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Gaming Insights:
Best practices and data insights

To help you grow your games revenue with AdMob

Frederica | 2020
Gaming categories Content
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1. Arcade games Best practices & examples Regional CPM

% Revenue Regional user
Overview by Format engagement

2. Brain and puzzle games Best practices & examples Regional CPM
% Revenue Regional user
Overview by Format engagement

3. Card games Best practices & examples Regional CPM

% Revenue Regional user
Overview by Format engagement

4. Music games Best practices & examples Regional CPM

% Revenue
Overview by Format

5. Simulation games Best practices & examples Regional CPM

% Revenue Regional user
Overview by Format engagement

6. Word games Best practices & examples Regional CPM

% Revenue Regional user
Overview by Format engagement

7. Action games Best practices & examples Regional CPM

% Revenue Regional user
Overview by Format engagement
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Arcade games
Arcade games overview Proprietary + Confidential

Arcade games are designed to play similarly to real life arcade games with fast-paced, addictive gameplay. These are
often characterized by simple and intuitive control schemes, short levels and rapidly increasing difficulty. Arcade
gameplay is very diverse thus it is hardly classified as a “genre”. Here we mostly focus on action-arcade category,
especially platform, fighting and shooter (shoot ‘em up).

Most popular genres Suggested ad format

Shooter (Shoot ‘em up) Endless runner Rhythm/Memorization Interstitial ads

In these games the player The player has limited Music themed (not Rewarded ads
combats a large number of control over a character that necessary) arcade game
enemies by shooting at them is constantly moving forward that challenges a player’s
while dodging their fire. The in a random-generated track. sense of rhythm and
controlling player must rely memory.
primarily on reaction times to
succeed.
Rewarded ads for Arcade games Proprietary + Confidential

REWARD IDEAS

Free coins Extra steps Level resume Daily rewards Hint

or energy

BEST PRACTICES

Track reward usage Set dynamic gift Add counting down Improve reward prompt design
rate with Firebase to content and frequency number / bar to raise to attract users: eg. emphasize
ensure gift is attractive based on the user sense of urgency visual for gift, shorter or
behavior appealing message
Other ideas for Arcade games Proprietary + Confidential

INTERSTITIAL ADS BANNER ADS

Use interstitial at start or end of the game Banner cannot overlap with the game content,
even if it is at the bottom/top

Preload interstitials to ensure the content Place always-on banner ads at the bottom of
is cached and ready the game-play screen

Place interstitials at screen shift within app 300x250 banner is worth A/B testing in Arcade
environment; games to see the eCPM

GAME PLAY

Reward users for coming back to the game Release upgrades to loyal users
(example: give coins if they play two days in a
row)
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EXAMPLE - REWARDED PLACEMENT

App Name: Physics Balls
Physics balls uses the daily reward check
Category: Arcade
point to offer users the possibility to watch
an ad and get extra rewards. Company: CurryGames

EXAMPLE 1

1. At daily reward check point,

2. Show the ad 3. Reward gained
user can choose to watch
rewarded ads (up to 3 times)
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EXAMPLE - REWARDED PLACEMENT

App Name: Physics Balls
Physics balls prompts rewarded ads when
Category: Arcade
the user fails to complete the level, offering
to earn extra gems by watching an ad Company: CurryGames

EXAMPLE 2

1. At level failed ask the user 2. Show the ad 3. Extra gems gained
to watch rewarded video in
exchange for extra gems
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EXAMPLE - REWARDED PLACEMENT

App Name: Physics Balls
Physics balls prompts rewarded ads when
Category: Arcade
the user fails to complete the level, offering
a second chance Company: CurryGames

EXAMPLE 3

1. At level failed ask the

2. Show the ad 3. Game is revived
user to watch rewarded
video to revive the game
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EXAMPLE - REWARDED PLACEMENT

App Name: BAD 2 BAD: DELTA
BAD 2 BAD gives users the option to watch
Category: Arcade
a rewarded ad to complete the “Daily
quest” Company: DAWINSTONE

EXAMPLE 1

1. User clicks on “Daily Quest” to complete 2. Option to watch an ad to complete the “Daily
Quest”
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EXAMPLE - REWARDED PLACEMENT

App Name: BAD 2 BAD: DELTA

BAD 2 BAD gives users the option to watch Category: Arcade

an ad to get a new reward in the “Supply
box” Company: DAWINSTONE

EXAMPLE 2

1. User clicks “Supply box” 2. Option to watch an ad in exchange for a new

reward in the “Supply Box”
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EXAMPLE - REWARDED PLACEMENT

App Name: BAD 2 BAD: DELTA

BAD 2 BAD gives users the option to watch Category: Arcade

an ad at game victory to earn extra cash
Company: DAWINSTONE

EXAMPLE 3

Users can watch ad to get extra cash after game victory

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Regional CPM
Regional CPM for Mature markets for Arcade games Proprietary + Confidential

UNITED STATES EMEA (UK,DE,FR,ES)

Android IOS Android IOS
Rewarded $ 9.4 - 16.1 $ 6.1 - 13.5 Rewarded $ 5.4 - 8.8 $ 0.1 - 3.5
Interstitial $ 4.7 - 8.9 $ 2.0 -11.5 Interstitial $ 2.7 - 4.8 $ 0.1 - 1.9
Banner $ 0.9 - 1.2 $ 0.7 - 4.8 Banner $ 0.2 - 0.4 $ 0.5 - 0.5
Native $ 0.1 - 1.0 - Native $ 0.2 - 0.6 -

APAC (JP, KR) CHINA

Android IOS Android IOS
Rewarded $ 5.0 - 8.3 $ 10.3 - 32.5 Rewarded - $ 4.2 - 9.1
Interstitial $ 1.3 - 3.1 $ 6.3 - 7.6 Interstitial - $ 2.4 - 6.3
Banner $ 0.3 - 0.7 $ 1.0 - 1.3 Banner - $ 0.2
Native $ 0.3 - 0.6 - Native - -

See notes and benchmarks methodology here

Regional CPM for Emerging markets for Arcade games Proprietary + Confidential

LATAM (BR) EMEA (TR,IL,MENA,RU)

