With the era of mass adoption for mobile games behind us, and the era of mass adaptation ahead of us, we are moving beyond the first business models that rewarded the early movers in mobile, to now have a more diverse set of of options for app discovery and monetization. Join Alexis Fritzsche, App Ads Platform product lead at Google, to hear a view of the monetization, targeting and discovery tools for building games businesses in 2017. Alexis will walk through specific examples of how games teams are using acquisition and monetization data at the very earliest stage of game design to build long-sustaining communities.