Business of Apps 93w3d

What makes a mobile ad stick — and what makes it flop? In this special episode, we feature a discussion from App Promotion Summit London 2025, we hosted in April. Creative leaders explore next gen ad creative — the bold experiments, the unexpected successes, and the flops we can all learn from. From storytelling trends to performance-driven design, discover what’s working, what’s not, and where mobile advertising is heading next. 🎧 Tune in for fresh insights, practical takeaways, and real-world lessons from the frontlines of creative innovation. The of experts included: Yoann Pavy, Chief Growth & Marketing Officer at AIApply Freya Fine, CMO / Founder of Koru / &Fine Mustafa Mohamed, Founder of Shroomi AI

It’s been a couple of weeks since we wrapped up our App Promotion Summit London 2025. We were really happy to have so many bright, smart people under the same roof to share their knowledge and experience in app growth, app product development, ASO and so much more. We had several hundred folks from all corners of the world listening and learning from presentations and workshops, connecting with each other and do business. One of the highlights of the event was the “Beyond Installs: the future of app growth 2025” and in this episode we want to share it with you. The brought together people from four verticals - navigation, financials, e-Learning and gaming. This of experts included: Nidhi Singh, the Regional Marketing Manager for UK & Turkey at AppsFlyer Greg Turtle, Head of Growth at what3words Giulia Saletto, Head of Performance Marketing & Growth at Tide Diane Germann, Head of Paid Content and Social at Blinkist Yagiz Ozyurek, UA Team Lead for Product Madness

The level of adoption of ChatGPT, the revolutionary LLM-based AI chatbot, is staggering. I think it wouldn’t be a stretch to say that by now ChatGPT and other similar AI chatbots are everywhere; people use them for work and leisure all the time. Sometimes, it feels like at some point generative AI chatbots will be ing team meetings not to take notes and summarize what was said but to report on what they did last week. OK, jokes aside - today we want to talk about the role of Generative AI in mobile ad creatives optimization. Today’s topics include: Asaf Yanai's bio About Alison.ai AI's impact on ad creative optimization Balancing AI-driven automation with human creativity in mobile advertising Staying competitive with AI-powered tools Links and Resources: Asaf Yanai on LinkedIn Alison.ai website Business Of Apps - connecting the app industry Quotes from Asaf Yanai "It changes everything from start to finish, or it could potentially change everything. It depends on the adoption. And I'll explain. I think that what happened in the past five to six years is a complete, complete change in the industry. However, if you look closely, you'll see that not all companies have changed. Not all companies have changed their operations or processes.  The ones that adopted AI early on and those that adopted AI fully are a lot more advanced now. They're faster, they're quicker. They are spot on when it comes to strategy. And also the entire operation became a lot less heavy, heavy with costs, heavy with headcount, and heavy with processes and operations." Host Business Of Apps - connecting the app industry since 2012

One of the most important metrics for a mobile app is its conversion rate. It tells you how many people that use the app for free become your paying customers. It’s about how profitable and sustainable your app is. Now, if you are one of the die-hard Pink Floyd fans, you gotta love their song The Wall. If you are an app marketer, your wall is the paywall :-) Among many tools that you may use to increase the number of people who become your paying customers, once they hit the paywall, are cognitive biases. You may heard of them if you have a peripheral interest in psychology. Today, Max will tell you ing cognitive biases to significantly increase your app’s conversion rate. Today’s topics include: Max Amelang's bio About PreMatch Ethical boundaries in cognitive biases The most underrated cognitive biases High-impact experiments Android or iOS? Leaving his  smartphone at home, what features would Max miss most? What features he would like to see added to his smartphone? Links and Resources: Max Amelang on LinkedIn Prematch website Business Of Apps - connecting the app industry Quotes from Max Amelang "Yeah, it's absolutely a valid question because especially in the beginning, it's extremely tempting to see all of these tools you can use to somehow increase this conversion rate by margin or by another percent and so on. But then I also quickly realized not only as a product manager, but also as a , how would I feel if I stumble across this? " "Obviously I know the tricks, so maybe I need to be a bit harder in order to define if something is good or not so good anymore. And I then came up with like, how would my parents behave on this paywall? Because parents just as a symbol for an older generation that are not as native with mobile apps. And I always am fascinated when I see how my dad navigates his app and when I realize, why did he just click on this button because it's blinking quicker? And I realized, okay, this is how easily he's influenced. So as a very soft first test, I'm thinking about, okay, how would my dad would behave on this paywall? Would he buy just because of the cognitive biases or would he still be able to make his own decision?" Host Business Of Apps - connecting the app industry since 2012

