of the networks forcing us to move to a bidding-only waterfall system, what controls do we still have over our own product? Is this indeed beneficial for the publishers or only for them? This presentation will aim to highlight the main aspects that justify why a hybrid waterfall system is still a good advantage for publishers and the negative impacts of having too little control over your ad monetization.
11.00 - Morning Coffee Networking BreakBožo Jankovic, Head of Ad Monetization, GameBiz ConsultingBožo JankovicHead of Ad MonetizationGameBiz ConsultingBožo is currently working as a Head of Ad Monetization at GameBiz Consulting and has been in the video games industry for over five years.
At GameBiz, Božo is heading the team that helps game developers monetize their games through ads. He has worked on games from various genres, including among others, match-three, strategy, sports, as well as idle and narrative-driven games. During his time at GameBiz, Božo has worked with the likes of Wargaming, Goodgame Studios, Nanobit, Lockwood Publishing, Creative Mobile, Pixel Federation, and many others.
He previously worked at Nordeus, where he was taking care of ads monetization, managing a business worth over 5 million dollars a year. He was also successfully managing partner relations with dozens of stakeholders including some of the most eminent football clubs in Europe.
11.30
Handling Your Ad Inventory: From Blocking Competitors to Protecting Your Ad Quality
Ad quality is becoming an increasing concern among game developers that monetize their games with ads. How to protect your game from poor quality ads? We will try to answer these and more questions such as - Should you block competitor ads?
Kim Skovgaards, AdTech Specialist, UsercentricsKim SkovgaardsAdTech SpecialistUsercentricsWith nearly a decade of adtech experience, Kim specializes in bridging privacy, technology, and ad monetization strategies to empower publishers. As an AdTech Specialist at Usercentrics, he leads publisher and adtech initiatives within the Product team, leveraging frameworks like IAB’s TCF and GPP to guide publishers through the evolving intersection of privacy and advertising.
Sponsored by
Usercentrics is a global market leader in solutions for data privacy and privacy-led marketing. We believe in creating a healthy balance among data-driven business and privacy-led marketing for every size of enterprise. Usercentrics App CMP handles user consent on mobile apps, Usercentrics CMP serves companies with enterprise-grade custom requirements, and Cookiebot CMP is our plug-and-play SaaS.
Usercentrics is active in 195 countries, with over 5,600 partners, and handles more than 6.6 billion monthly user consents on over 2.2 million websites and apps.
Learn more on usercentrics.com11.55
Privacy-led Ad Monetization in 2025
Understand why Privacy Matters in Ad Monetization, Global trends influencing the industry and gain actionable insights, tailored to you as an Ad Monetization professional.
Felix Braberg, Co-Founder, 2.5 GamersFelix BrabergCo-Founder2.5 GamersFelix is a mobile ad monetization specialist who helps mobile games reach their maximum ad revenue potential. In his 6 years in mobile gaming Felix has worked for DSPs, Ad Networks and Gaming Studios and helped over 35 mobile games earn more than $100 million in ad revenue. https://www.linkedin.com/in/felix-braberg-7a732b51/
Katerina Maliaran, Head of Ad Monetization, Burny GamesKaterina MaliaranHead of Ad MonetizationBurny GamesSince 2021, after several years in digital marketing, Katerina has focused on mobile app ad monetization. Her expertise in mediation platform management with MAX, AdMob, Levelplay, drives revenue growth for hyper-casual and casual games.
She leads Ads Monetization strategy and execution at Burny Games, focusing on data analysis and strategic partnerships for success.
Olga Romanovich, Head of Ad Monetization, ZephyrMobileOlga RomanovichHead of Ad MonetizationZephyrMobileOlga is leading monetization in ZephyrMobile. With experience in apps and hyper casual games, she's now focused on the puzzle genre. Relying on a data driven approach she's optimizing ad tech to maximize value from each ad request and craft ads setup that keep players happy while boosting revenue.
Massimo Caroli, COO & Founder, MAFMassimo CaroliCOO & FounderMAFAs the founder and COO of MAF, Massimo Caroli has spent more than 10 years shaping the future of mobile game monetization. Under his leadership, MAF has become a key player in the rewarded advertising industry. Known for launching the successful MyChips offerwall, Massimo has helped mobile games across the globe unlock incremental revenue streams. His deep knowledge of offerwall strategies and rewarded advertising makes him a leading authority in the field.
Ravit Ross, CRO, Start.ioRavit RossCROStart.ioRavit Ross, Start.io’s CRO, has been in the AdTech industry for over ten years. She manages the global sales and account management team at Start.io and is responsible for the company's business growth.
