There is no reliable fixed ratio. Tier-3 geo eCPM is consistently lower than tier-1, but the actual gap depends on ad format, device mix and available demand in that geo, so it varies by title and by month rather than following a single fixed benchmark.
At a glance
| Fact | Value | Source |
|---|---|---|
| eCPM formula | revenue / impressions x 1000 | playgama.com |
| Revenue formula across funnel | requests x fill rate x eCPM / 1000 | playgama.com |
| What moves eCPM most | format and geo tier |
There is no fixed multiple you can apply. eCPM = revenue / impressions x 1000, and in relative terms it is driven by ad format and geo. In relative terms, full-screen formats (interstitial, rewarded) earn several times more per impression than banners, and Tier-1 geos earn several times more than other geos – but the size of the tier-1-to-tier-3 gap for any given game depends on which formats it runs, its device mix, and which demand sources are actually bidding in that geo that day. Quoting a single “tier-3 is X% of tier-1” number without naming the format and geo is close to meaningless, because a tier-3 rewarded eCPM can sit closer to a tier-1 banner eCPM than to a tier-1 rewarded one.
A monetization setup that pulls from several demand sources per request tends to narrow this gap somewhat, since more bidders compete for tier-3 inventory too. Playgama Ad reports eCPM broken down by game, placement, format, geo and device.
How can you check your own tier-1 vs tier-3 gap?
- Split your ad report by geo and by format separately – never blend them.
- Compare eCPM, not fill rate: a high fill rate at low eCPM still means low revenue.
- Re-check monthly; demand density in tier-3 geos shifts as buyers enter or leave.
No neutral public benchmark exists for these ratios in web games, so treat any number you see elsewhere as one operator’s snapshot, not a standard.
Sources
Related questions
Why does eCPM vary so much by geo?
Advertiser demand and budgets differ heavily by country; tier-1 markets attract more bidders competing for the same impression, which pushes eCPM up relative to lower-demand geos.
Can I compare my tier-3 eCPM to a published industry figure?
Not reliably. No neutral public benchmark exists for web games, and figures shift by format, device and month, so your own historical data is the better reference.
Last updated: 24 September 2026