Ok, here is the thing. Most apps are still built on rigid, one-size-fits-all flows. They rely heavily on historic behavior - what a clicked on last week or which segment they’re in. But needs change moment to moment. And when apps fail to adapt, s just leave. The next evolution isn’t about personalizing based on identity - it’s about adapting based on intent. And that intent can only be accurately understood in context. In this episode, we’re going to talk about the Context Platform by ContextSDK that enables apps to detect real-world context in real time - whether a is walking, relaxing, commuting, charging their phone, or simply on the move - and then infer their intent. Using a combination of on-device machine learning and server-side intelligence, the platform helps apps deliver the right experience or message at the right moment. This isn’t just a UX upgrade - it is a fundamentally better way to retain s and drive revenue, while respecting privacy and improving performance. Today’s Topics Include: Dieter Rappold's' bio About ContextSDK Switching focus from app s' behavior to their intent How Context Platform helps LiveOps maximize their efforts Example of how detecting context in real-time improves the app experience How context-aware delivery fix the issue with intrusive push notifications Achieving personalization without relying on personal data or permissions What it takes to implement Context Platform into the app Links and Resources: Dieter Rappold on LinkedIn ContextSDK website Maximizing app engagement through content-aware solutions Business Of Apps - connecting the app industry Quotes from Dieter Rappold "It’s great to know a lot about past behavior, but past behavior is looking into the past. Intent is happening in the moment and is looking forward" "We collect enough data points on patterns of movement and behavior and analyze them with the smartest machine learning models out there. That allows us to infer intent—and that’s something extremely powerful when shaping app experiences," Host Business Of Apps - connecting the app industry since 2012

I think by now you’ve noticed that the last few episodes weren’t regular ones, on those we featured our discussion s from App Promotion Summit Berlin 2024. Why? Well, the physical space in the venue in Berlin was obviously limited and it’s not like you can fly to Berlin to visit the summit on a whim - time and money aren’t always there when you need them, right? But we don’t want you to miss an opportunity to listen to these discussions and learn from it. So here comes the next - “Beyond s: app engagement strategies" It was hosted by Keziah Husselbee, Product Marketing Specialist at Adobe. It was a pleasure to have on the people from: Jelena Zbijowski, Head of CRM & Product Marketing at Blinkist Roma Rey, Head of CRM at ParshipMeet Group Robert Vaternam, Senior CRM Manager at Freeletics Jon Genovard, Senior CRM Manager at ShareTheMeal

Good news - the winter is finally over, and I’m sure you’ve missed the warmth just as much as I have. Today, I’m thrilled to share with you another special episode featuring one of the discussion s we hosted last December during the App Promotion Summit Berlin. This covers a wide range of topics, including acquisition strategies, incrementality and ROI measurement, retargeting and re-engagement strategies, and more. The was hosted by Bob Hollanders, Head of Sales & Management, EMEA & US at Appier. We were fortunate to have on the : Victoria Chang, Performance Marketing Lead at Wooga Pascal Priso, Performance Marketing Manager at Babbel Karst Kortekaas, Director, App Solutions, EMEA at Appier Cansu Bengü Ağaoğlu, Head of Sales (Central Europe) at Adjust

