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From AI-driven personalisation to building high-impact app communities, Unlocked: Mobile & App Growth Summit 2025 in Singapore showcased insightful strategies, expert panels, and sessions from top global brands shaping the future of mobile engagement.
The 3rd Annual Edition of Unlocked: Mobile & App Growth Summit took place in Singapore in July 2025, bringing together over 150 marketing professionals, decision-makers, and thought leaders from 100+ leading brands across 15+ industries.
This year’s edition showcased how leading apps are mastering the modern playbook: building habit-forming user experiences, driving product innovation through marketing insights, leveraging hyper-localisation to resonate with Southeast Asian audiences, reducing friction in customer journeys, and creating compelling content in an age of information overload.
A standout panel on Building a High-Impact Mobile App Community featured Frank (Yu Hang) Ng of Intellect, Melanie Tan of YouTrip, Jennifer Choi of Grab, and Willynn Ng of TanTan International. They explored the science behind building sticky apps and sustaining meaningful user communities.
Personalisation took centre stage in another lively discussion with Vincent Low of Potato Play, Neetesh Pansare of Shopback, Nilesh Jain of Citibank Singapore, Varun Bansal of Tiket.com, and Roopa Sharma of Audible. They shared lessons on tailoring app experiences to add greater value and retain engagement.
Growth metrics were unpacked by Noble Binoy of SPOTV, Jason Teo of Endowus, and Maria Baschenko of Standard Chartered Bank, who emphasised the importance of tracking the right signals for sustainable scaling. Meanwhile, Ettore Manetti of Riot Games offered behind-the-scenes insights into crafting one of Singapore’s most addictive gaming apps.
The impact of AI was another hot topic. Mayank Sancheti of Pocket FM detailed how AI is reshaping everything from performance marketing to creative testing, while Mason Tay of Tripadvisor guided attendees through assessing AI maturity and planning adoption roadmaps.
The summit also featured insights from industry veterans including Harriet Wakelam of DBS Bank, ZeMing Chan of Foodpanda, Protik Roychowdhury of Intellect, Pablo Cantu of Bitsmedia, James Peng of Arta Finance, Bhavin Mehta of Helpling APAC, Praveen Chandran of Carousell, Daniel Tan of Warner Bros. Discovery, among many others.
Organised by Vibe Media Group as part of a global series spanning London, Manchester, Berlin, Amsterdam, and Dubai, Unlocked Singapore 2025 delivered cutting-edge strategies, thought-provoking discussions, and actionable takeaways that will continue to inspire mobile and app growth leaders worldwide.
Watch the highlights video here.
