Almedia has 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 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.

Download the white paper here.