The future of rewarded user acquisition – Moshe Even-Israel (Scrambly)

Apptivate: App Marketing Explained

Moshe Even-Israel, Head of Business Development at Scrambly, unpacks the real stakes and shifting standards in the rewarded user acquisition ecosystem. From onboarding and fraud, to retention and data transparency, Moshe interrogates both the promise and pitfalls of incentivized platforms. This episode covers vendor selection, long-term retention strategies, KYC (know your customer) challenges, and the real metrics for measuring UA quality. Whether you see rewarded UA as a growth hack or a strategic pillar, this conversation drills into the mechanism that deliver high-intent, loyal users in a market crowded with lookalike vendors.

Questions Moshe answered in this episode:

• What is Scrambly, and how does it fit into the rewarded UA landscape?
• Why is rewarded user acquisition resurgent in gaming, finance and surveys?
• What distinguishes high-intent, high-quality traffic from traffic that’s likely to churn?
• How does Scrambly fight ad fraud and guarantee legitimate acquisition
• What’s the business impact of knowing your customers, and how does it transform retention and campaign targeting?
• What are the new best practices for brands choosing UA partners?
• Why is data transparency and long-term communication with vendors crucial for ROAS?
• How does Scrambly’s approach to retention and lookalike targeting shape user LTV?
• What does Moshe see for the future of rewarded UA and engagement platforms?

Timestamps:

(0:00) – Introduction; why rewarded UA, why now?
(1:20) – Scrambly overview: what, where, and whom they serve
(2:00) – Rise of rewarded UA vendors; market evolution
(2:25) – From high-engagement to high-intent UA: how the space is changing
(2:45) – Scrambly’s difference: user selection, intent, offer-matching
(3:10) – Loyalty, drop-off, and the “churn” problem
(5:00) – Fraud, VPN spoofing, and Scrambly’s KYC protocol
(8:00) – Retention campaign setup, advertiser best practices
(9:45) – Why transparent ROAS data matters
(10:55) – Playtime clock and KYC’s impact on extended retention
(11:40) – Where is rewarded UA headed? What’s next?
(12:14) – Wrap-up

Quotes:

(2:11) “Traffic used to be engagement-focused to get high rankings on the App Store, but this has evolved to more high-intention UA strategies.”
(8:18) “For gaming companies, you should make at least a sixty-day event window for targeting so we can engage the users as much as possible.”
(11:56) “The connection that brands have with users from rewarded traffic is super important for the long run.”

Mentioned in This Episode:

• Scrambly
• Moshe Even-Israel Linkedin