Before joining Start.io, Ravit was VP Global Growth at YouAppi, a mobile tech company specializing in performance marketing.
12.20
Effective User Segmentation: Road to Incremental Ad Revenue
Effective user segmentation is the key to unlocking incremental ad revenue in 2025. It requires a deep understanding of your player base, and a framework designed to avoid cannibalisation of revenue.
In an increasingly hybrid monetization landscape, our panel will share their experience and advice on achieving successful user segmentation, tips on working with product, analytics and marketing team to drive a better user understanding and the work being down balance the delicacy of in-game economies.
13.00 - Networking LunchEzgi Dogan, Product & Game Monetization ConsultantEzgi DoganProduct & Game Monetization ConsultantEzgi is a product/game monetization expert with engineering and product background, focusing specifically on monetization for over 6 years. She specializes in consulting with studios to develop effective monetization strategies for games and apps, empowering developers to maximize revenue potential while creating engaging user experiences.
14.00
Long Ads, Tiny Close Buttons: How to Maximize CPM Without Losing Players
Ad templates are getting more aggressive every day! Ads are getting longer, close buttons smaller, and players are feeling the pinch. Big question is, how do you keep the balance between high CPMs and avoiding player frustration?
In this session, we’ll dive into the common templates networks use and share real case studies on what I’ve learned from testing across a variety of games to find that 'just-right balance'.
Manu Mathew, Director, Product Management, InMobiManu MathewDirector, Product ManagementInMobiManu is Director of Product at InMobi Advertising, heading ad monetisation products for supply side platform (SSP). With over 6 years of experience in mobile advertising, his work spans across SDK platform integration, bidding performance and compliance.
Sponsored by
InMobi Advertising is a leading global platform connecting advertisers and publishers with their mobile audiences. Their goal is to drive customer growth by helping businesses understand, engage, and acquire consumers effectively. For marketers, InMobi offers data-driven media solutions, powered by advanced analytics to create impactful ad experiences. For publishers, they provide a comprehensive suite of tools for monetization, consent management, and user engagement that help fuel app business growth.
InMobi Advertising is part of InMobi, a consumer technology company that is transforming the way consumers discover and interact with content through its innovative AI platforms. Emanating out of Bangalore, InMobi also maintains corporate offices in Singapore and San Mateo, Calif.
14.30
Signaling Success: Leveraging First-Party Signals to Boost Monetization
In an era of increasing user opt-outs, it’s essential for publishers to leverage the potential of their first-party signals, often limited to user acquisition and attribution, for ad monetization. Join Manu Mathew, Director, Product Management, in this session to discover how publishers can effectively utilize abundant first-party signals to enhance addressability and drive monetization. He will explore the types of signals publishers can share without compromising user privacy and highlight their impact on monetization through real-world examples.
Alexandra Trifonova, Monetization Lead, HitappsAlexandra TrifonovaMonetization LeadHitappsMonetization Lead with 4+ years of experience building monetization strategies from scratch. Skilled in unconventional solutions, in-depth analytics and delivering fast results. If you want to monetize with ads, ask me how!
Tezcan Unlu, Senior Ad Monetization Manager, Kolibri GamesTezcan UnluSenior Ad Monetization ManagerKolibri GamesSenior Advertising Monetization Manager at Kolibri Games spending the last 4 years in the mobile gaming industry. Mainly focusing on the Ad Tech improvements, optimizing the product’s ad placement and user ad journey for the main titles Idle Miner Tycoon and Idle Bank Tycoon in Kolibri portfolio while operating the usual Ad Mon flow with the latest updates in the industry.
Cathal O’Sullivan, Head of Ad Monetization, Sandsoft GamesCathal O’SullivanHead of Ad MonetizationSandsoft Games
Alex Yerukhimovich, General Manager, AppHarbrAlex YerukhimovichGeneral ManagerAppHarbr15.00
Changes to Templates: Ad Experiences & Quality
Session will focus on the impacts and approaches to new “high engagement ads”, optimizing ad experiences in 2025, questions around combatting poor ad quality and ad ops practices to enhance user experience.
16.00 - Afternoon Networking Break
Kristan Rivers, CEO, AdinMoKristan RiversCEOAdinMo
Ivan Trancik, CEO & Founder, SuperScaleIvan TrancikCEO & FounderSuperScale16.30
The Perfect Love Triangle: In-Game, Hybrid and Player Analytics
Take a no-filter in-game journey with the classic free-to-play game Tiny Tower
- Gain integration insights and learn how to measure the impact on key metrics
- Understand how to implement in-game ads without compromising player experience or retention.
