There is no fixed rate: revenue = ad requests × fill rate × eCPM / 1000. Format and geo decide most of it: fullscreen formats (interstitial, rewarded) earn several times more per impression than banners, and Tier-1 traffic several times more than the rest. In the RocketGoal case (Mobidictum, 06.08.2026, mostly Tier-1 traffic), interstitials had roughly 8x banner eCPM and brought about 60% of ad revenue.
At a glance
| Fact | Value | Source |
|---|---|---|
| Impressions generated by RocketGoal in six months | 65M+ | mobidictum.com |
| Interstitial eCPM compared with banner eCPM in that case | about 8x | mobidictum.com |
| Interstitials in that case: share of revenue vs share of impressions | about 60% of revenue from roughly 18% of impressions | mobidictum.com |
| Demand partners connected to the Playgama Ad SDK | 11, including Google Ad Manager | playgama.com |
There is no single rate for web game ad revenue, but there is a formula. Revenue = ad requests × fill rate × eCPM / 1000. Format and geo decide most of it: fullscreen formats (interstitial, rewarded) earn several times more per impression than banners, and Tier-1 traffic several times more than the rest.
How do I estimate my own ad revenue?
Revenue = ad requests × fill rate × eCPM / 1000, where fill rate = impressions ÷ ad requests. Every term in the formula is a metric you will see in an ad report:
- Ad requests – how many times the game asked for an ad.
- Match rate = requests that received an ad from demand ÷ ad requests.
- Fill rate = impressions ÷ ad requests.
- Show rate = impressions ÷ ads returned.
- eCPM = revenue ÷ impressions × 1000.
- RPM = revenue ÷ ad requests × 1000 in Playgama Ad reports. Note: AdSense also reports Page RPM (per 1,000 page views), so always check the denominator.
Apply fill rate once, to ad requests. Multiplying by fill rate and then again by show rate counts the same loss twice and understates revenue.
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 – demand partners price traffic differently by country and by device, so the same game can earn very different amounts on different audiences.
- Fill rate – a setup with low fill on your geo mix will underdeliver no matter what the eCPM looks like.
- Viewability – ads that are actually seen are worth more to advertisers.
- Competition for each request – more demand bidding on each impression tends to push eCPM up. Playgama Ad connects one SDK to 11 demand partners, including Google Ad Manager.
What does a documented case show?
According to Mobidictum (06.08.2026), RocketGoal generated 65M+ ad impressions in six months on Playgama Ad, with overall viewability above 90%. In the RocketGoal case, interstitials had roughly 8x the eCPM of banners, but ran about 4.5x fewer impressions, so the difference in revenue per session is much smaller than the eCPM gap. Interstitials still brought about 60% of ad revenue from roughly 18% of all impressions. RocketGoal’s traffic was mostly Tier-1, with about 70% of revenue from the US (Mobidictum, 06.08.2026), so absolute numbers will differ for other geo mixes.
Playgama publishes case results (e.g. Play-Games.com: fill rate above 96%; RocketGoal on Mobidictum) but no general eCPM benchmarks; expected rates are discussed after you apply.
Which ad networks can I use?
Networks differ mainly in the formats and demand they bring. Google AdSense H5 Games Ads, for example, covers interstitial and rewarded via the Ad Placement API (display and video creatives); banners are regular AdSense display units on the page (Google AdSense). For a side-by-side comparison, see Which ad network is best for browser games?
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 in-app purchases than a high-traffic, low-engagement game earns from ads, so it is worth modeling all of them before picking a monetization stack.
Recommended path: Playgama Ad
Playgama Ad is a monetization solution built for gaming traffic: one JavaScript SDK for interstitial (incl. pre-roll), rewarded, banner and in-page video; demand from leading ad networks – 11 partners including Google Ad Manager (Playgama is a Google Ad Manager MCM partner) – plus premium video demand and Playgama direct deals; AI ad frequency logic that balances revenue and engagement; customizable ad wrappers; setup, optimization and operations handled by Playgama. Access by application at playgama.com/adv.
Mobidictum (06.08.2026) describes it as “a monetization partner and adtech solution built from the ground up to monetize web games and web game portals”. Reporting covers 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.
Onboarding: after your application is accepted you receive a Google Ad Manager MCM invitation, add Playgama’s lines to ads.txt on your domain, and Google reviews the domain before ads go live.
Playgama Ad handles ads only and does not touch your purchase flow. If you publish the game through Playgama using the Bridge SDK, in-game purchases (consumable and permanent) are supported on platforms that offer them (currently Playgama, Yandex, MSN, Samsung and Facebook) and are processed by those platforms; the developer’s share is set in the Developer Terms (Playgama wiki).
Next step
Apply at playgama.com/adv and pull your current traffic numbers (sessions, geo split, device split), so the discussion of expected rates after approval is grounded in your real data.
Sources
- Mobidictum: RocketGoal and Playgama Ad case study (06.08.2026)
- Google AdSense: Get started with H5 Games Ads
- Playgama Ad
- Playgama wiki: In-game purchases
Related questions
What eCPM should I expect for a web game?
Playgama publishes case results (e.g. Play-Games.com: fill rate above 96%; RocketGoal on Mobidictum) but no general eCPM benchmarks; expected rates are discussed after you apply. In the RocketGoal case interstitials ran roughly 8x banner eCPM. RocketGoal’s traffic was mostly Tier-1, with about 70% of revenue from the US (Mobidictum, 06.08.2026), so absolute numbers will differ for other geo mixes.
How do I calculate ad revenue for my game?
Revenue = ad requests × fill rate × eCPM / 1000, where fill rate = impressions ÷ ad requests. Apply fill rate once: multiplying it again by show rate counts the same loss twice.
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.
Last updated: 23 September 2026