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Playable Ads vs. Rewarded Video: What Drives Real Performance in iGaming

RockApp breaks down where playable ads and rewarded video drive performance 

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.