Another week - another bonus episode for you. There is no other way to put it - data is the fuel that powers current economy. When we look at the mobile industry, we see that it is the absolutely essential part of the picture. You know it so well - acquiring app s was never easy but these days it is a real challenge. To win the game, you need to work out a data-driven strategy to acquire s for your app. On this episode, we feature “Data-driven strategies for UA” discussion we hosted during App Promotion Summit Berlin last December. The topics covered on the included acquisition strategies, incrementality testing and attribution, branding and consistency, creative strategies for UA, creative fatigue, fake ads and transparency, playable ads, future plans for 2025, and more. This of experts includes: Ece Stepien, Regional Director Western Europe & MENAT at AppsFlyer Jessica Gotti, Head of Performance Marketing at Paired Matej Jurcak, ASO & Growth Partnerships at Pixel Federation Marta Fogel, Head of Marketing at NeuroNation Misha Osintcev, Growth Director at Kolibri Games All right, without any further ado…let’s go.

AI is reshaping the way brands create and test ads, and mobile marketing is at the forefront of this revolution. With AI-generated UGC (aka Generated Content), creative testing at scale is no longer a challenge—it is an opportunity. Today, I’m ed by Andy to explore how their partnership with HeyGen is unlocking new possibilities for mobile rs. How is AI changing the game, and what does this mean for the future of creative? Let’s find out. Today’s Topics Include: Andy Willers' bio About Favoured Challenges Favoured faced before integrating AI-generated UGC What impact AI UGC had on one of the campaigns Favoured was running Biggest opportunities and risks for brands scaling creative testing with AI-generated content Android or iOS? Leaving his  smartphone at home, what features would Andy miss most? What features he would like to see added to his smartphone? Links and Resources: Andy Willers on LinkedIn Favoured website HeyGen - AI video generator Business Of Apps - connecting the app industry Quotes from Andy Willers " What AI has allowed us to do, particularly on the UGC side, is massively increase our capability for creative testing,” Andy said. “HeyGen’s digital avatars enable us to quickly generate multiple UGC scripts or executions—allowing us to test different messaging and ad styles at scale.." "We’re not at a stage where you type in a prompt and AI spits out a perfect execution. The human touch is still essential,” he explained. “HeyGen gives us the raw material—high-quality AI avatars—but it still requires skilled video editors to integrate them effectively with B-roll footage and visual elements." Host Business Of Apps - connecting the app industry since 2012

Today, we’re excited to feature a discussion we hosted at our App Promotion Summit Berlin last December. It focused on a crucial topic for all app marketers: Acquisition in 2025. The covered a wide range of topics, including optimizing ad channels, the shift from attribution to incrementality, exploring new growth channels, and more. It was hosted by George Natsvlishvili, Co-Founder at We Up and the ists were: Şebnem Alpaylı O'Rourke, Senior Acquisition Manager at Stillfront Group Mark Mukhin, Team Lead App Marketing at AutoScout24 Gaurav Bhattacharya, Performance Marketing Lead at Zenjob Alper Taner, Head of Performance at BGNet Mobile

Today, we begin with another trivia question for you - can you think of the best case for A/B testing? Are you thinking about a particular app, service, or product? No - it’s bigger than that, I’m talking about the evolution of life on this planet. No, there is no a girl or a guy, sitting with a MacBook Pro and running A/B tests for all flora and fauna on this planet :-) My point is that testing is very fundamental and, if it will make you feel a bit more important, you’re doing it along with the Mother Nature. To talk about A/B testing for driving app growth we invited Tina. Today’s Topics Include: Tina Kim's bio About Huckleberry Labs Using A/B tests to make confident decisions Generating actionable insights with limited resources and tight timelines Incorporating learnings from failed A/B tests Android or iOS? Leaving her  smartphone at home, what features would Tina miss most? What features she would like to see added to her smartphone? Links and Resources: Tina Kim on LinkedIn Huckleberry Labs website Business Of Apps - connecting the app industry Quotes from Tina Kim " So A-B testing is really useful for when there is a shadow of doubt. Put it so whatever you A/B test, it's not some idea that you've picked from the air. It's always based off of some well-informed hypothesis, whether it be analyzing your behavioral data of your s or you've done some research market research as well. There is always some well-informed hypothesis that drives you to build something." "The other thing is where A-B testing can really help you move forward faster is during the development process, the design process, there may be countless arguments about the perfect copy. Some people are very particular about copy, but and we may spend like endless cycles just trying to perfect the copy, but that's not the point of the change. Let's just test it. And A-B testing is iterative. And so you find something that you feel good with, it doesn't have to be perfect, and you test it and move forward. And if you feel like there's opportunity to squeeze more juice, test it again, right? And so I've been able to move forward faster." Host Business Of Apps - connecting the app industry since 2012

