Introduction:

In the rapidly evolving world of mobile gaming, innovation is the key to staying ahead. Rewarded User Acquisition (UA) is emerging as a game-changing strategy, enabling developers to attract and retain players by incentivizing engagement. At the forefront of this movement is James Crabb, Head of Gaming Partnerships at Almedia, a leader in Rewarded UA through platforms like Freecash. With over a decade of experience in mobile gaming and partnerships with major titles, James provides invaluable insights into the potential and challenges of Rewarded UA, the shifting landscape of the mobile games industry, and trends shaping the future.

Rewarded UA: Transforming Mobile Gaming Engagement – An Interview with James Crabb, Head of Gaming Partnerships at Almedia

Can you describe Rewarded UA to our readers?

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Rewarded User Acquisition is a marketing strategy commonly used in mobile app and game development. It involves incentivizing users with rewards like Amazon or Google Play vouchers for engaging with an app or game. This approach not only increases engagement but also helps developers acquire high-quality users more likely to make in-app purchases or interact with ads. Platforms like Freecash excel at scaling this model without relying on third-party networks, creating a frictionless experience for studios.

“The key to success in Rewarded UA,” James explains, “is continuously testing different rewards and strategies, adding deeper-level events to maintain user engagement and maximize outcomes.”

What is your career background?

With over 13 years in the mobile gaming space, James started his journey at Kabam, working on the successful Kingdoms of Camelot: Battle for the North. He has since held pivotal roles at renowned studios like Outfit7 (My Talking Tom), Huuuge Games (Huuuge Casino), and Wargaming (World of Tanks, World of Warships). Recently, he ventured into the web3 space with MoonGaming (Medieval Empires).

James joined Almedia nine months ago, diving deep into Rewarded UA through the Freecash platform. “We’ve seen tremendous growth as developers realize how scalable our audience is,” he shares.

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How do developers benefit from giving away cash?

“The idea that developers are ‘giving away cash’ is a misconception,” James explains. Instead, developers pay a cost per install (CPI) to platforms like Freecash. This investment is structured to drive user engagement with short-, mid-, and long-term activities. As players progress through challenging levels motivated by rewards, developers monetize through in-app purchases and ad engagement.

By carefully designing reward structures, developers ensure they acquire users who remain invested and engaged in their games while generating revenue.

Why is Rewarded UA growing?

Traditional UA channels have become competitive, expensive, and difficult to scale, especially after privacy regulations like Apple’s App Tracking Transparency. Rewarded UA, by contrast, bypasses these challenges, offering direct access to users keen to engage with games and earn rewards.

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James notes, “Rewarded UA platforms provide an invaluable alternative, especially for studios looking to scale effectively amidst increasing privacy constraints.”

You’re based in Berlin; how is the mobile games industry performing locally?

Berlin continues to thrive as a gaming hub with notable studios like Wooga, Wargaming Mobile, and Ubisoft’s Kolibri Games. It also fosters a vibrant ecosystem of newer studios such as TrailMix, Metacore, and Playflux. “The city’s talent pool spans developers, producers, designers, and marketing specialists, all supporting the local industry,” James says.

What are some common misconceptions about ‘Rewarded UA’?

Many in the industry still equate Rewarded UA with the outdated concept of incentivized traffic, which focused on boosting app store rankings without delivering quality users.

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James points out that modern Rewarded UA is far more sophisticated. “Platforms like Freecash are delivering measurable results for studios like Plarium, where new user registrations rose by 30%, and the lifetime value (LTV) of users was 20% higher compared to other channels.”

While the model is powerful, James emphasizes the importance of anti-fraud measures to maintain trust and quality.

At Almedia, you lead gaming partnerships. How do you approach building connections in the games industry?

“The gaming industry is incredibly well-connected, so we focus on building relationships for the long term,” James explains. Events play a significant role in fostering these connections, and maintaining authenticity in conversations is key. “Don’t treat discussions as transactions; view them as opportunities to build meaningful partnerships.”

As we look toward 2025, what industry trends are on your radar?

