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Rewarded User Acquisition: Transforming Mobile Gaming with James Crabb, Head of Gaming Partnerships at Almedia
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 â An Interview with James Crabb, Head of Gaming Partnerships at Almedia
Can you describe Rewarded UA to our readers?
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.
âThe key to success in Rewarded UA,â James explains, âis continuously testing different rewards and strategies, adding deeper-level events to maintain user engagement and maximize outcomes.â
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. âWeâve seen tremendous growth as developers realize how scalable our audience is,â he shares.
How do developers benefit from giving away cash?
âThe idea that developers are âgiving away cashâ is a misconception,â 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 Appleâs App Tracking Transparency. Rewarded UA, by contrast, bypasses these challenges, offering direct access to users keen to engage with games and earn rewards.
James notes, âRewarded UA platforms provide an invaluable alternative, especially for studios looking to scale effectively amidst increasing privacy constraints.â
Youâre 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 Ubisoftâs Kolibri Games. It also fosters a vibrant ecosystem of newer studios such as TrailMix, Metacore, and Playflux. âThe cityâs talent pool spans developers, producers, designers, and marketing specialists, all supporting the local industry,â James says.
What are some common misconceptions about âRewarded UAâ?
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.
James points out that modern Rewarded UA is far more sophisticated. âPlatforms 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.â
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?
âThe gaming industry is incredibly well-connected, so we focus on building relationships for the long term,â James explains. Events play a significant role in fostering these connections, and maintaining authenticity in conversations is key. âDonât treat discussions as transactions; view them as opportunities to build meaningful partnerships.â
As we look toward 2025, what industry trends are on your radar?
James predicts a more equitable and accessible mobile games industry, driven by policy changes like Epicâs 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.
âIncreased payouts to creators and emerging platforms to support UGC will be a significant trend,â 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.
The post Rewarded User Acquisition: Transforming Mobile Gaming with James Crabb, Head of Gaming Partnerships at Almedia appeared first on European Gaming Industry News.

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To LATAM via Europe: Platipus and Alea multi-regional partnership signed
Platipus Gaming, a global game provider for online casinos, signed a strategic partnership with Alea, the Spanish-based leading aggregation platform in Europe and the LatAm regions.
Latin America is a key strategic priority for Platipus in 2025, as the regionâs fast-growing iGaming market offers both scale and strong growth potential. The ĐĄompany already has a presence in several territories across Latin America, and its partnership with Alea will further strengthen its position in Peru, Argentina, Brazil, Chile and beyond.
âAt Alea, we see partnerships like this as true cornerstones of our growth and the value we deliver to operators. Platipusâ creativity, innovation, and dedication to quality perfectly align with our mission to provide operators in Europe and Latin America with the most engaging content through the most reliable aggregation platform. This collaboration is more than a commercial agreement; itâs a shared commitment to helping each other grow and succeed in the markets where we lead.â â says Ramon Glieneke, COO at Alea.
This alliance opens up new opportunities for Platipus to grow strategically in Latin America, as well as in some European countries. Due to Aleaâs strong reputation among local operators, Platipus gains access to an extensive network of trusted partners. This will help accelerate integrations, optimize entry into new markets, and ensure a smoother, faster go-live process for its games.
âPartnering with Alea brings us closer to our main goal â to provide an exceptional gaming experience to players around the world. This time, we are pleased to introduce even more players from Europe and Latin America to our exciting gaming portfolio,ââ comments Stanislav Mykhailov, Platipus Gaming CCO.
Multi-regional partnership between Platipus and Alea demonstrates strategic flexibility and geographic diversification. Moreover, this alliance allows to cover the players both from Latin American and European markets, and reach a wider audience globally.
Platipus continues building its global presence in the frames of its expansion strategy and remains committed to being a reliable partner helping to deliver high-quality experiences for the players worldwide. The Company plans to expand its presence in new countries in the region, strengthen existing partnerships and launch even more personalized content to meet the specific needs of each market. Platipus Gaming will continue to invest in innovation, quality and strategic partnerships to accelerate its growth.
The post To LATAM via Europe: Platipus and Alea multi-regional partnership signed appeared first on European Gaming Industry News.
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Escape to Paradise: âTropical Temptationâ Slot Launches at Slotland, CryptoSlots, and CryptoWins
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An Eden of excitement awaits players with the launch of the new slot, Tropical Temptation. This vibrant 5Ă4 game from Slotland Entertainment is now live, bringing a sun-soaked paradise to Slotland.eu, CryptoSlots.com, and CryptoWins.com.
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Wazdanâs Online gaining⢠philosophy set to take centre stage at SBC Lisbon
Wazdan, the leading gain-focused developer, is ready to impress at SBC Lisbon this September, with a host of eye-catching new titles, products and renowned network promotion mechanics providing a glimpse of what will be on offer.
Returning to the Portuguese capital as it hosts the industry-renowned event for its second consecutive year, Wazdan will be on hand at Booth B130 to showcase the companyâs Online gaining⢠formula, including a comprehensive slot portfolio that includes over 250 certified games translated in more than 30 languages across 25 regulated markets.
Attendees will have the chance to experience Mighty Crownâ˘: Legacy of Mars, a regal slot adventure combining bold design with high volatility. August releases Eggs and Bells of Fortune as well as the early September 15 Coins⢠Grand Diamond Edition, will also be in the spotlight, as well as its ever-expanding âŹ5,000,000 Multidrop network promotion.
The slot supplierâs comprehensive range of network promotions and mechanics is designed to boost player retention and acquisition rates, as evidenced by an impressive 65.9% increase in GGR this year.
Building the excitement further, visitors will have the chance to take part in a host of draws with stylish Wazdan merchandise on offer, as well as an exclusive preview of its eye-catching new Burning Boards⢠series, a line of games which have the ambition of revolutionising the scratchcard experience.
Running from 16 to 18 September at Feira Internacional de Lisboa, the SBC summit is set to bring together over 30,000 industry professionals and 700 exhibitors.
The three-day summit will conclude with the coveted SBC Awards, with Wazdan looking to go one step further than its 2024 Casino/Slot Developer of the Year win, shortlisted this time round for Casino/ Slots Developer of the Year â Large and Innovation in Mobile.
Andrzej Hyla, Chief Commercial Officer at Wazdan, said: âAs a standout summit in the calendar year, SBC Lisbon is the perfect stage to showcase how our Online gaining⢠philosophy continues to push boundaries.
âWith captivating new titles, including Mighty Crownâ˘: Legacy of Mars, and powerful promotional tools that have a proven impact on player engagement, we are proud to return as an award-winning business partner that delivers real value to operators. Showcasing our latest innovation Burning Board⢠Scratchcard will be particularly exciting, and it is always a pleasure to meet with industry leaders and explore new ways to create lasting values together.â
The post Wazdanâs Online gaining⢠philosophy set to take centre stage at SBC Lisbon appeared first on European Gaming Industry News.
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