Gaming
82% OF MOBILE GAME DEVELOPERS SAY REWARD-BASED UA OUTPERFORMS TRADITIONAL CHANNELS

Almedia, the data-driven platform engineering the future of mobile gaming user acquisition, today releases the first independent research into reward-based user acquisition’s evolution from an experimental tactic to an essential component of successful mobile game marketing strategies. The data reveals that 77% of mobile game developers have already run a reward-based marketing campaign, with an astonishing 95% saying this has given them a competitive advantage in the market.
Based on an survey of 502 mobile game developers across the US and UK, the Rewarded Returns Part One whitepaper details how reward-based UA – where players earn in-game currency, premium content or real-world rewards for downloading and playing games – has rapidly reached critical mass. 82% of developers report that reward-based campaigns are outperforming their traditional marketing efforts, with 59% planning to scale their investment in rewarded channels in 2025. Among the minority who haven’t yet tested reward-based UA, 62% express concerns about falling behind their peers.
Moritz Holländer, Founder and CEO at Almedia commented:
“Reward-based user acquisition has evolved from a channel once viewed with skepticism into a sophisticated, data-driven approach which delivers exceptional returns for players and advertisers alike. The numbers show this isn’t just another UA trend, but a competitive advantage which is quickly turning into a non-negotiable part of mobile gaming advertisers’ marketing strategies.”
The research also reveals that while 64% of developers continue to describe the current UA landscape as challenging, particularly regarding privacy regulations and performance tracking, 54% expect mobile game UA to get easier in 2025. Reward-based strategies are helping overcome these obstacles. As well as the 82% who say rewarded campaigns outperform their other UA channels, 79% report that players are also staying and playing longer.
Key findings of Rewarded Returns Part One:
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Mainstream Adoption: 77% of developers have run reward-based UA campaigns, 95% of these developers reported a competitive advantage from this strategy and 59% plan to increase reward-based UA spending in 2025.
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Performance and Retention: 82% found reward-based campaigns outperform traditional UA, 79% observed stronger player retention as a result of these campaigns.
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Future Growth: 59% of developers plan to expand reward-based UA efforts in 2025, 43% of non adopters are looking to integrate reward-based UA into their strategies and 90% expect reward-based strategies to expand into console gaming.
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Surmountable Challenges: 47% cited fraud concerns, similar to those faced in traditional UA method, 48% noted high acquisition costs sometimes outpacing player LTV.
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Return On Ad Spend (ROAS): 68% of developers reported improved ROAS from reward-based campaigns compared to other UA strategies, 45% indicated that reward-based campaigns helped reduce churn by engaging high-value players.
The post 82% OF MOBILE GAME DEVELOPERS SAY REWARD-BASED UA OUTPERFORMS TRADITIONAL CHANNELS appeared first on European Gaming Industry News.
Gaming
Portside Game Assembly: Studios behind Dead Cells, Dungeon Clawler, Dorfromantik, Blasphemous on board and ticket sales for brunch and party launched
With Portside Game Assembly, Gamecity Hamburg is welcoming studio heads and directors from successful indie game studios on a conference ship and other extraordinary locations in Hamburg on June 27. Benjamin Laulan, Co-Founder of Evil Empire, (Dead Cells, The Rogue Prince of Persia) will give a keynote on the Triple-i Initiative started by the French studio. At the Triple-i Showcase 2024, over 30 “iii games” were announced in 45 minutes, and 150,000 views were achieved on YouTube alone. Further speaker on board is Philomena Schwab, Founder of Stray Fawn Studio (Dungeon Clawler, The Wandering Village).
Portside Game Assembly celebrates its premiere as B2B-conference for international indie game leaders on June 27. There will be no direct ticket sales for the conference; instead, a curated list of participants will ensure that only studio heads and decision makers attend the conference on board a ship sailing through the port of Hamburg.
At the same time, the Networking Brunch and the Games Industry Party are open as networking events for interested contacts from the games industry to bring platform holders, publishers, and game companies into contact with the international conference participants. Studio leads from Denmark, Sweden, Switzerland, the UK, France, Spain, Canada, the USA, and Germany are already on board for the conference.
Portside Game Assembly is set to be a platform for decision makers and studio leads to exchange ideas, learn from each other, and face the challenges of the games industry through collaboration.
As the first announced talk of the conference, Benjamin Laulan (Co-Founder of Evil Empire) will present a keynote on the Triple-i Initiative and how to create your own announcement space and talk directly to your audience when you can’t really relate to other existing showcases. In addition, Philomena Schwab (Founder of Stray Fawn Studio & Publishing) will give a short talk about ways for game idea validation.
The program of the Portside Game Assembly will consist of keynotes, short talks, and roundtables.
Selection of already confirmed participants:
- Evil Empire (Dead Cells, The Rogue Prince of Persia) / France
- Stray Fawn Studio (Dungeon Clawler, The Wandering Village) / Switzerland
- The Game Kitchen (Blasphemous I & II) / Spain
- Toukana Interactive (Dorfromantik)/ Germany
- Ghostship Publishing (Deep Rock Galactic) / Denmark
- Landfall Games (Content Warning, Totally Accurate Battle Simulator) / Sweden
- Chasing Carrots (Halls of Torment) / Germany
- Foulball Hangover (Hydroneer) / UK
- Siege Camp (Foxhole) / Canada
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Asia
India’s Biggest Gamers, Including Techno Gamerz, GamerFleet & Mythpat – battle at PlayGalaxy Cup 3.0

