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12:00pm
Améliane F. Chiasson Player Research (Keywords Studios)Cari Watterton Scopely12:00pm - 12:45pmRoom 2Mobile Games: When Approachability Rhymes with Accessibility
Tuesday 14th July12:00pm - 12:45pmRoom 2This talk explores how mobile games often excel at approachability but often miss accessibility, which excludes disabled players. Discover the meaningful overlap: customizable controls help both casual players and those with motor impairments, clear audio/visual cues serve new players and those with various disabilities from cognitive to visual and hearing. See how you can properly support OS-level accessibility settings like screen readers and text scaling, while also designing accessible mobile gaming experiences through inclusive design and accessibility-aware development in commonly used engines. Learn from expert game accessibility specialists Cari Watterton (Scopely) and Améliane F. Chiasson (Player Research) and make your next mobile game (or patch!) more accessible.
Session Takeaway
- Learn how to make your mobile game reach a wider audience of people who use mobile devices daily for their accessibility needs.
- Know how to leverage and efficiently support iOS and Android's accessibility settings.
- Learn how to cleverly align accessibility efforts with your goals and objectives.
- Get tips on how to prevent accessibility barriers at the design level to avoid needing to do extra work.
2:00pm
Vladimir Pronin Holland & Barrett2:00pm - 2:45pmRoom 2Scaling Cross-Platform Delivery: From Mobile Bottleneck to Self-Service Platform
Tuesday 14th July2:00pm - 2:45pmRoom 2Digital products live across mobile, web, desktop — but delivery usually doesn't. One central mobile team becomes a ticket factory for everyone else, web prioritises desktop, and releases turn into cross-team coordination hell. In this talk, Vladimir Pronin shares a production case where a mobile app transformed from single-team bottleneck into a self-service platform enabling parallel delivery from 10+ squads.
Vladimir unpacks the shift from "mobile as channel" to "mobile as platform": defining crisp platform boundaries that enable instead of constrain, guardrails that let squads ship safely without central approval, and shared observability that makes incidents solvable instead of mysterious. He shows how platform contracts replaced ad-hoc tickets, how outcome alignment stopped channel wars (app vs web vs desktop), and how delivery cadence went from monthly heroics to weekly business-as-usual.
Expect practical patterns for your own cross-platform reality: team topologies that scale, decision frameworks that stick, platform metrics that matter, and org design that makes delivery predictable. Perfect for technical leads tired of coordinating releases across silos and wanting platform thinking that actually ships.
Session Takeaway
- Mental model for platform boundaries that scale cross-platform delivery.
- Team topology patterns to escape centralised mobile ownership.
- Decision framework to align mobile/web/desktop around outcomes not channels.
3:00pm
Cristian Robert Radulescu Amber Studio3:00pm - 3:45pmRoom 2Soft Launch Smarter: Data-Driven Mobile Testing on a Budget
Tuesday 14th July3:00pm - 3:45pmRoom 2In today’s ultra-competitive mobile market, gaming companies struggle to successfully release new titles. Multiple factors must align, including clear market opportunity, strong visual appeal, high retention mechanics, effective monetization systems, and sustainable user acquisition costs.
This session shares Amber’s learnings from its direct-to-consumer initiatives, with the goal of helping developers shorten iteration cycles and reduce research and development costs when launching new projects.
Session Takeaway
- What steps developers should follow
- Tools to use
- How to use data to make decision
4:00pm
Kristan Rivers AdInMo4:00pm - 4:45pmRoom 2The Merchandising Gap: Your Game Economy Isn’t Just Your Store
Tuesday 14th July4:00pm - 4:45pmRoom 2Most games promote IAPs in the same 4-5 places: launch screens, inter-round offers, tournament gates, limited-time popups.
Your game economy is bigger than your in-game store. Every session, players move through environments, pause between actions, and engage with content. These are all moments where IAP discovery can happen naturally, without interrupting gameplay.
In this session I'll share data from tests across multiple live titles (1.9M+ players in one cohort alone) showing what happens when you create merchandising moments beyond the usual promotional touchpoints.
The standout finding: increasing the surface area for IAP discovery within your game is real and impactful. In one case study, non-promoted products saw a +7.2% ARPU lift in test groups, meaning players exposed to broader merchandising didn't just buy what was promoted, they bought more of everything.
Key takeaway: IAP promotion and IAP merchandising are different disciplines, and most games are only doing the first one.
Session Takeaway
The difference between IAP promotion (direct-response offers) and IAP merchandising (discovery moments) and why most games are only doing the former.
A methodology for measuring the full revenue impact of IAP merchandising, including organic uplift on products you're not actively promoting.
Practical patterns from live case studies showing where IAP discovery moments work across different game types, and how to test them without risking retention.
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