Mobile Ad Eaters Retreat 2025
An intimate retreat for mobile gaming creatives and performance leaders. Where AI, strategy, and storytelling meet — and where real conversations happen.
Partners
Who is the retreat for?
CMOs
UA & Creative leads
Creative Producers
Creative Strategists
Why should you attend?
Exclusive access
We’re curating an invite-only crowd, with 90% of attendees coming from top mobile gaming publishers.
Unique focus
Mobile growth lives and dies by creative, but real insights are rarely shared. We’re here to change that.
Engaging Formats
Forget stiff panels. Expect fireside chats, Pecha Kucha, therapy-style session, and roundtables with sharp moderators.
Speakers
Agenda
Creative is the main growth lever in mobile. But real knowledge-sharing around it? Still rare. We want to change that, so we’ve built something different.
Where creativity meets systems for scalable growth
Topics & Talks you'll enjoy
| Time | name of the talk | Speaker | Session Type |
|---|---|---|---|
| 08:45 |
🚪 Doors Open |
||
| 09:30 |
🚀 Event Kickoff |
Peter Fodor, AppAgent | Welcome |
| 09:35 |
When There’s No Blank Page: Creativity in the Age of AI |
Naor Itzhak, Scopely | Keynote |
|
AI won’t do your job, but it might do your job for you.
Naor Itzhak invites you to flip the script: use AI not as a crutch, but as your toughest creative sparring partner. This talk is all about bringing back human - first thinking, setting smart constraints, and challenging your best ideas after you’ve had them. Spoiler: your team’s next great concept won’t start with a prompt, it’ll start with a problem. |
|||
| 10:00 |
One Shot Only: How Disney Solitaire’s Creative Strategy Beat the Odds |
Sky Persin, SuperPlay | Egor Goriachev, AppAgent | Fireside Chat |
|
When you can’t fail and you have no time for “phase one testing,” what does it take to launch a new mobile game – especially with a brand like Disney? In this fireside chat, Sky Persin breaks down the story behind the high-stakes, one-shot launch of Disney Solitaire. Joined by AppAgent's Egor Goriachev, she will reveal her unique “creative mass web” strategy, how she navigated immense brand pressure, and what the “x-factor” really was. This is a must-see for any team facing a high-pressure launch, offering tactical lessons for when you only have one shot to get it right. |
|||
| 10:30 |
🤝 Speed Networking |
||
| 11:25 |
☕ Coffee Break |
||
| 11:45 |
Stop Chasing Trends: Unlock Your Audience's True Desires |
Gašper Jager, Ten Square Games | Talk |
|
“Why aren't we doing this?” That's the question for every creative team in every gaming company. In a real-world UA war story, Gašper Jager breaks down how copying a competitor led to impressive CPIs but zero ROAS. He'll dissect the costly “Fish ≠ Fish” lesson to show why winning the algorithm doesn’t mean you’ll win your audience. You'll leave with a practical framework for identifying which trends will burn your budget and how to uncover your audience's true desires to build creative that actually converts. |
|||
| 12:15 |
Scaling from 10 to 1000 Concepts: Creative Velocity Without the Chaos |
Tuomo Kälviäinen, Small Giant Games | Andreas Stenman, Focal | Fireside Chat |
|
What does it take to build a repeatable system for winning UA creatives? Focal's founder Andreas Stenman and Small Giant Games’ Creative Marketing Manager Tuomo Kälviäinen will share how top UA teams structure their creative production workflows, collaborate with external partners and improve feedback loops across teams. Whether you're on the UA or creative side, expect practical insights on building systems that help teams move faster and consistently find new winners. |
|||
| 12:45 |
🍔 Lunch Break |
||
| 13:45 |
Kill or Revitalize? A Case Study in Rebranding and AI-Powered Creativity |
Martin Gallo, Pixel Federation | Jan Cerny, AppAgent | Case Study |
|
What if you’re faced with killing a game - but believe it deserves one last shot? This case study follows the story of Puzzle Adventure, a game on the brink. Martin Gallo will detail the high-stakes decision to give the game a final chance with a major rebrand after initial improvements weren't enough. Then, Jan Cerny from AppAgent reveals how his team used AI to produce a wave of new ad creatives and store assets that brought completely new directions to life. |
|||
| 14:10 |
Quality vs. Quantity in Mobile Ads: Does It Have to Be One or the Other? |
Kenjy Vanitou, Voodoo | Volha Charnova, Tactile Games | Chris Szymanski, AppAgent | Couples Therapy |
|
More ads or better ads? Kenjy Vanitou and Volha Charnova go head-to-head with AppAgent's own Head of Creative. They’ll battle over what "quality" truly means in UA, how performance data and channel variables influence strategy, and how AI is shifting creative processes and team capacity. This is therapy for your creative strategy. You’ll leave armed with the tough questions and strong arguments to finally decide where your own team should place its bets. |
|||
| 14:45 |
From Click to Commitment: Building Value with Rewarded Ads |
