PGC London’s hot topics from GTA 6 hype to insights on AI, alternative app stores and UA | Week in Views

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The games industry moves quickly and while stories may come and go there are some that we just can’t let go of.

So, to give those particularly thorny topics a further going over, here’s our weekly digest where members of the PocketGamer.biz team share their thoughts and go that little bit deeper on some of the more interesting things that have happened in mobile gaming over the past week.

Five takeaways from Pocket Gamer Connects London 2025: Optimism for the year ahead with mobile to lead the charge

Pocket Gamer Connects London took place this week, and it was another huge success that brought together thousands of attendees. We wrote up some of the takeaways from this year’s show, which came from the various panels and discussions we had over the two-day event. 

The first thing I noticed was more positivity from developers; nobody is saying there will be no challenges in 2025, but the general attitude was far more optimistic and ready to face challenges head-on. 

AI was ever present, but there’s still that core message that these are tools to boost productivity, not to replace real talent. Some addressed that while AI can be incredibly useful, many still use it as a buzzword to sound like they are doing the latest and greatest thing, but real success with using AI will mean deeper integration to boost growth and productivity, something that investors, in particular, will want to see. 

Speaking of growth, the mobile market is expected to see much of that in 2025 and into 2026, outpacing that of PC and console and gaining more traction in India, Asia and Africa.

There was a lot of talk about alternative app stores and the desire to break free of the two big-name stores, with many in agreement that the current options are too limited.

Some final noteworthy discussions were on how Gen Z is shaping game trends and how their preference for diversity, inclusivity, and unique experiences may alter not just games themselves but also how they are advertised and monetised. 

Finally, the anticipated launch of GTA 6 was mentioned by many as the potential biggest game launch ever. There was also talk of how the game’s rumoured increased pierce tag could set a new precedent for the industry. 

So, coming away from the show, it feels like the industry has entered 2025 with more optimism, backed by new advancements, an expanding mobile market and an audience that loves games more than ever. 

Vera Manhoso: Focusing on UA is “holding back your mobile game” – focus on retargeting too

his week at PGC London I’ve sat in on too many fascinating talks to count. So much so, it’s hard choosing just one to highlight for my Week in Views.

(This is my not-so-subtle hint to read my range of coverage from the event, whether you’re interested in AI, advertising, monetisation or even leadership skills.)

But here, I’d like to focus on the value of retargeting pre-existing users, as discussed by RTB House gaming account director Vera Mahoso at the event. In particular, she noted how just 1.83% of mobile gamers actually spend money on in-app purchases, so a marketing budget prioritising random user acquisition is unlikely to lead to that many new spenders.

Conversely, setting some budget aside to collect user data and advertise directly to past payers who’ve moved on from the game may well entice them back. These players have a greater chance of spending again, should they return.

When you put it like that it sounds so obvious, but there is an element of “perfect timing” to getting this right.