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Almedia
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64% of developers cite privacy regulations and tracking difficulties as major hurdles in user acquisition.
Key Challenge. 64% of developers face challenges due to privacy regulations and tracking difficulties.
This study examines the evolution of reward-based user acquisition (UA) within the mobile gaming industry, arguing that the practice has transitioned from a controversial, legacy tactic into a sophisticated, data-driven marketing strategy. By analyzing the perspectives of 502 mobile game developers across the United States and the United Kingdom, the research highlights a significant shift in industry sentiment. While 64% of developers characterize the current UA landscape as challenging due to privacy regulations and tracking difficulties, reward-based campaigns are increasingly viewed as a vital solution for driving high-intent traffic and improving long-term retention.
Key findings indicate that 77% of surveyed developers have utilized reward-based UA, with 82% reporting that these campaigns outperform traditional non-rewarded methods. Furthermore, 95% of practitioners believe these strategies provide a competitive edge, leading many to allocate up to 50% of their UA budgets to the channel. Among those who have not yet adopted the strategy, 62% express concern about falling behind competitors, suggesting that reward-based UA is rapidly becoming a standard requirement rather than an experimental option. Despite persistent industry concerns regarding ad fraud, developers report that fraud risks in reward-based channels are now comparable to those found in traditional UA sources.
The research, conducted in late 2024, identifies a clear trajectory for the future of the sector. Developers anticipate that reward-based models will expand beyond mobile into console gaming and incorporate more personalized, tiered engagement structures. As the industry matures, the focus is shifting toward deeper data analytics and cross-platform integration to optimize return on ad spend. Ultimately, the study concludes that reward-based UA has successfully shed its stigma, positioning itself as a cornerstone of modern mobile game marketing and a critical tool for sustainable player acquisition and retention.
Two & a Half Gamers · 2026