Android IOS Android IOS
Rewarded $ 0.9 - 4.5 $ 2.4 Rewarded $ 2.0 - 2.9 $ 5.8
Interstitial $ 0.4 - 1.8 $ 2.2 Interstitial $ 0.8 - 1.7 $ 3.5
Banner $ 0.3 - 0.5 $ 2.5 Banner $ 0.1 - 0.2 $ 0.5
Native $ 0.1 - 0.2 - Native $ 0.1 -

INDIA SEA
Android IOS Android IOS
Rewarded $ 0.4 - 0.6 $ 0.1 - 3.4 Rewarded $ 1.3 $ 1.0 - 2.2
Interstitial $ 0.4 - 0.6 $ 0.7 - 2.0 Interstitial $ 0.5 - 0.7 $ 0.9 -1.0
Banner $ 0.4 - 0.5 $ 0.1 - 0.3 Banner $ 0.2 - 0.3 $ 0.2 - 0.3
Native $ 0.2 - 3.2 - Native $ 0.9 - 1.4 $ 0.1 - 0.7

See notes and benchmarks methodology here

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% of Revenue by Format*

* Percentage contribution of each ad format to total revenue coming from ads. For example:
Interstitials account for 15% of total revenue coming from ads in Android apps.
% of Revenue by Format for Mature markets for Arcade games Proprietary + Confidential

UNITED STATES EMEA (UK,DE,FR,ES)

Android IOS Android IOS
Rewarded 13% 6% Rewarded 20% 1%
Interstitial 44% 73% Interstitial 49% 67%
Banner 43% 21% Banner 31% 32%
Native - - Native <1% -

APAC (JP, KR) CHINA

Android IOS Android IOS
Rewarded 34% 14% Rewarded - 2%
Interstitial 31% 43% Interstitial - 71%
Banner 34% 43% Banner - 27%
Native <1% - Native - -

See notes and benchmarks methodology here

Format Rev Share for Emerging markets for Arcade games Proprietary + Confidential

LATAM (BR) EMEA (TR,IL,MENA,RU)

Android IOS Android IOS
Rewarded 19% 5% Rewarded 22% 10%
Interstitial 67% 52% Interstitial 65% 45%
Banner 14% 43% Banner 13% 45%
Native - - Native <1% -

INDIA SEA
Android IOS Android IOS
Rewarded 11% 11% Rewarded 16% 1%
Interstitial 61% 88% Interstitial 48% 67%
Banner 24% - Banner 36% 32%
Native 4% - Native <1% -

See notes and benchmarks methodology here

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Regional user engagement

Engagement* for Arcade games Proprietary + Confidential

APAC (JPKR) EMEA (TR,IL,MENA,RU)

Android IOS Android IOS
Avg Daily 2 2 Avg Daily 2 -
sessions per sessions per user
user Avg Daily session 11 -
Avg Daily session 17 - 18 14 - 20 duration (min)
duration (min)

SEA
Android IOS
Avg Daily 2-0 -
sessions per user
Avg Daily session 11 - 14 -
duration (min)

* data is not available for the countries and regions not listed
See notes and benchmarks methodology here
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Brain and Puzzle Games

Brain and Puzzle overview
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Brain and puzzle games are a kind of puzzle that requires the players to think in order to solve them. Logic puzzles and
riddles are specific types of brain teasers. This game category has a broad range of gameplay from block puzzle, find
difference, escape, sudoku, jigsaw puzzle to coloring game.

Most popular genres Suggested ad format

Match 3 Block Puzzle Trivia Rewarded ads

The player manipulates The player manipulates These type of games test
blocks in order to make the player’s knowledge on
Interstitial ads
tiles to place a given
number of tiles (usually them disappear or meet certain subjects or their
3) of the same type in certain criteria. ability to discover hidden
words or pictures
order to make them
disappear.
Rewarded ads best practices for Brain & Puzzle games Proprietary + Confidential

REWARD IDEAS

Free coins Extra steps/energy Level resume Lucky draw Hint

BEST PRACTICES

Track reward usage Set dynamic gift Add counting down Improve reward prompt design
rate with Firebase to content and frequency number / bar to raise to attract users: eg. emphasize
ensure gift is attractive based on the user sense of urgency visual for gift, shorter or
behavior appealing message
Interstitial ads best practices for Brain & Puzzle games
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PLACEMENT IDEAS
Placements with screen shift within app environment such as:

Level refresh End of the level Back to homepage

BEST PRACTICES

DON’T use interstitial at game return (when returning from minimized mode)

DON’T bump up interstitial when there’s no screen shift

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SUCCESS STORY - REWARDED PLACEMENT

App Name: Bubble Coco
CookApps grows ad revenue by
Category: Puzzle
86% with AdMob rewarded ads
and mediation Company: CookApps

EXAMPLE 1 EXAMPLE 2

Read more
Users can watch an ad for freebies Users have the option to watch an ad
in the level retry menu for one more life in the life shop
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EXAMPLE - INTERSTITIAL PLACEMENT

App Name: Ludo SuperStar
BlackLight Studio Games grows
Category: Puzzle
revenue 23% with AdMob smart
segmentation Company: BlackLight Studio Games

EXAMPLE 1

Read more
BlackLight interstitial ad implementation flow
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EXAMPLE - NATIVE PLACEMENT

App Name: Mind Games
Mindware increases CPM by
Category: Puzzle
600% with AdMob native ads
Company: Mindware

EXAMPLE 1

Read more
Mind games native ads implementation
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EXAMPLE - BANNER PLACEMENT

App Name: Ultimate Jewel
Balloon Island grows revenue 150% with
Category: Puzzle
AdMob using a combination of banner
and interstitial ad formats Company: Balloon Island

EXAMPLE 1

Read more
Banner ad in Ultimate Jewel
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EXAMPLE - INTERSTITIAL PLACEMENT

App Name: Block Puzzle 3
Block Puzzle 3 uses interstitial
Category: Puzzle
at level change
Company: Paleblu

EXAMPLE 1

2. Interstitial shown
1. Cleared a level 3. Move on to next
(Frequency varies as
level
difficulty goes up)
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EXAMPLE - INTERSTITIAL PLACEMENT

App Name: Block Puzzle 3
Block Puzzle 3 uses interstitial
Category: Puzzle
when users go back to the
home page Company: Paleblu

