Mobile Ad Eaters Retreat 2026
An intimate retreat for mobile gaming creatives and performance leaders. Where AI, strategy, & storytelling meet, and where real conversations happen.
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 the top mobile gaming publishers.
Unique focus
Mobile growth lives and dies by creativity, but real insights are rarely shared. We’re here to change that.
Engaging Formats
Forget flat panels. Expect fireside chats, Pecha Kucha, a therapy-style session, and roundtables with sharp moderators.
24 Speakers Shaping the Future of Mobile Ads
Speaker
Share your story on stage — we’ll help you turn it into a real talk that community will remember.
Agenda
Topics you can expect.
| Time | name of the talk | Speaker | Session Type |
|---|---|---|---|
| 08:45 |
🚪 Doors Open |
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| 09:30 |
🚀 Event Kickoff |
Peter Fodor, AppAgent | Welcome |
| 09:35 |
How AI is Transforming Storytelling |
Zeynep Tasoz Cataner, Zynga | Peter Fodor, AppAgent | Fireside Chat |
|
More AI, more ads. But is anyone actually telling better stories? Zeynep Tasos Cataner shares how Zynga approaches narrative-driven advertising for titles like Merge Dragons, Two Dots, and FarmVille, and how AI is shifting the economics of storytelling, from slow cinematic production to rapid high-concept exploration. Together with AppAgent's Peter Fodor, she'll get into the decisions that matter: what to tell, what to automate, and how to keep creative integrity when you're scaling fast. |
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| 10:00 |
The Great Compression: AI and the Future of Creative Work |
Joonas Paloheimo, Nitro Games | Keynote |
|
What happens when making something is no longer the hard part? Joonas Paloheimo from Nitro Games explores how AI is turning creators from specialists into orchestrators, and why the real bottleneck now is judgment, taste, and the ability to evaluate AI-generated work. With concrete examples from real production workflows, this session will explore both the opportunities and the hidden costs of this transition. |
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| 10:30 |
🤝 Speed Networking |
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| 11:30 |
☕ Coffee Break |
||
| 11:50 |
AI-Powered Creative Intelligence |
Max Barer, AppsFlyer | Vitaliy Kolomiyets, Wargaming | Fireside Chat |
|
Thousands of creatives, and you're still not sure what's working. AppsFlyer’s Head of Creative Solutions, Max Barer and Wargaming's Senior Marketing Producer Vitaliy Kolomiyets, unpack what it really takes to turn creative into a truly data-driven strategy. He breaks down why more production doesn’t equal better performance, and how teams can start extracting real creative signals instead of guessing what works. This session will show how to build creative intelligence at scale, turning thousands of assets and weeks of manual work into clear insights and actionable decisions in minutes. |
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| 12:15 |
Clash Royale: How Constraints Can Create Opportunities |
Andreas Stenman, Focal | Peter McLaughlin, Supercell | Sean Hunt, AppAgent | Fireside Chat |
|
More creatives don't solve the problem if there's no clear direction behind them. Clash Royale learned this early on, with different creative interpretations leading to inconsistent ads. The turning point came when clear brand guidelines became practical creative constraints. And those constraints, surprisingly, started unlocking new ideas. Focal's Andreas Stenman joins Peter McLaughlin from Supercell and Sean Hunt from AppAgent to dig into how winning concepts are found, how they evolve, and what it takes to build a more repeatable approach to creative performance. |
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| 12:50 |
🍔 Lunch Break |
||
| 13:15 |
🧘 Sound Healing (Optional) |
Relaxation | |
| 13:50 |
The Copycat Creative Trap |
Alexandra Pulinets, AppAgent | Talk |
|
One game finds a winning ad. Within weeks, half the market is running the same creative in a different skin. In this talk, AppAgent’s Alexandra Pulinets breaks down why that almost always stops working faster than expected, and why the problem isn't copying, it's what teams choose to copy. Most skip the more important question: does this actually fit our game, our world, our characters? You'll leave knowing how to stop chasing the execution and start borrowing what actually matters: the emotional motivators, the structure, and the reason the original worked in the first place. |
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| 14:20 |
The Aesthetics Paradox: The Craft vs. Conversion Question Nobody in Mobile Gaming Has Solved |
Chris Szymanski, AppAgent | Luka Komatar, Outfit7 | Amin Bakht, Phoenix Games | Head to Head |
|
The most visually impressive ad in the feed isn't always the one that converts. Conventional wisdom says polish builds trust, and trust leads to results. But in mobile gaming, the data doesn't always agree. This expert debate puts aesthetics on trial: real performance driver, or expensive habit the industry refuses to question? Two veterans, opposing views, one of the field's most enduring debates. Come ready to have your assumptions challenged. |
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| 14:45 |
From 90 Days to 9 Days |
Nadav Benoudiz, GenieLabs | Tal Kysari, Playtika | Case Study |
| Every studio has added AI tools. Most are still waiting for the results.
