Agenda | Appsforum

Don't miss out on the first ever Appsforum London 2025

Conference Agenda

8:00am

Registration Opens

8:55am

Welcome Address

John Speakman, Founder & CEO, Appsforum

9:00am

Appsforum Unfiltered

Opening with our only off the record session, successfully navigate the consumer app landscape by diving into the latest trends shaping the industry as our panel of app experts offer you their unfiltered opinions.

Jacki Vause, CEO, Dimoso

Vincent Hart de Keating, CEO, Kovalee

Noam Yassour, CMO, 44pixels

Cantuğ Sugün, General Manager, Codeway Barcelona

Natalia Corobco, CEO, Francis

10:00am

From Games to Apps: How F2P Live Ops Strategies Are Shaping the Future of Mobile Engagement

With the rise of Free-to-Play (F2P) games setting a high bar for user engagement, non-gaming apps are now adopting similar live ops strategies to drive retention, loyalty, and monetization.

Join Erno, expert analyst at Liftoff, as he unpacks cutting-edge insights from GameRefinery and AppRefinery—two industry-leading tools that provide unparalleled visibility into mobile engagement trends. Drawing from thousands of game and app analyses, this session will explore the mechanics behind successful F2P games' live operations and how these tactics are being reimagined across verticals like social, fitness, finance, and dating.

Attendees will walk away with a clear understanding of:

The hottest live event trends in mobile F2P gaming
Concrete examples of non-gaming apps implementing game-inspired live events
Actionable takeaways for building more immersive, habit-forming app experiences

Erno Kiiski, Chief App Analyst, AppRefinery & GameRefinery (Liftoff Companies)

10:30am

KEYNOTE

The Glovo Story:
Developing a Company-Wide Data Culture

Empower your teams with a company-wide approach to data, encouraging experimentation and data-driven decision making with real-world case studies from one of the world's largest food delivery apps.

Devangana Khokar, Director, Data – Growth and Marketing, Glovo

11:00am

Morning Networking & Coffee Break

11:30am

Beyond the Free Trial:

Rethinking User Onboarding to Optimise Monetisation

Turn onboarding into a powerful monetization lever by moving beyond traditional free trials. Optimise revenue from day one, by taking away practical insights into pricing tests, user segmentation and early activation tactics.

Léa Samrani, Director of Product Growth, Aperture

12:00pm

Hitting the Right Notes:

Growth as a Management Problem

In this presentation, Arthur Muradyan, Head of Growth at Muse Group dives into the management formula built as Muse that drives constant growth across 10+ products, including Ultimate Guitar, and hundreds of millions of users – turning growth into a systemic, yet creative, engine.

Arthur Muradyan, Head of Growth, Muse Group

12:30pm

Building an Experimentation Factory: From First Test to 1500 Per Year

Discover the essential infrastructure, processes, and cultural shifts needed to build a high-velocity experimentation program that drives data-driven decision making at scale.

Dmitry Zolotukhin, VP of Data, Flo

1:00pm

Lunch

2:00pm

M2026 Playbook:

Key Trends Reshaping Mobile Consumer App Growth

Bad ads are killing user trust. UA is evolving fast. Monetization is going multi-stream and automated. These shifts signal deeper changes reshaping mobile consumer app success. This data-driven session reveals what’s really driving breakthrough scale and delivers tangible takeaways for your 2026 planning.

Sandra Amir, Director, Business Strategy, Unity

2:30pm

Maximising App Ad Monetization

Increase your ad revenue with practical strategies across multiple consumer app genres, from experimentation with ad placements, the best performing formats for your apps, and easy wins for you to start earning with ads.

David Ruggiero, Ad Monetization Consultant

Guy Tikochinski, Monetization Team Lead, 365Scores
Fevzi Can Abacioglu, Growth Manager, Instabridge

Lucas Maleysson, Head of Ad Monetization, MWM

3:30pm

Afternoon Networking & Coffee Break

4:00pm

Maximising the Ad Revenue potential of your app

Unlock the full full ad revenue potential with effective strategies for optimising ad placements, balancing user experience with monetization and leveraging data to drive higher returns.

Stéphane Gillet, Head of Programmatic, Trainline

4:30pm

Driving Growth through Gamification

Drive meaningful revenue growth by applying gamification strategies into your own apps—whether to enhance user experience, encourage repeat usage, or increase in-app purchases.

Tanya Kobzar, Founder, Diversido

Shaunak Vaichal, Product Lead – Gamification, Cleo.ai

5:00pm

The Future of App Growth

Gain forward looking insights and walk away with practical strategies to stay ahead in an increasingly competitive market in this closing session.

