Let's start off in style! App Growth Summits are the way events should be done: Custom-curated sessions, original content, limited vendors, and engaged networking, all combined with some fun and good times!

A fast-paced session built around real paywall experiments. For each test, you'll get the context, make your guess, then see the result. What made the winning variant win? What patterns hold across hundreds of experiments? You'll leave with a sharper intuition for what actually moves conversion.

Performance marketing rewards what gets attention, drives clicks, and converts, but the creative that wins today may not always bring in the users you want tomorrow. This panel explores the tension between brand and performance as teams produce more creative, adapt campaigns to platform algorithms, and scale across markets. Hear which brand rules marketers are willing to break, which ones still matter, and how teams balance short-term acquisition performance with authenticity, retention, LTV, and long-term growth.

Great engagement starts with understanding what users are actually doing, then using that context to shape what they experience next. This panel explores how teams are using behavioral signals, personalization, localization, CRM, and AI to create more relevant user journeys at scale. Hear how marketers are connecting in-app experiences with lifecycle communications, automating increasingly complex journeys, and using personalization to strengthen engagement, loyalty, and long-term value.

From 1 October 2026, Apple's new terms for the EU change the economics of selling outside the App Store. Apps can now offer alternative payments alongside Apple's In-App Purchase, and each route (in-app, alternative payments or linking out to the web) comes with its own commission. In this session, Megan Wong, Product Manager at Paddle, will break down what has changed, when App2Web is worth testing, and what growth teams need to get right once they move past the experiment. Expect practical guidance on targeting, checkout, payments, compliance and retention, plus real examples of how apps are putting App2Web to work.

There is no single formula for monetizing an app. From advertising and subscriptions to IAP and hybrid models, the right approach depends on your users, product, and business model. This panel explores how teams are testing different paths to revenue, including pricing and paywalls, trials and renewals, consumable purchases, ad monetization, and web-based funnels. Hear how teams balance conversion with retention, introduce new revenue streams without hurting the existing experience, and use experimentation to increase LTV.

Making the move into paid UA requires more than simply putting budget behind ads. This fireside chat explores how to build a paid acquisition strategy from the ground up, including where to start, how to choose channels, what to test, and how much budget is needed to generate meaningful learnings. Learn how networks and DSPs can fit into the mix, why short-term ROAS doesn’t always tell the full story, and how longer-term user value can guide smarter decisions as you begin to scale.

Paid marketing is becoming increasingly expensive, making sustainable growth harder for early-stage startups. At the same time, community, brand, and creative experimentation are becoming stronger growth drivers than ever before. This session shares the journey of experimenting with 40 different ways to market an app without a big budget, from organic growth and partnerships to content, community, and unconventional distribution ideas. The goal is not to find a single silver bullet, but to accumulate growth through a repeatable mindset of testing, learning, and discovering the channels that best fit your product.

AI is changing how acquisition teams work across both paid UA and ASO. This panel explores how teams are using AI to produce more creative, accelerate testing, connect ad concepts with custom product pages, and create more tailored paths from impression to install. Hear what happens when the economics of creative production change, where AI-generated assets actually perform, how UA and ASO can work more closely together, and where human judgment still makes the difference.

When the sessions wrap, the Happy Hour starts right here at the venue! Join us on the outside terrace for drinks and light bites, incredible views of one of Europe's coolest cities, and more time to connect with the app growth community as we keep the good vibes going! Happy Hour powered by Addict Mobile, Jampp, Mintegral & RZR!