London Agenda 2026
- Day One: Creative, Acquisition & Games x Apps Monday 7 September
- Day Two: Monetisation, Retention & RoundtablesTuesday 8 September
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Select a Theme
- Creative & Acquisition
- Apps x Games
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08.00 - Badge Pickup & Welcome Coffee
Josh Vowles, Head of Product, GamesforumJosh VowlesHead of ProductGamesforum08.55
Welcome to Gamesforum London 2026
Jacki Vause, CEO, DimosoJacki VauseCEODimosoJacki Vause is the Founder and CEO of Dimoso PR and Co-Founder of Global One Communications. She is one of the UK’s female tech PR pioneers and has worked in publishing and public relations for over 25 years. Named as one of PCR’s top 30 women in mobile, Jacki created Dimoso, an integrated digital marketing and PR agency specialising in mobile games and technology. Jacki has vast experience as a proven tech entrepreneur, with more than 9 companies under her belt, and wears the crown of business leader, mentor, Grit Daily author, and PR communications savant. Jacki’s experience encompasses leading entertainment companies such as BBC, Channel 4, Disney, and Angry Birds; expertly managing major consumer brands including Mazuma, Apple, GE, AT&T, and Panasonic; and successfully growing gaming giants like Rovio and Gismart. Managing traditional and digital, mobile, and social communications strategies for these brands, Jacki’s experience with startups and scaleups is extensive and invaluable.
Geoffrey Gilles, CEO, Offroad GamesGeoffrey GillesCEOOffroad Games
Piyush Mishra, Group Director, UA & Growth, NazaraPiyush MishraGroup Director, UA & GrowthNazaraAn experienced Performance Marketing Leader with a proven record in user growth at scale. 7+ years of experience in User Acquisition & Growth Marketing, Product Marketing, Cross-Media planning, Offline Media, Brand Campaign Media strategy & Adtech. Ran marketing campaigns at Product Madness & Uber.
09.00
Gamesforum Unfiltered: London Edition
Kick-off Gamesforum London with our off-the-record look at the mobile gaming industry. Covering all angle of mobile growth, if you are not in the room there is no way to know what was discussed…
Katerina Maliaran, Head of Ad Monetization, Burny GamesKaterina MaliaranHead of Ad MonetizationBurny GamesSince 2021, after several years in digital marketing, Katerina has focused on mobile app ad monetization. Her expertise in mediation platform management with MAX, AdMob, Levelplay, drives revenue growth for hyper-casual and casual games.
She leads Ads Monetization strategy and execution at Burny Games, focusing on data analysis and strategic partnerships for success.09.45
Monetization as a Retention Multiplier: Rethink Your Ad Strategy
Come and join one of the most hands-on ad monetization sessions, where we'll dive into practical, product-driven ad placement strategies backed by real data, clearly explained KPIs, and actionable case studies. You'll leave with ready-to-implement insights on how to turn ad monetization into a retention multiplier- not just a revenue stream.
10.15Sponsored by
Moloco’s goal is to make the digital economy more equitable and profitable by delivering advanced machine learning to companies of all sizes. With Moloco’s machine learning platform for growth and performance, every app publisher and online retailer can now unlock the value of their unique, first-party data. Moloco Cloud DSP enables performance marketers to quickly scale user acquisition and achieve greater lifetime value through battle-tested prediction models. Moloco was founded in 2013 by a team of former Google machine learning engineers. Its headquarters in Redwood City, Moloco has nine offices across the US, UK, Korea, China, Japan, and Singapore.
10.15
Presentation by Moloco
Josh Vowles, Head of Product, GamesforumJosh VowlesHead of ProductGamesforum10.40
Building a Mobile Gaming Powerhouse
Stay tuned for more information...
11.00 - Morning Networking Break
Tomas Jenneborg , CEO, Reactional MusicTomas JenneborgCEOReactional Music11.30
Walking on Sunshine: How Hit Music Is Fast Becoming the New Performance Engine for UA
Reactional Music CEO Tomas Jenneborg leads the company’s pioneering work bringing global hit music to UA. Tomas will share the first look at new performance data from live campaigns - what happens when hit music stops being a vibe and starts being a measurable UA lever.