Kristian Pechovski, CPGO, Leadtech

Stan Marchand, CEO, Rocapine

Ekaterina Gamsriegler, Head of Growth & Marketing, MyGroove - Redbull

Abdullah Rafique, Co-Founder & CTO, ImagineArt

5:50pm

End of Day One

8:00am

Registration Opens

9:20am

Welcome Address

John Speakman, Founder & CEO, Appsforum

9:30am

KEYNOTE

Building Better Dashboards:

A Practical Guide to Marketing Analytics for Apps

Successfully build effective marketing analytics dashboards with real-world case studies. Understand how to define the right goals, choose and prioritise key data sources, and ensure reliable, actionable insights. Walk away with access to a database of templates to apply directly to your own app.

Lucas Moscon, Mobile App Growth Expert

10:00am

Bottling Lighting: Experimenting with a systemic, scalable approach to TikTok campaigns

Moving beyond viral one-offs, he explores how to approach TikTok campaigns with a repeatable, data-informed system designed for scale.

Anouar Bennattia, CEO, Quiet Apps

10:30am

Winning with Creatives

Develop high-impact creatives that prioritize marketability, drive revenue, and resonate with your target audience, by managing creative fatigue, fostering team resilience, and building a culture that supports constant innovation.

Mariam Ahmad, Head of Content, Appsforum

Bruno Romão, Digital Marketing Lead, FREENOW

Richard Kos, CEO, Gaming Growth

Alexis Coron, Head of Creative, MWM

Ryan Thorpe, Head of Growth, Reflectly Apps

11:00am

Morning Networking & Coffee Break

11:30am

Finding the Right Marketing Mix for Your UA Strategy

Maximise ROI, adapt to shifting marketing dynamics, and scale effectively by evaluating and balancing paid, organic and emerging platforms.

Cemre Korkmaz, Senior Marketing Manager, Codeway

12:00pm

Continuous Marketing Budget Allocation: Investing at the Profit Maximum

Market conditions shift, performance varies, and staying at the profit maximum becomes a moving target. Discover how Glovo uses machine learning to dynamically adjust marketing budgets, ensuring continuous alignment with targets and improving campaign efficiency. Glovo will discuss two AI models, one that recalibrates their performance marketing targets monthly, and the other which supports their bi-weekly pacing process.

Stephan Joseph, Senior Manager – Marketing Analytics, Glovo

12:30pm

Mastering User Acquisition:
Scaling Smarter in a Changing Landscape

Drive sustainable growth by staying agile, optimising campaigns and making every ad cost count, as our experts dive into real-world case studies.

Piyush Mishra, App Growth Consultant

Tarika Maini Soni, Director of Strategic Initiatives, Atom Apps

Saniya Vardak, Global Performance Marketing Lead, Muzz

Marina Anton, App Acquisition Lead, interactive investor

1:30pm

Lunch

2:30pm

The Mobile Measure Panel:

Building Smarter Measurement Strategies for 2025
Successfully rethink measurement frameworks by leveraging evolving measurement, attribution, and analytics strategies.

Mat Raczyński, Head of Data, Paired

Mike Gadd, Customer Success Director – EMEA & India, Singular

Nonna Minasyan, Senior Media & Measurement Director, Meetic

3:00pm

The Retention Challenge:

Turning Scale Into Profitability

Sweatcoin has over 200 million users, but scale alone doesn’t guarantee success. Explore how retention and lifecycle marketing turn a mostly free user base into lasting engagement and sustainable monetization.

Adèle Marevery, Senior Lifecycle Marketing Specialist, Sweatcoin

3:30pm

Afternoon Networking & Coffee Break

4:00pm

Why People Buy:

The Psychology of Converting Web2app funnels

Why do people choose to pay for subscriptions, and how can a Web2App funnel do more than collect answers? Explore the psychology behind high-converting funnels and how to design them as human-like conversations. Engage users, increase perceived value, and guide them naturally toward purchase, whilst covering key elements of an effective onboarding experience, including making users feel understood, triggering motivation, and removing friction on the path to conversion.

Igor Lyubimov, Founder & CEO, Web2wave

4:30pm

How to Implement a Successful Web-To-App Marketing Funnel

Turn web traffic into high-value app users through an optimized web-to-app funnel with best practices for driving conversions, tracking user journeys across platforms and aligning messaging for a seamless experience.

Mohammed Husnain, Global App Marketing Manager, Skyscanner

5:00pm

End of Conference

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Don't miss out connecting with UA and Ad Monetization leaders from across the consumer app ecosystem!

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💡 Learn how top apps are solving common challenges, optimising revenue, and staying ahead of industry shifts.

🧠 Hear from the marketers, growth leads, and product teams behind today’s most successful consumer apps.

🎮 Taking part alongside Gamesforum, hear first hand from the mobile gaming industry how they have successfully implemented strategies for UA, engagement, and monetization.

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