Unity Ads Earnings for Casual Game Apps

Typical ad setup for this category

These are the modelling defaults for the category, used in every table on this page.

Sessions per user per day

3.5

Typical session length

8 minutes

Retention day 1 / 7 / 30

38% / 14% / 6%

Typical iOS share

35%

Rewarded video

3 per user / day

Interstitial

3 per user / day

Banner

6 per session

Native

Not offered

App open

Not offered

Casual games balance ads against in-app spending

Match-3, merge and light simulation titles keep players for weeks or months rather than days. Sessions are short but frequent: a few levels on the bus, a few more before bed. That longer lifespan changes the maths. Each player is worth protecting, and some of them will pay for boosters, lives or a starter pack, so advertising has to earn alongside purchases without undercutting them. Casual eCPMs sit a touch under the typical-app baseline in our tables, at 0.95, yet a well-retained casual game usually earns more per player over its lifetime than a hypercasual one simply because people stay.

Rewarded video is the natural centre of a casual ad plan, because the economy already has scarce things to offer. Extra moves when a board is nearly cleared, a refill of lives or doubled coins after a level all give players a reason to opt in. Interstitials work at the end of a level or on return to the map, though frequency matters more than in simpler games: the regulars you annoy are the ones you can least afford to lose. Banners on map or menu screens add a small, steady top-up without touching play.

The awkward question is cannibalisation. If rewarded ads hand out too many free lives, fewer players buy them. Watch purchase conversion next to ad revenue whenever you change reward values, and consider switching off forced ads for anyone who has paid. The rewarded versus interstitial guide explains how to test the mix rather than guess at it.

Estimated monthly earnings by audience size

Monthly estimates for the typical setup above, balanced region split.

Where the money comes from

Split of the $10,100 estimate at 10,000 daily users (blended Android and iOS).

Rewarded video carries 47% of the total, so its placement and frequency matter most for this category.

Region makes the biggest difference

The same app at 10,000 daily users with three audience splits:

Moving from an emerging-market audience to a Tier 1 audience multiplies the estimate by about 2.5.

Revenue per install

Using the category’s typical retention curve, one install produces about 4.4 active days in its first 30 days and 7.0 in 90 days.

Ad revenue per install, first 30 days

$0.15

Ad revenue per install, first 90 days

$0.24

Compare these figures with your cost per install before buying users. They exclude in-app purchases.

How Unity Ads fits this category

For Rewarded video, the Tier 1 eCPM in our Unity Ads table is $13.00, about 8% above the middle of the eight mobile networks. For Interstitial, the Tier 1 eCPM in our Unity Ads table is $9.00, about 11% above the middle of the eight mobile networks. For Banner, the Tier 1 eCPM in our Unity Ads table is $0.80, about 3% below the middle of the eight mobile networks. Modelled fill is 84% for Unity Ads against an average of 83% across the mobile networks, which adds a little to every format.

You create a project in the Unity dashboard, switch on monetisation and receive a game ID for each platform. In the editor you install the Ads package, or the LevelPlay package if you want mediation, which is the route Unity increasingly points new publishers towards. You initialise the SDK with your ID, define rewarded, interstitial and banner placements, and use test mode to check the flow. Payment and tax profiles live in the dashboard. Try the Unity Ads revenue calculator to size the opportunity first.

How Unity Ads ranks for this category

All eight mobile networks, same category and audience (10,000 daily users, balanced).

Unity Ads ranks 4 of 8 here, 25% behind AppLovin MAX.

Practical tips

• Remove interstitials automatically for players who make any purchase, since their goodwill is worth more than the impressions.
• Offer extra moves through rewarded video on near-miss failures, where motivation is highest and the reward feels earned.
• Recheck reward values every time you rebalance the economy so free rewards do not quietly replace paid ones.

About Unity Ads

Unity Ads is a video-first network tied closely to the Unity engine, and in our tables it covers rewarded, interstitial and banner but not native or app open. Its Tier 1 Android estimates of about $13.00 for rewarded and $9.00 for interstitials sit among the stronger figures, helped by game studios buying installs from other games.

All figures come from our benchmark tables: Android eCPMs by tier, category or niche multipliers, modelled fill and the iOS multiplier. They are estimates for planning, not quotes.