Massimo Caroli, MAF | Talk |
|
Rewarded ads are booming, but too many strategies stop at short-term ROAS. Massimo Caroli will show how to focus on growth that lasts, using smarter UX and in-game communication to turn rewarded users into committed, lifetime players. He’ll prove it by breaking down a real-world case study of Survivor Idle Run that drove astounding results: +80% ROAS and +30% LTV. |
|||
| 15:10 |
☕ Coffee Break |
||
| 15:30 |
Hooks That Hurt: How Disturbing Ads Reel Us In |
Alexandra Pulinets, AppAgent | Talk |
|
Hooks are meant to catch, but do they have to hurt? Mobile ads have leaned hard into the disturbing: dirt, decay, discomfort. These unsettling visuals break patterns, spark curiosity, and stop the scroll – but at what cost? Alexandra Pulinets explores what makes disturbing hooks work, when they start doing damage, and how to refine them into something sharper, smarter, and more brand-safe. Let's keep your hook effective... without tearing the cheek off the poor fish. |
|||
| 16:00 |
Transforming Creative Intuition Into Growth Insights Based on Millions of Ads |
Max Barer, AppsFlyer | Talk |
|
How do you move from creative intuition to data-driven decisions when managing ads at scale? Max Barer shares insights gained from analyzing millions of ads, demonstrating how advanced tools can streamline creative workflows and improve campaign effectiveness. His session will feature a live, practical demonstration of these capabilities in action. You’ll leave with a clear framework for data-driven creative management and see firsthand the tools that can help you uncover hidden growth opportunities in your own campaigns. |
|||
| 16:25 |
Deja vUA: Do I Know You from Somewhere? |
Moshi Blum, Beach Bum | Talk |
|
In today’s mobile game landscape with limited user-level tracking, how many of your “new” users already know your game? Moshi Blum explores this often-ignored phenomenon, revealing the true value of returning users. He will break down how creative strategy often fails them and lay out a clear path to fixing the most common mistakes in your UA and FTUE. Drawing on real-world examples, this talk will fundamentally change how you view and value your most valuable potential players. If you work in casual or hybrid-casual games, this is the session you didn’t know you needed. |
|||
| 16:50 |
📝 The TL;DR: Takeaways from Day One |
||
| 17:00 |
🏁 Official Close |
||
| 19:00 |
🎉 Afterparty with Live DJ |
||
| Time | name of the talk | Speaker | Session Type |
|---|---|---|---|
| 09:00 |
🚪 Doors Open |
||
| 09:30 |
Angry Birds and AI in Practice |
Tatu Petersen-Jessen, Rovio | Talk |
|
How is Rovio using Generative AI with a world-famous IP like Angry Birds without compromising the brand? Tatu Petersen-Jessen gives a candid, behind-the-scenes look at how their creative team uses Generative AI in practice. Sharing real examples from the Angry Birds universe, he will reveal what worked, what didn’t, and how the team has adapted through hands-on use. Leave with a framework for applying AI in a way that supports creativity while protecting your most valuable assets: your brand, your IP, and your people. |
|||
| 10:15 |
Is IP Collaboration Worth the Pain in the ***? |
Matt Veysberg, Plarium | Talk |
|
What happens when creative ambition meets brand restrictions, legal checklists, and legacy fan expectations? Matt Veysberg breaks down how to turn IP collaborations — from public domain to premium licenses — into high-performing, funnel-consistent campaigns. He reveals the creative systems, narrative alignment, and format agility needed to transform familiar characters into scalable, performance-driven assets. Spoiler: It’s not about the IP. It’s about how well you integrate it into your world — and whether your creative infrastructure can carry the weight. |
|||
| 10:40 |
☕ Coffee Break |
||
| 11:00 |
From Trends to Concepts: How to Generate Ideas for Trendy AI Ads |
Dmitry Averkiev, JustPlay | Talk |
|
You’ve seen the viral AI videos, but how do you actually turn hype into high-performing ads? Dmitry Averkiev moves beyond the trend to reveal a practical pipeline for generating and executing AI ad concepts from scratch. He will provide master prompt-engineering techniques and a step-by-step process for creating performance-driving creative. Walk away with actionable techniques to immediately start producing AI-driven ads that avoid common pitfalls and are built to scale. |
|||
| 11:30 |
🔎 Deep Dive Sessions on Today’s Most Pressing Topics |
Discussion | |
| 12:30 |
🍔 Lunch Break |
||
| 13:30 |
🗣️ Deep Dive Sessions Roundup: Moderator Takeaways |
||
| 14:00 |
The Latest Chapter in the Short History of Mobile Game Branding |
Kai Torstila, KTC Creative Agency | Talk |
|
What if a mobile game's brand isn't built by the marketing team at all? Kai Torstila challenges the traditional dogma that brands are crafted with flashy campaigns. He argues that true brand equity is built from within the whole studio, through consistent uniqueness and a focus on authentic player motivation. Leave with a new framework for building brand strategies that are efficient, data-driven, and true to the mobile gaming ecosystem. |
