What Is Rewarded User Acquisition? (With Examples)

Rewarded User Acquisition (RUA) is a mobile marketing strategy where users receive a reward — such as in-game currency, premium items, loyalty points, or discounts — in exchange for engaging with an ad or completing an action.

Unlike traditional user acquisition (UA), which relies on exposure alone, rewarded UA creates a value exchange: users choose to engage, and publishers attract more motivated, higher-quality players.

This opt-in model makes rewarded UA one of the most effective and player-friendly growth channels in 2025.

How Rewarded User Acquisition Works

The principle is simple: users take an action → they get something of value.

Common formats include:

• Rewarded video ads → watch a 15–30s video to earn coins, boosters, or energy.

• Offerwalls → complete longer tasks like installing another app or signing up for a service for premium rewards.

• Rewarded playables → try a mini-game demo in exchange for in-game value.

• Rewarded surveys or tasks → provide feedback or complete actions for rewards.

  
  

This approach feels less like advertising and more like part of the experience, which is why opt-in rates are so high.

Examples of Rewarded UA

• Mobile Puzzle Game → Players watch a video ad for extra lives.

• RPG → Users complete an offerwall task to unlock rare currency.

• Fitness App → A rewarded campaign gives bonus credits for trying a premium feature.

• E-commerce App → Shoppers watch a rewarded video for a discount code.

  
  

Rewarded UA isn’t just for games anymore — non-gaming apps are beginning to use it too.

Why Rewarded UA Matters in 2025

1. Higher Engagement → users opt in, so they’re more motivated.

2. Better Retention → incentives encourage users to return daily.

3. Stronger ROAS → rewarded campaigns often outperform standard CPI buys.

4. Privacy-Friendly → works on choice, not invasive tracking.

   
   

Benchmarks show:

• Opt-in rates: 70–90% for rewarded videos.

• Retention lift: +15–25% at D7.

• ROAS improvement: +20–40% compared to non-rewarded UA.

  
  

Final Thoughts

Rewarded User Acquisition is more than an ad format — it’s a strategy that aligns user motivation with publisher goals. By rewarding engagement, apps attract higher-quality users, boost retention, and improve long-term growth.

Want a deeper dive into formats, psychology, and best practices? Check our Complete Guide to Rewarded UA.

FAQ

Q1. What is rewarded user acquisition?

Rewarded UA is a strategy where users receive value (coins, credits, discounts) for engaging with ads or tasks, driving higher engagement and retention.

Q2. Is rewarded UA only for games?

No. While gaming pioneered it, fitness, e-commerce, and learning apps are also adopting rewarded UA models.

Q3. Why does rewarded UA work?

It’s opt-in, value-driven, and based on reciprocity — making users more likely to engage, return, and spend. Looking to boost your game's user acquisition?

Utilize a self-serve dashboard to easily and effectively enhance your UA efforts. These user-friendly dashboards give you complete control over your budget and offer extensive targeting options, making it a smart choice for elevating your game's reach.

Gamelight’s advertising platform is a leading mobile marketing solution equipped with an intuitive self-serve dashboard. Operating on a CPI basis, it drives direct traffic from a self-published mobile game recommendation platform. Moreover, you can set up your account and launch your first campaign in just 5 minutes!

Try the self-serve dashboard of the Gamelight advertising platform.

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