In our final interview for our Road to Barcelona 2025 series - with Gamesforum Barcelona just two weeks away! - Mariam sits down with Mintegral's Head of Marketing EMEA & US, James Haslam. James shares insights into emerging trends such as the rise of hybrid monetization models, advancements in in-game advertising, and the growing role of AI in personalized user experiences. He also discusses the challenges mobile marketers face, including privacy regulations and adapting to an increasingly fragmented audience.