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And just like that, Appsforum London 2026 has come to an end! Over two packed days, senior app growth and revenue leaders came together to tackle the challenges shaping one of the world’s most competitive mobile markets. With 500+ app developers, publishers, marketers and industry experts and 60+ leading speakers, there was plenty of opportunity to learn, connect and share what’s really working in the world of apps. Two days focused on sustainable growth This year’s conversat

The app industry is moving fast. User expectations are changing, acquisition is becoming increasingly competitive, and new technologies are creating opportunities while raising just as many questions. As the industry comes together at Appsforum London on 7–8 September, these are some of the conversations likely to be at the heart of the event. Where does sustainable app growth come from now? Growth has never been straightforward, but the traditional playbook is becoming harde

Web2App funnels are becoming an increasingly important part of mobile growth. Instead of sending users straight from an ad to the App Store, brands can use the web to build intent, personalise the experience and qualify users before asking them to install. But every extra step creates another opportunity for users to drop off. In 2026, the challenge isn't simply getting users into the app. It's understanding where intent disappears between the first click and revenue. Where a

AI is everywhere and something that is becoming increasingly prominent within the apps industry. As the conversation develops, however, the questions facing leaders are becoming more difficult and more important. It is no longer enough to ask “How can we use AI?” The real questions are: Are we building what users actually need? Is AI creating genuine value? And what happens to the app itself when AI starts changing how people discover, choose and use products? At Appsforum Lo

It is safe to say that consumers are now feeling the weight of subscriptions. From streaming services and fitness apps to productivity tools and mobile games, default payments have become the standard business model for digital products. However, the cost of living is increasing and many people are watching their monthly spend. Consumers are becoming more selective about where they spend their money and as a result, subscription fatigue is becoming one of the biggest problem

Building products that people genuinely want to come back to is one of the biggest challenges facing app businesses today. Ahead of his session at Appsforum, we spoke with Dan Kessler, COO of The Mind Company about why sustainable engagement starts with product value, how gamification can encourage lasting behaviour change, and why the future of growth depends on creating experiences users choose to return to, not just clever acquisition strategies. Q: For those who may not

App monetization has for years been treated as a straightforward process: optimise your subscription funnel, improve ad yield or increase in-app purchase conversion. However today's app economy has evolved. Appsforum London is bringing together the leaders shaping the future of app monetization. Across two days, attendees will hear from the brands, platforms and experts redefining how apps acquire, retain and monetize users. Here are five of the biggest conversations we're ex

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.