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Rewarded UA has been growing rapidly over the past few years. Anyone who wants proof needs only take a look at the inaugural Almedia Summit.
100 of Almedia’s clients and partners from around the world flew to Berlin last week for two days based entirely on the state of rewarded UA and the future of the channel. The teams behind some of the biggest mobile gaming titles gathered in one room to build the future of the industry.
Data shared on the day by event supporters AppsFlyer put rewarded at around 15% of gaming ad spend, and the conversations across the day made it clear that this number is still climbing. What used to be an experiment is now core to UA as a whole.
Here’s how it went.
Day 1: Doing Berlin properly
Attendees checked in at the Hotel Adlon Kempinski, right by the Brandenburg Gate, welcome gifts waiting in their rooms.
For the afternoon, guests got to experience Berlin in their chosen way. Some opted for a walking tour through the beautiful sights of Berlin with famed tour guide Jonny Whitlam. Others explored the historic Tempelhof airport, or let their creative side out with a graffiti session at RAW Gelände. And of course, we offered the chance to experience Germany’s true passion with a beer tasting at Lemke Brewery.
We closed out day 1 with a welcome dinner at SAGE Restaurant overlooking the Spree, anticipating a big day ahead.
Day 2: the main event
The full programme ran at Almedia HQ in Friedrichshain, our beautiful brand new office we moved into earlier this year.
Almedia CEO Moritz Holländer welcomed guests to proceedings, before handing over to COO Jan Sommerfeld for a dive into the state of rewarded UA.
Jan walked the room through the three eras of rewarded, from the incentivised-install days, through the offerwalls and rewarded apps that cracked the model, to what he called Rewarded 3.0: real-world rewards as a third pillar of app monetisation alongside in-app purchases and in-app ads, running through the whole player lifecycle rather than stopping at the install. His summary of where it's all heading fit on one slide: never stop rewarding. Moritz and Jannik Thiesbrummel followed with a look at where the platform goes next, including Link, which brings rewards inside the game itself and is already live in around 200 games, with 50 more launching every month.
Raunak Miranda of AppsFlyer took the stage next with a keynote on the new rules of gaming marketing, sharing fresh data that shows rewarded delivering nearly double the ROAS of the major self-reporting networks.
The rest of the day belonged to the people running this channel every day. Panels moderated by Matej Lancaric of two & a half gamers and our own Yan Reizin brought together leaders from PlayStudios, Papaya, Whalo, Unico Studio, Original Games, Tatem Games, and Supersolid, covering everything from rewarded's role in LTV to the honest growth lessons that only came after things went wrong. Michal Bubernik of Pixel Federation showed how his ten-artist team went from three cinematic videos a month to more than 300 creatives, not by hiring a bigger team but by rebuilding their creative process around AI. To close the day, journalist Peggy Anne Salz put audience questions to Moritz and CTO Wadim Kalmykov, a rare public appearance from the man behind Almedia's tech stack.
In between it all: lunch on the rooftop with wide open views over Berlin, our own barista keeping everyone going throughout the day, and the kind of conversations that only happen when everyone in the building works in the same channel.
And then, Berlin again
We finished the Summit the way Berlin does best: a locally sourced dinner at Prince Charles in Kreuzberg, a group photo, and a photo booth that became its very own party corner.
An industry event is only as strong as the people in the room, and this room set the bar high. Thank you to everyone who made the trip, to AppsFlyer for supporting the event, to our speakers and moderators, and to the whole Almedia team who pulled it off.
