{"id":13588,"date":"2026-04-02T14:08:16","date_gmt":"2026-04-02T14:08:16","guid":{"rendered":"https:\/\/playgama.com\/blog\/?p=13588"},"modified":"2026-04-19T16:41:05","modified_gmt":"2026-04-19T16:41:05","slug":"doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama","status":"publish","type":"post","link":"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/","title":{"rendered":"Doubling gCPM for a web games portal: Lagged.com case with Playgama"},"content":{"rendered":"<p>Valeria Svistunova explains how a new distribution and monetization model helped Lagged.com significantly increase revenue per play.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Lagged.com reworked its game distribution and monetization approach by integrating an external HTML5 game catalog and new adtech stack.<\/li>\n\n\n\n<li>Early results showed a significant increase in revenue per play, with median gCPM rising from $1.65 to $3.11 across the platform.<\/li>\n\n\n\n<li>The model also provided deeper game-level analytics, helping the platform identify high-performing developers and titles more quickly.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"523\" src=\"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-Playgama-Screenshot-1-1024x523.png\" alt=\"\" class=\"wp-image-13592\" srcset=\"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-Playgama-Screenshot-1-1024x523.png 1024w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-Playgama-Screenshot-1-300x153.png 300w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-Playgama-Screenshot-1-768x392.png 768w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-Playgama-Screenshot-1-1536x784.png 1536w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-Playgama-Screenshot-1-150x77.png 150w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-Playgama-Screenshot-1.png 1896w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>HTML5 games are no longer confined to dedicated gaming portals. Over the past few years they have spread across social media, messaging apps, and mainstream digital media platforms. As audiences fragment across these surfaces, traditional web gaming sites face increasing pressure to evolve both their content pipelines and monetization strategies.<\/p>\n\n\n\n<p>For many platforms, the core challenge is operational: how to maintain a constant flow of fresh games while preserving monetization efficiency. Legacy systems \u2014 built around manual game uploads and rigid advertising integrations \u2014 often struggle to keep up with these demands. A recent experiment by <a href=\"http:\/\/lagged.com\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Lagged.com<\/a> illustrates how some platforms are addressing this shift.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"979\" src=\"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Headshot_Valeria-Svistunova_Playgama-1024x979.jpg\" alt=\"\" class=\"wp-image-13589\" srcset=\"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Headshot_Valeria-Svistunova_Playgama-1024x979.jpg 1024w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Headshot_Valeria-Svistunova_Playgama-300x287.jpg 300w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Headshot_Valeria-Svistunova_Playgama-768x734.jpg 768w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Headshot_Valeria-Svistunova_Playgama-1536x1469.jpg 1536w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Headshot_Valeria-Svistunova_Playgama-150x143.jpg 150w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Headshot_Valeria-Svistunova_Playgama.jpg 1919w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-left\"><em>Valeria Svistunova is Head of Monetization at <a href=\"https:\/\/www.pocketgamer.biz\/industry\/playgama\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Playgama<\/a><\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The content\u2013monetization balancing act<\/strong><\/h2>\n\n\n\n<p>Lagged.com serves more than 20 million players worldwide and hosts a large catalog of free browser games. Like many portals in the HTML5 ecosystem, the team must constantly balance two priorities: expanding the catalog while ensuring the platform remains economically sustainable.<\/p>\n\n\n\n<p>Content management is one side of the equation. Each new game requires moderation, testing, and technical integration before it can go live. When games are uploaded as standalone archives, updates or fixes often require additional maintenance from the platform team.<\/p>\n\n\n\n<p>Monetization presents a different set of constraints. Many portals rely on third-party advertising solutions such as Google AdSense. While these systems simplify ad delivery, they can limit flexibility in how ads are integrated within gameplay experiences.<\/p>\n\n\n\n<p>To address both challenges simultaneously, Lagged.com decided to partner with <a href=\"https:\/\/playgama.com\/partners\">Playgama<\/a>: we provide infrastructural solutions around monetisation and distribution for web game developers and web gaming portals.