In the future, history textbooks will be telling the story of how, at the beginning of the second decade of the 21st century, we all collectively jumped into the world of mobile apps.  Now, you may be super excited about the growth of the mobile ecosystem or shake your head about its externalities, unintended consequences, but it’s undeniable - mobile apps take a huge spot in our lives.  Today, a big chunk of the mobile app economy space belongs to app subscriptions - Netflix, Apple TV, Tinder, Duolingo, the list goes on and on. If you build apps yourself and monetize them with the subscription model, you will be really interested to learn about Phil’s Subscription Value Loop strategy. Today’s Topics Include: Phil Carter's bio Key challenges developers of subscription-based apps face today Identifying and refining the core value proposition  Strategies to convert free s into subscribers, while maintaining a great experience and ensuring long-term profitability  Android or iOS? Leaving his smartphone at home, what features would Phil miss most? What features he would like to see added to his smartphone? Links and Resources: Phil Carter on LinkedIn Phil Carter's website Maven course Phil's Sub stack Business Of Apps - connecting the app industry Quotes from Phil Carter: "The core of the subscription value loop framework that I teach about in my course is a company's core value promise. In other words, what is the value that you're providing to a , and ideally to a paying subscriber, that is going to not just bring them to the product in the first place, but cause them to continue paying you a subscription over a long period of time?" "And value delivery is typically led by marketing teams, sometimes with the of growth product teams or sales teams if you have a B2B business. And value delivery is all about making sure that you have sustainable unit economics, right? You're going to have some amount of LTV that you get from s. But in order to have a sustainable business, you need a strong LTV over CAC ratio and a rapid payback period. And that depends critically on your cost of acquisition." Host Business Of Apps - connecting the app industry since 2012

The holiday season is practically around the corner. We can all hear The Jingle Bells singing and some nice gifts from Amazon are waiting underneath the Christmas Tree. Anyway, this week, we have yet another exclusive bonus episode for you, featuring the discussion from the App Promotion Summit San Francisco 2024. As you know, we organize the App Promotion Summit several times a year to bring together app marketing, growth, product, CRM, and revenue executives. These events feature s where industry professionals share their experiences and insights on emerging trends that significantly impact the sector. During this year’s App Promotion Summit San Francisco, we held a dedicated to AI breakthroughs in mobile app marketing. It was hosted by Jenny Pollock, Mobile App Expert & Founder of WOMEN AND AI and the ists were: Lindsey Witmer Collins, Founder & CEO of WLCM Jillian Arnold, co-founder of Snapback Xenia Kupriyanova, senior growth marketing manager at houzz Nancy Roberts, president of CRAFTSMAN+

