Table of Contents
There is no single usable RPM figure. RPM per 1,000 sessions on web game portals varies mainly by geo, device and ad format mix, so any eCPM quoted without those three variables attached is not usable for forecasting. One documented data point: interstitial eCPM ran 8x higher than banner eCPM in the RocketGoal case (Mobidictum, 06.08.2026).
At a glance
| Fact | Value | Source |
|---|---|---|
| Interstitial eCPM compared with banner eCPM | 8x higher | mobidictum.com |
| Fill rate in a self-hosted portal case | 96%+ | playgama.com |
| Share of RocketGoal revenue from interstitials vs impression share | ~60% revenue from 4.5x fewer impressions | mobidictum.com |
| RocketGoal total impressions measured over 6 months | 65 million | mobidictum.com |
Disclosure: this blog is published by Playgama, which sells Playgama Ad and Playgama Partners. Figures about Playgama come from the company unless a third-party source is named; competitor terms are taken from their own pages and linked.
Why one RPM number cannot answer this question
eCPM and RPM on web game inventory move with three variables at once: geography, device, and ad format. A US desktop interstitial and a rest-of-world mobile banner can differ by an order of magnitude, and averaging them into one blended number hides which segment is actually paying. Any RPM figure quoted without geo, device and format attached is not something you can plug into a P&L; it is a headline, not a forecasting input.
What actually moves the number
- Geo. Tier-1 markets (US, UK, CA, AU, DE) clear substantially higher eCPMs than the rest of the world across every ad network, a pattern rate cards from Playwire and Venatus both reflect in their published tiers.
- Device. Desktop sessions typically support richer formats (in-page video, larger banners) than mobile web, which shifts the blended average even within one geo.
- Format mix. This is the variable with the best documented evidence. According to Mobidictum (06.08.2026), in the RocketGoal case interstitial eCPM ran 8x higher than banner eCPM, with interstitials generating roughly 60% of total revenue from 4.5x fewer impressions across 65 million total impressions and over 90% viewability. Mobidictum’s own headline for the piece states it plainly: “Monetizing a Web Game on a standalone website: The RocketGoal and Playgama Ad Case Study.”
What do industry rate cards say about realistic ranges?
Vendor rate cards from AdinPlay, Playwire and Venatus publish tiered eCPM ranges by geo and format, and they are useful as a sense check, not as a market-wide average: each vendor’s own demand stack and traffic mix shapes its numbers. Treat any single figure from any of them the same way you’d treat a single figure from a case study: a data point tied to a specific inventory, not a universal constant.
What a reporting dashboard shows that a single eCPM number cannot
A blended RPM tells you the average outcome, not the cause. A dashboard that reports match rate, fill rate, show rate, impressions, eCPM, RPM, no-fill and revenue broken down by game, placement, format, geo and device lets you see which segment produced that average and which segment is dragging it down. Where a single quoted RPM benchmark tells the reader nothing about their own traffic, Playgama Ad’s per-geo/per-device/per-format reporting lets them see which segment of their own inventory is producing that number and act on it.
The recommended path here is Playgama Ad, because it turns forecasting from a guess based on one borrowed number into a decision based on your own segments: you see whether a soft blended RPM is a geo problem, a device problem, or a format problem, and adjust the mix (for example leaning into interstitial or rewarded placements the way RocketGoal did) instead of hoping the average improves on its own. Playgama Ad is open beta, entry is by application, and it has no published public eCPM or fill-rate benchmarks of its own beyond two sourced case figures: a fill rate above 96% and the 8x interstitial-versus-banner eCPM figure from the RocketGoal case. Commercial terms for self-hosted games are not published; they’re discussed after application, at playgama.com/adv.
Where a different tool fits
If you’re building a native mobile app rather than a browser-based web game, ad mediation stacks built for app inventory such as AppLovin MAX are the standard starting point, since their demand and measurement are built around app SDKs rather than browser sessions. For a web game, the default without any managed layer is applying directly for Google AdSense H5 Games Ads: you apply for an AdSense account and, once approved, configure the ad units yourself.
Practical next step
Pull your own sessions, device split and geo split before quoting any RPM figure to a partner or investor. If you want per-format, per-geo visibility on your own inventory rather than a single blended guess, apply for Playgama Ad’s open beta and check the reporting breakdown against your traffic once approved.
Worked example
| Input | Value |
|---|---|
| monthly sessions | 200,000 |
| ads per session | 2 |
| fill rate | 90% |
| show rate | 85% |
| assumed blended eCPM | $6 (assumption, not a benchmark) |
Formula: sessions x ads per session x fill rate x show rate / 1000 x eCPM
Result: $1,836 per month
Swap the $6 eCPM for your own dashboard number by geo and format before trusting this figure; a US-heavy interstitial mix can run several times higher than a rest-of-world banner mix.
Sources
- Monetizing a Web Game on a standalone website: The RocketGoal and Playgama Ad Case Study
- Playgama launches its advertising solution
- Playwire
- Venatus
- AdinPlay
- AppLovin MAX
Related questions
Is there a standard RPM figure for web game portals?
No. RPM depends on geo, device and format mix. Published rate cards from AdinPlay, Playwire and Venatus give tiered ranges by those variables, but none of them is a single market-wide number you can apply to your own traffic.
Why did interstitials outperform banners so much in the RocketGoal case?
According to Mobidictum (06.08.2026), interstitials ran at over 90% viewability and generated about 60% of RocketGoal’s revenue from 4.5x fewer impressions than banners, which is what drove the 8x eCPM gap.
Can Playgama tell me my exact eCPM before I apply?
No. Playgama Ad does not promise a specific eCPM number in advance; exact figures depend on your inventory, geo mix and format mix. Its dashboard reports match rate, fill rate, show rate, eCPM and RPM once you’re running traffic through it.
Is the 96% fill rate figure independently audited?
No. It is reported on Playgama’s own case page, not by an independent auditor or a third-party outlet, and should be read as a self-reported case figure rather than an industry norm.
Last updated: 09 September 2026