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James predicts a more equitable and accessible mobile games industry, driven by policy changes like Epic’s court victory against Google. Additionally, he foresees a surge in user-generated content (UGC), with platforms like Roblox and Unreal Editor for Fortnite paving the way for new creative opportunities.

“Increased payouts to creators and emerging platforms to support UGC will be a significant trend,” he adds.

Conclusion

Rewarded UA is reshaping mobile gaming, providing scalable and effective user acquisition strategies while enhancing the gaming experience. With industry leaders like James Crabb championing innovative approaches, the future of mobile gaming looks brighter than ever. From advancements in Rewarded UA to new opportunities in UGC, developers have much to look forward to as the gaming landscape evolves.

BetBlocker the internationally recognised safer gambling organisation has confirmed that it will be using its presence at ICE Barcelona to unveil a Catalan version of the app which provides a free, anonymous, accessible, and robust gambling-blocking tool that helps consumers to control their gambling behaviour.

Providing some background to the launch Pedro Romero Chief of SG Partnerships at BetBlocker explained: “The Catalan version has been designed to be culturally sensitive and is distinct from the Spanish version.

“We were fortunate to work closely with Dr. Laura Maldonado, a Catalan gambling and gaming expert, who helped ensure that the translation and adaptation went beyond language. Her insights were crucial in tailoring the tool to reflect local values, idiomatic expressions, and cultural nuances.

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“The Catalan version isn’t just a translation—it’s been created with the specific needs of Catalonia’s population in mind, ensuring it feels intuitive and relatable for users.”

Romero believes that aligning the launch with ICE Barcelona was a natural fit underscoring BetBlocker’s commitment to Catalonia. He stated: “Given that ICE is hosted in Barcelona from this year, we felt it was a meaningful way to acknowledge the cultural richness of Catalonia and support the local community with a fully accessible version of BetBlocker in their native language.

“In 2024 we were fortunate enough to receive funding from the sponsors of the ICE Consumer Protection Zone which has subsequently been rebranded the Sustainable Gambling Zone.

“We utilised that donation to help fund the Catalan version of the app, so there’s a perfect symmetry to the highly positive relationship that we enjoy with the team at Clarion Gaming and specifically with ICE Barcelona.”

Looking ahead to ICE Barcelona BetBlocker is focussed on building strong collaborations with local organisations, including charities, support services, and gambling operators.

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Pedro Romero confirmed: “Our aim is to ensure that the tool becomes widely available to anyone in Catalonia who might need it, whether directly or through partner organisations.

“By establishing these partnerships, we hope to create a sustainable impact and demonstrate the value of accessible, localised solutions in promoting safer gambling practices. This launch is just the beginning—we’re eager to see how we can work together to support local communities further.”

DATA.BET, a global esports betting solution provider, announces a new partnership with Turbo Stars, a prominent B2B platform operating across the world.

Known for its comprehensive and adaptable products, DATA.BET will equip Turbo Stars with a complete sportsbook package to help their partners excel in competitive markets. Through this collaboration, Turbo Stars will integrate DATA.BET’s robust betting solution, including:

• Odds Feed, covering 60+ sports disciplines, providing extensive market coverage.
• MTS (Managed Trading Services) to combine AI-powered risk management with expert oversight to maximize profits while minimizing risks.
• Widgets and Esports Bet Builder for dynamic tools designed to increase user engagement and operator revenue.
• Streaming Videos to deliver high-quality live content for an engaging betting experience.

DATA.BET’s accurate and versatile offerings, optimized for seamless integration and growth, will enable Turbo Stars to deliver tailored solutions that meet the needs of diverse audiences.

“Turbo Stars is a platform that values reliability and flexibility, making them an ideal partner,” said Otto Bonning, Head of Sales at DATA.BET. “With our comprehensive sportsbook solution, we are confident this collaboration will help the platform and its partners achieve outstanding results.”

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Turbo Stars also expressed enthusiasm for the partnership, emphasizing DATA.BET’s capabilities and support. “With their advanced sportsbook tools and tailored guidance, we’re excited to deliver exceptional experiences to our clients and end users,” said Alex Kozachenko, CPO at Turbo Stars.