Rewarded Ads for Casual vs Midcore Games: Different Strategies

Rewarded ads have become a cornerstone of user acquisition in 2025. They align incentives between players and publishers, delivering installs that are both cost-efficient and higher in quality than traditional formats. But while the concept of rewarded advertising is universal, the execution is not.

The way a casual puzzle game should approach rewarded ads is very different from the way a midcore RPG should. Player motivations, session lengths, and monetization models all influence which strategies work best.

In this article, we’ll break down how to tailor rewarded ad campaigns for casual versus midcore audiences — and why recognizing the difference can make or break your UA performance.

What Are Rewarded Ads? (Quick Refresher)

Rewarded ads are voluntary ad experiences that grant players in-game benefits in exchange for engagement. The most common formats include:

• Rewarded video ads – Players watch a 15–30 second video to receive a small reward.

• Offerwalls – Players complete higher-effort tasks, like installing an app, to earn larger rewards.

• Rewarded playables or surveys – Interactive formats that blend entertainment with incentives.

  
  

The appeal is simple: players feel in control, and advertisers acquire more engaged users.

Casual Games: Scale and Retention

Casual games — think match-3 puzzles, word games, or hypercasual titles — rely on scale. Their success depends on attracting massive user bases and keeping them engaged with short, frequent sessions.

Player Behavior

• Sessions are quick, often just a few minutes.

• Players are motivated by progress and light entertainment, not deep commitment.

• Monetization comes from ads and small in-app purchases.

  
  

Rewarded UA Strategy

1. Frequent, Small Rewards

   • Offer extra moves, lives, or boosters in exchange for short rewarded videos.

   • Keep rewards modest so players don’t bypass natural progression entirely.

2. Strategic Placement

   • Place ads at natural choke points (e.g., when a player runs out of lives).

   • Ensure rewarded ads feel like a solution, not an interruption.

3. Focus on Retention

   • Rewarded ads in casual games work best when they encourage players to log in daily.

   • Example: a daily booster available via a rewarded video.

4. Creative Style

   • Bright, fast-paced, easy to understand in 3 seconds or less.

     
     

Midcore Games: Depth and Monetization

Midcore games — such as RPGs, strategy titles, or shooters — thrive on depth. They monetize more heavily through in-app purchases, premium currencies, and longer engagement cycles.

Player Behavior

• Sessions are longer and more immersive.

• Players are motivated by competition, status, and long-term progression.

• Monetization often comes from “whales” or committed spenders.
  

Rewarded UA Strategy

1. High-Value Rewards

   • Offer premium currency or rare items via offerwalls or extended rewarded tasks.

   • Rewards must feel meaningful enough to impact gameplay.

2. Deeper Integration

   • Position rewarded offers as part of the game economy. For example, “Complete this task to earn crystals for upgrades.”

   • Align rewards with progression milestones rather than short-term boosts.

3. Focus on Monetization Lift

   • Rewarded ads in midcore games often serve as a bridge for non-spenders.

   • Players who taste premium rewards may be more likely to pay later.

4. Creative Style

   • More detailed, immersive ads that appeal to competitive instincts and social proof.

     
     

Casual vs Midcore: Side-by-Side

Aspect	Casual Games	Midcore Games
Session Length	Short (minutes)	Long (20+ minutes)
Motivation	Progress & fun	Competition & mastery
Reward Size	Small & frequent	Large & infrequent
Best Format	Rewarded video	Offerwalls + premium tasks
Goal	Retention & habit	Monetization & LTV

Mistakes to Avoid

• Casual games: Over-rewarding with large prizes can kill in-app purchase potential.

• Midcore games: Using only rewarded videos may fail to engage committed players looking for premium rewards.

• Both: Forcing rewarded ads breaks trust. Always keep them optional.

Future Trends by Genre

• Casual games will lean even harder on rewarded videos, with AI optimizing reward frequency per player.

• Midcore games will explore hybrid models, blending offerwalls with rewarded playables and more personalized incentives.

  
  

Both genres will benefit from AI-driven segmentation, ensuring the right reward reaches the right user at the right time.

Final Thoughts

Rewarded ads work across all types of mobile games, but the strategy must match the audience.

• Casual games thrive on volume: frequent, small rewards to keep players coming back.

• Midcore games thrive on depth: meaningful, high-value incentives that encourage long-term investment.

  
  

The most successful studios in 2025 aren’t asking which format to use — they’re asking how to tailor rewarded UA to their specific audience. Rewarded UA works differently depending on genre. Here’s everything you need to know about rewarded UA.

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