EXAMPLE 2

1. Press Home button 2. Interstitial shown 3. Go back to level

at game result page selection page
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EXAMPLE - BANNER PLACEMENT

App Name: Block Puzzle 3
Block Puzzle 3 shows banner at
Category: Puzzle
screen top or result page
Company: Paleblu

EXAMPLE 3

Banner ad during game play

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Regional CPM
Regional CPM for Mature markets for Brain & Puzzle games Proprietary + Confidential

UNITED STATES EMEA (UK,DE,FR,ES)

Android IOS Android IOS
Rewarded $ 11.1 - 12.4 $ 10.5 - 15.6 Rewarded $ 7.1 - 9.8 $ 7.0 - 10.4
Interstitial $ 3.8 - 8.5 $ 4.6 - 10.9 Interstitial $ 1.5 - 3.9 $ 2.1 - 3.2
Banner $ 0.6 - 1.0 $ 0.5 - 1.0 Banner $ 0.4 $ 0.2 - 0.4
Native $ 0.8 - 2.3 $ 0.1 - 0.6 Native $ 0.2 - 0.5 $ 0.2

APAC (JP, KR) CHINA

Android IOS Android IOS
Rewarded $ 4.8 - 8.6 $ 9.7 - 11.3 Rewarded - $ 10.1 - 13.3
Interstitial $ 3.1 - 3.5 $ 4.9 - 5.3 Interstitial - $ 3.7 - 7.1
Banner $ 0.4 - 0.5 $ 0.4 Banner - $ 0.2
Native $ 0.4 - 1.3 $ 0.1 Native - $ 0.5 - 0.6

See notes and benchmarks methodology here

Regional CPM for Emerging markets for Brain & Puzzle games Proprietary + Confidential

LATAM (BR) EMEA (TR,IL,MENA,RU)

Android IOS Android IOS
Rewarded $ 1.6 - 1.6 $ 0.1 - 5.2 Rewarded $ 1.9 - 2.1 $3.4 - 3.7
Interstitial $ 0.4 - 0.8 $ 1.8 - 2.6 Interstitial $ 0.7 - 1.0 $ 1.9 - 2.3
Banner $ 0.1 - 0.3 $ 0.2 - 0.4 Banner $ 0.1 $ 0.1
Native - - Native $ 0.4 - 0.7 $ 0.1 - 0.3

INDIA SEA
Android IOS Android IOS
Rewarded $ 0.7 - 1.2 $ 2.4 - 2.5 Rewarded $ 1.3 - 1.4 $ 0.9 - 2.5
Interstitial $ 0.4 - 0.5 $ 1.3 - 1.3 Interstitial $ 0.5 - 0.6 $ 0.6 - 0.8
Banner $ 0.1 - 0.2 $ 0.1 - 0.2 Banner $ 0.1 $ 0.1
Native $ 0.2 - 0.5 - Native $ 0.1 - 0.2 $ 0.1

See notes and benchmarks methodology here

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% of Revenue by Format*

* Percentage contribution of each ad format to total revenue coming from ads. For example:
Interstitials account for 15% of total revenue coming from ads in Android apps.
Format Rev Share for Mature markets for Brain & Puzzle games Proprietary + Confidential

UNITED STATES EMEA (UK,DE,FR,ES)

Android IOS Android IOS
Rewarded 20% 7% Rewarded 14% 12%
Interstitial 40% 49% Interstitial 54% 55%
Banner 39% 44% Banner 32% 32%
Native 1% - Native <1% 1%

APAC (JP, KR) CHINA

Android IOS Android IOS
Rewarded 23% 4% Rewarded - 8%
Interstitial 38% 45% Interstitial - 70%
Banner 38% 51% Banner - 22%
Native 1% <1% Native - <1%

See notes and benchmarks methodology here

Format Rev Share for Emerging markets for Brain & Puzzle games Proprietary + Confidential

LATAM (BR) EMEA (TR,IL,MENA,RU)

Android IOS Android IOS
Rewarded 15% - Rewarded 26% 23%
Interstitial 61% 25% Interstitial 58% 52%
Banner 24% 75% Banner 16% 25%
Native - - Native - <1%

INDIA SEA
Android IOS Android IOS
Rewarded 4% 3% Rewarded 5% 6%
Interstitial 36% 61% Interstitial 52% 47%
Banner 59% 36% Banner 43% 47%
Native 1% <1% Native <1% <1%

See notes and benchmarks methodology here

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Regional user engagement

Engagement* for Mature markets for Brain & Puzzle games Proprietary + Confidential

UNITED STATES EMEA (UK,DE,FR,ES)

Android IOS Android IOS
Avg Daily 2 - Avg Daily 2 -
sessions per user sessions per user
Avg Daily session 15 - 17 - Avg Daily session 17 -
duration (min) duration (min)

APAC (JPKR)
Android IOS
Avg Daily 2 2
sessions per
user
Avg Daily session 22 15 - 19
duration (min)

* data is not available for the countries and regions not listed
See notes and benchmarks methodology here
Engagement* for Emerging markets for Brain & Puzzle games Proprietary + Confidential

EMEA (TR,IL,MENA,RU)
Android IOS
Avg Daily 2 2
sessions per user
Avg Daily session 17 - 21 14
duration (min)

SEA
Android IOS
Avg Daily 2-3 -
sessions per user
Avg Daily session 18 - 19 -
duration (min)

* data is not available for the countries and regions not listed
See notes and benchmarks methodology here
 Proprietary + Confidential

Card games
Card games overview
Proprietary + Confidential

Card games use cards as the primary device for the gameplay. There are countless card games, from the ones that bring
traditional gameplay online to new ones where cards can be used in the most creative and unexpected ways by the
players.

