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 conducted by Atomik Research for Almedia's Rewarded Returns report, found that 82% believe reward-based user acquisition outperforms traditional marketing channels. This approach involves players accessing games on alternative platforms 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 user acquisition, with 77% having already implemented such campaigns. However, 64% of developers consider the current user acquisition landscape challenging due to regulatory issues and tracking difficulties. Among those who have implemented reward-based campaigns, 95% reported a competitive advantage, with 59% planning to increase their spending in this area by 2025. The primary reason for not adopting reward-based user acquisition, cited by 36% of developers, is concern about fraud. The report noted that this concern is comparable to that associated with traditional user acquisition methods, but observed that the figures are decreasing. Another challenge is the high acquisition cost, which 48% of developers believe can exceed player lifetime value. Nonetheless, 59% of those surveyed intend to expand their reward-based user acquisition efforts this year. According to Almedia founder and CEO Moritz Holländer, "Reward-based user acquisition has transformed from a once-skeptical approach to a sophisticated, data-driven strategy that yields exceptional returns for both players and advertisers. 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."