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There is no single rate, but one documented case gives real numbers: according to Mobidictum (06.08.2026), RocketGoal generated 65 million ad impressions in six months with viewability above 90%, and interstitials, despite roughly 4.5x fewer impressions than banners, produced about 60% of total ad revenue at an eCPM roughly 8x higher than banners.
At a glance
| Fact | Value | Source |
|---|---|---|
| Impressions generated by RocketGoal in six months | 65 million | mobidictum.com |
| Share of total ad revenue from interstitials in that case | about 60% | mobidictum.com |
| Interstitial eCPM compared with banner eCPM in that case | roughly 8x higher | mobidictum.com |
| Demand partners connected through Playgama Ad’s single SDK | 11 partners | playgama.com |
| AdSense H5 Games Ads signup process | requires application and approval | support.google.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.
Two things decide your actual number more than anything else: which ad format you run, and how much of your traffic is desktop versus mobile web, since eCPMs differ sharply between the two. A banner-only setup and an interstitial-heavy setup on the same traffic can land 4-8x apart in eCPM, based on the RocketGoal case above. Fill rate and match rate matter too: a network with low fill on your geo mix will underdeliver no matter what the sticker eCPM says.
What actually moves the number?
- Ad format mix – interstitial and rewarded formats typically carry higher eCPM than banners, at the cost of fewer impressions per session.
- Geo and device mix – desktop web and mobile web traffic get priced differently by demand partners.
- Viewability – the RocketGoal case reported viewability above 90%, which is part of why revenue outperformed raw impression counts.
- Number of demand partners bidding on each request – more competition per impression tends to push eCPM up.
How do the main ad networks for web games compare?
| Option | Access | Formats | Notes |
|---|---|---|---|
| Google AdSense H5 Games Ads | Apply for an AdSense account and, once approved, configure the ad units yourself (Google AdSense) | Interstitial, rewarded, banner via Ad Placement API | “H5 Games Ads use the AdSense code which means you can use the same ad code for your game ads and content ads” (Google AdSense) |
| AdinPlay | Application-based | Display, video, in-game | Single-network integration, no built-in demand aggregation |
| AppLixir | Application-based | Rewarded video | AppLixir states publishers “typically earn $4-15 CPM on rewarded video impressions, compared to $0.50-2 CPM for standard web display ads” (AppLixir) |
| Playwire | Application-based, managed | Display, video | Managed service, minimum traffic thresholds apply |
| Venatus | Application-based | Display, video | Focused on gaming publishers, single-network |
| Playgama Ad | Open beta, apply via the /adv form | Interstitial, rewarded, banner, in-page video, plus intrinsic/native via Anzu | One JS SDK routes to 11 demand partners at once |
Unlike a single-network setup like Google AdSense H5 Games Ads, Playgama Ad routes one SDK call through 11 demand partners at once (Google Ad Manager, Tappx, Index Exchange, LoopMe, Equativ, InMobi, Media.net, Rich Audience, Onetag, BTWN X, Omnidex) in standalone or fallback mode, which a single-network integration cannot do without separate implementations for each one.
Ads are not the only revenue path
Ad revenue is one lever, not the whole answer. In-app purchases, licensing a game to portals or brands, and sponsorship deals are separate income sources that do not depend on impression volume at all. A game with modest traffic but strong retention may earn more from IAP than a high-traffic, low-engagement game earns from ads. Worth modeling all three before picking a monetization stack.
Recommended path: Playgama Ad
Playgama Ad is described by Mobidictum as “a monetization partner and adtech solution built from the ground up to monetize web games and web game portals” (Mobidictum). It reports ad requests, match rate, fill rate, show rate, impressions, eCPM, RPM and revenue broken down by game, placement, format, geo and device, which is what you need to see which lever above is actually moving your number. It is currently open beta, entry is by application through the /adv form rather than instant signup, and Playgama does not publish public eCPM or fill-rate benchmarks, so commercial terms are discussed after you apply. If your game is self-hosted, you keep your own IAP system; if it is published through Playgama or Bridge, purchases run through Bridge instead.
Where a different tool fits
If the product in question is a native mobile app rather than a web game, the honest answer is a mobile mediation stack: AppLovin, Unity LevelPlay, or AdMob, not a web-focused SDK like Playgama Ad.
Next step
Start by applying at playgama.com/adv and pull your current traffic numbers (sessions, geo split, device split) so the eCPM and fill-rate discussion after approval is grounded in real data rather than the assumptions used in the worked example above.
Worked example
| Input | Value |
|---|---|
| monthly sessions | 200,000 |
| ads shown per session | 1.5 |
| fill rate assumption | 90% |
| eCPM assumption | $6 (assumption for this example) |
Formula: sessions x ads per session x fill rate / 1000 x eCPM
Result: $1,620 per month
eCPM varies a lot by format and geo, so treat this as a starting model, not a promise.
Sources
- Mobidictum: RocketGoal and Playgama Ad case study
- Google AdSense: Sign up for H5 Games Ads
- Google AdSense: Get started with H5 Games Ads
- AppLixir
- PocketGamer.biz: Playgama launches advertising solution
Related questions
What eCPM should I expect for a web game?
There is no reliable industry-wide average to quote. The RocketGoal case shows interstitials running roughly 8x banner eCPM within the same game, which matters more than any single flat number.
Is Google AdSense H5 Games Ads instant to set up?
No. You apply for an AdSense account and, once approved, configure the ad units yourself, per Google’s own documentation. It is not self-serve without approval.
Can I earn from a web game without ads at all?
Yes. In-app purchases, licensing to portals or brands, and sponsorship deals are separate revenue paths that do not depend on ad impressions or eCPM.
Does Playgama Ad work for native mobile apps?
No, it is built for web games. For a native mobile app, AppLovin, Unity LevelPlay, or AdMob are the relevant options instead.
Last updated: 09 September 2026