Most popular genres Suggested ad format

Card battler Casual Card Multiplayer Card Interstitial ads

The players acquire cards Single-player card Multiplayer card games,
Banner ads
into a personal collection games, eg. solitaire-like eg. UNO.
from which they create games.
customized decks of cards
and challenge other
players in matches.
Ideas for Card games Proprietary + Confidential

INTERSTITIAL ADS BANNER ADS

Use at start or end of the game Banner ads are a common format for this
vertical

Preload interstitials to ensure the content Place always-on banner ads at the bottom of
is cached and ready the game-play screen

Test different frequency caps

GAME PLAY

Reward users for coming back to the game Release new cards to loyal users
(example: give coins if they play two days in a
row)
Rewarded ads for Card games Proprietary + Confidential

REWARD IDEAS

Extra time Hints and Unlock new Level resume

suggestions cards or levels

BEST PRACTICES

Set dynamic gift Add counting down Improve reward prompt design
content and frequency number / bar to raise to attract users: eg. emphasize
based on the user sense of urgency for visual for gift, or use shorter
behavior rewards appealing message
 Proprietary + Confidential

EXAMPLE - REWARDED PLACEMENT

App Name: UNO!
UNO! gives users the option to watch an ad
Category: Card games
in exchange for extra coins when they visit
the in-app store Company: Mattel163 Limited

EXAMPLE 1

1. In-app store offers to watch an ad 2. Coins are credited to the account

in exchange for extra coins after the ad
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EXAMPLE - REWARDED PLACEMENT

App Name: UNO!
UNO! gives users the option to watch an ad
Category: Card games
in exchange for extra coins when they visit
the in-app store Company: Mattel163 Limited

EXAMPLE 2

1. On the main screen the user can choose to 2. Gems are credited to the account after the ad
watch a video in exchange for gems
 Proprietary + Confidential

Regional CPM
Regional CPM for Mature markets for Card games Proprietary + Confidential

UNITED STATES EMEA (UK,DE,FR,ES)

Android IOS Android IOS
Rewarded $ 10.3 - 11.4 $ 11.1 - 13.8 Rewarded $ 2.6 - 2.7 $ 2.4 - 2.7
Interstitial $ 5.2 - 5.5 $ 3.8 - 5.2 Interstitial $ 1.3 - 1.7 $ 1.7 - 2.1
Banner $ 0.2 - 0.6 $ 0.5 - 0.6 Banner $ 0.2 $ 0.2
Native $ 0.5 - 0.9 $ 1.1 - 2.2 Native - -

APAC (JP, KR) CHINA

Android IOS Android IOS
Rewarded $ 4.1 - 7.3 $ 5.3 - 14.2 Rewarded - $ 4.0 - 4.6
Interstitial $ 0.5 - 0.7 $ 4.2 - 5.1 Interstitial - $ 0.7 - 1.1
Banner $ 0.4 - 0.5 $ 0.3 - 0.4 Banner - $ 0.1
Native $ 0.4 - 0.6 $ 0.1 Native - $ 0.1 - 3.1

See notes and benchmarks methodology here

Regional CPM for Emerging markets for Card games Proprietary + Confidential

LATAM (BR) EMEA (TR,IL,MENA,RU)

Android IOS Android IOS
Rewarded $ 0.6 - 1.6 $ 3.5 - 5.5 Rewarded $ 1.7 - 2.4 $ 1.8 - 3.0
Interstitial $ 0.5 - 0.9 $ 2.1 Interstitial $ 0.6 - 1.0 $ 1.3 - 1.7
Banner $ 0.1 $ 0.2 Banner $ 0.1 $ 0.1
Native $ 0.1 - 0.4 $ 0.1 Native $ 0.1 - 0.2 -

INDIA SEA
Android IOS Android IOS
Rewarded $ 0.9 - 1.2 $ 0.7 - 2.6 Rewarded $ 0.6 - 1.4 $ 0.5 - 0.7
Interstitial $ 0.3 $ 0.3 - 0.5 Interstitial $ 0.3 $ 0.4
Banner $ 0.1 $ 0.1 - 0.2 Banner $ 0.1 - 0.2 $ 0.1
Native $ 0.2 - 1.7 - Native $ 0.1 - 0.3 $ 0.1

See notes and benchmarks methodology here

 Proprietary + Confidential

% of Revenue by Format*

* Percentage contribution of each ad format to total revenue coming from ads. For example:
Interstitials account for 15% of total revenue coming from ads in Android apps.
Format Rev Share for Mature markets for Card games Proprietary + Confidential

UNITED STATES EMEA (UK,DE,FR,ES)

Android IOS Android IOS
Rewarded 1% 7% Rewarded 5% 5%
Interstitial 86% 47% Interstitial 58% 70%
Banner 13% 42% Banner 37% 25%
Native <1% 4% Native - -

APAC (JP, KR) CHINA

Android IOS Android IOS
Rewarded 29% 11% Rewarded - 10%
Interstitial 49% 22% Interstitial - 76%
Banner 22% 67% Banner - 14%
Native <1% <1% Native - <1%

See notes and benchmarks methodology here

Format Rev Share for Emerging markets for Card games Proprietary + Confidential

LATAM (BR) EMEA (TR,IL,MENA,RU)

Android IOS Android IOS
Rewarded 24% 2% Rewarded 4% 5%
Interstitial 53% 65% Interstitial 56% 65%
Banner 23% 33% Banner 40% 30%
Native - - Native <1% -

INDIA SEA
Android IOS Android IOS
Rewarded 7% - Rewarded 12% 5%
Interstitial 28% 52% Interstitial 76% 46%
Banner 43% 48% Banner 12% 48%
Native 22% - Native - 1%

See notes and benchmarks methodology here

 Proprietary + Confidential

Regional user engagement

Engagement* for Card games Proprietary + Confidential

UNITED STATES EMEA (UK,DE,FR,ES)

Android IOS Android IOS
Avg Daily 2 - Avg Daily 2 -
sessions per user sessions per user
Avg Daily session 18 - 19 - Avg Daily session 16 -
duration (min) duration (min)

LATAM (BR) EMEA (TR,IL,MENA,RU)

Android IOS Android IOS
Avg Daily 2 - Avg Daily 2 -
sessions per user sessions per user
Avg Daily session 21 - Avg Daily session 19 -
duration (min) duration (min)

* data is not available for the countries and regions not listed
See notes and benchmarks methodology here
 Proprietary + Confidential

Music games
Music games overview
Proprietary + Confidential

Music video games are focused on the interactions of players with musical scores or individual songs. Music games are
often associated with puzzle games because these commonly use "rhythmically generated puzzles".

