Kentaro Sugiara, a Senior Performance Marketing Manager at Rovio, and Christie Crable, Head of Activations at GameRefinery, dive into innovative user acquisition strategies for mobile games. They discuss utilizing mini-games to engage diverse audiences and the power of brand IP, as seen with Angry Birds. TikTok emerges as a key player for reaching younger users through creative ads and effective metrics. The transformative role of AI in enhancing campaigns is also explored, emphasizing the blend of tech efficiency and human creativity.