Folks, we are 49 days away from MAU Vegas. I'm a mom to an 8yo and 11yo so forgive me if this sounds like I'm nagging you but here is my MAU checklist:

1. If you haven't already registered, now is the time, especially because this year comped passes available now will have a fee beginning April 10....you heard it here first! I'll include a brief note on the bottom as to why there will be a fee.
2. Book your hotel room at MGM Grand by April 18! VIP!!! Over 600 new suite options, and a new property added this year!
3. Check out our agenda. We're adding our new Meetup, Mic Drops and Mainstage session over the next week. Just last week we added a new event, Morning Reset: Yoga at MAU Vegas followed by a Brunch Roundtable: Mental Health in the Age of Always-On Marketing. Not everyone wants to throw back drinks at our epic parties, so we're introducing mindful experiences for those of you ready to rise and shine.

TL;DR: If You’re Attending MAU 2025, Here’s What You’ll Leave With

• A creative ops roadmap rooted in testing, not guesswork
• AI-infused growth strategies across UA, CRM, and product
• Monetization frameworks that start with user experience
• Lifecycle loops that bury the funnel
• Full-funnel attribution that proves brand builds business
• And enough founder-to-founder intel to fill your 2025 backlog
• “Cutting-Edge Personalization: The Future of Lifecycle Marketing” — moving from broadcast to behavior-driven.
• “From Downloads to Devotion” — not just retention, but building irrational brand loyalty.
• “Using Video & AI to Grow (and Keep) Users” — blending rich media and machine learning for long-tail LTV.
• “AI-Driven Mobile Acquisition: Staying Ahead of the Curve” — how AI is redefining performance playbooks.
• “SEO and AI: The Next Era of Content & Discovery” — AI as your ASO’s best friend.
• “Using Video & AI to Grow (and Keep) Users” — how AI automates hyper-personalized, dynamic content at scale.
• “Beating Control: The Art and Science of Performance Marketing Creative” — systematizing creativity to break performance plateaus.
• “How to 10X Your Creative Testing Without Losing Your Mind” — scaling without sacrificing speed or sanity.
• “Scaling Tactics: Leveraging Music-Led Engagement” — using creative cues that move culture (and ROAS).
• “Advanced Monetization Strategies” — real-world frameworks from Calm, Strava, and Flo.
• “Optimizing Onboarding & Monetization at LingQ” — how to test your way to frictionless revenue.
• “Beyond Bottom Funnel: The Hidden Power of Brand Metrics” — monetization as an outcome of multi-funnel orchestration.
• “Beyond Bottom Funnel: Brand Metrics & Upper Funnel Attribution” — proving the power of awareness on actual revenue.
• “AI-Driven Mobile Acquisition” — pairing probabilistic modeling with creative and audience signals.
• “SEO and AI” — widening the lens on user discovery.

Here are some top takeaways that mobile app marketers, founders, and growth leaders will be walking away with from our all-new agenda.

From Funnel to Flywheel: The Shift Toward Continuous, Compounding Engagement

The classic funnel is fading fast—and MAU is championing a new era of full-loop, user-centric growth where every touchpoint fuels deeper engagement and retention. There's a reason why 25 of our sessions contain the word 'growth'.

Sessions:

• “Cutting-Edge Personalization: The Future of Lifecycle Marketing” — moving from broadcast to behavior-driven.
• “From Downloads to Devotion” — not just retention, but building irrational brand loyalty.
• “Using Video & AI to Grow (and Keep) Users” — blending rich media and machine learning for long-tail LTV.

Gamechanger: Brands are shifting from isolated performance wins to orchestration across acquisition, onboarding, engagement, and resurrection. Expect playbooks that treat churn as a design flaw, not an inevitability.

AI Isn’t a Feature—It’s the New Foundation

AI is no longer a “nice to test.” It’s baked into creative pipelines, campaigns, and attribution modeling.

Sessions:

• “AI-Driven Mobile Acquisition: Staying Ahead of the Curve” — how AI is redefining performance playbooks.
• “SEO and AI: The Next Era of Content & Discovery” — AI as your ASO’s best friend.
• “Using Video & AI to Grow (and Keep) Users” — how AI automates hyper-personalized, dynamic content at scale.

Gamechanger: Creative generation, journey building, and attribution modeling are being reimagined through machine intelligence.

In the Era of Testing and AI, Creative Is Your Competitive Edge

The age of guesswork creative is over. Creative ops and experimentation are central to scalable, efficient growth.

Sessions:

• “Beating Control: The Art and Science of Performance Marketing Creative” — systematizing creativity to break performance plateaus.
• “How to 10X Your Creative Testing Without Losing Your Mind” — scaling without sacrificing speed or sanity.
• “Scaling Tactics: Leveraging Music-Led Engagement” — using creative cues that move culture (and ROAS).

Gamechanger: It’s no longer just “test more creative.” It’s “design creative workflows that scale like engineering sprints.”

Monetization: Where UX, Revenue, and Retention Collide

Revenue doesn’t live in a silo—it’s in your onboarding flows, feature architecture, and CRM loops.

Sessions:

• “Advanced Monetization Strategies” — real-world frameworks from Calm, Strava, and Flo.
• “Optimizing Onboarding & Monetization at LingQ” — how to test your way to frictionless revenue.
• “Beyond Bottom Funnel: The Hidden Power of Brand Metrics” — monetization as an outcome of multi-funnel orchestration.

Gamechanger: Monetization isn’t a toggle, it’s an ecosystem. Sustainable monetization stems from experience design + full-funnel measurement + behavioral nudging.