Most popular genres Suggested ad format

Rhythm Simulators Rewarded ads

Players are required to tap the These games simulate real life
Interstitial ads
screen following a certain rhythm instruments, but can also be used
to earn points based on their to create your own music or play
accuracy. an existing song.
Rewarded ads for Music games Proprietary + Confidential

REWARD IDEAS

Extra time Hints and Unlock new Level resume

suggestions songs or levels

BEST PRACTICES

Use smart Add counting down Improve reward prompt design Track reward usage
segmentation to retain number / bar to raise to attract users: eg. emphasize rate with Firebase to
purchasers sense of urgency for visual for gift, or use shorter ensure the song or gift
rewards appealing message is attractive
 Proprietary + Confidential

EXAMPLE - REWARDED PLACEMENT

App Name: Magic Tiles 3
Magic Tiles 3 gives the gamers the option
Category: Music games
to watch an ad in exchange for double
coins Company: AMANOTES

EXAMPLE 1

1. Player can choose to

2. Rewarded ad is 3. Coins are credited to
watch an ad in exchange for
shown the account after the ad
double coins
 Proprietary + Confidential

EXAMPLE - REWARDED PLACEMENT

App Name: Magic Tiles 3
Magic Tiles 3 gives the gamers the option
Category: Music games
to watch an ad to unlock a new song
Company: AMANOTES

EXAMPLE 2

1. Player can watch an ad

2. Rewarded ad is 3. New song is available
to unlock a new song
shown to play
 Proprietary + Confidential

EXAMPLE - REWARDED PLACEMENT

App Name: Magic Tiles 3
Magic Tiles 3 gives the gamers the option
Category: Music games
to watch an ad to unlock a new song
Company: AMANOTES

EXAMPLE 3

1. At game failed player can

2. Rewarded ad is 3. Player gets another
choose to watch an ad to
shown chance to play
revive the game
 Proprietary + Confidential

EXAMPLE - INTERSTITIAL PLACEMENT

App Name: Real piano
Real piano shows interstitials after a user
Category: Music games
action, such as instrument sound change
Company: Bilkon

EXAMPLE 1

1. Player clicks to change instrument 2. Interstitial ad is 3. Instrument sound changes

sound shown
 Proprietary + Confidential

Regional CPM
Regional CPM for Mature markets for Music games Proprietary + Confidential

UNITED STATES EMEA (UK,DE,FR,ES)

Android IOS Android IOS
Rewarded $ 16.9 - 25.9 $ 6.3 - 27.0 Rewarded $ 3.2 - 9.9 -
Interstitial $ 2.7 - 8.5 $ 6.6 - 8.5 Interstitial $ 2.7 - 2.9 -
Banner $ 0.4 - 1.8 $ 1.0 - 2.1 Banner $ 0.1 - 0.3 -
Native - - Native $ 0.1 - 0.7 -

APAC (JP, KR) CHINA

Android IOS Android IOS
Rewarded $ 3.1 - 8.0 $ 2.6 - 8.5 Rewarded - $ 3.8 - 10.2
Interstitial $ 1.9 - 6.2 $ 2.5 - 5.5 Interstitial - $ 4.3 - 7.3
Banner $ 0.8 - 1.5 $ 1.0 - 1.4 Banner - $ 0.2 - 0.4
Native $ 0.1 - 1.1 - Native - -

See notes and benchmarks methodology here

Regional CPM for Emerging markets for Music games Proprietary + Confidential

LATAM (BR) EMEA (TR,IL,MENA,RU)

Android IOS Android IOS
Rewarded $ 2.5 - 2.8 - Rewarded $ 0.1 - 1.2 $ 4.1
Interstitial $ 1.1 - 1.6 $ 2.1 Interstitial $ 0.7 - 2.1 $ 3.2
Banner $ 0.4 - 0.8 $ 0.3 Banner $ 0.3 - 0.4 $ 0.5
Native - - Native - -

INDIA SEA
Android IOS Android IOS
Rewarded $ 0.1 - 0.9 - Rewarded $ 1.6 - 4.2 $ 1.8 - 1.9
Interstitial $ 0.8 - 1.1 - Interstitial $ 0.7 - 1.2 $ 1.1 - 1.3
Banner $ 0.2 - 0.4 - Banner $ 0.2 - 0.8 $ 0.3 - 0.4
Native $ 0.1 - 0.8 - Native - -

See notes and benchmarks methodology here

 Proprietary + Confidential

% of Revenue by Format*

* Percentage contribution of each ad format to total revenue coming from ads. For example:
Interstitials account for 15% of total revenue coming from ads in Android apps.
Format Rev Share for Mature markets for Music games Proprietary + Confidential

UNITED STATES EMEA (UK,DE,FR,ES)

Android IOS Android IOS
Rewarded 77% 2% Rewarded 1% -
Interstitial 23% 29% Interstitial 81% -
Banner <1% 69% Banner 18% -
Native - - Native <1% -

APAC (JP, KR) CHINA

Android IOS Android IOS
Rewarded 12% 4% Rewarded - 1%
Interstitial 64% 74% Interstitial - 89%
Banner 24% 22% Banner - 10%
Native - - Native - -

See notes and benchmarks methodology here

Format Rev Share for Emerging markets for Music games Proprietary + Confidential

LATAM (BR) EMEA (TR,IL,MENA,RU)

Android IOS Android IOS
Rewarded 15% - Rewarded 4% 2%
Interstitial 34% 4% Interstitial 38% 89%
Banner 51% 96% Banner 58% 9%
Native - - Native - -

INDIA SEA
Android IOS Android IOS
Rewarded <1% - Rewarded 11% 12%
Interstitial 42% - Interstitial 73% 58%
Banner 58% - Banner 16% 30%
Native <1% - Native - -

See notes and benchmarks methodology here

 Proprietary + Confidential

Simulation games
Simulation games overview
Proprietary + Confidential

This gaming category refers to all the games that aim at simulating real world activities. This diverse category is often
characterized by short sessions (3-5 minutes max) and 2-5 ads displayed for each session. Most of simulation games ad
revenue comes from rewarded ads (~80%).

