Reward-based UA
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You’re Not Buying Installs. You’re Buying Time.
There’s a trap that UA managers for IAA games — games that monetize through ad revenue — fall into more often than they realize. Treating installs and ad impressions as the same metric. When a campaign is run on CPI, “installed user” and “user who watches ads” get conflated. But CPI is a model where…
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The Hidden Layer in Japan’s UA Market
Japan is the world’s second-largest market for mobile game marketing spend. $1.8 billion on iOS, $1.2 billion on Android. (AppsFlyer, 2024) Most global advertisers enter Japan through Google and Meta. And most of them walk away wondering why results fell short. The reason is straightforward. Japan’s UA ecosystem has a layer that global advertisers can’t…
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IAP Games and Reward UA: Designing Events That Lead to Real Spending
A user installs your game through a reward campaign, completes a few tasks, and collects the advertised prize. Then they leave. Sound familiar? This is the most common failure mode in reward UA for IAP games. The event drives installs and task completions — but it never converts users into payers. LTV stays flat. ROAS…
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Draw the Blueprint Before You Spend the Budget.
We’ve covered why Japan matters, and how Japanese users actually behave inside reward campaigns.Now it’s time to get practical. A campaign without a blueprint is a budget without a direction. Every marketer running CPE campaigns eventually faces the same question: “What in-game action should I set as the conversion point — and when?” That single…
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8AM, Yamanote Line. 81% of These Passengers Are Already Your Audience.
It’s 8 AM on Tokyo’s Yamanote Line. Most passengers are staring at their phones. One is finishing a game event they didn’t complete yesterday. Another is still playing an RPG they discovered through a Poikatsu campaign last month — they started for the points, but now they just enjoy it. A third is racing to…
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