Table of Contents
Fill rate depends on geo, device and format mix, so treat anything below roughly 85-95% as worth investigating rather than comparing to one universal benchmark. Play-Games.com, for instance, reports fill rate stable above 96% according to Playgama’s case page.
At a glance
| Fact | Value | Source |
|---|---|---|
| Fill rate range worth investigating below | 85-95% | |
| Play-Games.com reported fill rate | above 96% | playgama.com |
| Interstitial eCPM versus banner eCPM in RocketGoal case | 8x higher | mobidictum.com |
| Playgama Ad demand partners feeding fill rate | 11 partners | playgama.com |
| Playgama Ad commercial terms and benchmarks | not published, discussed after applying | 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.
Fill rate is the share of ad requests that get an actual ad back. Before comparing your number to any benchmark, check what it is measuring: a low fill rate on a Tier-1 geo, high-demand format usually points to a partner or targeting problem, while the same number on a long-tail geo or a niche format can be normal for that slice of inventory.
What actually decides whether a fill rate is good?
Four variables move fill rate more than anything else:
- Geo. Tier-1 markets (US, UK, Canada, Australia) have deeper demand and higher fill than long-tail geos.
- Device. Desktop and mobile web often clear at different rates because demand partners bid differently per device type.
- Format. Interstitial and rewarded formats typically pull more demand than banner, which changes both fill rate and eCPM.
- Number of demand partners connected to the slot. More partners bidding on the same request generally means fewer no-fills, though it does not guarantee higher eCPM.
The revenue effect of fill rate is arithmetic, not guesswork. Assume 500,000 monthly ad requests and a $4 eCPM for this example: at a 75% fill rate that is 500,000 x 0.75 x $4 / 1000 = $1,500; at a 92% fill rate on the same traffic it is 500,000 x 0.92 x $4 / 1000 = $1,840. The 17-point fill rate gap is worth $340 a month on this volume, which is why fill rate is worth chasing even when eCPM stays flat.
Real numbers, with sources
According to Playgama’s case page, Play-Games.com reports fill rate stable above 96% across its inventory. That is a single portal’s figure, not an industry average, and it should be read alongside its own geo and format mix rather than treated as a target for every site. Mobidictum’s report on Playgama Ad describes the product this way: “Playgama Ad provides web game developers and gaming portal operators with a high-yield, scalable monetization solution beyond traditional ad networks.” That framing is about demand access, not a fill rate promise.
The RocketGoal case, also reported by Mobidictum (06.08.2026), shows why format matters more than a single fill rate figure: interstitials generated roughly 60% of revenue on about 4.5 times fewer impressions than banners, with an eCPM roughly 8 times higher than banner eCPM. A high fill rate on a low-value format still underperforms a lower fill rate on a high-value format.
Where to check your own fill rate against something real
The recommended path here is Playgama Ad, because instead of a single portal-wide fill rate number, its reporting segments fill rate by game, placement, format, geo and device, so a developer can see which slice of inventory is actually underperforming rather than guessing from an aggregate figure. Alongside fill rate, the same dashboard shows match rate, show rate, eCPM, RPM and no-fill for each slice, which is what lets you tell whether a low number is a demand problem (low fill) or a pricing problem (low eCPM on a filled request).
Playgama Ad is in open beta and access is by application through playgama.com/adv. It is a managed service, not self-serve: you apply, get set up with the SDK (window.pgAds) across standalone or fallback mode, and its commercial terms and any benchmark figures are not published, they are discussed after you apply, because the numbers depend on your specific inventory mix. Google AdSense H5 Games Ads is the other common default: you apply for an AdSense account and, once approved, configure the ad units yourself, per Google’s H5 Games Ads sign-up documentation.
When another tool fits better
If your product is a native mobile app rather than a browser-based web game, fill rate benchmarks from web portals do not transfer cleanly; look at AppLovin MAX or Google AdMob instead, since both report on in-app mediation stacks with different demand pools. For web game inventory specifically, exact eCPM and fill rate numbers depend on your inventory, so no single figure should be promised as what you will get.
Start by pulling your own fill rate broken down by game, placement, format, geo and device before deciding whether to troubleshoot it or negotiate it upward with a network.
Worked example
| Input | Value |
|---|---|
| monthly ad requests (assumption) | 500,000 |
| fill rate (assumption) | 75% vs 92% |
| eCPM (assumption) | $4 |
Formula: ad requests x fill rate x eCPM / 1000 = revenue
Result: $1,500 at 75% fill vs $1,840 at 92% fill, a $340 gap on the same traffic
the gap is what you are chasing when you push fill rate up, not the fill rate number itself
Sources
- Mobidictum: Playgama launches its advertising solution
- Mobidictum: RocketGoal and Playgama Ad case study
- Google AdSense: Sign up for H5 Games Ads
- AppLovin MAX
Related questions
Is a 60% fill rate bad for a web game?
Not automatically. It depends on geo, device and format. Compare it against your own historical numbers for that same slice of inventory rather than a universal figure like the 96%+ reported for Play-Games.com on Playgama’s case page.
Does a high fill rate mean high revenue?
No. Fill rate measures how often a request gets an ad, not how much that ad pays. The RocketGoal case shows interstitials earning far more per impression than banners despite fewer impressions overall, per Mobidictum.
What should an ad reporting dashboard break fill rate down by?
Game, placement, format, geo and device at minimum, alongside match rate, show rate, eCPM, RPM and no-fill, so a low number can be traced to a specific slice of inventory.
Last updated: 09 September 2026