Tal (Senior Creative Director, Playtika) and Nadav (CEO, Genie Labs) break down how Bingo Blitz went from 90-day production cycles to 9 - without a bigger team, without a bigger budget. Two real case studies. Honest numbers. And a framework your team can apply starting Monday. If you're still optimizing the same process, this session will show you why that's the wrong move. |
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| 15:10 |
🚶 Walking Meeting with Coffee |
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| 16:00 |
Strategic Creative Ideation: Beyond Random Brainstorming |
Mert Çakmak, Sunday | Talk |
|
Great ideas often don't magically appear; they need the right conditions. Mert Çakmak from Sunday will break down what it takes to plan and lead creative ideation strategically, especially when your team is small, resources are limited, and time is short. Who needs to be in the room? When do you push an idea, and when do you cut it? You'll also hear where AI can meaningfully accelerate ideation and concept validation before a single dollar of budget is spent. |
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| 16:25 |
The Idea of “Craft” in the Realms of UA |
Brogan Jones, King | Eva Prada Rodríguez, King | Talk |
|
UA ads have a reputation problem. Too fast, too rough, too willing to bend the brand rules. This talk pushes back on that. Speed doesn't kill craft; a lack of intention does. Brogan Jones and Eva Prada Rodríguez from King will make the case that great performance creative isn't the opposite of craft. It's just a different kind. What if the skill and precision it takes to make a UA ad that actually works is exactly what craft looks like? |
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| 16:50 |
📝 The TL;DR: Takeaways from Day 1 |
Joséphine Steger, AppAgent | |
| 17:00 |
🍺 Happy Hour |
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| 18:30 |
🍽️ Dinner at the Venue |
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| 19:30 |
🎉 End-Game Event: Afterparty with Trivia and Live DJ |
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| Time | name of the talk | Speaker | Session Type |
|---|---|---|---|
| 08:45 |
🚪 Doors Open |
||
| 09:30 |
Popeye Drops Anchor at Solitaire Grand Harvest: Small Campaign, Big Splash |
Dana Moshkowitz, Playtika | Talk |
|
What happens when Popeye shows up to your UA campaign? Do you let him take over, or keep him on a short leash? Dana Moskowitz of Playtika will break down the real story behind Solitaire Grand Harvest's IP collaboration: the strategic tension, the risk of a character overshadowing the game, and a two-layer approach that enabled both growth and brand stability. She’ll also contrast the different creative systems required for TV and performance marketing, proving that successful campaigns are not about balance, but about making clear, intentional choices. |
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| 10:10 |
When 90% of Spend Sits on One Creative |
Dave Burpitt, Landmark | Yana Basenko, Supercell | Nadir Garouche, Growth Consultant | Jukka Hilvonen, Metamoki | Hot Seat |
|
You’ve found the winner. CPI drops, spend scales, everything points to “just do more of this.” But what happens when one concept starts eating your entire budget? In this hot seat, Dave Burpitt brings a real scaling dilemma: how to grow when a single creative dominates performance. Together with three experts, they’ll unpack the trade-offs between iteration and new concepts, how to spot true fatigue vs algorithm bias, and what “good enough” actually means beyond your top performer. Expect sharp thinking on breaking creative dependency, unlocking the next growth phase, and building a system that scales beyond one winner. |
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| 10:50 |
☕ Coffee Break |
||
| 11:10 |
How to Scale Engagement from Mobile to CTV |
Justin Nield, Smadex | Talk |
|
As attention fragments across screens, the challenge is no longer just capturing it, but turning it into meaningful engagement. Justin Nield from Smadex will explore why performance shifts so dramatically across placements, and introduce practical frameworks for optimizing beyond surface-level metrics. From interactive formats on mobile to storytelling on TV, the session covers how to make each screen do what it does best. You'll take away a clearer picture of what performance really means today: not better ads, but smarter cross-screen experiences. |
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| 11:30 |
🔎 Deep Dive: Discussions on Today’s Most Pressing Topics |
Discussion | |
| 12:30 |
🍔 Lunch Break |
||
| 13:30 |
🗣️ Deep Dive Sessions Roundup |
Moderators | |
| 14:10 |
Quality is the New Moat |
Juho Juhantalo, Seepia | Talk |
| The challenge of making playable ads is gone, thanks to AI and no-code tools. But as the market becomes flooded with automated content, performance now depends on deeper engagement. Juho Juhantalo, CEO of Seepia, will talk about the competition for a finite resource: the user’s time. He argues that marketers must move beyond “good enough” templates and design experiences that trigger high-value user behavior. These signals feed the auction algorithm and ultimately drive performance. Join his talk to learn how to cut through the noise and build experiences that truly command the auction using human-assisted AI. | |||
| 14:35 |
From Disruption to Reinvention: The AI Shift for Marketing Artists |
Justine Boivin, Futureplay | Case Study |
|
AI is reshaping how marketing art is created. It’s not just about new tools — it’s a fundamental shift in workflows, creativity, and the relationship between artists and their craft. While this transformation brings complexity, it also opens new opportunities. So how can we support marketing artists through this transition and help them reinvent the way they work? |
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| 15:10 |
☕ Coffee Break |
||
| 15:30 |
AI as an Iteration Engine: Scaling Winning Ads Faster |
Johnny Meital, Papaya | Talk |
|
Creative teams rarely fail from a lack of ideas. What kills performance is not iterating fast enough when ad fatigue sets in. In this talk, Johnny Meital from Papaya makes the case for AI as an iteration engine: a way to vary characters, locations, tone, and format at speed, without starting from scratch every time. You'll leave with a structured iteration process to scale winning ads before they stop working. |
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| 16:05 |
Creative Fuck-up Story: Every Success is Paved With Hard Lessons Learned |
Jean-Baptiste Serradilla, Oh Bibi | PechaKucha |
|
FRAG Pro Shooter had one of the deepest character rosters in mobile. So the plan was obvious: rotate through heroes until one finally cracks UA and ASO. In this high-velocity PechaKucha, Oh Bibi’s Jean-Baptiste Serradilla breaks down the flaws in this strategy, and why optimizing existing assets can't replace radical exploration. You'll hear the moment the team stopped waiting for the right character to save the metrics, and started building a creative engine designed for high-concept swings instead. |
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| 16:15 |
📝 The TL;DR: Takeaways from Day 2 and Closing Speech |
Roberto Sbrolla & Peter Fodor, AppAgent | |
| 16:30 |
📸 Official End & Group Photo Shooting |
||
| 16:45 |
🧘 Yoga Session (Optional) |
Relaxation | |
Selected talks from the last year
Watch a few awesome talks and sessions from 2025.