- Explore how in-game ad formats enhance your hybrid monetization strategy, driving IAP conversions and cross-promotion
Ben Kazael, Head of Monetization & Game Owner, PAPAYA GamesBen KazaelHead of Monetization & Game OwnerPAPAYA GamesBen Kazael is the Game Owner of Solitaire Cash, Papaya’s flagship game. Previously, he served as Head of Monetization and Operations at Papaya and was part of the monetization team in the early days of Coin Master at Moon Active. Ben has a strong analytical and game economy background, approaching monetization with a balance of creativity, economic insight, and data-driven decision-making.
Maksym Kovalenko, CEO & Founder, adWMGMaksym KovalenkoCEO & FounderadWMGMaksym Iuriovich Kovalenko (born November 30, 1988) is a Ukrainian IT entrepreneur and business strategy mentor. He is the founder and Chief Executive Officer of WMG International, known as adWMG, a programmatic monetization company that assists website and mobile application owners in monetizing their traffic. According to a well-known open-source search database, over 15,000 iOS and Android applications and 10,000 websites use adWMG solutions on a permanent basis. As of 2023, the company operates in Ukraine, the United States, and the United Kingdom.
Born in Kyiv, Ukraine, Maksym graduated from the lyceum "Naukova Zmina" and the Taras Shevchenko National University of Kyiv with a degree in Information Systems and Technology. In 2009, he attended a summer session at the University of California, Los Angeles, where he conceived his first ideas. This marked the beginning of his entrepreneurial journey.
Currently, Maksym is focused on developing new IT products and mentoring young IT entrepreneurs globally.
In addition to his professional pursuits, Maksym Kovalenko and WMG International are actively involved in volunteer work, supporting Ukrainians. Proud of his Ukrainian heritage, Maksym aims to showcase the strength of the Ukrainian nation and the efficacy of Ukrainian businesses to the world.
Vincent Tessier, Chief Marketing Officer, 52 EntertainmentVincent TessierChief Marketing Officer52 EntertainmentVincent Tessier is a mobile advertising and adtech expert with over 15 years of experience at various companies such as Unity, MoPub, adsquare or AOL. Currently Head of Gaming for Sourcepoint, a leading provider of consent management software for ad-supported mobile apps, Vincent was recently head of Unity Ads Monetization for EMEA. Vincent is an active participant in the mobile community with Appdays conference, MobileDrinks networking events, blog & awards ceremonies.
17.00
Embracing Hybrid Monetization
Rounding off our ad monetization track at Gamesforum Barcelona, our Embracing Hybrid Monetization panel will look to establish the challenges and opportunities by the new monetization landscape for mobile gaming. How to find incremental ad revenue, areas of innovation worth exploring in 2025 and their thoughts on how the industry will further shift as we move into the second half of the 2020’s.
18.00 - Networking DrinksSponsored by
High-velocity businesses that rely on partners to execute need reliable, scalable payables automation to achieve their vision. Tipalti is the leader in comprehensive, multi-entity payables automation that delights partners and meets the needs of expanding digital businesses. Tipalti customers typically wipe out 80% of their payables effort, while also improving compliance and financial controls, reducing risk, and employing best practices needed to scale.
Every step in the payables process—including self-service onboarding, executing global payments, communicating payouts, and reconciliation—is self-contained. Tipalti can make mass payments to over 196 countries—using 120+ currencies across 50+ payment methods—in a matter of clicks. Its reliability is the foundation for strong partner relationships.
Tipalti's commitment to being customer-first has culminated in a 99% customer retention rate with brands large and small, including Twitch, GoDaddy, AppLovin, Twitter, Roblox, and ironSource.18.00
Drinks Reception Brought to you by Tipalti
Grab a drink and connect with colleagues from across mobile F2P growth and monetization to close out Gamesforum Barcelona thanks to Tipalti!
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08.00 - Registration OpensMariam Ahmad, Head of Content, GamesforumMariam AhmadHead of ContentGamesforum
Mariam 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.
Svetoslav Grigorov, ASO ExpertSvetoslav GrigorovASO Expert
Sylvain Etard, Senior Growth Manager & Team Lead, Tilting PointSylvain EtardSenior Growth Manager & Team LeadTilting PointDigital Marketer specialized in the mobile gaming industry, with experience in Hyper Casual, Casual and Mid Core games.
