Case study from XGAME: How billion-download mobile game publishers use real-time data to power actions, LiveOps, and personalised player experiences.

Simple and sohisticated tricks you can do with AI agents for games, apps development and Growth. Presentation based on examples

In this session, Anton Petrushenkov explores what an ideal onboarding experience looks like when product psychology and data science work together. Drawing on the “Hooked” framework, he will break down how triggers, actions, variable rewards, and investment can be applied to the First-Time User Experience to help players and users reach value faster and start forming habits. The talk will also show why good onboarding cannot be designed in isolation. Anton will explain how onboarding and the core product loop should constantly inform each other, and how teams can use behavioral data to spot where users get confused, disengage, or drop off before habit formation begins. Based on his work helping game and app teams turn raw behavioral data into clear product decisions, the session will focus on practical ways to connect FTUE design, retention thinking, and analytics into one continuous improvement system. We will explore how to analyze user behavior funnels to pinpoint exactly where users drop off, how to leverage behavioral cohorts to identify your app’s "Aha!" moment, and how to build a continuous testing framework.

We will look at the convergence of the gaming and non-gaming sectors, breaking down how non-gaming apps are adopting gaming’s aggressive, data-backed creative testing methodologies, and how apps, games are utilizing lifestyle-driven storytelling.

n this session I will walk through our AI Creative Factory, how we use AI to ideate, produce and test performance creatives at scale for gaming and non‑gaming apps. I will share specific winning examples and our workflows that improved results, and a few cases where AI‑generated concepts underperformed and how we iterated on them. The goal is to give teams a practical playbook they can apply the next day: tools, processes and pitfalls to avoid when making AI a real part of their creative machine. We will dissect real-world campaign data to separate high-performing AI strategies from common, costly pitfalls.

Generative AI has fundamentally changed the speed of asset production, but speed means nothing if the creative doesn't convert. Moving past the initial hype, this presentation delivers a raw, data-backed look at the reality of AI-driven creatives in performance marketing today. What is actually driving return on ad spend (ROAS), and what is falling flat? We will dissect real-world campaign data to separate high-performing AI strategies from common, costly pitfalls.

Five years after the ATT changes, iOS measurement is still difficult, but not impossible. Based on real implementation learnings from 100+ tests run on a game with 2M DAU, this talk gives a practical introduction to incrementality for mobile games. We will cover why incrementality matters, how it differs from attribution, what data is needed, how tests and models can be validated, and how you can start using incrementality within a month without overcomplicating your reporting setup.

Your app store listing has always had two jobs: convince the human and rank in the store. There's a third job now, and most ASO teams don't know it exists yet. AI assistants like ChatGPT, Gemini and Perplexity are increasingly the first stop before the App Store. When someone asks for an app recommendation the model from sources it trusts, synthesizes an answer, and names a handful of apps. Early research shows app store listings are a often cited source in AI-generated recommendations. The metadata you wrote for the algorithm is now being read by something that quotes it. This session breaks down how AI assistants actually decide which apps to recommend, what that means for how you write and structure your listing.

How to build good creatives for Google App Campaigns? What are differences between Android and iOS creatives? Presentation based on Google benchmarks and data.