Music that reacts to gameplay outperforms the same track played as a static backing layer. Powered by Reactional’s real-time music engine, publishers are re-skinning playable ads and video with commercial hit music at scale - and why that’s changing how UA creative gets built.
Johannes Lang, Creative Marketing Consultant, TacticTenJohannes LangCreative Marketing ConsultantTacticTen
Robert Hoeft, Head of Playable Ads, BoombitRobert HoeftHead of Playable AdsBoombit
Craig Smith, Art Director, ZyngaCraig SmithArt DirectorZyngaTomas Jenneborg , CEO, Reactional MusicTomas JenneborgCEOReactional Music
Adam Watts, Playable Ads Designer, KwaleeAdam WattsPlayable Ads DesignerKwalee11.45
Playable Ads Playbook for 2027
From AI-generated creatives to deeper gameplay experiences, playable ads continue to redefine mobile user acquisition. Hear how top marketers are maximising performance and staying ahead of evolving player expectations.
13.00 - Networking Lunch
Fernando Mafra, Senior Marketing Manager, StillfrontFernando MafraSenior Marketing ManagerStillfront14.00
10 Lessons from Working with an IP for the First Time
Twin Harbour partnered with Games Workshop for a *Warhammer 40,000* game. The partnership leveraged demographic, loyal userbase, and strategic genre overlap. Lessons learned cover managing deadlines, restrictions, and process optimization.
14.30
Signal Loss and Smarter Decisions: UA Measurement in the AI Era
With platform privacy changes reducing visibility and AI overhauling testing capabilities marketers must rethink measurement. This panel explores the tools, frameworks, and methodologies helping teams uncover actionable insights and improve marketing efficiency.
15.30 - Afternoon Netowrking Break
Fabio Dellerba, COO & Founder, Digital MokaFabio DellerbaCOO & FounderDigital Moka16.00
The Game Discovery Lab: A Small Studio's Approach for Killing Bad Ideas Fast
A practical framework for validating game concepts before building them. From AI-generated gameplay videos to prototype market validation, how a 9-person studio bets on its next title.
Josh Vowles, Head of Product, GamesforumJosh VowlesHead of ProductGamesforum16.30
Small Team, Big Impact: Running Marketing & LiveOps Without the Luxury of Scale
Limited resources do not have to mean limited results. This panel breaks down how lean teams build effective marketing mixes, run ambitious LiveOps calendars, make every dollar count, and make the case to leadership when the returns are not always instant or obvious.
17.30 - Networking Drinks -
Omri Nygate, Economist & Behavioural Scientist, Plunge GamesOmri NygateEconomist & Behavioural ScientistPlunge Games12.00
Same Metrics, Different Physics: Unit Economics in Apps vs Games
Apps and games share the same metrics (CPI, LTV, ROAS, payback) but the economics behave very differently. The session compares the four main models: ad-focused, hybrid, IAP games and subscription apps, looking at payback windows, LTV curve shapes and scale ceilings, with industry benchmarks for each.
Solomon Ruiz-Lichter, Founder, Dual Pulse AdvisorySolomon Ruiz-LichterFounderDual Pulse Advisory12.30
Events Across Mobile: Unpacking LiveOps in Apps & Games
13.00 - Networking Lunch
Vlad Lastovsky, Founder, InAppStoryVlad LastovskyFounderInAppStory14.00
Gamificatoin in Apps: Lessons from Games
More information coming soon...
Martin Macmillan, Founder, Mobile Finance CollectiveMartin MacmillanFounderMobile Finance CollectiveI work with leading mobile gaming studios and subscription app businesses to help them identify the right form of growth capital, then connect them with the best-fit lenders from my network of top-tier private credit funds, PE firms, cohort lenders and family offices across Europe and the US.
14.30
The Guide to UA Financing
More information coming soon...