Ezgi Ergüney, ASO & ASA Manager, Product MadnessEzgi ErgüneyASO & ASA ManagerProduct Madness09.00
Organic & Low-cost Growth Hacks
The AppStores continue to crowd, CPIs are rising, and the gaming portion of the store is being squeezed by big spenders in the app space. So how can marketing teams leverage organics to help drive incremental low-cost growth?
Join our panel as they share their best practices in ASO, focusing on featuring, icons, CPP & CSL as well as other low-cost hacks they are exploring to complement their paid UA activity.
Sponsored by
Almedia is the next generation, gamified promotion platform delivering maximum value to both advertiser and consumers. Our goal is boosting our customers' user acquisition, revenue and branding sustainably and safely by attracting and motivating high quality users to consume offers, surveys or ads through our products.
10.00
Understanding your Players: Data Behind Rewarded Users Decisions with Almedia
More information coming soon...
Sebastian Lüdemann, UA & Marketing ConsultantSebastian LüdemannUA & Marketing Consultant10.30
CPP/CSL to Grow Hybrid Games
How to utilize custom store listings and custom product pages to scale hybrid games." I had the impression that everyone talks about these store features in 1on1s and is experimenting with it. But so far no one is really sharing their integrated strategies on-stage. Maybe it is time to change it.
11.00 - Morning Networking Break
Ramiz Trtovac, Head of UA, GameBiz ConsultingRamiz TrtovacHead of UAGameBiz Consulting11.30
Casestudy: Telegram as a UA Channel
Dive into the opportunities of Telegram as an additional UA channel with Ramiz as he shares use cases with real data, highly cost-effective traffic at $0.03 per click, risks and opportunities.
Vera Manhoso, Gaming Account Director, RTB HouseVera ManhosoGaming Account DirectorRTB HouseSponsored by
RTB House is a global company that provides state-of-the-art marketing technologies for top brands, agencies and game publishers worldwide. Its proprietary ad-buying engine is the first in the world to be powered entirely by Deep Learning algorithms, enabling advertisers to generate outstanding results and reach their goals at every stage of the funnel.
11.55
Less Isn't Always More: Why Using Multiple Retargeting Partners Yields Better Results
In this session, Vera Manhoso will cover the topic of the 'multiple retargeter' strategy — the concept that working with more than one retargeting partner leads to better campaign results. You'll learn why it works, why you should use it, and the most common misconceptions surrounding it.
Greg Mansell, Account Director, EMEA, LiftoffGreg MansellAccount Director, EMEALiftoffGreg Mansell, Account Director at Liftoff, brings over 10 years of experience in strategic account management. He oversees EMEA's largest and longest-standing advertising clients, driving growth and success. Greg is a regular moderator and panelist at renowned industry events, reflecting his expertise and leadership within the mobile advertising industry.
Nadir Garouche, Senior UA Manager, SandSoft GamesNadir GaroucheSenior UA ManagerSandSoft Games
Bahadir Sirkecioğlu, Senior Performance Marketing Manager, RovioBahadir SirkecioğluSenior Performance Marketing ManagerRovioI am a User Acquisition and Performance Marketing expert with 8+ years in mobile gaming. Currently driving growth for Angry Birds 2, I leverage data insights, innovative testing, and high-impact creatives in UA ads to achieve measurable success and engage global audiences.
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.
12.20
Achieving Sustainable Growth: Retention & Re-engagement
CPIs are increasing, privacy is restricting access to user data. Mobile game marketing is becoming significantly more difficult. Successfully identifying, segmenting and retaining high LTV players is more important than ever.
Join our panel as they break down the importance of a core audience, from targeted content and deals to a positive gameplay experience, our panel will explore the available technology and game design for a positive high LTV player base.
13.00 - Networking LunchMarion Balinoff, Influencer Marketing ConsultantMarion BalinoffInfluencer Marketing ConsultantMarion has been doing influencer marketing since 2014. She started in an influencer management software company, where she handled hundreds of campaigns for clients from all industries. After a few years, she realized she needed more depth in metrics and more impact on strategy so she decided to move over to the client side. She built and executed the influencer marketing strategy for multiple games in different genres with various audiences.
After multiple years of building and executing the influencer marketing strategy in several mobile gaming studios, she decided to move to the consulting sector to diversify the projects and apps on which she works.14.00
From Strategy to Success: The Influencer Marketing Testing Framework
In an evolving digital landscape, influencer marketing requires a strategy that is both data-driven and adaptable. This session will unveil a proven testing framework that helps mobile gaming companies maximize ROI, navigate influencer selection, and optimize campaign performance. Join us as we explore how to strategically gather insights, iterate based on audience demographics and game genres, and scale influencer campaigns effectively.
