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

Explore the rapidly evolving landscape of rewarded ads in mobile gaming with industry experts. In this episode we dive into the shift from simple install-driven models to sophisticated, data-led strategies that integrate live ops and deep user segmentation. Our guests Zino Rost van Tonningen, CEO at TyrAds and Arseny Lebedev, Co-Founder & CEO at Original Games discuss the critical role of data structure in the age of AI and why a "one-size-fits-all" approach no longer works for monetization.The discussion covers the diverse personas within the rewarded ecosystem—ranging from "rewards hunters" to dedicated casual players—and how these segments impact long-term profitability and LTV. Discover why rewarded ads are becoming a vital alternative for game discovery amidst the challenges of modern app store SEO.This is Part 1 of our in-depth conversation. Stay tuned for Part 2, where we dive deeper into the evolving world of rewarded ads, exploring how studios can leverage AI for hyper-segmentation, the critical importance of integrating monetization directly into game design, and expert tips for accurately measuring long-term campaign success.Timestamps:00:00 - The Evolution of Rewarded Ads02:40 - Data-Driven Market Correction06:30 - A Publisher's Perspective on Rewarded UA10:00 - High-Value User Behavior12:50 - Balancing User Segments for Profitability17:15 - Scalability and Competition19:35 - The Four Main Rewarded Personas** Let's Connect **👉🏻 X - https://x.com/pgbiz 👉🏻 LinkedIn Group - https://www.linkedin.com/showcase/pocketgamer-biz/?originalSubdomain=uk 👉🏻 Facebook - https://www.facebook.com/PGbiz👉🏻 Website - https://www.pocketgamer.biz Check out more world-class speakers sharing their insights and expertise at one of our events. You can find details of our next event here - https://www.pgconnects.com/next-event