Uncovering Rewarded UA Part 2: User Retention Strategies
In this series, we explore rewarded UA with insights from Yoni Nijboer, Head of Partnerships. Specifically in rewarded UA, keeping users engaged and meeting ROAS targets can be accomplished through a few key actions. Read about user retention strategies, including individually evaluating each game, collaboration, and more!
Individual approaches
Every game is different, so it’s important to apply an individual strategy for rewarding users to each game as well. What may work for one game may not work for another, so it’s crucial to look at the game, its mechanics and development in order to create a reward flow that suits the specific game.
Of course, best practices for the genre and type of game should be taken into consideration, but always be mindful of the unique characteristics of the game as this ensures that rewards enhance the gaming experience rather than disrupt it, leading to long-term user retention.
Data-Driven Collaboration with the Network
The key to any successful partnership is open communication, if you ask me. That’s why it’s so important to start off the partnership with enough shared data, and regular check-ins to evaluate performance and to work on scaling together.
Rewarded UA networks rely heavily on data analysis to understand player behavior. By analyzing and monitoring the user interactions with rewards, networks can tweak the offering to ensure an enjoyable experience. Whether it’s altering reward frequency or the type of rewards offered, having a data-driven approach is vital to keeping players engaged long-term.
Types of Monetization Suited for Rewarded UA
Generally speaking, rewarded platforms can add the most value to apps with a high IAP (In-App Purchase) share. Because of the high amounts of purchases users make in the game, these games can typically afford higher acquisition costs, and can therefore offer more attractive rewards to encourage long-term engagement.
However, we shouldn’t exclude ad monetized games from the mix as the reward element can also be effective as long as the approach is fine-tuned to this monetization model. These games can also benefit from strategically placed user rewards that encourage users to stay in the game, after which they may view several ads, ultimately leading to hitting the ROI goals.
Rewards
A key aspect of retention is structuring rewards to maintain user interest over time. It is essential that the rewards are divided in a way that encourages both short and long-term engagement.
Rewarded UA networks can also implement creative reward mechanics, such as milestone-based or game specific events, to keep the gameplay fresh and exciting. Offering players rewards tied to progression or special events can reignite interest, motivating users to spend more time in the game.
Optimizing user retention through rewarded UA requires a multi-pronged approach. By evaluating games individually, fostering strong collaboration, and focusing on balanced and tailored rewards, networks can drive engagement and ensure that games hit their ROAS targets. Data-driven decisions, flexible reward structures, and smart monetization strategies are key to success.
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Read part 1 of the series What to Look for in a Rewarded Platform here.
If your game is ready to scale and grow, reach out to explore how we can assist in your journey!