Full-Funnel Attribution: SKAN 4.0 & the Rise of Brand Metrics

Attribution is mutating, again. But this time, it’s not just about coping with loss of signal—it’s about gaining signal on previously ignored metrics.

Sessions:

• “Beyond Bottom Funnel: Brand Metrics & Upper Funnel Attribution” — proving the power of awareness on actual revenue.
• “AI-Driven Mobile Acquisition” — pairing probabilistic modeling with creative and audience signals.
• “SEO and AI” — widening the lens on user discovery.

Gamechanger: Blend top-of-funnel storytelling with bottom-line accountability—and building measurement systems that finally reflect modern media behavior.

Check out the full agenda at Agenda | MAU Vegas 2025

What else is new?

If you've read earlier editions of this newsletter, you'll know that the MAU team is giving the show a full glow up. Check out what's new part 1 and what's new part 2.

And now back to why we're establishing pricing for MAU passes. There are a few reasons. First, MAU is valuable. It is the largest global event where passionate app growth innovators come together to share invaluable insights into success stories (and even what's failed). We feed you, keep you fueled throughout the day, host several networking events and give access to all the sessions, playback videos, and over 120 AdTech and MarTech solution providers. Honestly, the $150 fee to attend barely covers one lunch. Second, we have a lot of late registrants for MAU, which means we have to adjust all of our food orders which can mean additional charges. We want to put as much of our budget into building incredible experiences for you instead of last-minute fees.

Roll Call

MAU Vegas has hosted incredible industry leaders who’ve shared groundbreaking insights and shaped the future of mobile app marketing. Here's part 1 of our speaker lineup. Speakers, it would be great if you could share this to your networks!

Nakul Goyal VP of Growth CARFAX

Vahe Baghdasaryan CRM and App Growth Manager Flo Health Inc.

Max Barkoff COO Flatiron Collective

Katrina N. Head of Paid Media Marketing SoundCloud

Andrew Amann CEO and Co-Founder NineTwoThree AI Studio

Nahshon Cook-Nelson Growth Marketing Strategist NineTwoThree AI Studio

Filippo De Rose CMO Fabulous

Lauren Park Global Head of ASO M+C Saatchi Group

Jonathan Yantz Managing Partner M+C Saatchi Group

Alice Brower Senior Data Scientist Fabulous

Greg Hall CMO MoneyGram

Yfran Garcia Paid Social Lead Spotify

Parker Patel Senior Engineer Spotify

Luke Morrow Data Scientist II Spotify

Ahmad Anvari Sr. Manager, Performance Ads Product and Engineering Amazon Ads

Yves Benchimol CEO and Co-Founder WeWard

Félix Boudreau, MBA VP Growth and Marketing Pok Pok

Lane Colyer Director of Marketing GOHUNT

Lauren Pufpaf Co-Founder COO and President Feed.fm

Vitaly Davydov CEO Adapty.io

Katie Desmond Senior Media Manager Headspace

Aviran Edery SVP and GM Verve

Landseer Enga Co-Founder Revyl (YC F24)

Anam Hira Co-Founder Revyl (YC F24)

Olga Petrunina Co-Founder Pure Dating App

Peter Fodor Founder and COO AppAgent / Strategic Growth for Mobile Games

Deb Gabor CEO Sol Marketing

Paul Gildard Growth Creative Copper.co

Michael Stenbakken Chief Growth Officer Copper.co

Adam Heiman CEO and Co-Founder MediaNug

Sarah Neill Founder and CEO Mys Tyler

Thomas (T.hop) Hopkins Fractional CMO and Head of Growth Growthops

Alexander Hrankin CEO Scrambly

Nathan Hudson 🚀 CEO and Founder Perceptycs

Omar Karim Director Brand Demand Product Amazon

Mark Kaufmann CEO LingQ

Omar Kaywan Co-Founder and Chief Growth Officer Goose Insurance Services Inc.

Andrey K. CEO Adjust

Jesse Lempiäinen CEO and CO-Founder Geeklab

David Leviev CRO and Co-Founder Nimbus Advertising Solutions

Amanda Lulewicz VP Growth Muus Collective

Nancy MacIntyre CEO WorldWinner

Diogo Martins Senior Manager, UA DraftKings Inc.

Tigran Mkrtchyan Head of Digital Marketing CoinStats

Nancy Roberts President CRAFTSMAN+

Gabriel Sampaio Lead Manager, UA Nomad

Anthony Scaramucci Founder and Managing Partner TUNOMATIC | Growth & Marketing Advising

Abby Schommer Head of Marketing Plunge Games

Eli Schwartz Growth Advisor and SEO Strategic Consultant Product Led SEO

Thomas Siegl Founder Kasva

Robert Vaternam Senior CRM Manager Freeletics

Thorbjorn Warin CRO MyGamez Ltd.

Narisa Wild Chief Digital Officer Clarion Events Inc. - North America

Lindsey Witmer Collins Founder and CEO WLCM "Welcome" App Studio

Steve P. Young Founder App Masters

And this is just part 1. Thanks for the read! And thanks to our Strategic Council for helping our team pull off one h*!* of a program. Amanda Lulewicz Alex Sherer Paul Meinshausen Matej 🦩 Lancaric Peggy Anne Salz Ran Avrahamy Saif Rasheed Evelin Herrera

Join me in Vegas. I'll be the one wearing all black and white to match our theme this year. Next on my list, op art sunglasses. Wish me good luck with that! This is how I spend my time on the weekends between the birthday parties, soccer matches, track practices, and play dates.

If you made it to the bottom of this, give this post a heart emoji and I'll invite you to a VIP section of one of our parties!

Angela Harar 🔜 MAU Vegas this May

VP, Strategy and Growth