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"523\" src=\"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-Playgama-Screenshot-1-1024x523.png\" alt=\"\" class=\"wp-image-13592\" srcset=\"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-Playgama-Screenshot-1-1024x523.png 1024w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-Playgama-Screenshot-1-300x153.png 300w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-Playgama-Screenshot-1-768x392.png 768w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-Playgama-Screenshot-1-1536x784.png 1536w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-Playgama-Screenshot-1-150x77.png 150w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-Playgama-Screenshot-1.png 1896w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>A different model of game distribution<\/strong><\/h2>\n\n\n\n<p>In September 2025, Lagged.com integrated a catalog of HTML5 games distributed through Playgama. After creating an account and receiving a client ID, the team was able to select titles from the catalog and embed them directly on the site.<\/p>\n\n\n\n<p>From a technical perspective, the process is relatively lightweight. Because the games are hosted externally, they can be embedded using a simple iframe. This allows platforms to add new titles without storing large builds locally or managing their infrastructure.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"519\" src=\"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-Playgama-Screenshot-2-1024x519.png\" alt=\"\" class=\"wp-image-13593\" srcset=\"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-Playgama-Screenshot-2-1024x519.png 1024w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-Playgama-Screenshot-2-300x152.png 300w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-Playgama-Screenshot-2-768x389.png 768w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-Playgama-Screenshot-2-1536x778.png 1536w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-Playgama-Screenshot-2-150x76.png 150w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-Playgama-Screenshot-2.png 1908w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>For Lagged.com \u2014 which focuses heavily on hyper-casual browser games \u2014 this approach significantly simplified content updates. New titles could be tested and published quickly, while the catalog itself was already moderated and organized into genre-based collections designed for different audiences.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>\u201cWith content updates and moderation off our plate, we had more time to step back and focus on the bigger picture for Lagged.\u201d\u00a0<\/p><cite>\u2014 Dom Bruno, CEO, <a href=\"http:\/\/lagged.com\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Lagged.com<\/a><\/cite><\/blockquote><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Adjusting monetization inside the game<\/strong><\/h2>\n\n\n\n<p>Once a game is embedded, the next step is configuring monetization. Instead of relying solely on traditional display ads around the game window (Google AdSense), this model introduces advertising formats directly inside gameplay sessions.<\/p>\n\n\n\n<p><strong>Platforms can adjust several parameters, including:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Turning prerolls on or off and adjusting the in-game ad frequency according to the platform policy to manage ad fatigue.<\/li>\n\n\n\n<li>Cross-linking backfill creatives to other games from the catalog in case the ad space is vacant to ramp up gameplay times.<\/li>\n\n\n\n<li>In-game purchases to boost gCPM with an additional revenue stream.<\/li>\n\n\n\n<li>Intrinsic formats that are integrated into the game itself, letting the gameplay flow uninterrupted.<\/li>\n<\/ul>\n\n\n\n<p>While many of these formats already exist in the broader gaming market, integrating them within a single distribution framework allows platforms to experiment more quickly with different monetization approaches.<br>Another notable feature is the ability to brand the advertising interface so that ads appear within a wrapper consistent with the host platform\u2019s visual identity (in this case, \u201cLagged \u2014 Ads powered by Playgama\u201d).<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"500\" src=\"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-X-Playgama-Screenshot-1024x500.png\" alt=\"\" class=\"wp-image-13591\" srcset=\"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-X-Playgama-Screenshot-1024x500.png 1024w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-X-Playgama-Screenshot-300x147.png 300w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-X-Playgama-Screenshot-768x375.png 768w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-X-Playgama-Screenshot-1536x750.png 1536w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-X-Playgama-Screenshot-150x73.png 150w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-X-Playgama-Screenshot.png 1896w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Early results from the experiment<\/strong><\/h2>\n\n\n\n<p>Within two months of launching the integration, Lagged.com began observing measurable changes in monetization performance.<br>The table below compares the gross cost per thousand impressions (gCPM) for two titles from the catalog before and after the integration.<br>The main tangible achievement within this collaboration is increased <strong>ad revenue per play.