Last year, we celebrated the 15th anniversary of the App Store and Google Play. If you’ve been part of the app industry for all these years, you saw the sea of change in app marketing. We all the exponential growth of both stores, and the moment when they hit the ceiling. We witnessed the rise of freemium and subscription models, the introduction of app store optimization, and the burst on the scene of Pokémon Go, for Christ’s sake. And then all of a sudden, it turned out that for all these years the industry had been missing one crucial component - the app ’s privacy. So, it’s been more than three years since Apple introduced its ATT framework, and, of course, GDPR fundamentally changed data collection and digital advertising. Today, we have Nicoline to talk about what it takes to achieve app marketing success in the privacy-centric era. Today’s Topics Include: Nicoline Strøm-Jensen's bio The biggest obstacles for app marketers in the privacy-first landscape Effective strategies for measuring and optimizing ad campaigns in today's privacy-focused environment Emerging strategies tools and strategies to stay competitive and compliant Android or iOS? Leaving her smartphone at home, what features would Nicoline miss most? What features she would like to see added to her smartphone? Links and Resources: Nicoline Strøm-Jensen on LinkedIn Adjust website Business Of Apps - connecting the app industry Quotes from Nicoline Strøm-Jensen: "So, the first thing I want to point out is that I often use the term “signal loss” as a buzzword in this field when discussing privacy-first approaches. So signal loss is what makes and has been making marketers the most nervous because in practical , this references device identifiers and device identifiers were the key granularity of data that marketers prior to the push for new privacy focus was what they used to efficiently target their segments with personalized ads and promos. But even as an aspect of that and higher level was just to understand where their marketing dollars were bringing in the best return." "And over the past three years, the industry has been working together. And this is something that I've talked about in different conferences or just with clients. That's one aspect that I have enjoyed. When I entered this industry, it was rather competitive and, you know, then we had this moment of, okay - we got to work together. We've got these different components and we're not going to be able to all see success without that collaboration. And so, going from that, the conversations that I have with clients are first and foremost, all right, I'm sorry, but we have to let go of the past." Host Business Of Apps - connecting the app industry since 2012

A quick trivia question - what was significant about the year 2008 technology-wise? It was the year when Bitcoin was introduced, and Spotify was launched. Am I missing something here? Right - both the Apple App Store and Google Play stores were launched that year. It was about the introduction of the new software distribution model for developers. Then followed the witty slogan from Apple: “There is an app for that!”, and both platforms began to count and brag about the number of apps released on those stores. Moving forward, the status quo that was established was Apple only had one app store - an exclusive distribution channel for iOS developers. On the other hand, Google had multiple third-party app stores for Android, on top of the Google Play store. For a while, it felt like it was going to be like that forever. And then “forever” ended. On March 5th of 2024, Apple released iOS 17.4, enabling third-party app stores on iOS devices within the EU, complying with the EU’s regulation. On this episode, we have Shalom to talk about shaping the future of app distribution: trust, growth, and regulation. Today’s Topics Include: Shalom Michaeli bio What is Digital Turbine The impact of European regulations and new tech on the future of third-party app stores Essential strategies for alternative app stores to build consumer trust while scaling their presence globally How Digital Turbine uses research and partnerships to prepare for the future of app distribution Android or iOS? Leaving his smartphone at home, what features would Shalom miss most? What features he would like to see added to his smartphone? Links and Resources: Michaeli on LinkedIn Digital Turbine website Digital Turbine and ONE Store Expand Partnership to Globalize Alternative App Growth Business Of Apps - connecting the app industry Quotes from Shalom Michaeli: "You know what, building consumer trust is crucial for alternative stores to compete with Apple and Google. Because the goal is not only to bring the to install once or purchase once from your alternative application. The goal is to get a repeatable customer base that coming over, engaging, installing, spending, coming over again because they had a good interaction, because they had good experience." "This is this is a perfect storm the way I used to call it and  for an app developer and for the entire ecosystem. Because this is the time when three elements in my opinion are coming all together. The regulation changes like DMA and few others that are happening across  the world in different countries. The second point is developers' needs for growth. And the third one is available technologies." Host Business Of Apps - connecting the app industry since 2012

