Reward-Based UA Outpaces Traditional Channels, Say 82% of Game Developers

Reward-based tactics are a game-changer in mobile game marketing, according to ground-breaking data released by Almedia, a cutting-edge platform that is transforming the acquisition of mobile gamers. The report demonstrates how these campaigns—which were first seen as experimental—have grown to be essential for developers looking to gain a competitive advantage.

Reward-Based UA Gains Popularity and Delivers Results

77% of mobile game developers have already used reward-based user acquisition (UA) strategies, per Almedia’s whitepaper, Rewarded Returns Part One. Remarkably, 95% of these developers claimed that employing this strategy gave them a competitive edge. This approach is increasingly exceeding conventional UA techniques by rewarding players with in-game money, premium content, or even real-world benefits for playing new games.

According to the study, which polled 502 developers in the US and the UK, 82% of respondents thought reward-based marketing were more successful than traditional tactics. Furthermore, in 2025, 59% of developers intend to boost their spending on this marketing channel.

Moritz Holländer, Founder and CEO of Almedia, emphasized the shift, stating: “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.”

Reward-based UA is proving to be a strong solution in spite of obstacles including privacy laws and performance monitoring. Although 54% of developers anticipate improvements in 2025, 64% of developers characterized the current UA situation as tough. Notably, 79% of developers reported that reward-based tactics resulted in prolonged player engagement, proving their efficacy in retention.

Key insights from the research include:

• Mainstream Growth: 59% of developers plan to expand reward-based UA efforts in 2025.
• Improved ROAS: 68% reported better return on ad spend (ROAS) using reward-based campaigns.
• Future Potential: 90% expect these strategies to extend into console gaming.

As developers navigate acquisition costs and fraud risks, reward-based UA continues to redefine success in mobile gaming marketing.