Singular ROI Index 2025: Incentivized Edition – Top 5 Takeaways

Singular just dropped its ROI Index for 2025. Although it doesn’t provide as much detail as the Appsflyer Performance Index, it does provide helpful insights into the significance of the rewarded gaming UA space within the larger mobile marketing landscape.

Here are my 5 top takeaways from the report:

1. Rewarded UA is mainstream. Of the top 14 partners mentioned in the “Scaled Ad Partners” for gaming UA on Android, four (Almedia, Exmox, Kashkick and Prodege) are listed, and a sign that rewarded channels are now competing head-to-head with the largest non-incent partners in mobile UA.

   Singular lists fourteen rewarded networks throughout its ROI Index 2025 article, highlighting the growth of the segment.

   

2. Mistplay is missing- and that’s telling: Once a pioneer in Play and Earn, Mistplay doesn’t rank amongst the top 15 Scaled Ad Partners. While its absence from iOS-focused rankings is expected due to the limitations of its “timed play” model, it’s more surprising to see Mistplay overtaken by newer entrants. Compounding that, the company has faced significant organizational challenges, including leadership turnover and layoffs, which appear to have slowed its momentum.

3. Adjoe underdelivers in gaming: Despite a strong showing in AppsFlyer’s rankings, Adjoe is absent from both the Scaled and Growth Ad Partner lists for gaming in the Singular Index. That gap suggests Adjoe still has work to do to improve its performance or scale in the gaming vertical specifically.

4. Rewarded dominates the Growth leaderboard: In the “Growth Ad Partners” (iOS & Android combined) category, rewarded platforms made a notable impact. AdAction, Influence Mobile, RevU, Scrambly, and TyrAds all appear in this list. In total, 10 of the 34 networks named in the growth leaderboard are incentivized ad providers – clear evidence that rewarded UA is fueling aggressive expansion across both gaming and non-gaming.

5. Rewarded web-to-app models are thriving under Apple’s radar: all 3 of the gaming rewarded Scaled Ad Partners operate web versions of their products (Almedia = Freecash.com, Kashkick.com, Prodege = Swagbucks.com). This allows them to focus on scaling UA and improving monetization without having to worry about Apple rejection/removing their app from the App store. While in-app promotion on iOS can deliver short-term gains, the networks achieving the most sustainable growth are leaning into web-to-app flows – a strategy that avoids Apple’s restrictions and offers greater stability for testing, optimization, and scaling UA.

Conclusion:
The Singular ROI Index 2025 reinforces what many in UA already sense: rewarded is growing up fast. With web-to-app models helping navigate iOS policy landmines and new players outpacing early incumbents, the next 12 months could see even more rewarded networks climbing into the top tier of gaming UA.