Most popular genres Suggested ad format

Time management Clicker / Idle play Vehicle simulators Rewarded ads

These games focus around real These games are These games attempt to
Interstitial ads
time allocation of resources in a characterized by the provide the player with a
consequent order to fulfil the level possibility of endless realistic interpretation of
objectives. The players must react progression of the business operating various kinds of
to the incoming request that and simple action (click/tap) vehicles.
occurs as they play and serve is performed repeatedly . For
them in the most effective manner the same reason there is
to get the greatest possible usually no session time limit
reward. imposed on the users.
Rewarded ads for Simulation games Proprietary + Confidential

REWARD IDEAS

Free coins Extra life Level resume Daily rewards Upgrades for
or energy gameplay

BEST PRACTICES

Track reward usage Set dynamic gift Add counting down Use smart
rate with Firebase to content and frequency number / bar to raise segmentation to retain
ensure gift is attractive based on the user sense of urgency purchasers
behavior
Interstitial ads best practices for Simulation games Proprietary + Confidential

PLACEMENT IDEAS
Placement with screen shift within app environment such as:

Level refresh End of the level Back to homepage

BEST PRACTICES

DO use smart segmentation to retain purchasers

DON’T use interstitial at game return (when returning from minimized mode)

DON’T bump up interstitial when there’s no screen shift

 Proprietary + Confidential

EXAMPLE - REWARDED PLACEMENT

App Name: Idle Evil Clicker
Idle Evil Clicker gives the user the option to
Category: Simulation
watch rewarded ads in many different
moments during the gameplay Company: AppQuantum

EXAMPLE 1 EXAMPLE 2 EXAMPLE 3

Between the levels, as an Watch rewarded ad to get During the quest there is an
additional upgrade (extra tool) for randomized reward (among always-on option to watch
the next level those shown on the wheel) an ad for extra tools
 Proprietary + Confidential

Regional CPM
Regional CPM for Mature markets for Simulation games Proprietary + Confidential

UNITED STATES EMEA (UK,DE,FR,ES)

Android IOS Android IOS
Rewarded $ 20.1 - 21.5 $ 9.0 - 20.8 Rewarded $ 7.9 - 16.5 $ 4.0 - 15.8
Interstitial $ 4.0 - 10.0 $ 4.0 - 9.2 Interstitial $ 2.1 - 6.8 $ 1.2 - 1.5
Banner $ 0.5 $ 0.7 - 1.0 Banner $ 0.2 - 0.4 $ 0.1 - 0.6
Native $ 1.2 - 9.8 $ 0.1 - 5.8 Native - $ 0.8 - 1.5

APAC (JP, KR) CHINA

Android IOS Android IOS
Rewarded $ 9.0 - 9.8 $ 8.0 - 9.7 Rewarded - $ 8.5 - 26.4
Interstitial $ 4.1 - 6.5 $ 5.6 - 5.8 Interstitial - $ 5.4 - 9.6
Banner $ 0.7 - 0.8 $ 0.3 - 0.8 Banner - $ 0.6 - 1.3
Native $ 0.1 - 0.3 $ 0.1 - 1 Native - $ 0.1 - 3.8

See notes and benchmarks methodology here

Regional CPM for Emerging markets for Simulation games Proprietary + Confidential

LATAM (BR) EMEA (TR,IL,MENA,RU)

Android IOS Android IOS
Rewarded $ 1.1 - 1.8 $ 3.7 - 4.0 Rewarded $ 1.2 - 1.9 $ 3.8 - 4.0
Interstitial $ 0.6 - 0.7 $ 1.1 - 1.5 Interstitial $ 0.4 - 0.6 $ 1.2 - 1.8
Banner $ 0.2 $ 0.3 - 0.4 Banner $ 0.1 - 0.2 $ 0.2 - 0.4
Native - - Native $ 0.1 $ 0.1 - 0.3

INDIA SEA
Android IOS Android IOS
Rewarded $ 0.9 - 1.6 $ 2.2 - 2.6 Rewarded $ 0.8 - 1.4 $ 1.4 - 3.1
Interstitial $ 0.4 - 0.5 $ 0.8 . 1.0 Interstitial $ 0.4 - 0.5 $ 1.2 - 1.6
Banner $ 0.1 $ 0.1 - 0.2 Banner $ 0.1 - 0.2 $ 0.2
Native $ 0.1 - 0.7 $ 0.1 - 0.5 Native $ 0.1 - 3.1 -

See notes and benchmarks methodology here

 Proprietary + Confidential

% of Revenue by Format*

* Percentage contribution of each ad format to total revenue coming from ads. For example:
Interstitials account for 15% of total revenue coming from ads in Android apps.
Format Rev Share for Mature markets for Simulation games Proprietary + Confidential

UNITED STATES EMEA (UK,DE,FR,ES)

Android IOS Android IOS
Rewarded 45% 1% Rewarded 73% 23%
Interstitial 41% 98% Interstitial 23% 58%
Banner 2% 1% Banner 4% 17%
Native 12% - Native - 2%

APAC (JP, KR) CHINA

Android IOS Android IOS
Rewarded 54% 23% Rewarded - 5%
Interstitial 19% 33% Interstitial - 79%
Banner 27% 44% Banner - 16%
Native <1% - Native - <1%

See notes and benchmarks methodology here

Format Rev Share for Emerging markets for Simulation games Proprietary + Confidential

LATAM (BR) EMEA (TR,IL,MENA,RU)

Android IOS Android IOS
Rewarded 4% 1% Rewarded 47% 9%
Interstitial 94% 87% Interstitial 37% 67%
Banner 2% 12% Banner 16% 24%
Native - - Native <1% <1%

INDIA SEA
Android IOS Android IOS
Rewarded 17% 17% Rewarded 8% 3%
Interstitial 65% 74% Interstitial 67% 66%
Banner 18% 4% Banner 25% 31%
Native <1% 5% Native <1% -

See notes and benchmarks methodology here

 Proprietary + Confidential

Regional user engagement

Engagement* for Simulation games Proprietary + Confidential

UNITED STATES EMEA (TR,IL,MENA,RU)

Android IOS Android IOS
Avg Daily 3 - Avg Daily 2 -
sessions per user sessions per user
Avg Daily session 11 - Avg Daily session 14 -
duration (min) duration (min)

APAC (JPKR)
Android IOS
Avg Daily 2 2
sessions per
user
Avg Daily session 15 - 17 22
duration (min)

* data is not available for the countries and regions not listed
See notes and benchmarks methodology here
 Proprietary + Confidential

