In performance media buying, strong results come from clarity. Especially in iGaming, where each format must do more than deliver impressions. It has to convert the right user, at the right time, into long-term value.
At RockApp, we’ve run and scaled both playable ads and rewarded video across global markets, verticals, and budgets. Here’s what we’ve learned from data, not opinion.
Playable Ads: Mechanics That Pre-Qualify
Playable formats replicate core gameplay. Users interact before install, making each click a filter for real interest.
Best for:
- Slots, poker, live casino titles
- High-competition geos (Tier-1, Q4 cycles)
- Campaigns focused on quality installs and retention
What it delivers:
- High time-on-ad and intent
- Stronger post-install performance
- Clear signals for algorithms: scrolls, taps, session depth
Rewarded Video: Reach and Speed at Scale
Rewarded video offers an incentive (typically coins, boosts, or gameplay) in exchange for ad view. It performs best as a scale and retargeting driver.
Best for:
- In-app inventory expansion
- Promo offers and cross-promo campaigns
- Growth markets like India, Brazil, Southeast Asia
What it delivers:
- High CTR and low CPI
- Strong reach, especially in mid-funnel
- Easy integration with in-app environments
Execution tips:
The reward must align with in-game economy. We track ad fatigue and reward elasticity through our in-house DSP tools.
Head-to-Head: Performance Breakdown
| Metric | Playable Ads | Rewarded Video |
| CTR | Moderate | High |
| CVR | High | Medium |
| Time-on-Ad | 25–40 sec | 10–15 sec |
| Install Quality | Consistently strong | Varies by offer |
| Update Frequency | Requires iteration | Lower refresh needed |
| CPI | Higher | Lower |
| Scalability | Platform-limited | High scale potential |
Strategic Format Deployment
No format wins by default. We decide based on:
- Funnel stage
- Geo and season
- Payout model
- User LTV patterns
For example:
- In Q4, playables outperform across ROAS and retention.
- In Q2/Q3, rewarded video dominates for acquisition volume.
- For launches, we deploy both: playables for quality, rewarded for scale.
All performance flows into our bid pacing logic and fatigue tracking systems. We adjust daily.
Conclusion
Different goals require different tools.
Playable ads act like a laser: precise, high-intent, and performance-heavy.
Rewarded video works like a spotlight: broad, fast, and scalable.
At RockApp, we deploy both. Test deep. Scale what proves itself in data. And optimize for business, not just metrics.
