Study Reveals 82% of Mobile Game Developers Prefer Reward-Based User Acquisition Over Traditional Methods

A recent survey of 502 mobile game developers in the US and UK has found that 82% believe reward-based user acquisition strategies outperform traditional marketing channels. The study, conducted by Atomik Research for Almedia's Rewarded Returns report, discovered that 77% of respondents have already implemented reward-based UA campaigns. These campaigns involve players accessing games through alternative storefronts and receiving rewards, such as Amazon vouchers, for completing specific in-game actions. The survey revealed that 94% of respondents are optimistic about the potential of reward-based UA, with 95% of those who have used this method reporting a competitive advantage. However, 64% of developers find the current UA landscape challenging due to regulatory issues and tracking difficulties. Despite this, 59% of developers plan to increase their spending on reward-based UA by 2025. The primary reason for not adopting reward-based UA, cited by 36% of developers, is concern over fraud. Nevertheless, the report notes that fraud concerns for traditional UA methods are comparable, and Almedia has observed a decline in these concerns. Another challenge is the high acquisition costs, which 48% of developers worry may exceed player lifetime value. 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 transformed from a once-skeptical approach into a sophisticated, data-driven method that delivers exceptional returns for both players and advertisers.' He added, 'The numbers indicate that this is not just a US trend, but a competitive advantage that is becoming an essential part of mobile gaming advertisers' marketing strategies.'