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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 – 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.
“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.
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.
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.
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?
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.
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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The Battle for VCT Pacific 2026 Begins in Bangkok as Ten Teams Clash at VCT Ascension Pacific 2025
Reading Time: 3 minutes
Velocity Gaming Represents South Asia at VCT Ascension Pacific 2025 — Set to Take on APAC’s Finest for a Place in the VCT Pacific League 2026
National, October 14, 2025: The road to the next VALORANT Champions Tour season reaches its decisive stage as VCT Ascension Pacific 2025 kicks off today in Bangkok. From October 14 to 26, ten elite teams from across the Asia-Pacific region will converge at the Imperial Samrong Convention Hall to fight for two coveted berths in the VCT Pacific League 2026 and a share of the USD 100,000 prize pool.
The tournament marks the culmination of a year-long regional circuit, bringing together emerging contenders and established names, including Velocity Gaming, who will step onto the international stage to take on the Pacific’s top contenders, aiming to secure the region’s first-ever spot in the VCT Pacific League. Over the next twelve days, the stage in Bangkok will determine which teams rise to the international league in 2026.
Qualified Teams – Ten teams from across APAC have earned their place at Ascension Pacific 2025:
South Asia:
- Velocity Gaming
VCT Pacific:
- BOOM Esports
- Nongshim RedForce
Southeast Asia:
- Motiv Esports
- NAOS
- FULL SENSE
- Team NKT
Japan:
- RIDDLE ORDER
Korea:
- SLT Seongnam
Oceania:
- E-KING
Velocity Gaming has qualified for VCT Ascension Pacific 2025 after beating S8UL 3-1 in the Grand Final of the OMEN VALORANT Challengers South Asia 2025 Ascension Qualifiers.
Tournament Format
The competition begins with a Group Stage featuring two groups of five teams each, seeded based on regional performance. Both VCT Pacific representatives will be placed in separate groups. Teams will face off in a single round-robin, best-of-three format within their groups.
The top six teams will advance to the Playoffs, a modified double elimination bracket where the top two seeds from each group start in the upper bracket, and the third seeds begin in the lower bracket.
All playoff matches will be best-of-three, except the upper and lower bracket finals, which will be best-of-five qualification matches, determining the two teams that will ascend to VCT Pacific 2026.
Schedule – The full tournament unfolds over 12 days of competition:
- Group Stage: October 14 – 21
- Playoffs: October 22 – 26
- Upper Bracket Final: October 25
- Lower Bracket Final: October 26
Matches begin daily at 14:00 GMT+7 / 15:00 GMT+8 / 16:00 GMT+9.
Schedules are subject to change. For the latest updates, visit valorantesports.com.
Tickets
- Fans can experience the thrill of Ascension Pacific 2025 live as the tournament reaches its climax from October 24 to 26 at the Imperial Samrong Convention Hall in Bangkok.
- Come cheer for your region’s best as they battle for a spot in the VCT Pacific League 2026.
Venue Address:
- 999 Sukhumvit Rd, Samrong Nuea, Mueang Samut Prakan District,
- Samut Prakan 10270, Thailand
Tickets:
- Early bird tickets went on sale on September 20, followed by general sales on September 23.
- Tickets are available now via Ticketmelon — simply search for “VALORANT Ascension Pacific 2025” to secure your spot.
The post The Battle for VCT Pacific 2026 Begins in Bangkok as Ten Teams Clash at VCT Ascension Pacific 2025 appeared first on European Gaming Industry News.
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Airoclip Raises $2.75M Seed Round Led by T-Accelerate Capital and Co-led by Centre Court Capital and BITKRAFT Ventures
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Airoclip, an AI-powered gaming studio focused on building adaptive gaming experiences for global audiences, has raised $2.75 million in a seed funding round led by T-Accelerate Capital (TAC), co-led by Centre Court Capital and global gaming investor BITKRAFT Ventures.
Founded in 2024 by IIM Calcutta alumni Naga Rohith Anisetty and Pruthvi Sai Y, Airoclip is pioneering a new era of mobile puzzle games by integrating adaptive story progression, innovative monetisation models, and scalable live operations. The company focuses on AI-driven personalisation and dynamic content generation to deliver superior gaming experiences to the world from India.
Airoclip, with its flagship puzzle games Tap Hexa and Hexa Dreams, has rapidly gained strong traction among players in the USA and Europe. With a stellar 4.8/5 rating on the Play Store and more than 300,000 installs, the studio is just beginning its journey to craft premium puzzle experiences for global audiences.
