MAMA Dubai 2025. Finance apps grew sevenfold.
Park Hyatt Dubai, 6 November 2025. AppsFlyer’s first MAMA in the region.
Agency ad accounts on Meta, Google, TikTok, Snapchat and more.
The Tolerance Bridge, Dubai Water Canal. Photo Yousrafayed, CC BY-SA 4.0, via Wikimedia Commons.
- ShowAppsFlyer MAMA
- WherePark Hyatt Dubai
- When6 November 2025
- We wereOur team was there
A forum on acquisition and analytics.
MAMA, Mobile Acquisition and Mobile Analytics, is AppsFlyer’s forum for marketers.
The Dubai edition was a full day of panels for more than 400 marketing, brand and technology leaders.
The Museum of the Future at night, Dubai. Photo Александр Сигачёв, CC BY-SA 4.0, via Wikimedia Commons.
Loyalty over downloads.
AppsFlyer presented data on the UAE app market.
Finance app installs grew sevenfold between 2021 and 2024, and ad fraud on Android fell by half in a year.
Panels went to loyalty in finance and to gaming and commerce growing into each other.
When the game pays out.
Gaming and commerce meet where rewards have value.
On TikTok, rewarded gaming goes market by market through a sales rep. On Meta, money in and money out needs authorisation. Tell us the reward loop and your markets.
- TikTokmarket by market
- Metaauthorisation
Who else covered it.
Written up in the local press by Khaleej Times, and filmed by The Finance 360.
Run by AppsFlyer.
Local press
- Khaleej TimesNovember 2025UAE app economy shifts to profitability as finance installs surge 700% (opens in a new tab)
Report on AppsFlyer data shown at the first MAMA Dubai: finance app installs up 700% since 2021, Android ad fraud down by half, and Sarah Maina on super apps and loyalty over downloads.
Video
- The Finance 360November 2025UAE App Economy Booms: Finance Installs Up 700% as Ad Fraud Drops 50% | AppsFlyer MAMA Dubai 2025 (opens in a new tab)
Dubai finance channel on the findings AppsFlyer presented at MAMA Dubai 2025, with an interview of AppsFlyer's Adam Smart, director of product for gaming, on retention and loyalty-led profitability.
From the organiser
- Channel Post MEANovember 2025UAE App Economy Enters New Phase of Profitable, Retention-Led Growth (opens in a new tab)
AppsFlyer data presented at the first MAMA Dubai to over 400 attendees: finance app installs up sevenfold from 2021 to 2024 and ad fraud on Android halved in a year.
Is there money in your reward loop?
Send the store link and your markets. We tell you how each platform reads it.
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