|||
| 14:45 |
☕ Coffee Break |
||
| 15:05 |
How to Prevent Creative Fatigue in Marketing Teams |
Volha Charnova, Tactile Games | Kenjy Vanitou, Voodoo | Amanda Lulewicz, Growth Consultant | PechaKucha |
|
Three speakers. One topic. Twenty slides each. 400 seconds on the clock. Fast-paced, highly visual, “fluff”-less storytelling in the PechaKucha format — born in Tokyo in 2003. Three creative leaders share how they keep idea makers, art directors, and designers sharp and inspired. Walk away equipped to fight creative fatigue, boost campaign performance, and increase team happiness and retention. |
|||
| 15:30 |
How Human Beats Algorithm |
Juho Juhantalo, Seepia Games | Talk |
|
In a world of algorithmic sameness and industrialized creativity, Seepia Games stands for something different: soul. Drawing on his background at Google and Seepia’s design process, Juho Juhantalo shares how human-led, AI-assisted design builds creative that cuts through the noise. He unpacks why novelty, emotional resonance, brave creative leadership, and craftsmanship still matter, and how humans, not machines, continue to build the winning creatives. |
|||
| 15:50 |
📝 The TL;DR: Takeaways from Day Two |
||
| 16:00 |
🏁 Official End |
||
Retreat Experiences
You can also enjoy spaces to connect, relax, and have fun while you’re at the event.
-
Meet the minds behind the talks.
-
A quiet corner to recharge.
-
Snap and share the moment.
-
Talk shop with your toes in the sand.
-
Play, compete, and unwind.
-
Grab a bubble tea between sessions.
Radlická Kulturní Sportovna
LOCATION
A former railway warehouse turned creative playground in the heart of Prague. From open-air hangouts to cozy corners, it’s built for deep convos, spontaneous brainstorms, and a drink (or three) under string lights. This isn’t your typical venue. But then again—this isn’t your typical event.
Passes
Solo
Flying solo? No problem. You’ll leave inspired and connected with plenty of new friends.
Duo
Bring a friend, colleague, or co-founder. Share insights, split the cost, and grow together.
Trio
Join as a creative unit or cross-functional crew. Sync up, spread out, and leave with ideas you’ll actually use.
Planning to bring a larger team? Get in touch at adeaters@appagent.com and we’ll arrange a custom group package.
What do you risk by not showing up?
You keep battling for time instead of building frameworks that will free your hands.
Your competitors are building AI-first companies and gaining an edge that will be hard to catch up with.
You miss out on profits that properly implemented strategies and tools could already be generating
You lose the respect of your team, which is looking for a leader with vision — not a manager stuck in the past.
And the biggest threat? You’ll become a manager that AI doesn’t elevate… but gradually replaces.
FREQUENTLY ASKED QUESTIONS
Have a question we haven’t answered?
Reach out to our team directly via adeaters@appagent.com.
How can I attend?
Join our waitlist to get a chance to purchase a ticket. We are curating the attendee list from among applicants to prioritize mobile gaming publishers. You will be notified by organisers if you have been selected to attend within one week.
Who is this event for?
The retreat is for CMOs, Creative Strategists, UA Managers, Marketing Leads, Art Directors in Mobile Gaming.
What’s included in the pass?
Two full days of programming, access to exclusive content and speaker sessions, meals, materials, and networking socials.
Can I cancel anytime?
Passes are non-refundable but can be transferred to another person up to 4 weeks prior to the event. Send us an email to adeaters@appagent.com with your request.
What time does the event start and end?
The official program runs:
Thursday, September 18 – 9:00 AM to 5:00 PM
Friday, September 19 – 9:00 AM to 4:00 PM
Can I join as an agency or service provider?
This event is exclusively for in-house teams at mobile game publishers and studios. If you’re an agency or service provider, we’d love to explore partnership opportunities — reach out to us.
Is there a discount for multiple people?
Yes — we offer discounted pricing for teams attending together. Check the Tickets section for Duo and Trio rates, or contact us for custom group options.
Can I apply as a speaker?
Yes — we’re always interested in hearing from potential speakers. If you have a talk idea that fits the theme of creative strategy, AI, or leadership in mobile gaming, reach out to adeaters@appagent.com.
How do I become a sponsor?
We’d love to hear from you. Send a brief introduction of your company and how you see it aligning with the event’s concept to adeaters@appagent.com.
Do you have any hotel recommendations?
There are three great hotels near the event venue: Mamaison Hotel Riverside, Vienna House Andel, and OREA Hotel Angelo. Just search for them online.
