There is no single good fill rate: it depends on format, geo and device. Full-screen formats (interstitial, rewarded) typically fill much higher than banners, so a banner fill well below the full-screen level is normal, especially outside Tier-1. Compare each format and geo against its own history rather than one threshold. Fill rate here means impressions divided by ad requests.
At a glance
| Fact | Value | Source |
|---|---|---|
| Fill rate formula | impressions / ad requests | |
| Play-Games.com fill rate (case figure for one portal’s traffic mix) | above 96% | playgama.com |
| Playgama Ad demand partners | 11, including Google Ad Manager | playgama.com |
| Metrics Playgama Ad reports next to fill rate | ad requests, match rate, show rate, eCPM, RPM | playgama.com |
Fill rate = impressions / ad requests: the share of the game’s ad requests that end in an ad actually shown. It is not the same as match rate (requests that received an ad from demand / ad requests): an ad can come back from demand and still not be shown, which is what show rate (impressions / ads returned) measures. Before comparing your number to any benchmark, check which format, geo and device it was measured on.
What actually decides whether a fill rate is good?
Full-screen formats (interstitial, rewarded) typically fill much higher than banners, so a banner fill well below the full-screen level is normal, especially outside Tier-1. Compare each format and geo against its own history rather than one threshold. Four variables move fill rate more than anything else:
- Format. Interstitial and rewarded formats typically pull more demand than banners, which changes both fill rate and eCPM.
- 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; check both separately.
- 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.
What a higher fill rate is worth
The revenue effect of fill rate is arithmetic: revenue = ad requests x fill rate x eCPM / 1000. At the same eCPM, revenue grows in proportion to fill rate: moving from 75% to 92% fill adds about 23% revenue on the same traffic. That is why fill rate is worth chasing even when eCPM stays flat – but fill alone does not decide revenue, format does too.
Real numbers, with sources
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. The Play-Games.com figure, published on Playgama’s case page, is a case figure for one portal’s traffic mix, not a benchmark, and should be read alongside that portal’s geo and format mix.
The RocketGoal case, reported by Mobidictum (06.08.2026), shows why format matters more than a single fill rate figure: interstitials generated about 60% of revenue at about 4.5x fewer impressions than banners (roughly 18% of all impressions), with interstitial eCPM about 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. A high fill rate on a low-value format can still earn less than 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 match rate), a delivery problem (low show rate) or a pricing problem (low eCPM on a filled request).
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. 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.
Another common option is Google AdSense. Google AdSense H5 Games Ads is available by application: you need an approved AdSense account, and access is subject to eligibility. Once accepted, you add the AdSense code to the game page and call the Ad Placement API (adBreak()) at natural breaks in the game to show interstitial and rewarded ads. Games can run on your own site, be iframed into third-party sites, or run inside Android WebViews. (Google AdSense: Sign up for H5 Games Ads, Get started with H5 Games Ads.)
Next step
Exact fill rate and eCPM 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, and compare each slice with its own history. If a slice is low, see why is my ad fill rate low on a browser game for the technical causes to check first.
Sources
- Mobidictum: The RocketGoal and Playgama Ad case study
- Playgama Ad
- Google AdSense: Sign up for H5 Games Ads
- Google AdSense: Get started with H5 Games Ads
Related questions
Is a 60% fill rate bad for a web game?
Not automatically. For a banner, especially outside Tier-1, it can be normal; full-screen formats typically fill much higher, so the same number on an interstitial or rewarded placement is worth a closer look. Compare it against your own history for the same format, geo and device rather than a universal figure.
Does a high fill rate mean high revenue?
No. Fill rate is impressions divided by ad requests; it shows how many requests end in a shown ad, not how much that ad pays. In the RocketGoal case interstitials earned about 60% of revenue from about 4.5x fewer impressions than banners (Mobidictum, 06.08.2026). 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.
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: 23 September 2026