There is no standard percentage split. Interstitials (and rewarded video) earn several times more per impression than banners because they are full-screen, but banners can show more often and in genres with long sessions, like puzzle or board games, they can add revenue close to interstitials. The real mix depends on your placements and genre.
At a glance
| Fact | Value | Source |
|---|---|---|
| Full-screen formats vs banners | several times more | playgama.com |
| Recommended banner refresh interval | not more than once/90s | wiki.playgama.com |
| Revenue formula | requests x fill rate x eCPM / 1000 | playgama.com |
There is no fixed industry split between interstitial and banner revenue, so treat any percentage you see elsewhere as specific to one game, not a benchmark. What’s true in relative terms: full-screen formats (interstitial, rewarded, pre-roll) earn several times more per impression than banners, because they command the whole screen and interrupt attention on purpose. Banners earn less per impression but can be shown continuously in the background, so their total contribution depends on how many impressions they rack up over a session, not on eCPM alone.
To see this properly in your own data, pull eCPM, fill rate and revenue broken down by format, geo and device – an eCPM number without knowing the format and geo behind it is close to meaningless, since a banner eCPM in one geo and an interstitial eCPM in another are not comparable. Playgama Ad reports these metrics split by game, placement, format, geo and device, which is what you need to work out your own interstitial-vs-banner split rather than rely on someone else’s.
What actually shifts the balance
- Genre and session length: in puzzle or board games with long idle time, banners can approach interstitial revenue simply from volume of impressions.
- Placement frequency: interstitials shown at natural breaks (level end, loss screen) keep eCPM higher; overusing them can push players to leave before the ad completes.
- Refresh rate: to keep a healthy balance between fill rate and eCPM, the ad refresh rate should not exceed once every 90 seconds.
Next step: compare revenue per format over at least a week of real traffic before assuming either format is dominant.
Sources
Related questions
Should I remove banners and only use interstitials?
Not necessarily – banners add steady revenue without interrupting play, and in some genres their total contribution can approach interstitial revenue over a session.
Is a higher eCPM always better?
Only if fill rate holds up; a high eCPM with low fill rate can earn less overall than a lower eCPM with strong fill, so check revenue, not eCPM alone.
Last updated: 24 September 2026