Panels List
Here are our panel topics for 2022:
Agenda will be published on May.24 - also see our speakers
USER ACQUISITION / ADVERTISING
Advanced User Acquisition and Retention Techniques - We all know the basics, but what are some of the cutting edge ways to get and keep users? How can your creatives and ad formats be as precise as they can be? How to perform smart A/B testing and how to maximize your retargeting efforts to bring old users back to full engagement and how can you use segmentation to approach the most relevant users in the most relevant channels.
User Acquisition 360 – UA managers are at the forefront of any publisher’s marketing efforts. And for best results they have to “connect the dots” of an ever-growing list of functions and tools – we’ll discuss how UA can be done with a 360 view in mind: taking and giving feedback from the product team, utilizing the best automation techniques, managing budgets, being in a constant testing iteration for formats, creative and networks and syncing between paid and organic growth channels such as ASO, Social and cross-promotions.
Creative solutions to an “off the tracks” world – Google’s recent announcement on their upcoming ad tracking changes was just a matter of time – the clock started ticking with Apple’s iOS 14 which triggered a cascade of companies boosting their users’ privacy on the expense of accurate tracking. What can app marketers expect to know about users’ identity in 2023 and what are the effects on tracking and campaigns? What are the effects of the move from IDFA to IDFV? Can attribution companies find new ways to restore tracking capabilities? Can they use the same workarounds for iOS 14 for Android as well? Or is it a new ball game?
Influencer Marketing & Creators Economy – One of the fastest emerging marketing trends is the creators’ economy – once a niche solution, today top-tier brands use influencers to promote their products and the trend is just getting stronger. The games ecosystem is no stranger to this trend, with game influencers being some of the highest earners. We’ll explore this trend from 4 angles – the game publisher, the advertiser, the social network/platform and the influencer tool apps – and learn how can brands as well as games use this channel to boost their awareness and user acquisition campaigns.
MONETIZATION
Hybrid Monetization models – Apps/Games publishers saw some conflicting trends in recent years between in-app purchases (IAP) and in-app advertising (IAA) – while IAA was on the rise for many years, during COVID, IAP grew faster. In addition the subscriptions model is also gaining ground – all that leads to the conclusion that for most publishers, supporting a hybrid model can be a smart choice. We’ll explore how can publishers balance between these channels, how to prevent users frustration from too many ads or too many IAP offers, and in which cases should publishers stick to a non-hybrid model and focus on one channel.
From closed game economies to an NFT virtual goods market – In most games today, game currencies as well as in-game purchases are part of an internal game economy. With blockchain technology, it is possible to store virtual goods as NFTs and even allow players to trade their items and use them in other games. We will discuss the implications of such trends: Will some publishers prefer to stay as walled gardens? What steps are needed to allow interoperability of items? and once players are able to trade items and earn money – how do you protect game assets from investors who are not interested in the game at all?
INNOVATION & STRATEGY
It’s raining unicorns – While the industry saw its biggest acquisition with the $68B Microsoft-Activision deal, in Israel during the past 2-3 years many apps, games and adtech companies got either acquired or IPO-d, with valuations that seem almost imaginary. What is the next step for the ecosystem now? Will we see many acquisitions of smaller companies by these new unicorns? Will the global players who bought them expand their operations in Israel? And what’s expected in the fundraising front now that this field has proven itself?
Career Growth and Leadership - In this panel, we’ll be speaking to inspiring leaders as they share what it takes to succeed in mobile, challenges with managing a team, advice on growing your career and a whole lot more
TENTATIVE TOPICS
The following topics may or may not happen this year - depending on last minute speakers confirmations:
The game is Casual. Hyper Casual. – A few years back everyone spoke about casual games and the way they attracted a new non-gamers audience. As a direct evolution hyper-casual emerged to be a more crystalized version of making a very simple game play that appeals to the masses. We’ll discuss what makes a game hyper-casual (and not just casual), what are the differences in marketing and monetizing such a game, and we’ll hear some best practices and tips from hyper-casual publishers.
Dare you enter the Metaverse? – After Meta’s announcement, many industry players are looking into how they can fit in the Metaverse vision. Games have been identified as one of the strongest forces in that field, and while some publishers are already fully engaged with the concept with their own titles, the majority of mobile game publishers are more into casual games. Will we see a shift towards metaverse-oriented games? How will existing “worlds” fit into Meta’s vision? And how can adtech players fit in as well in a world with new advertising formats and endless opportunities?
Bot vs. Bot: using AI & Machine Learning to fight ad fraud – One of the major threats to your publishers UA budget is ad fraud. The fraudsters are getting more and more advanced, but luckily the anti-fraud tools are getting more advanced as well. How can you harness the power of AI to detect ad fraud and combat the countless ad fraud bots?
