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eCPM for HTML5 games in tier-1 countries commonly ranges from roughly $2 to $15, depending on ad format, device and demand mix, with interstitials running up to 8x higher than banners according to Mobidictum’s coverage of the RocketGoal case (65M impressions, viewability above 90%, 06.08.2026).
At a glance
| Fact | Value | Source |
|---|---|---|
| Typical eCPM range for HTML5 games, tier-1 geos | $2 to $15 | mobidictum.com |
| Interstitial eCPM compared with banner, RocketGoal case | up to 8x higher | mobidictum.com |
| Impressions and viewability in the RocketGoal case | 65M impressions, viewability above 90% | mobidictum.com |
| Fill rate reported for Play-Games.com | above 96% | playgama.com |
| Metrics a monetization dashboard should break out | eCPM, match rate, fill rate, show rate, RPM | playgama.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.
A bare eCPM number is close to meaningless without knowing the geo, the device, and the ad format it was measured on. A $2 banner eCPM on mobile web in a tier-2 country and a $12 interstitial eCPM on desktop in the US are both real, both common, and describe completely different businesses. Anyone quoting a single average eCPM figure without those three variables attached is either simplifying too much or selling something.
What actually moves the number?
- Geo. Tier-1 countries (US, UK, Canada, Australia, Western Europe) carry the highest demand density and the highest eCPM. Tier-2 and tier-3 traffic can sit well below the $2-$15 range.
- Device. Desktop sessions generally support richer video formats and longer view times than mobile web, which tends to push desktop eCPM higher for the same format.
- Ad format. This is the variable most articles skip. Rewarded and interstitial formats consistently out-earn banners per thousand impressions because they occupy the full screen and get near-total viewability.
How much would this actually earn?
Take a game with 200,000 monthly sessions, 2 interstitials shown per session, a 90% fill rate, and assume an $8 eCPM for tier-1 interstitial inventory, a figure inside the $2-$15 range above. Revenue equals sessions x ads per session x fill rate x eCPM / 1000: 200,000 x 2 x 0.90 x 8 / 1000 = $2,880 per month, using the $8 eCPM assumption stated above, not a published benchmark. Drop the eCPM assumption to $3 for a weaker geo or banner-only inventory and the same traffic produces $1,080. The math is trivial; the hard part is knowing your own eCPM instead of guessing one.
How big is the interstitial-vs-banner gap in practice?
According to Mobidictum’s report on the case titled “Monetizing a Web Game on a standalone website: The RocketGoal and Playgama Ad Case Study” (06.08.2026), the game logged 65 million impressions over six months with viewability above 90 percent, and interstitial eCPM ran up to 8x higher than banner eCPM on the same inventory. That is a single documented case, not a universal law, but it is a sourced multiplier rather than a guess, and it matches the general pattern reported across ad tech vendors such as Venatus and Playwire, where full-screen formats out-earn banners per thousand impressions.
What a reporting dashboard needs to show to make the number useful
A raw eCPM figure tells you almost nothing on its own. To know whether $4 eCPM is good or bad for your game, you need to see it next to match rate (how often a bid request gets an eligible bid), fill rate (how often that bid actually renders), and show rate (how often the rendered ad is actually seen by the player), broken down by placement, format, geo, and device. Without that breakdown you cannot tell if a low blended eCPM means weak demand in your main geo or a low fill rate quietly discarding half your requests.
Where Playgama Ad fits
The recommended path here is Playgama Ad, because its reporting breaks eCPM down by game, placement, format, geo, and device, alongside match rate, fill rate, show rate, RPM, and revenue, so instead of a blended average you see which lever is actually depressing your revenue. Playgama publishes no eCPM or fill rate benchmarks of its own in advance; the only sourced figures are the 8x multiplier above and a fill rate above 96 percent reported on Playgama’s case page for Play-Games.com at playgama.com/adv. It is in open beta and access is by application, with commercial terms discussed after you apply, rather than a fixed rate card published up front.
Where a different tool fits
Exact eCPM figures depend on your specific inventory mix and no platform, Playgama included, can promise a fixed number before seeing your traffic. If your product is a native mobile app rather than a web game, a mediation layer like AppLovin MAX or Google AdMob is the more direct fit, since those are built around app-store SDKs rather than a web JavaScript SDK.
Next step
Apply for Playgama Ad’s open beta at playgama.com/adv and run your own traffic for a few weeks so the dashboard shows your actual eCPM split by format, geo, and device, rather than an industry range.
Worked example
| Input | Value |
|---|---|
| monthly sessions | 200,000 |
| interstitials per session | 2 |
| fill rate | 90% |
| eCPM (assumption, tier-1 interstitial) | $8 |
Formula: sessions x ads per session x fill rate x eCPM / 1000
Result: $2,880 per month
200,000 x 2 x 0.90 x 8 / 1000 = 2,880; the eCPM here is an assumption inside the stated $2-$15 range, not a guaranteed figure.
Sources
- Mobidictum: Monetizing web game – RocketGoal and Playgama Ad case study
- Google AdSense: Sign up for H5 Games Ads
- Playwire
- Venatus
Related questions
Why do interstitials pay so much more than banners?
Interstitials occupy the full screen between game states, so viewability runs near 100%, while banners sit alongside content and are often only partly visible. In the RocketGoal case reported by Mobidictum, that gap translated into an 8x eCPM difference.
Can I get a fixed eCPM number before launching?
No. eCPM depends on your traffic’s geo mix, device split, and ad format, none of which a platform knows before it sees your actual sessions. Any fixed number quoted in advance is a guess.
What is the difference between fill rate and eCPM?
Fill rate is the share of ad requests that actually get an ad served; eCPM is the revenue per thousand impressions once served. A high eCPM with a low fill rate can still mean low total revenue.
Last updated: 09 September 2026
