MAU Vegas 2025 changed the conversation around what app growth looks like

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We didn’t hit the slots, but MAU Vegas 2025 gave us a jackpot of insights, real talk, and bold strategies for what’s next in mobile growth.

From May 20–22, more than 2,000 app marketers, advertisers, and innovators gathered at the MGM Grand to discuss app performance and the industry's future direction. The conversations were sharp, and the ideas stuck with us.

This year, we had the chance to attend alongside some of our clients, which made the experience even more valuable. 


Diego Salazar, Performance Marketing Lead at DiDi, shared his take:

“There was one from the CMO of Fundrise, where he shared how, with AI Agents, they created an army of agents who constantly run tests to optimize every part of the funnel in their marketing lifecycle role. This is where the future of marketing is headed.”

 

Daniela Aschentrupp, Performance Marketing Senior Manager at DiDi, also shared her perspective:

“What I liked most about MAU Vegas was the energy of the event: having so many industry leaders in one place generates valuable conversations and fresh perspectives. I loved being able to connect with peers from different regions and share experiences about the challenges we face in app marketing.”

 

For Daniela, the biggest learnings came from AI applications and global insights:

“I took away a much clearer vision of where the industry is moving, especially on topics like AI applied to creative optimization, workflow automation, and the importance of a full-funnel approach to acquisition. I also confirmed that many of the challenges we face in LATAM are shared globally, which opens up opportunities to adapt best practices to our markets.”

 

And when it came to living the experience with Rocket Lab, she added:

“It was a super enriching experience. Working with the Rocket Lab team allowed me to delve deeper into strategic and technical topics from a different perspective, as well as further strengthen our relationship as partners. We had time to discuss new ideas, analyze opportunities for improvement, and, most importantly, share the experience with great company.”

Here’s what stood out at MAU 2025:

  • AI is becoming the backbone of growth

From creative testing to predictive analytics, AI is now part of every conversation about scaling.

  • Creative strategy matters more than ever

It’s not just about data. It’s about how you use it to build ads that actually perform.

  • New revenue models are gaining ground

Subscriptions, retail media, and non-traditional monetization are changing how apps grow sustainably.

  • Retention isn’t a post-install metric

It starts from the first impression, and smart user journeys are what keep people coming back.

 

And yes, there were poolside catch-ups, late-night events, and plenty of strong coffee between sessions. But what really made MAU Vegas 2025 stand out were the ideas shared and the people moving the industry forward.

 

We came back with fresh perspectives, stronger connections, and a better sense of where mobile is going next.

Let’s build on that momentum.

 

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Blog cover  (89)

Blog cover  (89)