“We’re not just building games, we’re crafting experiences that evolve with every player. We’re thrilled to partner with investors who share that vision and will help us bring it to life,” said Rohith, co-founder and CEO of Airoclip.
This capital infusion will accelerate the development of Airoclip’s proprietary game personalization technology and strengthen its teams across game development, data, design, and marketing.
“We combine strong game design principles with innovative content formats that generative AI now enables. This approach will significantly enhance player engagement and unlock new revenue streams. By creating personalized, culturally relevant content, we can scale
efficiently across global markets with experiences that truly resonate with players everywhere,” added Pruthvi, co-founder.
Investors see Airoclip’s approach as a blueprint for how Indian founders can merge creative depth with analytical precision to build global gaming experiences.
“We’re excited to partner with Airoclip on their growth journey. Their sharp blend of analytical depth and creative ambition reflects the evolution of India’s gaming ecosystem and underscores the confidence of a new generation of studios ready to compete on the global stage,” said Carol Wong, Founding General Partner at T-Accelerate Capital.
Backed by increasing digital adoption and rising global playtime and revenue, the casual gaming segment is seeing sustained investor interest and global momentum.
“Airoclip represents the new wave of ambitious gaming studios emerging from India with global potential and vision. Their focus on quick prototyping along with their past experience in scaling games globally positions them to create enduring mobile gaming franchises from India in the future,” said Anuj Tandon, Partner – India & UAE at BITKRAFT
The post Airoclip Raises $2.75M Seed Round Led by T-Accelerate Capital and Co-led by Centre Court Capital and BITKRAFT Ventures appeared first on European Gaming Industry News.
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Genting Casino Launches the £20k Spin Leaderboard Challenge with VIP finale at Resorts World Birmingham
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Premium online casino brand Genting Casino has announced the launch of its headline £20k Spin Leaderboard Challenge, an exciting promotion offering players the chance to spin for £20,000 grand prize in a roulette showdown at Resorts World Birmingham in December.
Live now until 17 November 2025, this exclusive multi-channel promotion gives eligible UK online casino customers the opportunity to get free spins on deposit, compete in a leaderboard by playing selected games, and secure a place in a live-filmed casino tournament, culminating in a single spin worth £20,000.
Players can opt in by making a deposit of £10 or more at Genting Casino using the bonus code WIN20K, which grants 150 free spins on Big Bass Splash, 10 leaderboard points and a shot at climbing the top 50.
The top five players on the leaderboard will be invited to Resorts World Birmingham for a VIP experience including an overnight stay on the 13th December, up to £150 travel reimbursement and entry into a high-stakes live roulette tournament. The overall tournament winner will claim the Grand Prize Spin which could be worth £20,000.
Those finishing between 6th and 50th place on the leaderboard will receive 100 free spins on Fishin’ Frenzy The Big Catch 2.
Mike Vella from Genting Casino said: “We’re thrilled to offer our unique £20k spin promotion to online customers again, culminating in our unique live finale. The campaign brings players from screen to casino floor in a spectacular fashion and is part of our commitment to capitalise on the exclusive journey we can offer our online customers thanks to our partners at Resorts World Birmingham.”
Leaderboard points are earned playing Online Slot Games and selected Live Tables. Double points are available on specific games on certain weeks with eligible titles including Genting Live Roulette from Manchester, Lucky Lady’s Charm Deluxe and Fishin Frenzy The Big Splash.
The final five players will participate in a filmed, bracket-style live roulette tournament at Resorts World Birmingham, with one last spin deciding who walks away with the life-changing top prize.
Winners will be contacted on 19 November 2025, and the live tournament date will be on 13 December 2025.
This is another example of Genting Casino offering customers a chance to play their favourite online games in order to climb the leaderboard to win prizes from cash following on from previous promotions which offered winners experiences including trips to see some of the world’s most prestigious sporting events.
Genting Casino offer a premium online experience with over 7,000 casino games ranging from the classic casino table games including live roulette, blackjack and a catalogue of online slots and instant win games from leading studios and providers, including favourites like Starburst, Fishin’ Frenzy and Book of Dead, all within a safe and secure gaming environment.
The post Genting Casino Launches the £20k Spin Leaderboard Challenge with VIP finale at Resorts World Birmingham appeared first on European Gaming Industry News.
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