Pavel is an IT entrepreneur and the Chief Executive Officer at Famesters. Pavel started working in influencer marketing when he was just 16 years old. Driven by his passion to contribute to the industry’s growth and development, he has created several innovative projects.

He runs a group of companies with more than 100 people, focused on developing an influencer marketing ecosystem. It includes a full-cycle influencer marketing agency Famesters and a cutting-edge influencer marketing platform BuzzGuru.

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

I can say my role and aim is to connect app developers and their audiences through content creators, thus contributing to the development of both influencer marketing and apps.

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

Influencer marketing has always been primarily associated with eCommerce channels. Personally, I have always been interested in digital products, which is why since the very beginning the Famesters team has focused on helping app and game developers from Tier-1 countries, Europe, Latin America, CIS, SEA, and MENA to reach the target audiences, attract new users, increase the number of installs and bring the highest ROI from their social media campaigns.

Today, Famesters covers four business verticals: Gaming, Apps, Fintech, and iGaming. We have a dedicated team of experts for each niche to deliver top-notch services. The client portfolio already includes more than 1,000 companies worldwide: among them are Opera, AtlasVPN, Yager, Konami, Netease, Wargaming, Gaijin, FxPro, 1xBET, and others.

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

The implementation of AI in apps greatly assists in streamlining and simplifying all processes.

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

Easybrain, a mobile game developer, with a focus on puzzle and logic games. The company existed for a couple of years and was acquired by Embracer Group for $640 million.

And also Plarium. They were one of the first developers to effectively leverage influencer marketing, and they not only understood efficient influencer marketing strategies and how to measure outcomes for this approach but also comprehended its broader business implications.

What do you like most about working in apps?

It is people. They know what they do, and know precisely how to do it. Besides, in most cases when launching influencer marketing campaigns for apps, there is no need to explain the calculations. They already know how to do it. They are great teams and strong people who have a solid marketing background and understanding of modern approaches.

This is quite rare in other business verticals – most of the businesses not connected to mobile and apps have difficulties with tracking, traffic evaluation, product development, and metrics. In most cases, other businesses do not have BI systems, end-to-end analytics and other tools that are essential for business.

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

Absolutely, it’s all about the ability to track organic leads. Let me explain – when a user has seen a YouTube integration and, after a while, registered in the app, they are considered an organic lead that cannot be tracked as a lead that came from the influencer marketing campaign.

However, if there were a YouTube pixel or any other tracking mechanism that confirmed the user had seen the integration and subsequently registered in the app within a day, week, or month, we could understand that they had come from an influencer marketing channel. This could allow us to measure the effectiveness of all the integrations and accurately assess the real value of this communication channel and its performance.

Having this tracking ability would enable us to approach launch analytics and campaign scaling differently. In a few words, this represents an evolution in tracking influencer marketing performance.

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

Once again – traffic measurement. One more promising direction lies in further implementing AI, for example, during user onboarding, when the scenario is not planned beforehand, but AI adjusts to the individual in real-time. This approach enhances user satisfaction and helps increase conversion.

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

Affiliate marketing. Because this vertical is about using skills and knowledge gained from working with products. It’s about understanding the steps in a sales process and making them better – from turning potential customers into actual buyers and more. The most successful affiliates are those who managed to shift their mindset, often after working with brands. Because to excel in affiliate marketing, you need to think like an entrepreneur.

iOS or Android?


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

It is definitely ChatGPT. I also use Craft to make notes and create documents, Me+ for my daily planning, habits, mood tracking, and smart goal setting; and Calendars 5.

What’s on your Spotify / Music party playlist?

I am a music lover. My playlist varies based on my mood and is filled with a wide range of genres – from David Guetta to AC/DC. I also like Red Hot Chili Peppers, Machine Gun Kelly, Kanye West, and Post Malone. I also like listening to guitar music while working.

Any Netflix/ TV show recommendations?

The Witcher, The Playlist, Super Pumped: The Battle for Uber, Billions.

Is there anything else we should know about you?

During my free time, I love brainstorming new projects. Each year, I set 100 goals that cover both personal and business aspirations, and I’m dedicated to accomplishing them. Furthermore, I’m always exploring strategies to scale my business.

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

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