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A recent study by Almedia, a user acquisition firm, reveals that when players are rewarded for playing or downloading games, it enhances their overall perception of the game and increases the likelihood of them recommending it to others. The research indicates that the impact is particularly significant when the rewards provided have tangible real-world value, such as cash or gift cards, with users being 76% more inclined to suggest a game after receiving such rewards.
The study categorizes “real-world rewards” as items with actual value outside of the game’s realm, contrasting them with “in-game rewards,” which are virtual assets valuable only within the game’s economy. Conducted by Atomik Research, this investigation surveyed 2,003 mobile gamers in the US and UK, revealing that half of them had experienced real-world rewards while the other half had received in-game rewards. Notably, the research did not explore the sentiments of gamers who had not received any rewards.
Among those who had received real-world rewards, 71% mentioned that they had increased their gameplay following these rewards, while 85% expressed a willingness to continue playing even in the absence of additional rewards. Furthermore, 72% stated that they consider such rewards when evaluating new games to try.
Conversely, 58% of players who received in-game rewards suggested that they would alter their gaming behavior if they were presented with tangible rewards, and 65% indicated a greater likelihood of exploring new games that feature similar incentives. Overall, 75% of all respondents conveyed that they would have a more favorable view of games that provide rewards, with 42% more likely to engage with mobile games that offer incentives.
User Acquisition and User Benefits
While the results may seem expected—gamers typically favor activities that provide them with tangible rewards—the findings reflect a shift in player expectations regarding mobile monetization. Today’s gamers are increasingly inclined to support reward-based gameplay, especially those who have previously enjoyed similar experiences in other gaming contexts. Almedia operates the Freecash platform, which allows users to earn rewards through gameplay activities.
The implications of elevated user expectations for both gamers and developers are significant. According to the study, 95% of developers who implemented reward-based user acquisition strategies believe that these methods give them a competitive edge, with 82% reporting that such campaigns have outperformed traditional approaches.
Moritz Holländer, CEO of Almedia, highlighted the findings, stating, “Our comprehensive study of gamers underscores a robust demand for rewards throughout the mobile gaming landscape. We are witnessing unprecedented acceptance of real-world rewards, leading to significant changes in gamers’ preferences towards what they choose to play. This ongoing shift not only influences immediate engagement but also cultivates enduring relationships between players and games—essential in a marketplace that poses challenges for studios aiming to attract and retain players.”
Source
venturebeat.com