Agenda will be published on May.24 - also see our speakers
USER ACQUISITION / ADVERTISING
Advanced User Acquisition and Retention Techniques - We all know the basics, but what are some of the cutting edge ways to get and keep users? How can your creatives and ad formats be as precise as they can be? How to perform smart A/B testing and how to maximize your retargeting efforts to bring old users back to full engagement and how can you use segmentation to approach the most relevant users in the most relevant channels.
User Acquisition 360 – UA managers are at the forefront of any publisher’s marketing efforts. And for best results they have to “connect the dots” of an ever-growing list of functions and tools – we’ll discuss how UA can be done with a 360 view in mind: taking and giving feedback from the product team, utilizing the best automation techniques, managing budgets, being in a constant testing iteration for formats, creative and networks and syncing between paid and organic growth channels such as ASO, Social and cross-promotions.
Creative solutions to an “off the tracks” world – Google’s recent announcement on their upcoming ad tracking changes was just a matter of time – the clock started ticking with Apple’s iOS 14 which triggered a cascade of companies boosting their users’ privacy on the expense of accurate tracking. What can app marketers expect to know about users’ identity in 2023 and what are the effects on tracking and campaigns? What are the effects of the move from IDFA to IDFV? Can attribution companies find new ways to restore tracking capabilities? Can they use the same workarounds for iOS 14 for Android as well? Or is it a new ball game?
Influencer Marketing & Creators Economy – One of the fastest emerging marketing trends is the creators’ economy – once a niche solution, today top-tier brands use influencers to promote their products and the trend is just getting stronger. The games ecosystem is no stranger to this trend, with game influencers being some of the highest earners. We’ll explore this trend from 4 angles – the game publisher, the advertiser, the social network/platform and the influencer tool apps – and learn how can brands as well as games use this channel to boost their awareness and user acquisition campaigns.
MONETIZATION
Hybrid Monetization models – Apps/Games publishers saw some conflicting trends in recent years between in-app purchases (IAP) and in-app advertising (IAA) – while IAA was on the rise for many years, during COVID, IAP grew faster. In addition the subscriptions model is also gaining ground – all that leads to the conclusion that for most publishers, supporting a hybrid model can be a smart choice. We’ll explore how can publishers balance between these channels, how to prevent users frustration from too many ads or too many IAP offers, and in which cases should publishers stick to a non-hybrid model and focus on one channel.
From closed game economies to an NFT virtual goods market – In most games today, game currencies as well as in-game purchases are part of an internal game economy. With blockchain technology, it is possible to store virtual goods as NFTs and even allow players to trade their items and use them in other games. We will discuss the implications of such trends: Will some publishers prefer to stay as walled gardens? What steps are needed to allow interoperability of items? and once players are able to trade items and earn money – how do you protect game assets from investors who are not interested in the game at all?
INNOVATION & STRATEGY
It’s raining unicorns – While the industry saw its biggest acquisition with the $68B Microsoft-Activision deal, in Israel during the past 2-3 years many apps, games and adtech companies got either acquired or IPO-d, with valuations that seem almost imaginary. What is the next step for the ecosystem now? Will we see many acquisitions of smaller companies by these new unicorns? Will the global players who bought them expand their operations in Israel? And what’s expected in the fundraising front now that this field has proven itself?
Career Growth and Leadership - In this panel, we’ll be speaking to inspiring leaders as they share what it takes to succeed in mobile, challenges with managing a team, advice on growing your career and a whole lot more
TENTATIVE TOPICS
The following topics may or may not happen this year - depending on last minute speakers confirmations:
The game is Casual. Hyper Casual. – A few years back everyone spoke about casual games and the way they attracted a new non-gamers audience. As a direct evolution hyper-casual emerged to be a more crystalized version of making a very simple game play that appeals to the masses. We’ll discuss what makes a game hyper-casual (and not just casual), what are the differences in marketing and monetizing such a game, and we’ll hear some best practices and tips from hyper-casual publishers.
Dare you enter the Metaverse? – After Meta’s announcement, many industry players are looking into how they can fit in the Metaverse vision. Games have been identified as one of the strongest forces in that field, and while some publishers are already fully engaged with the concept with their own titles, the majority of mobile game publishers are more into casual games. Will we see a shift towards metaverse-oriented games? How will existing “worlds” fit into Meta’s vision? And how can adtech players fit in as well in a world with new advertising formats and endless opportunities?
Bot vs. Bot: using AI & Machine Learning to fight ad fraud – One of the major threats to your publishers UA budget is ad fraud. The fraudsters are getting more and more advanced, but luckily the anti-fraud tools are getting more advanced as well. How can you harness the power of AI to detect ad fraud and combat the countless ad fraud bots?