Akshit Desaii, Monetisation & Strategy Consultant | Fractional CBDOAkshit DesaiiMonetisation & Strategy Consultant | Fractional CBDO
Lucio Sanguinetti, Director of Ad Monetization, Newry Global Media S.L.Lucio SanguinettiDirector of Ad MonetizationNewry Global Media S.L.15.00
To Buy or Build: The M&A Era
15.30 - Afternoon Networking Break
Francisco Rocha, Associate , Lee & ThompsonFrancisco RochaAssociateLee & Thompson16.00
AMA: Legal Perspective on Digital Fairness & Marketing Acts, Under 16-Bans & GDPR
Regulation is reshaping mobile gaming faster than most studios can keep up. In this session, our legal expert cuts through the noise on Digital Fairness and Marketing Acts, Under-16 Social Media Bans and GDPR, before opening the floor to your questions.
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- Monetisation & Retention
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08.00 - Badge Pickup & CoffeeJosh Vowles, Head of Product, GamesforumJosh VowlesHead of ProductGamesforum
09.55
Welcome Back to Gamesforum London 2026
Erez Lalezari, Director of Analytics & Game Economy, PlaystudiosErez LalezariDirector of Analytics & Game EconomyPlaystudiosAn experienced Data and Game Economy Leader with a 12-years track record in Data Analytics, business intelligence and Data Science across diverse industries, including roles at 888, Playtika and Startups.
Erez is an expert at translating insights into actionable strategies for audience engagement and successful implementation.
10.00
The Central Bank of Your Game: The Hidden Monetary Policy Behind Free-to-Play
Every free-to-play game runs a hidden economy - with a money supply, an inflation rate, and an interest rate and someone is quietly setting its monetary policy. In this session, Erez borrows the tools of a central banker to make game economy legible to everyone in the room, from product and UA to creative and retention. You'll see how RTP acts as an interest rate, how ad revenue quietly "prints money," and how the wrong policy inflates your economy and erodes the value players are paying for. Walk away able to read and adjust the levers behind your game's revenue.
Tom Nutt, Practice Head, The Lab, Sec Newgate UKTom NuttPractice Head, The LabSec Newgate UK
Donna Del Greco, VP, Legal Services, SciPlayDonna Del GrecoVP, Legal ServicesSciPlay
Nick Murfett, VP & Associate General Counsel, Publishing & Global Affairs, Take-Two InteractiveNick MurfettVP & Associate General Counsel, Publishing & Global AffairsTake-Two Interactive
Rohan Paramesh, Group Deputy Chief Legal Officer, AristocratRohan ParameshGroup Deputy Chief Legal OfficerAristocrat
Liisa Thomas, Partner and Lead, Privacy & Cybersecurity Practice, SheppardLiisa ThomasPartner and Lead, Privacy & Cybersecurity PracticeSheppard10.30
State of Virtual Currency in Mobile Games
The future of virtual currencies in mobile is uncertain, with pending changes to online safety, fairness and marketing. Join members of ISGA as they discuss the future of multi-tier currencies and navigating the next era of online regulation.
11.00 - Morning Networking BreakAkshit Desaii, Monetisation & Strategy Consultant | Fractional CBDOAkshit DesaiiMonetisation & Strategy Consultant | Fractional CBDO
Vincent Tessier, Chief Marketing Officer, 52 EntertainmentVincent TessierChief Marketing Officer52 EntertainmentVincent Tessier is a mobile advertising and adtech expert with over 15 years of experience at various companies such as Unity, MoPub, adsquare or AOL. Currently Head of Gaming for Sourcepoint, a leading provider of consent management software for ad-supported mobile apps, Vincent was recently head of Unity Ads Monetization for EMEA. Vincent is an active participant in the mobile community with Appdays conference, MobileDrinks networking events, blog & awards ceremonies.
11.30
The Gamesforum Ad Monetization Panel
Get into the day-to-day of ad monetization in 2026. From ad quality and segmentation to personalisation and brand demand, hear practical takeaways that move the needle on ad mon.
