Rewarded Ads
Rewarded advertising campaigns
Rewarded advertising lets a player choose an ad interaction in exchange for an in-game benefit.
Rewarded advertising lets a player choose an ad interaction in exchange for an in-game benefit. That choice creates a clear moment for a brand message, but it changes what “engagement” means: a player may finish the ad for the reward rather than the product. Plan around a suitable message and a credible downstream action, not completion rate alone.
Use a three-part decision framework: choose a placement and reward exchange that fit the game, agree the message and commercial terms before launch, then assess delivery and downstream results against the campaign objective. Treat ad completion as a delivery signal, not proof of product interest.
Understand the placement contract
In a typical rewarded unit, the app offers a stated reward, the player opts in, the ad appears, and the app grants the reward when the platform's qualifying condition is met. Rewarded formats include video, playable ads and surveys. The exact implementation varies by network and app, so confirm the trigger, skip behaviour and reporting definition with the publisher.
Common game rewards include in-game currency, power-ups, additional lives and consumable items such as potions. One described rewarded-video flow uses a full-screen video lasting 15–30 seconds and grants the reward after completion, though the player may usually close it after a minimum view time; confirm the rules for the placement being proposed.
Google AdMob is a named rewarded-ad platform, with documentation for Android, iOS, Unity and Flutter. Unity Ads describes an auction that opens when a game requests an ad: advertisers bid for the impression, and the highest bidder provides the ad.
A game's privacy notice may list Google AdMob, Meta Audience Network, AppLovin / MAX, Unity Ads or IronSource (Unity LevelPlay) as advertising partners. Treat a partner name as a lead to verify, not proof that the game offers rewarded inventory through that service.
Brands should confirm the applicable requirements with the publisher because a misleading reward flow can affect both user trust and campaign interpretation.
Google says its Mobile Ads SDK for Android is in maintenance mode and directs developers to GMA Next-Gen SDK for the latest updates and features; ask the publisher which SDK path supports the inventory being proposed.
Choose a message that survives the context
Lead with one recognisable brand proposition. Avoid a long qualification or an action that requires leaving the game immediately.
A message can invite later discovery, but it should not imply that clicking the advertiser's site is required to receive the in-app reward unless that is truly the disclosed arrangement and permitted by the network. Check the creative in the game environment, with sound both on and off where applicable.
| Measure | What it can tell you | What it cannot prove |
|---|---|---|
| Start or opt-in | The player chose the reward opportunity | Interest in the brand |
| Completion or reward earned | The qualifying interaction occurred | Attention to the offer |
| Site visit or later action | Some response followed exposure | Incremental effect by itself |
Evaluate without confusing incentive and intent
Compare completion with viewable delivery, post-ad visits and a business outcome appropriate to the offer. Segment by app, placement and creative where volume allows. Watch for unusually high completion with almost no relevant downstream behaviour; first check tracking, landing speed and product fit, rather than assuming manipulation.
Keep the stages distinct: opt-in is the player's choice to start the ad, while a completed view means the player watched it to the end. Unity Ads lists ad start, completed view, click and install in escalating order of expected earning potential; these events describe impression value, not necessarily brand impact.
Unity defines eCPM as effective cost per 1,000 impressions and describes it as blended publisher revenue across impression types. US-market figures for casual-game rewarded-video eCPM are US$10–$40, compared with US$5–$15 for interstitials and US$0.50–$3 for banners; treat these as US context, not Australian price guidance.
Before launch, agree the purchase route, price basis, brand-suitability categories, frequency, reward disclosure, reporting and a make-good process. Ask the publisher to explain how the reward is presented, when it is granted and which delivery events the report counts.
In this guide
- Choosing a suitable brand message for a rewarded placementA rewarded ad should communicate one idea before the player returns to the game.
- Understanding the player action that triggers an adThe action that starts a rewarded ad is part of the campaign experience.
- Evaluating completion rates alongside downstream behaviourA rewarded ad completion rate measures progress through the rewarded experience.
- Avoiding rewards that create misleading ad interactionsA reward should encourage a voluntary ad experience, not make a player click, install or purchase under a false impression.
