The mobile games industry is experiencing a seismic shift in the way gamers discover and play games. According to a new survey of 2,003 gamers in the US and UK, a staggering 50% of players have earned real-world rewards such as cash and gift cards from brands such as Netflix and Amazon for playing mobile games. These findings are part of the deepest study into rewarded gameplay, produced by Almedia, a fast growth technology company that rewards players for downloading and completing milestones in mobile games and apps.

After two years of decline, 2024 was the year mobile gaming returned to revenue growth, with a 3% year-on-year rise. During this time, rewarded gameplay has driven a fundamental shift in how people discover and choose games to play. Almedia’s study finds that 54% of gamers are playing more games now than in previous years. Of those, almost more than two in five (42%) cite gameplay rewards and incentives as one of the key factors in them playing more often.

72% of gamers who have previously earned real-world rewards say they’re important in their decision to try a new game, and 76% are more likely to recommend a rewarded game than a game without rewards. Leading global studios such as Innplay Labs, Mad Brain Games and Playtika have made rewarded gaming part of their user acquisition and engagement strategies through Almedia’s market-leading rewards platform, Freecash, which has more than three million monthly active users.

Moritz Holländer, Founder and CEO at Almedia, added:

“Our deep study of gamers clearly shows that there’s a voracious appetite for rewards across the mobile games industry. Never before in gaming have we witnessed the mass adoption of real-world rewards by players. What we are currently seeing is real-time transformation in how gamers choose what they play based on rewards – and also rewards’ ability to foster valuable long-term relationships between players and games. It’s a total rewrite of how and why users engage with gaming content, and a much-needed one at a time where game studios face barriers to acquiring and retaining players in a highly competitive market.”

Rewards are not only powering increased game downloads, but they’re also a key driver of player engagement and retention. Nearly three-quarters (71%) of players reported an increased playtime due to rewards, while 85% continue playing a game once rewards end; indicating rewards have powerful potential to onboard long-term users that transcends their immediate impact. The study also shows how rewards can unlock new revenue opportunities for developers, with 23% of players expecting to spend on in-app purchases within a game to unlock higher tiers of rewards.

While rewards are already transforming the way players engage with mobile and web games, there’s an expectation from games studios that consoles will see similar rewards in the future. ‘Rewarded Returns Part Two: The Player Perspective’ follows the release of Almedia’s first report in January 2025 which revealed how 500 game developers were evaluating rewarded approaches. In this study, 90% of developers who have run a reward-based campaign expect to see rewards on consoles in the future.

Key Findings:

Among 2,003 mobile gamers

• 50% have received a real-world reward via a mobile game
  

• 75% feel positive about mobile games offering real-world rewards
  

• 54% of gamers are playing more games now in comparison to 3-5 years ago
  

• 42% of these are playing mobile games more because of rewards or incentives
  

Among those who have received a real-world reward (50%)

• 72% say rewards are important in their decision to try a new game
  

• 85% continue to play after a game’s real-world rewards end
  

• 76% are more likely to recommend a rewarded game
  

Among those who have only received in-game rewards (50%)

• 67% say traditional in-game rewards make them feel positive towards a game
  

• 65% say they are more likely to try a new game if offered real-world rewards
  

• 58% said that real-world rewards would make them play differently — mostly longer
  

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