Hundreds of millions of gamers play web games every month. Poki.com, as the web’s leading gaming platform, sees 100 million monthly site visits alone.

Combined with the playerbase of CrazyGames, Playgama, Playhop (and many more) there’s clearly a huge audience hungry for high-quality experiences on web.

Yet, many in the games industry ignore web platforms for fear that players cannot be monetized effectively.

But that assumption is untrue. Our developer partners behind popular IP are making upwards of $1,000,000 annual revenue from web monetization, and indie teams are funding sustainable livelihoods from the revenue they receive. 

For game studios accustomed to monetizing on mobile, the web presents many similarities in game monetization. Web gaming’s primary revenue generator, Rewarded Video, is a familiar monetization approach on mobile. But there are considerations to be made on web, and in this guide I’ll explain why. 

The Role of Rewarded Video

One of web gaming’s strengths lies in the speed and ease with which games are accessed. Gamers can enter a game without needing to download local assets or log-in to player accounts. Players who discover their next favorite title can begin playing it in a matter of seconds. But just as the barrier to entry is low, so too is the friction of leaving. Engagement is vital for game monetization. 

It’s no surprise then that Rewarded Video is the biggest revenue generator for web games, and our primary monetization method at Poki. It’s an approach driven by optionality, where players have actively chosen to view an ad to improve their game experience, rather than be disrupted by aggressive IAP pop-ups. This active engagement (and the larger screen estate found on desktop browsers) provides valuable ad space for advertisers and high eCPM placements for studios; a win-win for both! 

Best Rewarded Approaches in Web Games

Looking at games across the Poki platform, we see three primary approaches that work best for Rewarded Video placements. 

Game Assists

The first approach to using Rewarded Video is through game assists such as revives or level skips. From an engagement perspective, this is about retention. Difficulty spikes are major churn points. By offering a helping hand to players who are struggling, studios reduce drop-offs and keep the player within the game for longer. Your game backend is an important part of ensuring effective ad placement; seeing the levels or pain points where players churn, and positioning assists accordingly. In essence, assists monetize a moment of frustration that would otherwise lead to a quit.

Example of a revive in the web version of Subway Surfers

Currency Rewards

Secondly, Rewarded Video can offer in-game currency where players can increase their existing in-game currency by watching video ads, as seen in titles like Hills of Steel.

Example from Hills of Steel

These rewards work well because it puts the choice in the user's hands. Players can enjoy a genuinely fun gameplay experience without engaging with Rewarded Video, but the option is there for those who want to accelerate their progress. I’d advise restraint when offering currency awards. Infinite in-game currency can break game balance and trivialize progression. Set limits. Better yet, use dynamic opportunities and show options only under specific circumstances. For example, introduce a rare character that appears for only a few seconds to offer a reward. This creates scarcity and urgency, which can drive higher conversion rates compared to a static menu button.

Customization

If game assists are about stopping immediate player churn, then customization is about long-term retention. Many games provide players with new outfits, vehicles in games like Hill Climb Racing, or changes to the game’s appearance in return for a Rewarded Video view. Consider seasonal events too! Live ops aren't just for mobile. Weekly or seasonal unlocks (like Halloween skins) are excellent for engagement spikes and retention.

Using Rewarded Video for new outfit options in ‘Vortella’s Dress Up’

Cosmetic rewards give players a sense of investment. Building up a wardrobe or expanding a garage gives players reason to return, which extends their CLTV. We find that our multiplayer fashion games often see a higher-than-average amount of Rewarded Video engagement.  When 87% of Gen Z gamers say that digital self-expression makes them feel more comfortable in real life, that comes as no surprise. Players are eager to share their fashion styles with others, so they have a strong incentive to engage with the ad so consider social or multiplayer features as a way for players to display their status with others.

Best Design Practices 

Whichever approach you take, transparency is vital. Players should be able to trust game studios to provide great games and not dark patterns. Bringing too much attention to the ad button or delaying the "skip" option hurts player relationships. If players feel pushed, engagement decreases, and you burn your user base. My advice is to place the non-ad button (e.g the next level button) in the most accessible position to ensure players can keep experiencing the title, and not have their game experience disrupted with a misleading ad press.

Likewise, the quicker the reward loop, the better! Players appreciate being rewarded immediately after the ad. Use animations, sound, or a "celebration" moment. Ideally, equip or activate the reward right after the unlock. This minimizes click-depth and friction, putting engagement at the forefront.

Final Advice

My most important advice when monetizing for web is to ensure that fun and optionality remain at the center. Rewarded Video works best when you offer very relevant rewards at the relevant time, carefully considered within the game design and not approached as an afterthought. Prioritize the player experience, create genuinely fun high-quality experiences that players actively want to return to, and the ad revenue will follow.