2025年12月4日
6分钟阅读
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Almedia and AppsFlyer hosted “Switch ON: Insight Check” during G-STAR 2025, bringing together industry leaders to break down the biggest trends shaping global game growth.
Over 90 minutes, speakers unpacked UA strategy shifts, brand monetization, global payment dynamics, and AI-driven marketing practices. Instead of broad trend talk, the sessions focused on real data, real examples, and practical tactics teams can apply immediately.
If you missed it, don’t worry. We’ll talk you through the main points here, and you can get a copy of the whole seminar presentation if you contact us!
Igniting Insight Through Data
The seminar focused on one clear message: “Ignite your insight with data.” In today’s fast-changing ecosystem of tightening privacy rules, shifting ad models, and increasingly complex user journeys, global teams need robust data models more than ever, particularly during periods of expansion. Without using data to its potential, it is easy to fall behind rivals who invest heavily in this side of their scaling strategy.
During this seminar, Almedia, alongside AppsFlyer, PubMatic, and Paymentwall, shared platform trends, campaign learnings, and subtle market shifts observed across major regions.
Almedia’s Talk: The Secret to Global Game UA that Users Can’t Help but Respond to
We headlined the seminar with a talk from Dana Kim, Gaming Growth Manager at Almedia, who explored the fundamental question: what actually pushes a user to play a game?
Beyond polished creatives and good gameplay, there are deeper behavioral triggers shaping user decisions. The industry used to just think about the number of users, but by breaking down the data behind these behavioural triggers, Dana showed how rewarded UA, as opposed to traditional UA channels, delivers far more valuable results beyond the install.
How Rewards Have Evolved
User Acquisition isn’t just about getting the most users. It’s a holistic strategy focused on acquiring users who actually take action. Through channel diversification, funnel optimization, and a conversion-driven strategy, our clients have seen significant improvements in their results, as we’ll show you later.
Even within the rewarded ecosystem, UA is evolving, with industry leaders like Almedia’s data-driven approach giving rise to the prioritization of rewarded engagement as opposed to merely installs. This means rewarded UA has gone from being a trend to a truly targeted strategy driven by a data-backed understanding of users’ intent, with users participating voluntarily and with far higher value than before.
According to our research, 95% of advertisers say rewarded campaigns have given them a competitive advantage against their non-rewarded competitors. Basically, if you aren’t riding the rewarded wave yet, the best time to jump on is now.
Rewards’ Impact on Users
As we mentioned before, rewarded UA shares the advertising budget with the user, creating a win-win scenario for all parties. The premise is simple: users want rewards, and advertisers want results.
What if users just take the reward and leave right away? It’s a legitimate concern, particularly for companies that have been burned before. However, by taking advantage of user data and optimally allocating rewards so they deliver a positive ROI overall, users are more likely to remain engaged. In fact, 84.9% of users continue to play after rewards end.
It’s a long-term strategy not only for app installs, but continuous retention and monetization too, thanks to the transformation of rewards into part of the gameplay itself.
How Almedia Does It
So, can you just start your own rewarded platform and benefit from all of this? Maybe. Here’s how we did it, so feel free to copy our homework.
Almedia has operated Freecash since 2020. It’s a B2C rewards and discovery platform with over 60M users. It operates around the world, offers a frictionless experience for both advertisers and users, and is constantly updated with new retention and engagement features to maximise our advertisers’ ROAS.
Freecash as a platform currently has access to a variety of features that enhance user engagement and LTV. These features, such as bonus rewards, burning rewards, and playtime rewards, are smartly adjusted using our data platform and communication with advertisers to ensure KPIs are hit.
Freecash has even added a cashback feature in some regions, smartly targeting users from both mainstream and niche segments to engage with content, brands, and apps they’ll love.
So you could start your own rewarded platform, if you have years to put it all together, build a data platform, and develop ROAS-optimizing features. But if you want to grow reliably, quickly, and sustainably, you can just use ours.
If you want to see all the data from Dana’s talk and learn more about the extent to which Almedia and rewarded UA is changing the advertising landscape, why not contact us?
Monetization and More: Our Partners’ Sessions
The discussion generated from Dana’s talk was followed by further sessions from our partners and co-hosts. These included:
Maximising Mobile Monetization Through Brand Demand - Suin Choi, PubMatic
Unlocking Revenue Growth With Global Payment Data - Hyunjung Kim, Paymentwall
The Evolution of Global Marketing: AI and Cross-Platform Measurement - Soyeon Park, AppsFlyer
Real Talk From a Gaming Creator’s Perspective - Seonghoe Kim, Creator
Along with Almedia’s session, you can access all Insight Check sessions by getting in contact with us.
We’d like to thank our partners for co-hosting with us at G-STAR 2025, and we look forward to sharing more insights, cheat codes, and growth inspiration next time.