MAU Vegas once again delivered three action-packed days of insights, innovation, and connection for the global mobile marketing community. Now, in our third year attending, we’ve come to expect big conversations and bold ideas, and this year was no exception! With 2,000+ attendees from across the industry, the event was full of strategic discussions, emerging tech, and real-world app growth stories. From the latest in user acquisition and app store optimisation to the evolving role of AI, the conversations were strategic and inspiring.
In this MAU Vegas 2025 recap, we’re spotlighting the sessions and moments that truly left a lasting impression.
How AI is reshaping the role of the modern marketer
In one of the standout keynotes at MAU Vegas, AppsFlyer set the stage for a powerful rethink of what it means to be a modern marketer. Brian Quinn, President and GM, opened the session with a bold message: “AI isn’t just a tool – it’s a transformative force that’s rewriting the playbook.” While AI can raise the baseline of what’s possible, real breakthroughs come from marketers who go beyond automation and use these tools to push creativity, strategy, and performance to new heights.
The talk introduced the idea of the “Renaissance Marketer”, a professional who breaks free from rigid specialisations to operate as a cross-functional, strategic powerhouse. As AI reshapes workflows, team structures, and expectations, this new breed of marketer blends human intuition with machine intelligence, becoming a central connector between data, creativity, tech, and business outcomes.
Quinn made an interesting case that growth marketers, in particular, are well-positioned to lead this charge. With their sharp analytical skills and natural comfort with data and experimentation, they’re already fluent in the language of AI.
Barak Witowski, Chief Product Officer at AppsFlyer, highlighted this ongoing evolution, noting, “We’re already witnessing how marketers are rapidly evolving their roles as renaissance marketers, combining their human intelligence with computer mastery.”
In a significant announcement, AppsFlyer unveiled new agentic AI capabilities designed to function effectively as additional team members. These tools empower marketers to delegate specific projects and responsibilities directly to AppsFlyer’s AI-powered agents, effectively increasing productivity and allowing marketers to focus on higher-level strategic initiatives. The clear takeaway? The Renaissance isn’t coming. For marketers willing to evolve, it’s already here.
Turning seasonal events into growth with ASO & Apple Ads
App store optimisation (ASO) is always a hot topic at MAU Vegas and AppTweak’s session was particularly interesting. Anthony Asuncion from AppTweak unpacked how leading apps are leveraging seasonality to drive scalable growth across both Apple Ads and ASO.
Using TurboTax as a case study, Anthony showed how timing is everything. By kicking off campaigns in early January TurboTax was able to lock in top positions for high-intent tax-related keywords, dominate paid search results, and boost their visibility through smart metadata updates. The result? A perfect storm of paid and organic performance that left competitors scrambling to catch up.
The key takeaway? Seasonal success starts weeks in advance. Brands that win don’t wait for search volume to rise; they build relevance early when competition (and CPMs) are lower.
Anthony outlined a playbook for doing just that, urging marketers to treat seasonal events like Lent, Valentine’s Day, or the Super Bowl as their own campaign tracks. Think dedicated Apple Ads campaigns, automated bidding tied to historical trends, and seasonally themed creative assets that feel timely and relevant in the moment users are searching.
He also spotlighted the often-overlooked power of in-app events and custom product pages. Not just for engagement, but for boosting conversion rates and attracting Apple’s attention for potential featuring. And to tie it all together he urged marketers to measure everything through an incrementality lens. By understanding the true lift from both organic and paid efforts, marketers can fine-tune their seasonal strategies for even bigger results next time.
Marketers walked away with a clear message: seasonality isn’t a one-off campaign. It’s a strategic loop that compounds when you align metadata, creatives, and paid UA around the calendar.
Celebrating women leading the future of mobile
Every year at Mobile Apps Unlocked (MAU), there’s one particular event that our Agency Growth Director, Arazoo Kadir, eagerly anticipates – the Women in Leader(sip) gathering. This year’s “Retro Revival” theme brought a fun blend of vintage flair and bold energy to the experience, all while supporting a meaningful cause: Girls, Inc. and the next generation of strong, smart, and bold young women.
The highlight of the event was undoubtedly a panel discussion featuring an impressive group of inspiring women leaders who openly shared their experiences navigating and thriving in a predominantly male-driven industry.
Among the standout voices were Maulana Moore from AppsFlyer, Peggy Anne Salz of Mobile Groove, Ngozi Ogbonna, Sumee Oh from Reach Labs, Olivia Barnett from CRAFTSMAN+, Tiffany Flores from Aarki, and Beth Berger from Moloco, whose insights were both compelling and deeply relatable.
“I have had the pleasure of working with some of these women throughout my career, and it was greatly inspiring to see them take the stage and share their stories”, said Arazoo. “Conversations ranged from navigating complex workplace dynamics to more personal stories that often remain unspoken in mainstream professional discussions. It was also a pleasure to mingle with other driven and accomplished women in the mobile and app world, and I am truly excited to continue to see them all flourish professionally”, she added.
What sets the Women in Leader(sip) session apart is its genuinely refreshing and engaging format against the backdrop of the MAU Vegas conference. It creates a much-needed safe space for women across the mobile and app sectors to candidly discuss the unique challenges and triumphs they’ve encountered along their professional journeys.
Final thoughts
MAU Vegas 2025 delivered no shortage of inspiration. From redefining what it means to be a modern marketer to unlocking seasonal growth strategies and celebrating the women shaping the future of mobile, the event highlighted just how dynamic, diverse, and forward-thinking the mobile marketing space has become.
Whether it was deep dives into Apple Ads and ASO, bold conversations on leadership, or new product announcements that point to the future, one thing was clear: the mobile marketing space is evolving fast and those who stay curious, collaborative, and courageous will continue to lead the way.
