Patrick McSteen, an App & Game Monetisation Expert with extensive experience, joins the discussion with hosts Peggy Anne Salz and Brian Baglow. They explore how strategic ad monetisation can determine whether an app becomes a unicorn, camel, or hog. Patrick shares insights on optimizing ad revenue without hurting in-app purchases, the importance of integrating monetisation into game design, and overcoming resistance in studios. He also emphasizes leveraging user behavior data for creative ad placements that enhance engagement.