The Rewarded Ads Strategy: Why Original Games Dedicates 30% of UA Budgets to This Channel

Can I kind of...

Look at the flip side of that, Arsene.

What do you see a lot of studios doing wrong when it comes to this? Are they still dismissing Rewarded as just that incentivized, that bribe to get traffic?

I've seen companies completely change, level up by figuring out how to use it.

This isn't a relationship that UAM will have with a partner where they just set it up and it works.

It has to be a two-way conversation.

From the publisher side, the UAMs need to understand the game and its features because that's what's going to be kind of monetized into these offers.

One of the things I'm still struggling with after years is our game has a core gameplay and it has kind of live ops.

And I'm sure we're not taking advantage of rewarding players for doing the live ops events, which are much more profitable.

you know, these players are okay watching

ads, maybe two times more than your other players.

So that's something to think about.

And we hear this so often, Peggy, you know, there's no one size fits all anymore.

There's no, you know, cookie cutter approach to all of this.

Depends on the game, depends on the credibility.

And it's that conversation.

I want to stay with this, Arsene, because, you know, you notice this early on.

And we're talking about where it's going, what teams need to do, how we can embrace this opportunity.

And there you are, you know, it was a huge percentage of your spend from the start.

And You've seen that evolve as well.

You've seen the players.

What is the difference that matters here? What do they do differently? Because you have to find them and you're seeing them.

What are the signs of a rewarded user, a highly valuable user? What do they do differently in the first few days?

So this is a good thing and a bad thing.

So the user behavior is so different that if you're spending a major part of your UA budget on players that are motivated to do a certain sequence of events or play for a certain amount of time, they're not really playing the core game that the design team kind of developed for it.