As it was for most of 2013, user acquisition is the phrase on the lips of many in the mobile games industry.
Yet 2014's UA techniques are proving to be very different to those of 2013.
And it's this sort of dynamism that mobile marketing outfit Fiksu is looking to unpick in the User Acquisition for Mobile Games day-long workshop it's arranged with UK game consultancy Tenshi Ventures.
The big smoke
Held in London on Tuesday 18 February, for the princely sum of £90, you can find out about best practises and emerging techniques from Fiksu, while also hearing about developer stories.
In addition, there will be a panel on securing funding for a mobile games and a general panel on the future of mobile marketing.
You can find out more details and sign-up (places are limited) via Eventbrite, using the code PG2014 when registering for a 50% discount.