The article discusses how entertainment apps, which typically lose users after initial content consumption, can use rewarded gaming to enhance retention and create new revenue streams. Eileen Keng, Vice President of Revenue at adjoe, explains that the challenge arises when users finish a piece of content and face paywalls, increasing churn risk. Instead of competing with mobile gaming, entertainment apps can integrate rewarding gaming into their retention strategies.
By allowing users to earn in-app currency through gameplay, users can access premium content without immediate payment, reducing psychological barriers to spending. This model turns non-paying users into a revenue source, as advertisers fund the user rewards, allowing apps to profit from engagement that wouldn’t typically convert to subscriptions.
Eileen emphasizes that focusing on retention can eliminate the need for continuous user acquisition, improving overall growth without sacrificing marketing budgets. She encourages entertainment apps to consider rewarded gaming as an integral part of their experience, reshaping how users engage with content.
Looking to the future, she expects a blending of gaming and entertainment in APAC, urging developers to innovate within their platforms. Ultimately, the revenue potential lies in valuing every user’s engagement, fostering long-term growth by weaving gaming mechanics into the core app experience.
