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You can tell when an ad is AI…right? AI has transformed marketing over the last few years, teams are now able to generate ad copy, video concepts and creative variations in minutes. More ideas can be tested than ever before and for app marketers, this offers huge opportunities. Testing increases, optimisation is faster and so is the ability to react quickly to trends. However the question now arises: how do you scale production without losing authenticity that drives instal

The app economy is growing year after year. The industry is being reshaped by rising acquisition costs, stricter privacy regulations, changing consumer expectations and the rapid adoption of AI and these factors are changing how apps grow. As we prepare for the next edition of Appsforum London, these are the five trends that are at the forefront of app development. Whether you're focused on user acquisition, retention, monetisation, or product strategy, our Appsforum agenda w

On the surface, retention seems like a simple game: users leave, so the goal is to bring them back. However, at scale, retention is a lot more complicated. Users disengage at different points and for a wide range of reasons. It is imperative that companies are solving the right problem and targeting these moments. At Sweatcoin, User Engagement Lead, Adele Marevery, has seen this challenge firsthand. With hundreds of millions of downloads and millions of daily active users, th

San Francisco remains one of the world's most influential hubs for app innovation, bringing together founders, operators, investors, and platform teams who are shaping the next generation of mobile technology. From breakthrough AI applications and subscription growth strategies to advances in user acquisition, monetisation, and engagement, the city continues to set the pace for the global app ecosystem. Ahead of Appsforum SF, we've created a short guide exploring why San Fran

Growth leaders took the stage at Appsforum last year to discuss user journey, and more specifically Web2App. One thing was clear among the discussions: there was no single definition of success. While some teams were building long onboarding journeys designed to qualify users before they ever reached the App Store, others were removing every possible point of friction, believing the shortest path would always produce the best results. Some were monetising on the web before dr

At AppsForum Lisbon, leaders including Cristian Rotari (Zing Coach), Julie Buzhynskaya (Impala Studios), Sebastian Reyes Diaz (Flink), Marcus Burke (Meta & App Growth Consultant), Mikayel Mirzoyan (Flo), and Léa Samrani (Aperture) shared how the app growth playbook is rapidly evolving. From hybrid monetization to AI-driven acquisition and lifecycle-led retention, this report captures the key strategies shaping how top teams scale today. Click here to download the full report.

From predicting LTV within days to running thousands of structured creative tests, Diogo Castro, Performance Marketing Manager at Dogo, breaks down the practical frameworks behind doubling ad profitability year-over-year - and why modern growth is as much about operational rigor as media buying.

Ahead of her appearance at Appsforum Lisbon, Flo Health’s Senior Product Manager, Ekaterina Elkina, shares her perspective on how privacy, AI, and retention are reshaping modern app growth. What has fundamentally changed about app growth in the last two years that many teams are still underestimating? Privacy restrictions and AI integrations have significantly reshaped app growth over the last several years, with persistent impacts on attribution, monetization flexibility, an

The festive period is the mobile app industry’s golden quarter, and Moloco's latest analysis of mobile app performance across the 2024/2025 holiday season confirms this. The interactive report, drawing from insights from Moloco's internal database and Sensor Tower, reveals that between 23 December 2024 and 5 January 2025, UK gaming apps saw 37 million installs across iOS and Android combined. Non-gaming consumer apps – such as social, utility, and productivity – also surged,

In this interview, Jim explains why investors believe this is the first true infrastructure shift since programmatic, why publishers are ready for autonomous monetization agents, and how CloudX’s launch signals a broader reset in how mobile advertising will operate in the years ahead.

Full Disclaimer: I was an employee at Google, and here is my “try to be as objective as I can” take. Also, no insider information here haha.

Whether it’s rewarded ads, smarter segmentation, or balancing user happiness with business goals, TyrAds' Driector of Monetization, David Ruggiero has seen it all. We caught up with him to talk about what’s next for app monetization and how to keep users, and revenue, swiping right.

Appsforum 2025 showed that consumer apps are now playing by the same rules as games: growth is no longer about campaigns, it’s about systems. From lifecycle marketing loops to experimentation factories, from AI workflows to TikTok virality engines, the smartest operators are turning scale into sustainable profit.

In this interview, Lucas breaks down the anatomy of a great app marketing dashboard, why “truth” in data matters more than ever, and how cross-channel signals can save you from burning ad dollars. From SKAdNetwork headaches to creative fatigue hacks, this chat is packed with sharp takes and practical tips.

Ahead of his appearance at Appsforum in just a few weeks, Charles Perrot, COO at MWM, shares his lessons on leadership, which partnerships and ads work best, and what the future looks like for creative apps.

Muzz's Global Performance Marketing Lead unpacks what really moves the needle when it comes to separating breakout apps from the ones that stall.

Ahead of her Appsforum debut, we caught up with Marina Anton, App Acquisition Lead at interactive investor. From gaming’s quickfire test...