One of the staples of app marketing is understanding of your customer. If you understand her needs, her likes and dislikes, her behavior, you can build a winning strategy to connect your app with people who will be your loyal s. Now, do you think people behave rationally, logically? Sometimes they do but way more often their behavior is influenced by biases, cognitive biases. Wonder what this is and how it connects to app marketing? You’ve come to the right place, in this episode Angèle will answer these questions for you. Today’s Topics Include: Angèle Lenglemetz bio What is Cleo AI What are cognitive biases Striking a balance between leveraging cognitive biases and ensuring ethical practices Fitting using cognitive biases into the broader app development strategy Android or iOS? Leaving her smartphone at home, what features would Angèle miss most? What features she would like to see added to her  smartphone? Links and Resources: Angèle Lenglemetz on LinkedIn Cleo AI website Cognitive bias definition Business Of Apps - connecting the app industry Quotes from Angèle Lenglemetz: "Cognitive biases are like shortcuts that our brain takes to make decisions faster. They're really powerful because they tap into universal human tendencies, things like avoiding loss, valuing scarcity, or seeking closure. At Cleo, we use biases thoughtfully. One example is loss aversion. People feel the pain of losing more intensely, something more intensely than the joy of gaining the same thing. So we leverage this with features like saving streaks. If a is consistently saving, Cleo will remind them like don't lose your streak and it's super simple but it taps into that innate desire to avoid loss and it actually really works." "I think as fun and as important as cognitive bias are, they are never more than like the icing on a solid cake. And they're amazing for enhancing an experience, but they won't work if the product itself doesn't solve a real problem. For app creators, my advice is therefore like first, focus on the fundamentals first. If your core product doesn't deliver value, no amount of nudging and cognitive bias layer you add to it will fix that." Host Business Of Apps - connecting the app industry since 2012

This week, we are pleased to offer an exclusive bonus episode. As you know, we organize the App Promotion Summit several times a year to bring together app marketing, growth, product, CRM, and revenue executives. These events feature s where industry professionals share their experiences and insights on emerging trends that significantly impact the sector. During this year’s App Promotion Summit San Francisco, we convened a dedicated to innovative acquisition strategies that are poised to shape the app industry moving forward. It was hosted by Kevin Kinnison, Client Partner Lead at Adjust and the ists were: Sandy Shen, Mobile Marketing Lead at LinkedIn Drew Hambke, Director of Marketing at Kongregate Lomit Patel, Chief Marketing & Growth Officer at Tynker Lenette Yap, Acquisition Lead at Public

In this episode, we delve into the evolving landscape of digital advertising, where privacy and precision intersect. Our guest, Gaylord Zak, Head of Mobile Product at Verve, brings his expertise to the forefront, exploring how the advertising industry can adapt to a privacy-first world without sacrificing effectiveness. With regulations like GDPR and Apple’s ATT reshaping the ad tech ecosystem, Gaylord unpacks the challenges rs face today, from diminished data signals to the rising importance of trust and transparency. Throughout the discussion, we learn how Verve is pioneering solutions like ATOM, their anonymized targeting technology, which identifies cohorts while safeguarding individual privacy. Gaylord also shares insights into leveraging AI at the edge and integrating Google’s Privacy Sandbox to redefine audience targeting. Tune in to discover how rs and publishers can thrive in this new era of privacy-conscious innovation while maintaining meaningful connections with their audiences. Today’s Topics Include: Why targeting is crucial for rs and publishers Verve's approach to privacy in ad targeting Privacy-first targeting approach Addressing relevant audiences without identifying individual s Practical example of such implementation Handling big diversity in targeting How Verve uses AI for its ATOM solution data processing Example of such usage What 3rd party ad targeting tech Verve team has tested and implemented so far Links and Resources: Gaylord Zach on LinkedIn Verve website ATOM solution Business Of Apps - connecting the app industry Quotes from Gaylord Zach: "For publishers aiming to monetize effectively, it’s crucial to represent their inventory accurately so rs can confidently invest in ad placements. rs need to target the right audience, personalize messages, and present them with the best possible creatives. This helps create a good match between the ad campaign and the . Finally, rs must measure campaign success and attribute performance to the relevant placements." "Our technology, known as ATOM—short for "Anonymized Targeting on Mobile"—enables us to identify relevant cohorts and create audience segments directly on the 's device. This approach allows us to deliver personalized ads without relying on third-party data, thus preserving privacy. " Host Business Of Apps - connecting the app industry since 2012

