Emilien co-founded Adikteev 10 years ago and has been evolving in the app marketing and advertising industry since. He is acting as Adikteev’s global CRO in charge of growing the business. Emilien is also an angel investor in several companies.

In your own words, what’s your role in the app business right now?

My role is to find, build, and sell innovative data-backed products to help apps grow in a challenged ecosystem. I continuously work with different stakeholders to re-invent tomorrow’s growth marketing strategies.

How did you end up working in apps? / get started?

I started working in digital advertising, and my willingness to be more performance-oriented naturally drove me into the app ecosystem.

What are you most excited about in apps right now? (tech, trends, people, verticals)

I am more interested in gaming apps because they are usually the most advanced ones regarding marketing strategies. I am very excited about the rise of alternative app stores, Web3 games entering the app ecosystem, and AI applied to app marketing.

What other companies in the app space do you rate/ inspire you and why?

I am very inspired by King because they are very advanced in their app marketing strategies and very straightforward in their way to pilot performance. Companies like Applovin also inspire me because of the way they succeeded in becoming a tech giant. But also smaller ones like Upptic or two & a half gamers because of their brilliant founders.

What do you like most about working in apps?

That I never feel like I am working. I feel so lucky to work in a growing industry with so much untapped potential, many intelligent people, and still a lot to create.

What one thing would you change about the app industry / market?

I would make Apple more open to discussing iOS with the ecosystem stakeholders because when people do things independently, they go faster, but if they do it with others, they will go further…

Where do you think there’s an opportunity for apps / or unmet needs?

For gaming apps, I think there is a massive opportunity for cross-promotion. With the market consolidation, cross-promotion could immediately impact studios’ and publishers’ cash flows. I also think that app-to-web strategies are the future of IAP (in-app purchases) monetization.

If you weren’t working in apps what would you be doing?

Maybe consulting so that I can work with different people from different industries.

iOS or Android?


What app(s) have been most useful to you over the last year?


What’s on your Spotify / Music party playlist?

NTM, Ray Charles, and Jamiroquai

Any Netflix/ TV show recommendations?


Is there anything else we should know about you?

I am a huge fan of companies growing profitably and creating long-term sustainable value. I call those companies “poneys,” I oppose them to those experiencing high growth and valuations but which may never get profitable. I am a bit old school and believe the purpose of a private company is to create concrete added value and not only have a vision.

Do you know someone driving change and growth in the app industry? Nominate an app leader here.