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-table\"><div class=\"table-scroll-wrapper\"><table class=\"has-fixed-layout\"><tbody><tr><td><br><strong>Genre of the game<\/strong><\/td><td><strong>gCPM before the integration (Aug\u2013Sep), $<\/strong><\/td><td><strong>gCPM after the integration (Oct\u2013Nov), $<\/strong><\/td><td><strong>Growth, %<\/strong><\/td><\/tr><tr><td>For Girls<\/td><td>3.10<\/td><td>6.11<\/td><td>197<\/td><\/tr><tr><td>3D Action<\/td><td>0.77<\/td><td>1.31<\/td><td>170<\/td><\/tr><tr><td>Median value across the platform<\/td><td>1.65<\/td><td>3.11<\/td><td>188<\/td><\/tr><\/tbody><\/table><\/div><\/figure>\n\n\n\n<p>Interestingly, the improvement occurred during a period when overall gameplay volume declined by roughly 33% following the summer season. This suggests that the change in monetization structure \u2014 rather than audience growth \u2014 contributed significantly to the higher revenue per session.<\/p>\n\n\n\n<p>According to Lagged, the ability to test new games quickly and identify those that resonate with their audience also played a role.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" src=\"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Headshot_Dom-Bruno_Lagged-683x1024.png\" alt=\"\" class=\"wp-image-13590\" srcset=\"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Headshot_Dom-Bruno_Lagged-683x1024.png 683w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Headshot_Dom-Bruno_Lagged-200x300.png 200w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Headshot_Dom-Bruno_Lagged-768x1152.png 768w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Headshot_Dom-Bruno_Lagged-150x225.png 150w, https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Headshot_Dom-Bruno_Lagged.png 1024w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>\u201cHaving access to detailed, game-level performance data lets us see what\u2019s really working. It\u2019s become a launchpad for spotting standout developers early and doubling down on relationships with teams that consistently deliver hits.\u201d<\/p><cite>\u2014 Dom Bruno, CEO of <a href=\"http:\/\/lagged.com\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Lagged.com<\/a><\/cite><\/blockquote><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Operational impact<\/strong><\/h2>\n\n\n\n<p>Beyond monetization, the integration also affected the platform\u2019s operating costs.<\/p>\n\n\n\n<p>Because games are embedded rather than stored as local builds, Lagged.com no longer needs to host large archives on its own servers. The platform also reduced the time spent managing ad infrastructure.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>\u201cCutting server overhead and ad management complexity helped us lower OPEX and operate more efficiently.\u201d<\/p><cite>\u2014 Dom Bruno, CEO of <a href=\"http:\/\/lagged.com\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Lagged.com<\/a><\/cite><\/blockquote><\/figure>\n\n\n\n<p>The operational changes freed up time for the team to focus on broader platform strategy rather than day-to-day content management.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What this means for web gaming platforms<\/strong><\/h2>\n\n\n\n<p>The Lagged experiment reflects a broader shift in the HTML5 gaming ecosystem. Instead of operating as isolated portals responsible for every part of the pipeline \u2014 content acquisition, hosting, and monetization \u2014 many platforms are beginning to rely on shared infrastructure layers.<\/p>\n\n\n\n<p>These systems combine game catalogs, monetization tools, and analytics within a single environment. For platform operators, this can reduce technical overhead while providing more data about player behavior and game performance.<\/p>\n\n\n\n<p>As web gaming continues to expand across new distribution channels, models that integrate content discovery and monetization may play an increasingly important role in how platforms scale.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Valeria Svistunova explains how a new distribution and monetization model helped Lagged.com significantly increase revenue per play. HTML5 games are no longer confined to dedicated gaming portals. Over the past few years they have spread across social media, messaging apps, and mainstream digital media platforms. As audiences fragment across these [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":13591,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_title":"%%title%% %%page%% %%sep%% %%sitename%% %","_yoast_wpseo_metadesc":"","om_disable_all_campaigns":false,"footnotes":""},"categories":[4,1299,1297],"tags":[],"class_list":["post-13588","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","category-main","category-success-case"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Doubling gCPM for a web games portal: Lagged.com case with Playgama - Playgama Blog %<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Doubling gCPM for a web games portal: Lagged.com case with Playgama\" \/>\n<meta property=\"og:description\" content=\"Valeria Svistunova explains how a new distribution and monetization model helped Lagged.com significantly increase revenue per play. HTML5 games are no longer confined to dedicated gaming portals. Over the past few years they have spread across social media, messaging apps, and mainstream digital media platforms. As audiences fragment across these [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/\" \/>\n<meta property=\"og:site_name\" content=\"Playgama Blog\" \/>\n<meta property=\"article:published_time\" content=\"2026-04-02T14:08:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-19T16:41:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-X-Playgama-Screenshot.