Installs to impact: The focus has moved from cheap installs to lasting engagement. Companies are leaning into creative mechanics like leaderboards and multi-event rewards that motivate users at key milestones. "The monetization has gotten much smarter," says Vornik. "You’re motivating users at different points, not just at the start."

It’s a clear shift. "That’s why we see such a huge move toward rewarded user acquisition—it’s now a mainstream channel for most gaming companies," he adds. "They’re dedicating major budget to it because with rewarded, you only pay for performance. It’s a win-win."

Beyond the game: "We’re also expanding into different niches beyond gaming," says Vornik, noting "huge spikes in verticals like health, fitness, and fintech apps moving away from traditional PPC channels—like Facebook, Google, and TikTok—and turning to rewarded models" to drive higher-quality user acquisition. The appeal is simple: better engagement, clearer performance, and users who actually stick around.

The future is rewarded: Vornik is bullish on where things are headed. "I believe the rewarded space will keep growing and become fully mainstream," he says. Even companies that have hesitated so far will eventually adapt. The momentum is as undeniable as the results.