2026 Full Agenda

User acquisition in the mobile game industry is increasingly driven by unconventional creatives that blur the line between advertising and product. Join Jakub Remiar & Kristina Larionova for a fireside chat about the rise of fake ads and how studios now mitigate this fakeness through "UA based" funnels. These funnels introduce ad-inspired mini games directly into onboarding, masking the core game while satisfying user expectations set by the ad. jakub and Kristina will discuss why this strategy works, its design implications, and how AI accelerates its creative production, testing, and personalization. Attendees will gain insight into the commercial logic, creative processes, and risks behind these practices.