ZBD's Igor Melniks on the emerging two-way value exchange system in mobile gaming

▤ Summary

This article explores how mobile game studios can use rewarded play and embedded rewards to improve retention, monetization, and lifetime value. ZBD’s Igor Melniks argues that studios should move away from siloed growth stacks and instead unify rewards, payments, webshops, and payout tooling. He also highlights a shift toward two-way value exchange, where developers share value with players to increase engagement and ARPU. The piece frames embedded rewards as a major trend for the next 12 months and a practical lever for studios that want to improve returns from their existing player base.

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ZBD

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