🎤 MAU Vegas 2026 Recap: Why is MAU a must attend conference?

MAU Vegas 2026 is over, the biggest booths in mobile gaming, and a single conversation dominating every panel and corridor: AI. Specifically, what happens when AI creatives cut your CPI in half.

Matej Lančarič and Jakub Remiar catch Felix Braberg up on what he missed while taking care of his baby. The 2.5 Gamers Gaming Summit kicked off Tuesday with ~100 attendees (roughly 10x the next-biggest competing summit), Christina Larionova from the Last War / Whiteout Survival team shared CPI and ROAS data showing AI creatives are literally half the cost of human-made ones, AppLovin had the biggest booth and announced Pixel Portal, UA financing went fully mainstream (per Jeff at PVX Partners), CTV is exploding, and retention is now openly being talked about as "the new UA" — partly thanks to Mistplay's Mychips acquisition.

If you couldn't make it to Vegas, this is the catch-up. And if you weren't already planning Bellagio 2027 (May 4-6), make yourself available.

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⏱️ TIMESTAMPS

00:00 Cold open — Bellagio 2027, why you have to be there

02:32 Felix missed MAU + the 2.5 Gamers Summit's 10x outperformance

04:31 "MAU is the new GDC" — Jeff from PVX nailed the framing

06:23 The standout talks: Nebo, Christina, Marion, Katja

08:55 AI is everywhere — 70% of creatives are now AI-generated

13:24 AppLovin's biggest booth + Pixel Portal announcement

15:38 CTV explosion: TV Scientific, Vibe, Roku, Pinterest

20:01 Bellagio 2027 + closing thoughts on what's coming

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📌 KEY TAKEAWAYS

— MAU has become the new GDC for mobile gaming. The vibe is right, the people are right, the venue is walking-distance, and unlike San Francisco there's no feces on the street. Pocket Gamer Connects and other industry events still matter, but MAU is now the must-attend.

— The 2.5 Gamers Gaming Summit on Tuesday's kickoff day pulled roughly 100 attendees — about 10x what competing summits brought in. The format (multiple practitioner-led sessions in a focused half-day) is now a proven model.

— UA financing went fully mainstream. Jeff from PVX Partners had to explain what UA financing even was 12 months ago; this year he was being approached by founders saying "I saw your post, we need this." The conversation has moved from "what is it" to "how do we deploy it."

— CTV is the fastest-growing channel almost nobody is talking about correctly.

— Retention is now openly being framed as "the new UA." Mistplay's Mychips acquisition reframed the rewarded ad category, and the broader argument is that retention engineering produces more LTV per dollar than UA acquisition once your funnel is saturated.

— MAU 2027 moves from MGM Grand to the Bellagio, May 4-6. Write it down.

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This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.

Panelists: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Jakub Remia⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠r,⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Felix Braberg, Matej Lancaric⁠

Podcast:

Join our slack channel here: https://join.slack.com/t/two-and-half-gamers/shared_invite/zt-3bckldvr8-8PXvzciMWdheOzED9hq0SA

Matej Lancaric

User Acquisition & Creatives Consultant

⁠https://lancaric.me

Felix Braberg

Ad monetization consultant

⁠https://www.felixbraberg.com

Jakub Remiar

Game design consultant

⁠https://www.linkedin.com/in/jakubremiar

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