


Unlocking the Power of
Rewarded UA in 2025
As mobile app marketing continues to evolve, Rewarded User Acquisition (RUA) channels have emerged as a standout strategy for driving user engagement and achieving strong return on ad spend (ROAS). These channels reward users for meaningful actions, aligning campaign goals with user motivations to create win-win scenarios for both app publishers and users.
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This first episode in our “Mastering UA” series explores how Rewarded UA strategies are reshaping the future of mobile marketing, offering actionable insights to help app publishers stay ahead in 2025.




4 Reasons Rewarded UA Channels Are Taking the Lead
Rewarded UA channels are redefining user acquisition strategies by combining targeted engagement with scalable results. Here's why they’re essential for app publishers looking to drive growth:
1. Enhanced User Engagement
Rewarded UA channels encourage players to engage deeply with games and apps by making participation more rewarding. For example, loyalty points or rewards tied to user actions enhance campaign effectiveness by encouraging ongoing engagement. This approach creates a positive feedback loop, driving retention and increasing the overall success of UA efforts.
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​Taisiia Miropolskaya, Technical Lead of Incentivised Networks at AppQuantum, explains:


“Rewarded channels are highly effective in driving superior KPIs due to their foundation in predictable, data-driven modeling. By aligning rewards with user incentives, these channels allow us to accurately estimate the quality of users we can attract and their subsequent engagement and retention. This makes them a powerful tool for achieving scalable and measurable outcomes.”

2. Better Retention Through Loyalty

Retention is critical for app success, and rewarded UA strategies excel by offering ongoing value that encourages users to stay engaged. Campaigns that tie rewards
to meaningful in-app activities, such as redeemable benefits or milestone completions, help publishers achieve higher retention rates by reinforcing user loyalty.
3. Precision Targeting for Higher ROAS
“User Acquisition is evolving—rewarded channels are now a strategic pillar to drive engagement and ROAS. The success formula is built on precision: not broad targeting alone but nurturing players through onboarding events, as those new players are more likely to convert, retain, and pay. CPI plans alone won’t cut it anymore; it’s key to move beyond scaling each campaign to achieve both sustainable growth and lasting performance. The challenges for companies now are balancing users’ privacy concerns under IDFA regulations, and relying on these platforms to provide enough rewards to keep players engaged. Rewarding channels must also ensure retention isn’t affected by the time it may take to the players to complete in-game events.”
Rewarded UA emphasises scalability and quality engagement. For instance, Gamelight, by leveraging its advanced AI algorithms, identifies high-value users who are not only likely to convert but also to retain long-term. This precise targeting ensures campaigns meet ROAS goals while driving sustainable growth.
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Víctor Escaño, Senior Digital Marketing Specialist at GamePoint, highlights:
4. A Seamless Rewarded UA Experience
Rewarded UA channels integrate naturally into the user journey, without disrupting gameplay. This ensures a positive experience for users while delivering stronger campaign results for publishers.






Personalise Rewards
Generic rewards have limited impact. By using data analytics, Gamelight enables tailored rewards that resonate with user behaviour and preferences.

To unlock the full potential of rewarded UA channels, developers need a thoughtful, data-driven approach:
Key Strategies for Optimising
Rewarded UA Campaigns

Not all users engage the same way. Gamelight’s unique AI-powered platform allows game publishers to identify and acquire high-value users who demonstrate strong engagement potential. By focusing on these users, publishers can maximise the effectiveness of their UA campaigns while improving ROAS. Unlike other rewarded channels, Gamelight combines advanced AI with actionable insights to deliver results tailored to specific campaign goals.

Identify and Target High-Value Players



Reward Key Milestones
Incorporating rewards tied to significant in-app milestones — such as completing challenging levels — can deepen engagement. This strategy boosts campaign effectiveness by emphasising the value of sustained interaction.




Time Rewards Strategically
Well-timed rewards can re-engage users who are about to churn or increase excitement during peak gameplay moments. A thoughtful approach to reward timing ensures sustained activity and engagement.

AI-Driven Targeting


Advanced AI algorithms identify users with high engagement potential, ensuring long-term activity.

Loyalty-Driven Engagement
Players earn points for extended interaction or campaign milestones, driving retention and engagement.

Publisher-Centric Integration
Gamelight’s adaptable system aligns with publisher UA goals to maximise acquisition and campaign success.



Gamelight has become a leader in Rewarded UA, setting the standard for high-quality user engagement and consistent ROAS. By combining precise targeting and personalised user experiences, it delivers strong, sustainable results for app publishers.
Gamelight: A Case Study in Rewarded UA Excellence


1. Precision Targeting Through Advanced Metrics
In 2025, top user acquisition campaigns will use advanced analytics to identify high-value users even before acquisition. These metrics enable publishers to align rewards with user behaviours and preferences, ensuring stronger engagement and loyalty.
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Maria Yagobov, User Acquisition Manager at playSTUDIOS, shares:


Rewarded UA channels are set to play an even bigger role in mobile marketing strategies. Publishers should prepare for these emerging trends:
Top 3 Trends for Rewarded UA in 2025

“Rewarded UA channels are revolutionizing user acquisition strategies by seamlessly integrating incentives into the user journey. With our unique loyalty program, users are not only incentivized through engaging rewards but are also introduced to an ecosystem that drives long-term engagement and loyalty. By offering tangible benefits that users can redeem within our apps, we align acquisition efforts with user satisfaction and retention. This approach enhances ROAS by targeting users who value incentives and are more likely to engage deeply with our offerings, creating a win-win dynamic that fuels sustainable growth.”
2. AI-Driven Personalisation
Following Gamelight’s groundbreaking approach, AI tools will advance further, enabling dynamic, hyper-personalised rewards tailored to individual user behaviour. This will ensure rewards remain relevant and valuable, improving engagement and retention.




3. Expanded Reward Options

Rewarded UA campaigns will increasingly appeal to broader audiences by incorporating diverse reward options that resonate with user preferences. Expanding beyond traditional in-game bonuses, rewards like NFTs, exclusive content, or even physical goods offer users more meaningful and personalised value, driving engagement and retention.
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As Niels Beenen, Strategic Partnerships Director, EMEA of Singular, notes:

"Rewarded Advertising as a channel has again seen impressive growth in 2024. Singular customers are reaping the rewards of working with rewarded partners and I envisage strong showing in our upcoming ROI Index. We expect to see this growth continue in 2025 as Rewarded Partners will focus on growing their SOV on iOS, introducing new ad formats & working on optimising engagement algorithms. What drives performance is user engagement and rewarded channels are uniquely positioned to deliver on this front.
With a relatively low barrier of entry, we do expect to see further innovation resulting in opportunities for game developers to grow beyond the large networks.”



Challenges in Rewarded UA
Rewarded UA channels offer great potential but come with challenges publishers need to address:

Sustaining Engagement
To keep players motivated, rewards need to be both appealing and easy to earn. If rewards take too much time or effort, users may lose interest and stop engaging.

Choosing the Right Channels
There is a wide selection of Rewarded UA channels, which can make it difficult to choose. Start by testing the bigger, more established ones, and then try smaller channels to see what works best.