Through real-world examples, we’ll dive into metrics that matter and reveal key strategies for driving meaningful, measurable results from influencer partnerships.
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
14.50
The Power of Viral Content in Building Communities
Join ZiMAD’s Anastasia Zaceiva as she showcases five key components that can help leverage virality for building communities that grow and retain in 2025.
The five components:
- Engagement Magnet: Viral content for sparking conversation
- Shared Identity: Memes, videos and stories to create belonging
- Trust Builder: Authentic, relatable posts that strengthen community bonds
- Exponential Reach: Rapid shares to amplify brand visibility
- Connection Catalyst: Foster deeper connections through meaningful viral moments
Nina Mackie, Co-founder, WeGame2Nina MackieCo-founderWeGame2
Malize Evans, Co-CEO & CMO, Raftur GamesMalize EvansCo-CEO & CMORaftur Games
Arturo Valdivia, Head of Marketing, GamehouseArturo ValdiviaHead of MarketingGamehouseAn advocate for a 'math and magic' approach to marketing, Arturo specializes in driving growth by combining in-depth analytics with creative influencer partnerships and community initiatives. He focuses on measurable engagement strategies that resonate with players, build excitement, amplify reach, and foster lasting loyalty for mobile games.
Mike Gallagher, Founder, Untitled Ad LabMike GallagherFounderUntitled Ad Lab
Jonathan WInters, CMO, Snowprint StudiosJonathan WIntersCMOSnowprint StudiosJonathan Winters is an accomplished marketing professional with over nine years of experience in the mobile games industry. He is currently serving as the Chief Marketing Officer at Snowprint Studios, where he brings his expertise to grow their award-winning tactical RPG Warhammer 40,000: Tacticus. Prior to joining Snowprint Studios, Jonathan worked at Miniclip, where he established and led the Performance Marketing division. Under his leadership, the team was responsible for delivering exceptional results by driving user acquisition, optimizing creatives, engaging influencers to boost the global expansion of key titles such as 8 Ball Pool.
15.15
Leveraging Influencers & Community for Growth
It is one thing to leverage social media campaigns for your game but go that on step further requires careful investment.
Join us as our panel share their work leveraging influencers and social media to establish and grow communities around their titles. Leveraging tight groups of gamers to drive growth through community.
16.00 - Afternoon Networking Break
Joonas Virtanen, Head of Marketing, FutureplayJoonas VirtanenHead of MarketingFutureplayA mixed marketing artist with nearly two decades of experience at Rovio, Next Games, and Futureplay/Plarium. My philosophy? Focus on creating standout, talk-worthy experiences rather than being the loudest mediocre voice.
16.30
10x Your Game with a Strategy Rebrand
Futureplay faced a challenge: Merge Gardens showed strong product KPIs, yet scaling its marketing proved impossible. They decided on a complete rebrand to reset the foundation. Over 18 months, the team dove into research, concepting, writing, testing, and development. In February 2022, the newly reimagined Merge Gardens launched—and took off like a rocket. User acquisition budgets soared, while the recoup period dropped dramatically. Ultimately, the game stabilized at exactly 10 times its pre-rebrand level.
Hanin Fakhriddin, Mobile Marketing ConsultantHanin FakhriddinMobile Marketing ConsultantI’m a Mobile Marketing Consultant with 15+ years of experience, including as Marketing Director at Ubisoft, where I launched successful games. Now, I help developers and studios grow their audience and visibility with tailored strategies in ASO, player engagement, and more to thrive in the competitive mobile market.
Volodymr Manoilo, Product Marketing Manager, GameloftVolodymr ManoiloProduct Marketing ManagerGameloftVolodymyr (Vova) Manoilo is a professional gaming marketer with experience in both F2P and premium games. He’s a Product Marketing Manager at Gameloft, working on Asphalt Legends Unite – the cross-platform racing game with over 250 million downloads. He had shaped marketing strategies for such titles as Asphalt 9: Legends, World of Tanks PC, Doom Eternal, Fallout 76, and others.
