BERLIN, GERMANY - Almedia, the data-driven platform engineering the future of mobile gaming user acquisition, today releases 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 an 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.
Moritz Holländer, Founder and CEO at Almedia commented:
"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."
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, 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 traditional UA method, 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, 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.
Methodology
An online survey was conducted by Atomik Research among 502 mobile game developers respondents from across the UK and USA. To qualify for the survey, the mobile game developers had to be at least “slightly familiar” with the concept of reward-based user acquisition. The research fieldwork took place between the 25th of November and 4th of December 2024. Atomik Research is an independent creative market research agency that employs MRS-certified researchers and abides by MRS code.
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