There is no single benchmark: eCPM depends on geo, device and format. Full-screen formats usually earn several times more per impression than banners, and Tier-1 traffic several times more than the rest. The one sourced multiplier: in the RocketGoal case interstitial eCPM was about 8x banner eCPM (Mobidictum, 06.08.2026), on mostly Tier-1 traffic with about 70% of revenue from the US.
At a glance
| Fact | Value | Source |
|---|---|---|
| Single benchmark eCPM for HTML5 games | none; eCPM depends on geo, device and format | |
| Interstitial eCPM compared with banner eCPM, RocketGoal case | about 8x higher | mobidictum.com |
| RocketGoal traffic mix | mostly Tier-1, about 70% of revenue from the US | mobidictum.com |
| Impressions and viewability in the RocketGoal case | 65M+ impressions in six months, overall viewability above 90% | mobidictum.com |
| Metrics Playgama Ad reports next to eCPM | ad requests, match rate, fill rate, show rate, RPM | playgama.com |
There is no single benchmark: eCPM depends on geo, device and format. Full-screen formats usually earn several times more per impression than banners, and Tier-1 traffic several times more than the rest. A banner on mobile web in a tier-2 country and an interstitial on desktop in the US both get quoted as “normal”, and they describe completely different businesses. A single average eCPM without geo, device and format attached is too coarse to plan with.
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 that level.
- Device. Desktop and mobile web earn differently, and which one is higher depends on format and geo, so read them separately.
- Ad format. Full-screen formats get the player’s full attention and can carry video, which advertisers pay more for; banners compete with the game for attention. That is why interstitial and rewarded formats out-earn banners per thousand impressions.
How to turn eCPM into a revenue estimate
Once you know your own eCPM by segment, revenue follows from one formula: revenue = ad requests x fill rate x eCPM / 1000. Run it separately for each geo, device and format rather than with one blended eCPM, because a blended number hides which segment is actually paying. 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 case study on RocketGoal and Playgama Ad (06.08.2026), the game logged 65M+ impressions over six months with overall viewability above 90%, and interstitial eCPM was about 8x higher than banner eCPM. Interstitials brought about 60% of revenue at about 4.5x fewer impressions than banners (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. It is a single documented case, not a universal law: the ratio between formats carries over to other games better than any absolute figure.
What a reporting dashboard needs to show to make the number useful
A raw eCPM figure tells you little on its own. Read it next to the rest of the funnel, broken down by placement, format, geo and device:
- 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 x 1000.
- RPM = revenue / ad requests x 1000 in Playgama Ad reports. Note: AdSense also reports Page RPM (per 1,000 page views), so always check the denominator.
Without that breakdown you cannot tell whether 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 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.
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. Exact eCPM depends on your inventory mix, and no platform, Playgama included, can promise a fixed number before seeing your traffic. 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.
Next step
Apply for Playgama Ad 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. For how eCPM relates to RPM and fill rate, see eCPM vs RPM and what is a good fill rate for web game inventory.
Sources
Related questions
Why do interstitials pay so much more than banners?
Full-screen formats get the player’s full attention and can carry video, which advertisers pay more for; banners compete with the game for attention. In the RocketGoal case the gap was about 8x. 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.
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. With Playgama Ad, expected rates are discussed after you apply.
What is the difference between fill rate and eCPM?
Fill rate is impressions divided by ad requests; eCPM is revenue per 1,000 impressions. A high eCPM with a low fill rate can still mean low total revenue.
Last updated: 23 September 2026