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Peggy Anne Salz from MobileGroove catches up with Marco Gerlach, Director of Growth EMEA at Mobile Trend, the company behind flirt dating chat app Yoomee. They discuss how the company has tapped localization to expand its app footprint. Marco delves into the key characteristics of users across countries and regions, including Europe. He discusses how app marketers operate in a global market, but not many localize their app, adapting to the cultural differences and nuances that can make or break their campaigns.