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1896\" \/>\n\t<meta property=\"og:image:height\" content=\"926\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Kate Ilicheva\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Doubling gCPM for a web games portal: Lagged.com case with Playgama\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-X-Playgama-Screenshot.png\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Kate Ilicheva\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/\"},\"author\":{\"name\":\"Kate Ilicheva\",\"@id\":\"https:\/\/playgama.com\/blog\/#\/schema\/person\/d3a0e8ca9ffb979d45efdaf05cff8bbf\"},\"headline\":\"Doubling gCPM for a web games portal: Lagged.com case with Playgama\",\"datePublished\":\"2026-04-02T14:08:16+00:00\",\"dateModified\":\"2026-04-19T16:41:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/\"},\"wordCount\":1050,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/playgama.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-X-Playgama-Screenshot.png\",\"articleSection\":[\"General\",\"Main\",\"Success case\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/\",\"url\":\"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/\",\"name\":\"Doubling gCPM for a web games portal: Lagged.com case with Playgama - Playgama Blog %\",\"isPartOf\":{\"@id\":\"https:\/\/playgama.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-X-Playgama-Screenshot.png\",\"datePublished\":\"2026-04-02T14:08:16+00:00\",\"dateModified\":\"2026-04-19T16:41:05+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/#primaryimage\",\"url\":\"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-X-Playgama-Screenshot.png\",\"contentUrl\":\"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-X-Playgama-Screenshot.png\",\"width\":1896,\"height\":926},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/playgama.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Doubling gCPM for a web games portal: Lagged.com case with Playgama\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/playgama.com\/blog\/#website\",\"url\":\"https:\/\/playgama.com\/blog\/\",\"name\":\"Playgama Blog: \ud83c\udfae Insights, Tutorials, and Creative Inspiration for Game Development \ud83d\ude80\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/playgama.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/playgama.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/playgama.com\/blog\/#organization\",\"name\":\"Playgama Blog: \ud83c\udfae Insights, Tutorials, and Creative Inspiration for Game Development \ud83d\ude80\",\"url\":\"https:\/\/playgama.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/playgama.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/cropped-playgama-scaled-1.png\",\"contentUrl\":\"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/cropped-playgama-scaled-1.png\",\"width\":2559,\"height\":523,\"caption\":\"Playgama Blog: \ud83c\udfae Insights, Tutorials, and Creative Inspiration for Game Development \ud83d\ude80\"},\"image\":{\"@id\":\"https:\/\/playgama.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/playgama.com\/blog\/#\/schema\/person\/d3a0e8ca9ffb979d45efdaf05cff8bbf\",\"name\":\"Kate Ilicheva\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/playgama.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/47fe9d167eaad841057f1240979292e85bf6b8bf96f05302f1ac9524b8477e16?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/47fe9d167eaad841057f1240979292e85bf6b8bf96f05302f1ac9524b8477e16?s=96&d=mm&r=g\",\"caption\":\"Kate Ilicheva\"},\"description\":\"SMM and Community manager at Playgama.com\",\"sameAs\":[\"http:\/\/playgama.com\/developers\",\"https:\/\/www.linkedin.com\/in\/kateilicheva\/\"],\"url\":\"https:\/\/playgama.com\/blog\/author\/kate-ilicheva\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Doubling gCPM for a web games portal: Lagged.com case with Playgama - Playgama Blog %","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/","og_locale":"en_US","og_type":"article","og_title":"Doubling gCPM for a web games portal: Lagged.com case with Playgama","og_description":"Valeria Svistunova explains how a new distribution and monetization model helped Lagged.com significantly increase revenue per play. HTML5 games are no longer confined to dedicated gaming portals. Over the past few years they have spread across social media, messaging apps, and mainstream digital media platforms. As audiences fragment across these [&hellip;]","og_url":"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/","og_site_name":"Playgama Blog","article_published_time":"2026-04-02T14:08:16+00:00","article_modified_time":"2026-04-19T16:41:05+00:00","og_image":[{"width":1896,"height":926,"url":"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-X-Playgama-Screenshot.png","type":"image\/png"}],"author":"Kate