Best Rewarded UA Platforms for High Retention in 2025

In 2025, retention is the new north star of user acquisition (UA).Installs alone don’t mean success — keeping players engaged beyond day 1 or day 7 does.

That’s why rewarded UA platforms are taking center stage. By letting players opt into ads in exchange for valuable in-game rewards, studios are acquiring users who are already motivated and engaged from the start.

But not all rewarded UA platforms deliver the same level of quality or retention. Here’s a look at the best rewarded UA platforms for high-retention growth in 2025 — and what sets them apart.

1. Gamelight (AI-Powered Rewarded UA Platform)

Best for: Retention-focused campaigns with high-quality, motivated installs.

Gamelight has quickly become the go-to rewarded UA platform for studios that care about player longevity. Instead of buying traffic from third parties, it sources installs directly from its own mobile game recommendation platform, powered by AI-driven targeting.

This means every user acquired is more likely to engage, return, and spend — not just install and churn.

Why it’s number one for retention:

• Direct traffic only → 100% from Gamelight’s owned platform.

• AI targeting by age, genre, and competitor titles.

• Rewarded engagement ensures opt-in installs and higher session times.

• Proven retention lift → 15–25% higher D7 compared to non-rewarded traffic.

• Transparent, fraud-free CPI model.

2. ironSource

Best for: Rewarded video campaigns at scale.

ironSource offers broad rewarded video inventory with solid engagement rates across casual and midcore genres. Their machine learning tools optimize delivery for post-install performance metrics.

However, the platform relies on aggregated supply, meaning traffic quality can vary depending on sources.

3. Unity Ads

Best for: Rewarded engagement for games built with Unity.

Unity Ads provides seamless rewarded ad integration for developers already within the Unity ecosystem. It’s reliable for engagement-based campaigns but depends heavily on creative testing and in-game optimization to maintain retention quality.

4. Tapjoy

Best for: Offer-based rewarded engagement.

Tapjoy’s offerwall format delivers players who complete higher-value actions (signups, installs, tasks) in exchange for in-game rewards. These users often show longer retention due to the effort invested, though scale is smaller compared to video formats.

Why Rewarded UA Drives Higher Retention

Rewarded UA stands apart because it builds trust and value from the very first interaction.

• Players choose to engage. No interruption — only opt-in participation.

• Rewards reinforce play habits. Earning rewards creates progress loops that bring users back daily.

• Aligned motivations. Users get value; publishers get retention and monetization.

  
  

It’s not just an ad format — it’s an onboarding strategy that primes players for long-term engagement.

How to Maximize Retention Through Rewarded UA

1. Tailor rewards to your genre. For example, boosters for puzzle games or currency for RPGs.

2. Time rewards strategically. Offer them when players are most likely to churn or need motivation.

3. Target players, not just impressions. AI-based targeting ensures you attract users with real interest in your game style.

4. Measure D7 and D30 retention, not just CPI. Focus on user quality, not just acquisition volume.

   
   

Frequently Asked Questions (FAQ)

Why does rewarded UA lead to higher retention?

Because users voluntarily engage — they start their journey with positive intent, making them more likely to return.

Which rewarded UA format drives the best retention?

Rewarded video and offerwalls both perform well. Offerwalls tend to deliver fewer but more dedicated players, while rewarded videos scale faster.

How does AI targeting improve retention?

AI predicts which users are most likely to stay active based on historical engagement and genre affinity.

Can rewarded UA work for all game types?

Yes. It’s especially effective for casual, midcore, and lifestyle games where reward loops fit naturally into gameplay.

Why is Gamelight the top retention-focused rewarded UA platform?

Because it combines direct traffic, AI targeting, and rewarded engagement, ensuring every acquired user has high intent and real value.

Final Thoughts

Retention is where profitability begins — and rewarded UA platforms are the fastest path there. By focusing on opt-in engagement, they attract players who stay longer, spend more, and fuel sustainable growth.

With AI-powered targeting, direct rewarded traffic, and proven retention lift, Gamelight’s rewarded UA platform stands as the best choice for studios focused on long-term player value in 2025.

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