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 Ads
02:40 - Data-Driven Market Correction
06:30 - A Publisher's Perspective on Rewarded UA
10:00 - High-Value User Behavior
12:50 - Balancing User Segments for Profitability
17:15 - Scalability and Competition
19:35 - The Four Main Rewarded Personas
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