Term

app-monetization

Play-to-earn (P2E)

App monetization

What is play-to-earn?

Play-to-earn (P2E) is a gaming model where earning real or tradable value – typically cryptocurrency or NFTs – is the primary motivation for playing. Players complete in-game tasks to accumulate tokens or assets that can be traded or sold outside the game, often on a blockchain-based exchange. Some P2E games also require an upfront investment before a player can begin earnings, such as purchasing starter assets.

What's the difference between play-to-earn and play-and-earn?

The core distinction between P2E (play-to-earn) and PAE (play-and-earn) is what motivates the player. 

  • In play-to-earn, earning is the primary goal and gameplay is often built around repetitive tasks designed to generate rewards, which often have tangible value outside of the game and can be bought and sold on the market (e.g cryptocurrency). 
  • This is different from play-and-earn, where players are motivated by the game itself and earning is a secondary benefit, with the loyalty currency earned redeemable for tangible rewards like gift cards or sweepstakes entries.

What are the challenges with play-to-earn?

Because play-to-earn economies depend on a steady flow of new players and demand for in-game assets, they can struggle with long-term sustainability. When token or asset values decline, player incentive to continue playing often declines with it, since the gameplay itself wasn't the primary draw. Additionally, play-to-earn systems can be a priority target for hackers and fraudulent activity, as the earnings within a P2E platform do have monetary value outside of the platform. This has led some in the industry to move toward play-and-earn models instead.

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attribution-privacy

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CLOs (Card-linked offers)

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Re-engagement

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liveops-engagement

LTOs (Limited-time offers)

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loyalty-retention
liveops-engagement

GLOs (Game-Linked Offers)

Learn more
ad-formats
loyalty-retention

4X

Learn more
game-genres

User-level data

Learn more
data-targeting

Personalized mobile ads

Learn more
ad-formats

Mobile gaming

Learn more
game-genres

Mobile game publisher

Learn more
game-genres

Mobile measurement partner (MMP)

Learn more
programmatic-ad-tech

Gacha

Learn more
game-genres
app-monetization

Midcore games

Learn more
game-genres

Hybrid-casual games

Learn more
game-genres

Hyper-casual games

Learn more
game-genres

Casual games

Learn more
game-genres

tROAS

Learn more
app-monetization

Play-and-earn

Learn more
app-monetization

Play-to-earn (P2E)

Learn more
app-monetization

Loyalty platform

Learn more
app-monetization
loyalty-retention

Loyalty currency

Learn more
app-monetization
loyalty-retention

Time-based rewards

Learn more
app-monetization

Whale players

Learn more
player-segments

Waterfall bidding

Learn more
programmatic-ad-tech

User acquisition (UA)

Learn more
user-acquisition

UGC

Learn more
content

SKAdNetwork

Learn more
attribution-privacy

Single-reward ads

Learn more
ad-formats

SDK

Learn more
programmatic-ad-tech

RPD

Learn more
app-monetization

ROI

Learn more
user-acquisition

ROAS

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app-monetization

Rewarded video ads

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ad-formats

Rewarded ads

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ad-formats

Retention rate

Learn more
app-metrics-analytics

Redemption rate

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app-metrics-analytics

Real-time bidding

Learn more
programmatic-ad-tech

Push notifications

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liveops-engagement

Privacy Sandbox

Learn more
attribution-privacy

Playable ads

Learn more
ad-formats

Paid mobile games

Learn more
app-monetization

Organic installs

Learn more
user-acquisition

Opt-in ads

Learn more
ad-formats

Offerwall

Learn more
ad-formats

O&O properties

Learn more
programmatic-ad-tech

Non-endemic advertising

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ad-formats

Native advertising

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ad-formats

Multi-reward ads

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ad-formats

MAU

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app-metrics-analytics

Mobile segmentation

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data-targeting

Mobile marketing

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user-acquisition

Mobile game subscription

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app-monetization

Mobile game monetization

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app-monetization

Mobile attribution

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attribution-privacy

Mobile app monetization

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Mobile app KPIs

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app-monetization

Mobile ad network

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programmatic-ad-tech

Mobile ad fraud

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programmatic-ad-tech

Mobile ad creatives

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ad-formats

Microtransactions

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app-monetization

LTV

Learn more
app-monetization

LiveOps

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liveops-engagement

Live events

Learn more
liveops-engagement

K-factor

Learn more
user-acquisition

Intrusive ads

Learn more
ad-formats

Interstitial ads

Learn more
ad-formats

IPM (Installs per mille)

Learn more
user-acquisition

Incentivized traffic

Learn more
user-acquisition

In-app events

Learn more
liveops-engagement

In-app bidding

Learn more
programmatic-ad-tech

In-app advertising

Learn more
app-monetization

IDFA

Learn more
attribution-privacy

IAP

Learn more
app-monetization

Hybrid monetization

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app-monetization

Gamification

Learn more
liveops-engagement

GAID

Learn more
attribution-privacy

First-party data

Learn more
data-targeting

F2P (Free to play)

Learn more
app-monetization

Engagement rate

Learn more
app-metrics-analytics

eCPM

Learn more
app-monetization

DAU (Daily active users)

Learn more
app-metrics-analytics

CAC (Customer acquisition cost)

Learn more
user-acquisition

Cross promotion

Learn more
user-acquisition

CPM

Learn more
user-acquisition

CPI (Cost per install)

Learn more
user-acquisition

CPE (Cost per engagement)

Learn more
user-acquisition

CPC (Cost per click)

Learn more
user-acquisition

CPA (Cost per action)

Learn more
user-acquisition

Audience network

Learn more
user-acquisition

ARPU

Learn more
app-monetization

ARPPU

Learn more
app-monetization

ARPDAU

Learn more
app-monetization

Apple ATT

Learn more
attribution-privacy

App stickiness

Learn more
app-metrics-analytics

App retargeting

Learn more
user-acquisition

App metrics

Learn more
app-metrics-analytics

App engagement

Learn more
app-metrics-analytics

CLOs (Card-linked offers)

Learn more
ad-formats
loyalty-retention

Banner ads

Learn more
ad-formats
user-acquisition
app-monetization

Contextual advertising

Learn more
user-acquisition

App onboarding

Learn more
liveops-engagement

Active users

Learn more
app-metrics-analytics

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