Survey Reveals 82% of Mobile Game Developers Prefer Reward-Based User Acquisition

A recent study has found that 82% of mobile game developers believe reward-based user acquisition outperforms traditional marketing channels. The study, conducted by Almedia and Atomik Research, surveyed 502 developers in the US and UK. Reward-based UA involves players accessing games on alternative platforms and receiving rewards, such as Amazon vouchers, for completing specific in-game actions. 94% of respondents expressed optimism about the potential impact of this method, with 77% having already run a reward-based campaign. However, 64% of developers find the current UA landscape challenging due to regulatory and tracking issues. 95% of those who have implemented reward-based campaigns reported a competitive advantage, with 59% planning to increase spending in this area by 2025. Among developers who have not yet deployed reward-based UA, 36% cited concerns about fraud as the primary reason. The report notes that this concern is comparable to levels of fraud concern surrounding traditional UA methods, and Almedia has observed a decline in such concerns. Another challenge is the potential for high acquisition costs to exceed player lifetime value, a concern shared by 48% of developers. Overall, 59% of surveyed developers aim to expand their reward-based UA efforts this year. According to Almedia founder and CEO Moritz Holländer, "Reward-based UA has evolved from a skeptical approach to a sophisticated, data-driven method that delivers exceptional returns for both players and advertisers." Holländer added, "The numbers indicate that this is not just a US trend, but a competitive advantage that is becoming a crucial part of mobile gaming advertisers' marketing strategies."