Stop Chasing Trends: Unlock Your
Audience's True Desires
Gašper Jager
Ten Square Games
Angry Birds
and AI in Practice
Tatu Petersen-Jessen
Rovio
Hooks That Hurt:
How Disturbing Ads Reel Us In
Alexandra Pulinets
AppAgent
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
Retreat Experiences
You can also enjoy spaces to connect, relax, and have fun while you’re at the event.
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Close the second day with a yoga session in the dance studio at Vnitroblock.
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Recharge with Tibetan bowls and gongs during the first day lunch break.
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Unwind with classic games on ATARI 800XE, Commodore 64, and Sinclair ZX Spectrum.
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Make new friends through play or just relax in between sessions.
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Connect with peers, share ideas, and chat between sessions in a relaxed setting.
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Capture moments, take photos, and share memories from the retreat.
VNITROBLOCK
LOCATION
Vnitroblock brings the same raw creative energy you loved at Radlicka Kulturni Sportovna in 2025, but in a more cosy setting with greater spatial variability. An industrial courtyard turned cultural hub, ideal for sharp ideas, honest debates, and close connections around creative communication in mobile games.
2026 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 [email protected], and we’ll arrange a custom group package.
FREQUENTLY ASKED QUESTIONS
Have a question we haven’t answered?
Reach out to our team directly via [email protected].
How can I attend?
Purchase your ticket from the page. Please note that we are curating the attendee list from among registrants to prioritize mobile gaming publishers. Your purchase might be refunded if you’re a vendor.
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 – this time including also a dinner for all attendees.
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 [email protected] with your request.
What time does the event start and end?
The official program runs:
Thursday, April 23 – 9:30 AM to 5:00 PM
Friday, April 24 – 9:30 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 [email protected].
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 [email protected].
Do you have any hotel recommendations?
Here are some hotels close to the event venue: COLORFACTORY SPA Hotel or Plaza Boutique Hotel.
About Mobile Ad Eaters Retreat
Mobile Ad Eaters Retreat is an invite-only event series for leaders in mobile gaming marketing, creative strategy, and user acquisition. Organized by AppAgent, the retreat brings together senior professionals from top mobile game studios to discuss creative performance, AI-driven advertising, and scalable growth systems.
Explore the full Mobile Ad Eaters Retreat event hub to learn about the event series, see highlights from the 2025 retreat, and follow updates for future editions.
We get nothing but love from last year.
And for a reason.
Huge thanks to AppAgent for trusting my experience, providing an amazing platform, and guiding me through the whole talk preparation process… and of course, for such a fantastic event!
This event felt more like a summer camp for grown-ups rather than a conference, full of joy, curiosity, and a real sense of belonging.
What made the retreat truly special was being surrounded by creative people and brilliant minds. I’m leaving with fresh ideas I can’t wait to try.
Huge thanks to AppAgent for trusting my experience, providing an amazing platform, and guiding me through the whole talk preparation process… and of course, for such a fantastic event!
This event felt more like a summer camp for grown-ups rather than a conference, full of joy, curiosity, and a real sense of belonging.
What made the retreat truly special was being surrounded by creative people and brilliant minds. I’m leaving with fresh ideas I can’t wait to try.
I am so happy to have met such amazing talents. The retreat of the creatives was truly a success. I hope we get to do it again soon!
A fantastic gathering full of insights, inspiring discussions, and creative minds driving mobile growth.
Great talks, good discussions, and a bag full of insights to take home.
I am so happy to have met such amazing talents. The retreat of the creatives was truly a success. I hope we get to do it again soon!
A fantastic gathering full of insights, inspiring discussions, and creative minds driving mobile growth.
Great talks, good discussions, and a bag full of insights to take home.