Word games
Word games overview
Proprietary + Confidential

This gaming category is quite diverse and include all games that are centered on words or letters, and have elements of a
puzzle, match 3, brain and teasers gameplay. Top apps in this category have long sessions (10-20 minutes), with 1 to 3 ad
displayed per session, with banner and interstitials being the strongest formats

Most popular genres Suggested ad format

Crosswords/Puzzles/Search Boggle/Scrabble Hybrid: storyline/adventure Banner ads

Usually played by a single player These are app Unusual gameplay: words can Interstitial ads
these may include different equivalents of the popular be used as a weapon, RPG
elements: find a word, guess a board games and often mode is available or there is an Rewarded ads
word or word creation. leverage the multiplayer original storyline that supports
mode. the gameplay.
Rewarded ads for Word games Proprietary + Confidential

REWARD IDEAS

Free coins Unlock new level / topic Hint / Suggestion Level resume

BEST PRACTICES

Set dynamic gift Track reward usage Improve reward prompt design
content and frequency rate with Firebase to to attract users: eg. emphasize
based on the user ensure gift is attractive visual for gift, or use shorter
behavior appealing message
Other ideas for Word games Proprietary + Confidential

INTERSTITIAL ADS BANNER ADS

Use interstitial start or end of the game Banner ads are a common format for this
vertical

Consider showing interstitial in the middle Place always-on banner ads at the bottom of
of the game in case of long game duration the game-play screen

GAME PLAY
Provide extra time to motivate users to Occasionally offer new puzzle mechanics,
complete the level weekly or monthly challenges as a limited offer
to motivate loyal users
 Proprietary + Confidential

Regional CPM
Regional CPM for Mature markets for Word games Proprietary + Confidential

UNITED STATES EMEA (UK,DE,FR,ES)

Android IOS Android IOS
Rewarded $ 11.2 - 11.3 $ 5.8 - 7.8 Rewarded $ 1.4 - 3.0 $ 2.3
Interstitial $ 3.3 - 12.4 $ 4.4 - 8.0 Interstitial $ 1.3 - 2.5 $ 2.3
Banner $ 0.5 - 1.4 $ 0.8 - 0.9 Banner $ 0.1 - 0.2 $ 0.1
Native $ 0.1 - 0.3 - Native $ 0.1 - 0.8 -

APAC (JP, KR) CHINA

Android IOS Android IOS
Rewarded $ 3.0 - 5.5 $ 6.9 - 11.2 Rewarded - $ 12.7 - 13.7
Interstitial $ 4.2 - 4.9 $ 3.6 - 7.2 Interstitial - $ 2.2 - 6.4
Banner $ 0.4 - 1.8 $ 0.3 - 0.6 Banner - $ 0.1 - 0.7
Native $ 0.1 - 1.0 $ 0.1 - 0.5 Native - $ 0.1 - 1.0

See notes and benchmarks methodology here

Regional CPM for Emerging markets for Word games Proprietary + Confidential

LATAM (BR) EMEA (TR,IL,MENA,RU)

Android IOS Android IOS
Rewarded $ 1.2 - 1.3 - Rewarded $ 0.5 - 0.7 $ 2.0
Interstitial $ 0.5 - 0.7 - Interstitial $ 0.4 - 0.7 $ 0.7
Banner $ 0.2 - 0.2 - Banner $ 0.1 $ 0.2
Native - - Native - -

INDIA SEA
Android IOS Android IOS
Rewarded $ 0.8 - 0.9 $ 0.6 Rewarded $ 0.5 - 1.1 $ 1.7 - 6.2
Interstitial $ 0.4 $ 0.6 Interstitial $ 0.3 - 0.5 $ 1.0 - 5.2
Banner $ 0.1 - 0.2 - Banner $ 0.1 - 0.2 $ 0.1 - 0.3
Native $ 0.1 - 0.2 - Native $ 0.1 -

See notes and benchmarks methodology here

 Proprietary + Confidential

% of Revenue by Format*

* Percentage contribution of each ad format to total revenue coming from ads. For example:
Interstitials account for 15% of total revenue coming from ads in Android apps.
Format Rev Share for Mature markets for Word games Proprietary + Confidential

UNITED STATES EMEA (UK,DE,FR,ES)

Android IOS Android IOS
Rewarded 11% 1% Rewarded 7% 5%
Interstitial 50% 59% Interstitial 51% 73%
Banner 39% 40% Banner 42% 22%
Native - - Native <1% -

APAC (JP, KR) CHINA

Android IOS Android IOS
Rewarded 31% 8% Rewarded - 14%
Interstitial 25% 22% Interstitial - 65%
Banner 39% 13% Banner - 21%
Native 5% 57% Native - -

See notes and benchmarks methodology here

Format Rev Share for Emerging markets for Word games Proprietary + Confidential

LATAM (BR) EMEA (TR,IL,MENA,RU)

Android IOS Android IOS
Rewarded 13% - Rewarded 18% -
Interstitial 30% - Interstitial 29% 23%
Banner 57% - Banner 53% 77%
Native - - Native - -

INDIA SEA
Android IOS Android IOS
Rewarded 7% 3% Rewarded 22% -
Interstitial 42% 21% Interstitial 48% 99%
Banner 50% 76% Banner 27% 1%
Native 1% - Native 3% -

See notes and benchmarks methodology here

 Proprietary + Confidential

Regional user engagement

Engagement* for Word games Proprietary + Confidential

UNITED STATES EMEA (UK,DE,FR,ES)

Android IOS Android IOS
Avg Daily 2 - Avg Daily 2 -
sessions per user sessions per user
Avg Daily session 14 - Avg Daily session 16 -
duration (min) duration (min)

LATAM (BR) EMEA (TR,IL,MENA,RU)

Android IOS Android IOS
Avg Daily - - Avg Daily 2-3 -
sessions per user sessions per user
Avg Daily session - - Avg Daily session 16 - 19 -
duration (min) duration (min)

* data is not available for the countries and regions not listed
See notes and benchmarks methodology here
 Proprietary + Confidential

Action games
Action games overview
Proprietary + Confidential

Action games are video games that emphasize physical challenges, such as hand-eye coordination and reaction time.
In these games the players typically control a character often in the form of a protagonist or avatar. This player character
must navigate a level, collecting objects, avoiding obstacles, and battling enemies with their natural skills as well as
weapons and other tools at their disposal.

