MAU Vegas as soon as once more delivered three action-packed days of insights, innovation, and connection for the worldwide cellular advertising and marketing group. Now, in our third yr attending, we’ve come to anticipate huge conversations and daring concepts, and this yr was no exception! With 2,000+ attendees from throughout the trade, the occasion was filled with strategic discussions, rising tech, and real-world app progress tales. From the most recent in person acquisition and app retailer optimisation to the evolving function of AI, the conversations had been strategic and galvanizing.
On this MAU Vegas 2025 recap, we’re spotlighting the periods and moments that actually left an enduring impression.
How AI is reshaping the function of the fashionable marketer
In one of many standout keynotes at MAU Vegas, AppsFlyer set the stage for a robust rethink of what it means to be a contemporary marketer. Brian Quinn, President and GM, opened the session with a daring message: “AI isn’t only a device – it’s a transformative pressure that’s rewriting the playbook.” Whereas AI can increase the baseline of what’s attainable, actual breakthroughs come from entrepreneurs who transcend automation and use these instruments to push creativity, technique, and efficiency to new heights.
The discuss launched the concept of the “Renaissance Marketer”, knowledgeable who breaks free from inflexible specialisations to function as a cross-functional, strategic powerhouse. As AI reshapes workflows, crew buildings, and expectations, this new breed of marketer blends human instinct with machine intelligence, changing into a central connector between knowledge, creativity, tech, and enterprise outcomes.
Quinn made an fascinating case that progress entrepreneurs, particularly, are well-positioned to steer this cost. With their sharp analytical abilities and pure consolation with knowledge and experimentation, they’re already fluent within the language of AI.
Barak Witowski, Chief Product Officer at AppsFlyer, highlighted this ongoing evolution, noting, “We’re already witnessing how entrepreneurs are quickly evolving their roles as renaissance entrepreneurs, combining their human intelligence with laptop mastery.”
In a big announcement, AppsFlyer unveiled new agentic AI capabilities designed to operate successfully as extra crew members. These instruments empower entrepreneurs to delegate particular tasks and duties on to AppsFlyer’s AI-powered brokers, successfully rising productiveness and permitting entrepreneurs to deal with higher-level strategic initiatives. The clear takeaway? The Renaissance isn’t coming. For entrepreneurs prepared to evolve, it’s already right here.
Turning seasonal occasions into progress with ASO & Apple Advertisements
App retailer optimisation (ASO) is at all times a scorching subject at MAU Vegas and AppTweak’s session was notably fascinating. Anthony Asuncion from AppTweak unpacked how main apps are leveraging seasonality to drive scalable progress throughout each Apple Advertisements and ASO.
Utilizing TurboTax as a case examine, Anthony confirmed how timing is every part. By kicking off campaigns in early January TurboTax was in a position to lock in prime positions for high-intent tax-related key phrases, dominate paid search outcomes, and increase their visibility by sensible metadata updates. The outcome? An ideal storm of paid and natural efficiency that left opponents scrambling to catch up.
The important thing takeaway? Seasonal success begins weeks upfront. Manufacturers that win don’t watch for search quantity to rise; they construct relevance early when competitors (and CPMs) are decrease.
Anthony outlined a playbook for doing simply that, urging entrepreneurs to deal with seasonal occasions like Lent, Valentine’s Day, or the Tremendous Bowl as their very own marketing campaign tracks. Suppose devoted Apple Advertisements campaigns, automated bidding tied to historic traits, and seasonally themed artistic property that really feel well timed and related within the second customers are looking out.
He additionally spotlighted the often-overlooked energy of in-app occasions and customized product pages. Not only for engagement, however for enhancing conversion charges and attracting Apple’s consideration for potential that includes. And to tie all of it collectively he urged entrepreneurs to measure every part by an incrementality lens. By understanding the true raise from each natural and paid efforts, entrepreneurs can fine-tune their seasonal methods for even larger outcomes subsequent time.
Entrepreneurs walked away with a transparent message: seasonality isn’t a one-off marketing campaign. It’s a strategic loop that compounds while you align metadata, creatives, and paid UA across the calendar.
Celebrating ladies main the way forward for cellular
Yearly at Cellular Apps Unlocked (MAU), there’s one explicit occasion that our Company Development Director, Arazoo Kadir, eagerly anticipates – the Ladies in Chief(sip) gathering. This yr’s “Retro Revival” theme introduced a enjoyable mix of classic aptitude and daring power to the expertise, all whereas supporting a significant trigger: Ladies, Inc. and the following technology of robust, sensible, and daring younger ladies.
The spotlight of the occasion was undoubtedly a panel dialogue that includes a formidable group of inspiring ladies leaders who overtly shared their experiences navigating and thriving in a predominantly male-driven trade.
Among the many standout voices had been Maulana Moore from AppsFlyer, Peggy Anne Salz of Cellular Groove, Ngozi Ogbonna, Sumee Oh from Attain Labs, Olivia Barnett from CRAFTSMAN+, Tiffany Flores from Aarki, and Beth Berger from Moloco, whose insights had been each compelling and deeply relatable.
“I’ve had the pleasure of working with a few of these ladies all through my profession, and it was drastically inspiring to see them take the stage and share their tales”, stated Arazoo. “Conversations ranged from navigating complicated office dynamics to extra private tales that always stay unstated in mainstream skilled discussions. It was additionally a pleasure to mingle with different pushed and completed ladies within the cellular and app world, and I’m really excited to proceed to see all of them flourish professionally”, she added.
What units the Ladies in Chief(sip) session aside is its genuinely refreshing and fascinating format in opposition to the backdrop of the MAU Vegas convention. It creates a much-needed protected area for ladies throughout the cellular and app sectors to candidly talk about the distinctive challenges and triumphs they’ve encountered alongside their skilled journeys.
Ultimate ideas
MAU Vegas 2025 delivered no scarcity of inspiration. From redefining what it means to be a contemporary marketer to unlocking seasonal progress methods and celebrating the ladies shaping the way forward for cellular, the occasion highlighted simply how dynamic, numerous, and forward-thinking the cellular advertising and marketing area has turn out to be.
Whether or not it was deep dives into Apple Advertisements and ASO, daring conversations on management, or new product bulletins that time to the longer term, one factor was clear: the cellular advertising and marketing area is evolving quick and people who keep curious, collaborative, and brave will proceed to cleared the path.
