As a global hub for the UK’s gaming sector, London continues to shine as the epicenter of innovation, creativity, and collaboration. Home to iconic mobile gaming companies like King, creators of the immensely successful Candy Crush Saga, and ustwo, known for their masterful Monument Valley, the city set the stage for this year’s Pocket Gamer Connects London.
Held on January 20th and 21st, 2025, the event brought together a stellar lineup of gaming professionals, innovators, and thought leaders. Our team at Appier was thrilled to participate, and here are our top four highlights from this remarkable event.
Full House with Game Developers
The energy at Pocket Gamer Connects London was palpable, with game developers, publishers, and service providers filling every corner of the venue. Our team at Appier set up an engaging booth, meeting a wide array of clients and partners such as Hungry Studio, Playtika, BoomBit, Joyteractive, Miniclip, and MagicLab.
Throughout the event, we showcased our cutting-edge user acquisition and retargeting solutions, tailored to help gaming companies drive meaningful growth. A highlight of our discussions centered around recent insights into the unique behaviors of high-LTV (lifetime value) users who consistently make in-app purchases.
These conversations also included creative analyses of casual and hyper-casual games, highlighting trends in user preferences and engagement patterns. The overwhelming interest in these insights reinforced our belief in the power of data-driven strategies and AI innovations to drive success in mobile gaming.
Reignite Gamers and Drive Incrementality
One of our key focuses at the event was promoting our innovative retargeting solutions. To make our booth even more memorable, we designed an interactive game centered around the concept of retargeting. Visitors who returned to our booth multiple times had the opportunity to win special prizes, which turned out to be a massive hit.
This gamified approach not only drew significant attention but also demonstrated the practical applications of retargeting in the gaming industry—a strategy designed to re-engage users and drive incremental revenue. The overwhelming participation in our booth’s activities was a testament to the growing recognition of retargeting’s value.
Engaging Panel about Bringing in Ads for Mobile Games
One of the standout moments of the event was a panel titled "Into The Ad-Verse – How To Effectively Integrate Ads Into Your Game." Our very own Magic Tu, Senior Vice President of Global Sales at Appier’s Ad Cloud Solution, joined industry experts from Crackle Tech, GADSME, Moloco, Appier, and AudioMob shared their take on striking the right balance between monetization and player experience.
The panel tackled the nuanced challenge of incorporating ads into games without compromising the user experience. As Magic Tu eloquently put it, “Ads can be beautiful, but monetization is hard. It’s not just about placing ads; it’s about aligning them with the game’s design.”
The session resonated with attendees, sparking vibrant discussions on balancing revenue generation with player satisfaction. It was clear that thoughtful integration of advertising remains a key lever for sustainable growth in the gaming industry. Here are the 5 key takeaways we summarized from the panel:
- Ad monetization should be built into game design from the start to ensure seamless integration.
- Data-driven decisions help optimize ad placements while maintaining player retention.
- AI is shaping the future of monetization, with real-time targeting and automated ad generation.
- Hybrid monetization models (ads + IAP) are becoming the standard, focusing on the right user segments.
- Context matters—ads should enhance gameplay, not disrupt it.
VIP Dinner with Airbridge
The connections didn’t stop on the show floor. We co-hosted an exclusive VIP dinner with Airbridge, our long-time partner and a leading South Korea-based mobile measurement partner (MMP). The evening was a perfect blend of business and camaraderie, with 30 clients joining us for a night of meaningful conversations and industry insights.
An icebreaker game of Gonggi set the tone for the evening, fostering laughter and a relaxed atmosphere. Over a delectable meal, we exchanged ideas and discussed emerging trends, strengthening bonds with our partners and clients. It was an unforgettable night that underscored the importance of personal connections in driving professional growth.
Looking Forward to the Next Event
As the curtains close on Pocket Gamer Connects London 2025, we find ourselves eagerly looking forward to the next opportunities to connect and collaborate. With PGC Barcelona and PGC Helsinki on the horizon, as well as next year’s return to London, the future looks brighter than ever for the gaming industry. Until then, we’ll be working to build on the incredible momentum generated at this year’s event.
Pocket Gamer Connects London has once again proven why it’s a cornerstone of the gaming calendar—a celebration of innovation, collaboration, and the boundless possibilities of mobile gaming.