For every mobile app out there there was this moment when somebody in its team was making a decision about the app’s pricing. Coding an app isn’t easy, deg an app is not easy either but when it comes to deciding how much money you’re going to charge for an app, it is more complicated then one would think. Charging for an app copy, in-app purchase or app subscription are all not easy things to crack. Now ask yourself - what if I want to go international with my app? How should I price my app in UK, , Sweden, Japan, on Mars? Ok - the last one isn’t your worry, yet. Jokes aside, international app pricing can be really complicated and that’s why we have today Jacob to explain how it works. Today’s Topics Include: Jacob's background Common mistakes app developers make setting prices for international markets Building a global price index Developing effective pricing strategies with limited resources Android or iOS? Leaving his smartphone at home, what features would Jacob miss most? What features he would like to see added to his smartphone? Links and Resources: Jacob Rushfinn on LinkedIn Retention.blog Business Of Apps - connecting the app industry Quotes from Jacob Rushfinn: "Yeah, I think the most common one is just relying on Apple and Google. So Apple and Google in App Store Connect and Play Store have give you default price recommendations or price localization. So you input your price for the country, your base data of your largest in, and then they suggest, OK, what should your price be in these other countries? And I think people often get confused about what Apple and Google are actually saying here. We look at these prices and we think, okay, Apple and Google know best, but really what all they're doing is saying, on the taxes and fees in those other markets, this is the price that would get you the same amount of revenue or equalized revenue across those regions. But they're not actually optimizing and maximizing for conversions in those local markets." Host Business Of Apps - connecting the app industry since 2012

This episode will a bit usual. Previously, we covered a broad spectrum of app marketing topics that are on all people’s minds - acquisition, app retention, app monetization, app subscriptions and so forth. Today, we’re going to touch on something that unfortunately isn’t appreciated as much as it should be. If you ever watched the 2020’s movie The Social Dilemma, that explores the dangerous human impact of social networking, you would that addiction was in the heart of the issue that the movie explored. Well, in today’s episode we’ll be talking about how to build apps that engage with people on a big scale and yet - they don’t lead to forming an addiction. To that end, we have Yves (ИВ) to talk about his app WeWard as a great example. Today’s Topics Include: Yves background What is WeWard How to make money while promoting eco-friendly behaviors without encouraging unhealthy screen habits Making sure streaks enhance well-being and don't foster addictive behaviour Benefiting s and the plant by driving behavior change Android or iOS? Leaving his smartphone at home, what features would Yves miss most? What features he would like to see added to his smartphone? Links and Resources: Yves Benchimol on LinkedIn WeWard Business Of Apps - connecting the app industry Quotes from Yves Benchimol: "Create a habit to people is very complicated, but when you create a habit. It's very difficult also to remove. Some people say that it's more difficult to remove a bad habit than creating a good habit. So to create a good habit, you have to use the classic tricks that the brain likes. And the brain, if you read some cognitive science book, you will understand that every brain is working the same." "If you want to launch an app, I would suggest try to focus on the main benefit of the app, try to run the most simple version of the app. Remove every aspect, like the streak was not part of the app when we launched it, the gamification was very little. The concept was giving reward to people for working, so it was just a step counter and you earn one coin every 1,000 steps. Today the app is well more developed with social environment gamification but at the beginning we just need to the concept and you can have thousand and hundred of thousand of s with a very simple concept, you just need like to simplify as much as possible, because this is where you will have the ability to test more quickly and to improve your app and to test and learn the most faster." Host Business Of Apps - connecting the app industry since 2012