App Promotion Summit London 2025: AI, App Growth, and More

The App Promotion Summit in London 2025 was truly an unforgettable experience. Bringing together a diverse group of app industry professionals, the event was the perfect mix of inspiration, collaboration, and insightful discussions. Representing the Z2A Digital team at the summit were Jacob Karas (VP of Sales) and  Justine Lortal (Marketing Manager), and we were thrilled to be part of an event that highlighted not just the current trends but also the long-term vision for the future of the app ecosystem.

The app industry is experiencing tremendous growth, and it was clear from the very beginning that the attendees were here to learn, collaborate, and strategize for the future. It wasn’t just about sharing the latest trends; there was a genuine desire to explore deeper insights, building long-lasting partnerships, and pave the way for sustainable app growth. This was a theme that resonated throughout the day, and it became clear that this summit was focused on pushing beyond short-term wins and setting the foundation for long-term success.

AI in User Acquisition

One of the most exciting aspects of the event was the focus on AI and its role in user acquisition strategies. Artificial intelligence continues to be a game-changer in the app space, with numerous opportunities for its application in everything from user targeting to predictive analytics. However, as AI continues to dominate the conversation, we were reminded of the importance of separating genuine AI-driven solutions from mere marketing trendy terms. AI can certainly enhance app marketing efforts, but only if it’s used thoughtfully and strategically. It’s essential to implement AI tools that actually deliver results, rather than jumping on the bandwagon because it’s the "trend of the moment."

Key Sessions and Takeaways

There’s something unique about in-person events like this where you can meet not just speakers and panelists, but also fellow professionals who are actively shaping the future of the app ecosystem. The event’s energy was contagious, and it was inspiring to connect with app developers, marketers, and UA experts from various backgrounds. Many of the discussions were centered around the growing demand for partnerships that are performance-driven and grounded in real, measurable results. We had several conversations where attendees expressed interest in how our solutions could support their teams in scaling user acquisition efforts, and we were thrilled to see how our approach resonated with others.

As the day continued, the sessions at the summit started to take center stage. The variety of topics covered gave a comprehensive view of the different facets of the app industry, from growth and monetization to ASO and AI. 

One of the standout sessions was "Lessons Learned Growing an App Unicorn" by Dmitry Gurski from Flo Health Inc. Dmitry’s keynote shared the story of Flo’s journey from the outskirts of Minsk to achieving 250 million ARR and 75 million MAU. He discussed the challenges and successes of scaling the app to unicorn status, offering practical insights into what it takes to grow and sustain that kind of success. 

Another talk that left a lasting impression was "How Innovation Fuels Long-Term App Success" by Sherina Khalidi from Deezer. 

Sherina’s talk focused on why innovation is key to sustainable, profitable app growth. She shared real-world insights into how Deezer navigates an ever-evolving landscape, using strategies like micro-influence, advanced measurement, and user journey optimization to break through plateaus and drive long-term success. 

"10 Ideas to Grow Your App Revenue in 2025" by Jens-Fabian Goetzmann from RevenueCat was another key session that provided actionable insights for boosting app revenue. Jens’ session focused on how to maximize app revenue by increasing conversion rates, ARPU, and retention. His insights were practical and action-oriented, offering clear ways to make the most out of your hard-earned users and optimize your app’s profitability moving forward. We’re looking forward to applying these ideas to improve our own revenue strategies.

One key takeaway was how small, data-driven changes, like better segmentation or timely nudges, can often have a bigger impact than complex AI systems. Another important point was the power of testing ideas, even small or unconventional ones, to drive innovation and find breakthroughs.

Moving forward

The App Promotion Summit London 2025 was an incredible experience that offered both deep industry insights and valuable networking opportunities. The summit not only left us with a deeper understanding of the app industry's current landscape but also provided new connections and insights that will guide our strategies moving forward. 

‍

‍