Ilicheva","twitter_card":"summary_large_image","twitter_title":"Doubling gCPM for a web games portal: Lagged.com case with Playgama","twitter_image":"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-X-Playgama-Screenshot.png","twitter_misc":{"Written by":"Kate Ilicheva","Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/#article","isPartOf":{"@id":"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/"},"author":{"name":"Kate Ilicheva","@id":"https:\/\/playgama.com\/blog\/#\/schema\/person\/d3a0e8ca9ffb979d45efdaf05cff8bbf"},"headline":"Doubling gCPM for a web games portal: Lagged.com case with Playgama","datePublished":"2026-04-02T14:08:16+00:00","dateModified":"2026-04-19T16:41:05+00:00","mainEntityOfPage":{"@id":"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/"},"wordCount":1050,"commentCount":0,"publisher":{"@id":"https:\/\/playgama.com\/blog\/#organization"},"image":{"@id":"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/#primaryimage"},"thumbnailUrl":"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-X-Playgama-Screenshot.png","articleSection":["General","Main","Success case"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/","url":"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/","name":"Doubling gCPM for a web games portal: Lagged.com case with Playgama - Playgama Blog %","isPartOf":{"@id":"https:\/\/playgama.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/#primaryimage"},"image":{"@id":"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/#primaryimage"},"thumbnailUrl":"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-X-Playgama-Screenshot.png","datePublished":"2026-04-02T14:08:16+00:00","dateModified":"2026-04-19T16:41:05+00:00","breadcrumb":{"@id":"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/#primaryimage","url":"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-X-Playgama-Screenshot.png","contentUrl":"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/Lagged-X-Playgama-Screenshot.png","width":1896,"height":926},{"@type":"BreadcrumbList","@id":"https:\/\/playgama.com\/blog\/success-case\/doubling-gcpm-for-a-web-games-portal-lagged-com-case-with-playgama\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/playgama.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Doubling gCPM for a web games portal: Lagged.com case with Playgama"}]},{"@type":"WebSite","@id":"https:\/\/playgama.com\/blog\/#website","url":"https:\/\/playgama.com\/blog\/","name":"Playgama Blog: \ud83c\udfae Insights, Tutorials, and Creative Inspiration for Game Development \ud83d\ude80","description":"","publisher":{"@id":"https:\/\/playgama.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/playgama.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/playgama.com\/blog\/#organization","name":"Playgama Blog: \ud83c\udfae Insights, Tutorials, and Creative Inspiration for Game Development \ud83d\ude80","url":"https:\/\/playgama.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/playgama.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/cropped-playgama-scaled-1.png","contentUrl":"https:\/\/playgama.com\/blog\/wp-content\/uploads\/2026\/04\/cropped-playgama-scaled-1.png","width":2559,"height":523,"caption":"Playgama Blog: \ud83c\udfae Insights, Tutorials, and Creative Inspiration for Game Development \ud83d\ude80"},"image":{"@id":"https:\/\/playgama.com\/blog\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/playgama.com\/blog\/#\/schema\/person\/d3a0e8ca9ffb979d45efdaf05cff8bbf","name":"Kate Ilicheva","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/playgama.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/47fe9d167eaad841057f1240979292e85bf6b8bf96f05302f1ac9524b8477e16?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/47fe9d167eaad841057f1240979292e85bf6b8bf96f05302f1ac9524b8477e16?s=96&d=mm&r=g","caption":"Kate Ilicheva"},"description":"SMM and Community manager at Playgama.com","sameAs":["http:\/\/playgama.com\/developers","https:\/\/www.linkedin.com\/in\/kateilicheva\/"],"url":"https:\/\/playgama.com\/blog\/author\/kate-ilicheva\/"}]}},"_links":{"self":[{"href":"https:\/\/playgama.com\/blog\/wp-json\/wp\/v2\/posts\/13588","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/playgama.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/playgama.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/playgama.com\/blog\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/playgama.com\/blog\/wp-json\/wp\/v2\/comments?post=13588"}],"version-history":[{"count":3,"href":"https:\/\/playgama.com\/blog\/wp-json\/wp\/v2\/posts\/13588\/revisions"}],"predecessor-version":[{"id":13911,"href":"https:\/\/playgama.com\/blog\/wp-json\/wp\/v2\/posts\/13588\/revisions\/13911"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/playgama.com\/blog\/wp-json\/wp\/v2\/media\/13591"}],"wp:attachment":[{"href":"https:\/\/playgama.com\/blog\/wp-json\/wp\/v2\/media?parent=13588"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/playgama.com\/blog\/wp-json\/wp\/v2\/categories?post=13588"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/playgama.com\/blog\/wp-json\/wp\/v2\/tags?post=13588"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}