Almedia, the data-driven platform engineering the future of mobile gaming user acquisition, released the first independent research into reward-based user acquisition’s evolution from an experimental tactic to an essential component of successful mobile game marketing strategies.
The data reveals that 77% of mobile game developers have already run a reward-based marketing campaign, with an astonishing 95% saying this has given them a competitive advantage in the market.
Based on a survey of 502 mobile game developers across the US and UK, the Rewarded Returns Part One whitepaper details how reward-based UA—where players earn in-game currency, premium content, or real-world rewards for downloading and playing games—has rapidly reached critical mass.
82% of developers report that reward-based campaigns are outperforming their traditional marketing efforts, with 59% planning to scale their investment in rewarded channels in 2025. Among the minority who haven’t yet tested reward-based UA, 62% express concerns about falling behind their peers.
“Reward-based user acquisition has evolved from a channel once viewed with skepticism into a sophisticated, data-driven approach which delivers exceptional returns for players and advertisers alike.
The numbers show this isn’t just another UA trend, but a competitive advantage which is quickly turning into a non-negotiable part of mobile gaming advertisers’ marketing strategies.”
Moritz Holländer, Founder and CEO at Almedia
The research also reveals that while 64% of developers continue to describe the current UA landscape as challenging, particularly regarding privacy regulations and performance tracking, 54% expect mobile game UA to get easier in 2025. Reward-based strategies are helping overcome these obstacles.
As well as the 82% who say rewarded campaigns outperform their other UA channels, 79% report that players are also staying and playing longer.
Key findings of Rewarded Returns Part One:
- Mainstream Adoption: 77% of developers have run reward-based UA campaigns, 95% of these developers reported a competitive advantage from this strategy, and 59% plan to increase reward-based UA spending in 2025.
- Performance and Retention: 82% found reward-based campaigns outperform traditional UA, and 79% observed stronger player retention as a result of these campaigns.
- Future Growth: 59% of developers plan to expand reward-based UA efforts in 2025, 43% of non adopters are looking to integrate reward-based UA into their strategies and 90% expect reward-based strategies to expand into console gaming.
- Surmountable Challenges: 47% cited fraud concerns, similar to those faced in the traditional UA method, and 48% noted high acquisition costs sometimes outpacing player LTV.
- Return On Ad Spend (ROAS): 68% of developers reported improved ROAS from reward-based campaigns compared to other UA strategies, and 45% indicated that reward-based campaigns helped reduce churn by engaging high-value players.
The complete findings and whitepaper are available to download from here.
Part Two, focusing on player perspectives on reward-based campaigns, will be released in March 2025.
