Virtual Vouchers and In-App Gifts as Growth and Monetization Drivers
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The Digital Evolution of Value
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The strategic use of consumer incentives has undergone a deep transformation. What began as a simple paper coupon (a transactional tool for saving a few dollars) has evolved into a sophisticated digital currency of engagement and attention. This evolution is linked to the rise of smartphones, which, by 2022, had become the primary carrier for consumer incentives, with over 90% of American users accessing vouchers via their mobile devices. Feature early adopters understood this shift, as evidenced by the longevity of platforms like “The Coupons App,” which has been active on Google Play since 2008, demonstrating an almost two-decade-long consumer demand for mobile-first discounts.
The COVID-19 pandemic catalyzed a fundamental shift in gift-giving behavior, with global searches for “online gift” increasing by 80% in 2020 compared to the previous year. This psychological pivot moved the purpose of a voucher beyond simple cost savings, repositioning it as a tool for emotional connection.
In the modern mobile ecosystem, these mechanics are foundational components of a deep, long-term user-app relationship. Another significant change is that these programs have become powerful data engines. A mobile loyalty program collects rich data, from purchase history and browsing patterns to location, empowering brands to craft hyper-personalized and uniquely tailored experiences. In many of our clients’ projects, we see that this creates a potent feedback loop: every reward given generates data, which, in turn, allows for even greater personalization and, ultimately, stronger engagement and loyalty.
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The Vertical Spectrum
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In the E-commerce and Retail sectors, virtual vouchers are used extensively for holiday promotions, limited-time flash sales, and as a streamlined solution for managing returns, allowing businesses to issue store credit as a gift card. This approach is particularly resonant with younger shoppers, with Gen Z now viewing digital gift cards as a versatile payment method similar to a digital wallet, drawn by the convenience of the ability to spend the credit across multiple purchases.
The Travel and Hospitality industry has long relied on virtual rewards as the bedrock of its loyalty programs. Major airlines like American Airlines, Lufthansa Group and Delta have built vast, long-running loyalty programs where members earn miles and points not only from flights but also from a wide range of partner deals. Similarly, Booking.com’s “Genius” program employs a tiered reward system, where users unlock progressively greater discounts and perks, creating a compelling reason to continue booking with the platform.
The Health and Fitness vertical leverages gamification and virtual vouchers to encourage healthy habits. Sweatcoin, for instance, rewards users for their physical activity, turning steps into “Sweatcoins” that can be redeemed for gadgets, travel vouchers, or digital subscriptions. Similarly, corporate wellness platforms use digital gift cards as an incentive to drive employee engagement with health programs, offering a tangible reward for self-improvement.
Finally, Dating and Social Apps use virtual rewards to incentivize user activity. Tinder, for example, rewards performance with in-app gifts like “Super Likes” and “Boosts” that are earned through consistent engagement, such as swiping right on profiles or messaging other users. This use of a virtual currency is not about a discount; it’s a form of social capital that enhances a user’s visibility and chances of making a connection, leveraging gamification to build a habit of frequent and meaningful interaction with the app.
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The Multiplier Effect
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For mobile businesses, the value of a well-designed virtual voucher system lies in its ability to generate a multiplier effect on KPIs: these programs are a strategic tool for building enduring user-app relationships.
At the heart of this effect is user retention and app stickiness. Loyalty programs are instrumental in enhancing retention rates by providing a compelling reason for users to continue engaging with the app. A robust loyalty program builds habits by offering rewards for specific actions like consistent usage, purchases, or referrals. This forms a powerful “Trigger > Action > Reward > Investment” loop, where the virtual reward serves as an incentive that reinforces the desired behavior, making the app a habitual part of a user’s routine. Multiple A/B tests, conducted by DYG’s experts in partnership with clients across various mobile verticals, confirm this hypothesis.
Beyond retention, virtual vouchers are effective tools for cultivating brand awareness and loyalty. As users consistently reap the benefits of their rewards, they develop a strong connection to the brand, further solidifying the emotional bond and encouraging word-of-mouth recommendations.
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The Growth Funnel
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For UA, virtual vouchers offer a compelling alternative to traditional ad spend by directly incentivizing high-value actions at a lower CPA. The virtual vouchers mechanics can be deployed across the entire user lifecycle, from attracting new users to re-engaging lapsed ones. As a strategic lever for growth, gift cards and virtual vouchers are effective because they tap into core psychological drivers, including “perceived value“, “freedom of choice” and “instant gratification“.
Performance DSPs and Ad exchanges can be the engine that makes this mechanic thrive. Programmatic-based UA services can analyze the full user funnel, from initial ad exposure to in-app voucher redemption and beyond, to predict which users are most likely to become long-term customers. This approach allows DSPs to focus on audiences that will not only install the app but also actively engage with its virtual economy. The “dual-sided reward” referral program allows both the existing user and the new user to receive a virtual gift card upon sign-up or first purchase. Vouchers can also be used to sweeten a free trial sign-up, offer a tangible reward for completing a customer survey, or boost engagement on social media promotions. This approach leverages the “Reciprocity Effect,” a psychological principle where a person feels motivated to respond to a positive action with another positive action, transforming a simple giveaway into a growth engine.
Moreover, mobile-first businesses can send personalized offers to re-engage inactive customers, using data to offer a reward that is uniquely tailored to their past behavior. They can also be used as part of a win-back campaign to prevent churn or as a reward for reaching a specific engagement threshold within the app.
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The Digital Yield Advantage
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Virtual vouchers and in-app gifts are not just promotional tools; they are strategic assets that redefine the User <> App relationship. They move beyond the simple discount model, leveraging psychological triggers like a sense of ownership, personal value, and tangible rewards to foster deeper engagement and loyalty. This paradigm shift, from “cost-per-install” to “value-per-install,” creates a digital yield advantage, ensuring that acquired users have a high potential for monetization.
The ability to transform a single install into a long-term, profitable relationship is the key to sustainable growth, and the virtual voucher is one of the time-proven engines that can drive such transformation.