Most popular genres Suggested ad format

Fighting Action platformer Run n Gun platformer Rewarded ads

These games are based around In these games the gameplay is A mix of shoot ‘em up and
interpersonal combat between a viewed from a side-view camera angle platformer, characterized
limited amount of characters in which and the on-screen characters can by a minimal focus on
they fight until the opponents are generally only move to the left or to precise platform jumping
defeated or the timer expires. The the right. The player controlled and major emphasis on
players must master techniques such character needs to jump and climb multi-directional shooting.
as blocking, counter-attacking, and between suspended platforms while
chaining attacks together into avoiding obstacles, shootings or
“combos”. beating enemies.
Rewarded ads for Action games Proprietary + Confidential

REWARD IDEAS

In-app soft Energy boost Extra gems Extra weapons

currency

BEST PRACTICES

Motivate users to get extra Experiment with offers Monetized customized

inventory at the beginning of the that are available for items tailored to main
game by watching a rewarded ad limited amount of time. holidays/trends on key
(eg.“start bigger with extra tools”) markets
 Proprietary + Confidential

Regional CPM
Regional CPM for Mature markets for Action games Proprietary + Confidential

UNITED STATES EMEA (UK,DE,FR,ES)

Android IOS Android IOS
Rewarded $ 10.3 - 10.4 $ 12.0 - 14.7 Rewarded $ 13.4 - 15.3 $ 8.9 - 17.7
Interstitial $ 3.2 - 6.2 $ 3.8 - 8.9 Interstitial $ 0.9 - 6.1 $ 4.1 - 5.7
Banner $ 0.6 - 1.3 $ 0.4 - 1.2 Banner $ 0.6 - 0.8 $ 0.3 - 0.7
Native - $ 0.1 - 0.3 Native $ 0.1 - 0.4 $ 0.1 - 11.4

APAC (JP, KR) CHINA

Android IOS Android IOS
Rewarded $ 13.3 - 15.3 $ 5.6 - 16.6 Rewarded - $ 14.0 - 14.3
Interstitial $ 3.9 - 8.2 $ 3.5 - 5.9 Interstitial - $ 5.5 - 8.0
Banner $ 0.9 - 1.6 $ 0.9 - 1.9 Banner - $ 0.4 - 0.7
Native - $ 0.1 Native - -

See notes and benchmarks methodology here

Regional CPM for Emerging markets for Action games Proprietary + Confidential

LATAM (BR) EMEA (TR,IL,MENA,RU)

Android IOS Android IOS
Rewarded $ 0.8 - 1.5 $0.9 - 6.0 Rewarded $ 1.2 - 2.5 $ 5.1 - 6.3
Interstitial $ 0.2 - 1.0 $2.1 - 2.3 Interstitial $ 0.5 - 0.7 $ 1.4 - 2.4
Banner $ 0.1 - 0.2 $0.2 - 0.5 Banner $ 0.1 - 0.3 $ 0.1 - 0.5
Native $ 0.1 - 0.8 - Native $ 0.1 -

INDIA SEA
Android IOS Android IOS
Rewarded $ 0.4 - 0.5 $ 0.1 - 1.8 Rewarded $ 1.2 - 1.3 $ 1.5 - 1.7
Interstitial $ 0.3 - 0.4 $ 1.0 Interstitial $ 0.5 - 0.7 $ 0.8 - 0.9
Banner $ 0.1 - 0.2 $ 0.4 Banner $ 0.1 - 0.2 $ 0.3
Native $ 0.2 - 0.4 - Native $ 0.2 - 0.3 -

See notes and benchmarks methodology here

 Proprietary + Confidential

% of Revenue by Format*

* Percentage contribution of each ad format to total revenue coming from ads. For example:
Interstitials account for 15% of total revenue coming from ads in Android apps.
Format Rev Share for Mature markets for Action games Proprietary + Confidential

UNITED STATES EMEA (UK,DE,FR,ES)

Android IOS Android IOS
Rewarded 2% 44% Rewarded 64% 64%
Interstitial 98% 34% Interstitial 23% 22%
Banner - 22% Banner 13% 14%
Native - - Native - -

APAC (JP, KR) CHINA

Android IOS Android IOS
Rewarded 25% 9% Rewarded - 9%
Interstitial 35% 39% Interstitial - 84%
Banner 41% 52% Banner - 7%
Native - <1% Native - -

See notes and benchmarks methodology here

Format Rev Share for Emerging markets for Action games Proprietary + Confidential

LATAM (BR) EMEA (TR,IL,MENA,RU)

Android IOS Android IOS
Rewarded 55% 15% Rewarded 60% 55%
Interstitial 42% 51% Interstitial 34% 35%
Banner 3% 34% Banner 6% 10%
Native - - Native - -

INDIA SEA
Android IOS Android IOS
Rewarded 10% 3% Rewarded 32% 6%
Interstitial 81% 76% Interstitial 61% 83%
Banner 9% 21% Banner 7% 11%
Native <1% - Native <1% -

See notes and benchmarks methodology here

 Proprietary + Confidential

Regional user engagement

Engagement* for Action games Proprietary + Confidential

UNITED STATES EMEA (TR,IL,MENA,RU)

Android IOS Android IOS
Avg Daily 2 - Avg Daily 1- 2 -
sessions per user sessions per user
Avg Daily session 5 - 12 - Avg Daily session 5-6 -
duration (min) duration (min)

APAC (JPKR) SEA

Android IOS Android IOS
Avg Daily 2 - Avg Daily 2 -
sessions per sessions per user
user
Avg Daily session 21 -
Avg Daily session 8 - 10 - duration (min)
duration (min)

* data is not available for the countries and regions not listed
See notes and benchmarks methodology here
 Proprietary + Confidential

Thank you
We hope you have enjoyed Google AdMob Gaming Insights. For more success stories, insights and
best practices visit the resource section of our website admob.google.com/home/resources/.
Notes & Methodology Proprietary + Confidential

General Notes
Where data is not available, figures are marked with ‘-’

All data is for the 2019 Q3 period

Metrics
Regional CPM = Cost Per Thousand Impressions (AdMob Ad revenue) per region

Format Revenue Share = Percentage contribution of one AdMob Ad format revenue to total AdMob Ad revenue

Engagement metrics are extrapolated from AdMob Firebase data