Smart Project at Games Forum Barcelona 2026: CEO’s panel and key team insights

This year, our team joined Games Forum Barcelona 2026 not only as attendees. A key highlight for us was our CEO’s participation in the panel discussion “The Future of Mobile Game UA”, where industry experts reflected on the results of 2025 and outlined the main vectors shaping 2026.

The discussion focused on transformations in mobile marketing: the evolving role of automation, the development of attribution in a privacy-first environment, new approaches to creative strategy, and a rethinking of User Acquisition effectiveness. A particular emphasis was placed on shifting from short-term metrics to long-term efficiency and predictable performance.

“The conference was an opportunity to align with the mobile gaming and ad monetization market and discuss the key transformations in user acquisition. We talked about the growing role of automation, the evolution of attribution in a privacy-first environment, and the use of predictive models and AI: from LTV forecasting to real-time budget optimization. The main takeaway is clear: the focus must shift from short-term results to long-term efficiency and predictable ROAS”, — Anton, CEO.

Beyond the panel discussion, the conference became a space for meaningful conversations, informal meetings, and deeper insights that often happen offstage. We discussed market challenges with partners, compared approaches with other teams, and tested our own hypotheses through dialogue with the industry. Here’s how our colleagues reflected on the experience.

“Several days of highly concentrated networking and honest conversations about where game development and publishing are heading. The market is becoming tougher, but the number of opportunities hasn’t decreased. Those who think systematically and test hypotheses quickly are the ones who win. A special point of pride was our CEO’s speech — clear, structured, and grounded in real processes. It’s incredibly valuable to see our approaches resonate with an international audience”, — Kateryna, Head of Operations.

“What stood out this year was how the industry’s mindset is maturing. There was even some light irony from the stage about AI  (our favorite neural network questions again), but it felt symbolic: AI is no longer seen as a deus ex machina, it’s a practical, everyday tool embedded in real workflows. The panel on The Future of Mobile Game UA was a strong recalibration point — early campaign success doesn’t equal sustainable growth. The real focus must be on long-term predicted ROAS and strategic alignment between product and marketing. Discussions around creative testing with limited resources, ad network algorithms, and the longevity of champion creatives reinforced that efficiency beats scale for the sake of scale. And the conversations about cinematics and AI-powered creative production reminded me that experimentation is not optional. It’s the only way forward”, — Rostyslav, Creative Producer.

“The industry is gradually returning to its core principles.
The key message is to stop chasing spending volumes and focus on efficiency and strategy instead. A personal creative breakthrough is always stronger than copying “proven” approaches. And one more thing: synergy between marketing and product is critically important. That’s where the strongest solutions are born”, — Ihor, Lead UA.

The conference became a synchronization point for our team — a moment to reassess our approaches and launch new strategic experiments. We returned with a clear understanding: the industry is changing, but those who think systemically, play the long game, and aren’t afraid to experiment are the ones who win.