Trends in mobile game monetization
summary
Teams report ad engineering as a small but high-ROI chunk of work: a few weeks of integration versus a growing share of revenue, and each added ad increases monetization without hurting retention in their data. Studios build either an in-house mediation waterfall or use HyperMX/third parties, tie rewarded video into paywalls or end-of-mission flows, cap impressions to avoid farming, and move to variable rewards so ads don’t cannibalize IAPs. Benchmarks: roughly one view per DAU as baseline, 2–3 if tightly integrated; casino audiences drive the highest eCPMs.
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