The Growing Appeal of Tangible Rewards in Mobile Gaming

A groundbreaking study by user acquisition firm Almedia reveals that gamers are increasingly drawn to titles that offer tangible rewards. The research indicates that players who receive such incentives—like cash or gift cards—develop a more favorable view of the game and are significantly more likely to recommend it to others. In fact, the study found that users are 76% more inclined to spread the word about a game when they've experienced real-world rewards.

Types of Rewards

Almedia's research categorizes rewards into two distinct types: "real-world rewards," which hold monetary or tangible value outside the gaming realm, and "in-game rewards," which consist of virtual items that contribute to the game’s ecosystem. This particular study, the second installment focusing on rewards, surveyed 2,003 mobile gamers from the US and UK. Half of the participants reported having received real-world rewards, while the other half had only encountered in-game incentives. Notably, the study did not include insights about those gamers who received no rewards.

Impact of Real-World Rewards

Among players who benefited from real-world incentives, 71% stated they played the game more following the reward, and an impressive 85% reported continued engagement even in the absence of ongoing rewards. Additionally, 72% acknowledged that the prospect of rewards influences their decisions when exploring new games.

The In-Game Rewards Perspective

On the flip side, just over half (58%) of those who received in-game rewards indicated they would approach gameplay differently if they were offered real-world incentives. A significant 65% stated they would be more likely to consider trying out new games that provide such rewards. Across the board, 75% of all surveyed players expressed a more positive outlook toward games that offer rewards, with 42% indicating they would be keener to play mobile games that provide incentives.

Implications for Game Developers

The implications of these findings signal a shift in player expectations regarding mobile monetization. Many gamers now exhibit a strong preference for gameplay that incorporates rewarded experiences, particularly if they have encountered such systems in other games. Almedia, which operates the Freecash platform—designed for players to earn rewards through gameplay—is at the forefront of this trend.

Developers’ Perspectives on Reward-Based Campaigns

This study also highlights an essential dynamic for game developers. An overwhelming 95% of developers who have deployed reward-based user acquisition campaigns conveyed that these initiatives provide a competitive edge, while 82% indicated that these campaigns outshine other user acquisition strategies.

Conclusion

Moritz Holländer, CEO of Almedia, emphasized the findings, stating, “Our extensive study of gamer behavior reveals an enormous appetite for rewards within the mobile gaming sector. For the first time in gaming history, we are witnessing widespread acceptance of real-world rewards among players. What’s unfolding is a transformative moment in how gamers select titles based on reward structures, fostering significant and lasting relationships between players and games. This shift is crucial at a time when game developers face challenges in attracting and retaining players in an intensely competitive environment.”

As the gaming landscape evolves, it’s clear that the introduction of tangible rewards is not just a marketing gimmick—it’s reshaping the way players engage with games, and it promises to redefine the future of mobile gaming.