Samsung recently unveiled the third edition of its premier gaming tournament, the #PlayGalaxy Cup, featuring intense battles on their newly launched Galaxy S25 Ultra. This year, the event captivated over 300 million users, solidifying its status as a major esports spectacle.
The tournament saw 12 teams, consisting of 48 elite gamers, go head-to-head in Call of Duty Mobile, vying for the prestigious #PlayGalaxy Season 3.0 Cup. After four high-stakes matches, the team with the highest points emerged victorious.
“Samsung has always been at the forefront of bringing powerful devices that can handle demanding gameplay and with the latest Galaxy S25 Ultra, we’ve taken the entire experience a notch higher. With edition 3 of the #PlayGalaxy, we’ve also expanded our reach to 300 million users, up from 150 million users in the previous edition,” said Aditya Babbar, Vice President, MX Business, Samsung India.
In a thrilling and action-packed finale, Pune AI Heroes claimed the championship title, securing their place as the Season 3.0 winners. with Kaashvi emerging as the standout performer. Jaipur AI Warriors secured the first runner-up position, led by the skilled GamerFleet, while Delhi AI Legends claimed the second runner-up spot, with Techno Gamerz showcasing remarkable gameplay. The tournament highlighted the exceptional talent of India’s top gamers, making this season one of the most thrilling yet.
#PlayGalaxy Cup 3.0 also featured India’s top gaming talent, including Total Gaming, Techno Gamerz, Carry Minati, Gamerfleet, Mythpat, Triggered Insaan, Kaashvi, Desi Gamer, Sourav Joshi, SlayyPoint and SMR Gaming, Jonty Gaming, Gareeboooo, Tomboy from the Samsung #PlayGalaxy community.
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Gaming
GIANTX partners with Goodfella’s to serve gaming audiences

Today, esports organisation GIANTX is excited to announce its year-long partnership with one of the UK’s leading frozen food brands, Goodfella’s. The partnership seeks to bring casual gamers and esports fans together, by blending the flavours of Goodfella’s delicious pizzas with GIANTX’s unmatched presence in the industry. Throughout 2025, they will collaborate to unite gaming enthusiasts across the UK by combining a love of good food and engaging content.
The gaming community is one of the most loyal globally in regards to consuming content across social platforms, with gaming video viewers 53% more loyal than YouTube’s other 12 most popular video genres including comedy, cooking, lifestyle, beauty and fashion1.
The union will seamlessly integrate Goodfella’s into GIANTX’s popular casual gaming content series, innovative social campaigns, and offer fan giveaways throughout the year. GIANTX is renowned for its gaming and lifestyle content, including the iconic ‘Guess the Series’, and together with Goodfella’s, they will look to bring fresh entertainment to fans featuring the club’s famous faces such as VALORANT player Tomás “Tomaszy” Machado, LEC Head Coach, André Guilhoto, and Esports Manager, Alex Hehn. GIANTX content creator Ella ‘Tenshi’ Merry, will also make a special appearance in Goodfella’s’ latest TV advertisement, further bridging the worlds of gaming and good food.
Together, GIANTX and Goodfella’s are redefining how industries intersect to drive engagement and forge meaningful connections with a cross-generational audience. The partnership also highlights the immense potential of esports as an attractive industry for brands, showcasing the growing synergy between lifestyle brands and esports.
“We are delighted to welcome Goodfella’s to the GIANTX family! We’ve always believed in creating experiences that resonate with our fans, and Goodfella’s is the perfect partner to help us deliver just that. With shared values in a commitment to quality, innovation, and giving back to the communities we serve, we are excited to continue gifting our fans and the global gaming community engaging content and gear to elevate their gaming experience.” said José Diaz, CEO at GIANTX.
“Goodfella’s is passionate about bringing people together – it’s all about creating memorable moments with good food and great company,” said Mike Sowerby, Marketing Director at Birds Eye, Goodfella’s’ parent company. “By partnering with GIANTX, we’re excited to bring the Goodfella’s brand to the vibrant, dynamic and growing gaming audience and with the same energy and passion that fuels their gameplay. Working with GIANTX is a huge step forward for us as we strive to reach more of the GenZ audience and drive awareness, and love, of Goodfella’s across a hugely influential new channel.”
The launch coincides with a large-scale rebrand from Goodfella’s, bringing a fresh perspective to the brand and its products. GIANTX and Goodfella’s will be serving up generosity, one slice at a time – keep an eye out for further announcements.
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