Players who receive awards for playing or downloading a game tend to feel more positively towards the game and are more likely to recommend it, according to a study by the Almedia user acquisition company. This is particularly true, according to the results of the study, if the reward in question has a tangible value outside the game, such as species or gift cards. Users are 76% more likely to recommend a game from which the player received such a reward.
The study defines “real world rewards” as articles with tangible value outside the game, such as species or gift cards. The “rewards at stake” are virtual objects with value in the economy of the game. The study of Almedia – the second part of a reward – was conducted by Atomik Research using 2,003 mobile players in the United States and the United Kingdom. 50% had received real awards for playing games, while the remaining 50% had received awards at stake. It should be noted that the study did not offer any data on players who had received no awards to play.
Among the players who received real world awards, 71% reported that they had played more from the game after receiving them, and 85% say they continue to play even if no other reward is apparently to come. 72% also added that they take into account the awards when they try new games.
Among the players who received awards in the game, 58% said they were likely to play a different game if they received tangible awards, while 65% said they were more likely to try a new game if he offered such advantages. 75% of all the players interviewed said they would feel more positive on the games offering such awards, and 42% said they would be more likely to play mobile games for rewards or incentives.
Acquisition of users and benefits
Now, the results themselves are not particularly surprising – of course, the players would find an attractive activity if it offered them a form of real world reward. However, this indicates the evolution of players’ attitudes towards the forms of mobile monetization. Players are now more likely to prefer the rewarded gameplay, especially if they have experienced it in other games. Almedia himself operates the FreeCash platform, which offers users a way to win awards for the gameplay.
Almedia’s study discusses the effects of these high expectations on players and developers. 95% of developers who led users based on the awards said they thought it gave them a competitive advantage, and 82% said that these campaigns have outperformed other UA campaigns.
Moritz Holländer, CEO of Almedia, said in the press release: “Our in -depth study of players clearly shows that there is a voracious appetite for the awards in the mobile game industry. Never before in the game, we have attended the mass adoption of real world awards by the players. What we are currently seeing is a real -time transformation in the way players choose what they play according to the awards – and also the ability of the awards to promote valuable long -term relationships between players and games. It is a total rewriting in the way and the reason why users engage with the content of the game, and a necessary good time when the game studios are confronted with obstacles to the acquisition and retention of players on a highly competitive market. »»