Ismael Jorge Soler, IP Licensing BD Lead, Yodo1 GamesIsmael Jorge SolerIP Licensing BD LeadYodo1 GamesIsmael is the IP Licensing BD Lead at Yodo1. He started his career at the company in the monetization department. There, he helped studios to strengthen their economies while keeping the game experience enjoyable for players. His extensive knowledge and understanding of the market led him to transition to the IP Licensing team. In this role, he has been collaborating with different studios to ensure that the IP Matchmaking process is efficient and beneficial to both parties. He is also responsible for creating proposals for limited-time event collaborations that can help studios to further engage their players and increase their revenue.
17.20
Marketability: Virality, USP & Brand to Attain & Retain
Round off Gamesforum Barcelona’s Alternative Growth track our panel bring together findings across our UA, Product and Alternative Growth track to explore what it takes to survive in the crowded market space that is 2025.
Tying in the need to achieve sustainable growth, panellists will share their best practices on leveraging marketability to design an appealing brand, what it takes to drive a brand in gaming titles and the importance of a USP in the mobile F2P gaming landscape.
18.00 - Networking DrinksSponsored by
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Tipalti's commitment to being customer-first has culminated in a 99% customer retention rate with brands large and small, including Twitch, GoDaddy, AppLovin, Twitter, Roblox, and ironSource.18.00
Drinks Reception Brought to you by Tipalti
Grab a drink and connect with colleagues from across mobile F2P growth and monetization to close out Gamesforum Barcelona thanks to Tipalti!
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Brad Shapiro, EVP of Revenue, KashKickBrad ShapiroEVP of RevenueKashKickOver the past 30 years, Brad has driven revenue growth for companies like InboxDollars, Date.com, and Killerbrands Media through integrated marketing strategies. Now, as EVP of Revenue at KashKick and Besitos Marketplace, a rewarded website, app and platform that converts engagement into earnings, he applies his leadership and expertise, contributing to the company’s 16,000% revenue growth over the past three years and No. 11 ranking on Inc. 5000’s 2024 list.
Sponsored by
KashKick is at the forefront of revolutionising user acquisition for mobile gaming companies. Our platform is designed to attract and engage users who are not only interested in your game but are motivated to reach key milestones and make in-app purchases. By leveraging targeted acquisition strategies and data-driven insights, we ensure that every dollar of your ad spend delivers maximum returns. Ranked as the 11th fastest-growing company on the Inc 5000 list in 2024, KashKick has a proven track record of driving meaningful growth for game developers and publishers. Connect with us at Gamesforum to discover how we can help you acquire users who stay, play, and pay.
11.30
UA: How to Unlock the Potential of Rewarded UA
Farhan Haq, Founder, Hyper HQFarhan HaqFounderHyper HQ11.30
Product: Harness the Power & Potential of D2C: What’s next?
13.00 - Networking LunchKate Minogue, Data, AI & Marketing Consultant & CPO, FrekkelKate MinogueData, AI & Marketing Consultant & CPOFrekkelKate Minogue, MBA, MSc, is a Data and AI advisor and Chief Product Officer at Frekkel, with over 10 years’ experience in the gaming industry. A seasoned marketing and analytics leader, she combines strategy, data, and a people-first approach to drive customer-centric innovation and deliver transformative results in consumer technology.
14.00
UA: Developing a Marketing Team: Marrying the Analytical & Innovative
Ahmetcan Demirel, Product Management & Game Design ConsultantAhmetcan DemirelProduct Management & Game Design ConsultantProduct Management and Game Design Consultant with special focus on casual puzzles and hybridcasual games. Previously worked on several different genres and platforms including leading the largest instant game on Facebook gaming. Also a regular contributor to the Deconstructor of Fun blog with over 20 articles for the last 3 years
14.00
Product: Developing a Product Roadmap for 2025
Julie Tonna, UA Specialist & iOS ExpertJulie TonnaUA Specialist & iOS ExpertJulie is a User Acquisition specialist and consultant with over 7 years of experience in the Ad Tech industry, focusing on scaling mobile apps and games. Having worked at industry leaders like Apple (Search Ads) and ironSource (now Unity), she has supported top global gaming companies in EMEIA to grow their apps profitably. Today, she consults as a freelancer, leveraging her expertise in data-driven growth strategies and App Store optimisations.
15.00
UA: Finding Success on iOS: Challenges, Innovations, and Growth Tactics
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
Product: Understanding LiveOps: Risk, Reward & ROI
16.00 - Networking BreakMike Gallagher, Founder, Untitled Ad LabMike GallagherFounderUntitled Ad Lab16.30
UA: Preparing to Launch your Game in 2025
Home of the Gamesforum events series, Mobilize & Monetize podcast, leading mobile game analysis and more about the world of mobile games marketing and monetization.