12.00Sponsored by
Meta Platforms, Inc. is an American multinational technology company headquartered in Menlo Park, California. Meta owns and operates several prominent social media platforms and communication services, including Facebook, Instagram, WhatsApp, Messenger, Threads, and Manus.
12.00
Presentation by Meta
Elizaveta Savenkova, CBDO, ZiMADElizaveta SavenkovaCBDOZiMAD12.30
Beyond Ads: How Disney, Marvel & National Geographic Drive Brand Growth Through Mobile Games
In a world of declining attention and rising acquisition costs, some of the world’s most recognizable brands are choosing an unexpected growth channel: mobile games.
This session breaks down how Disney, Pixar, Marvel, Sony Pictures, and National Geographic embedded their branded content into Magic Jigsaw Puzzles a mobile game with 15 years of sustained global success to drive brand engagement, extend IP relevance, and reach new audiences beyond traditional advertising.13.00 - Networking Lunch14.00
Jakub Remiar, F2P Games Consultant & Co-founder, two & a half gamersJakub RemiarF2P Games Consultant & Co-foundertwo & a half gamersGame designer using psychological background to better understand player experience and current market trends in the games industry.
14.00
Publisher Presentation
Check back for more information!
14.25Sponsored by
Xsolla is a global commerce company that builds and provides all the things developers need to launch, grow, and monetize video games. Headquartered in Los Angeles, California, the company supports studios of every size, from indie to AAA, with solutions across direct-to-consumer commerce, intelligent payments, entertainment-based IP, and player engagement products. Xsolla helps developers fund, distribute, market, and monetize their games at scale. Trusted by more than 60% of the top 100 highest-grossing games, Xsolla operates as the merchant of record across 200+ geographies with access to over 1,000+ local payment methods worldwide. Grounded in a deep belief in the future of gaming, Xsolla is resolute in bringing opportunities together and unlocking growth for creators everywhere.
For more information, visit Launch, monetize, and scale with Xsolla tools and services
14.25
Presentation by Xsolla
Omri Nygate, Economist & Behavioural Scientist, Plunge GamesOmri NygateEconomist & Behavioural ScientistPlunge Games
Daniel Gazit, Product Director, TrailMix GamesDaniel GazitProduct DirectorTrailMix Games14.50
Scaling Up: Behaviour & Economics in IAP Monetisation
Getting players to spend is one thing. Getting them to keep spending is another. This panel explores the behavioural science and economic models driving IAP monetisation at scale.
15.30 - Afternoon Networking Break16.00
Anastasiya Kara, Lead Product Manager, RovioAnastasiya KaraLead Product ManagerRovioI've been part of the industry for quite a while, guiding product development and enhancing live games at companies such as Scopely, Product Madness, and Gameloft. Now, as Lead Product Manager at Rovio, I'm passionate about driving innovation and building the future of gaming.
16.00
The Live Ops Playbook
More information coming soon!
16.25
Andre Cohen, Founder, SignalVectorAndre CohenFounderSignalVector16.25
The Data Practice That Scales: Rituals, Accountability, and the Last Mile to Retention and Revenue
Real data culture needs everyone owning their piece, connecting across teams, and reaching for data first. When it clicks, retention climbs and revenue follows. Topics to cover: that ownership in data looks like, how to connect silos (classic example is Marketing and LiveOps), and what good data habits that lead to growth. Have several examples from Stillfront where a culture had to be created from thin air with old studios each with their own culture.
Gonçalo Alemão Martins, VP of Marketing, BoombitGonçalo Alemão MartinsVP of MarketingBoombit
Alexis Rosa, Monetization Manager, 52 EntertainmentAlexis RosaMonetization Manager52 Entertainment16.50
Retention & Re-engagement: Growth Beyond Installs
In today’s crowded mobile market, retention is the true driver of sustainable growth. Discover how leading studios are improving engagement, reducing churn, and using live ops, personalisation, and community-building to maximise player lifetime value.
17.30 - Sponsored Networking Drinks
Home of the Gamesforum events series and leading mobile game analysis. Discover everything you need to know about mobile games marketing and monetization.