TL;DR
AdSense wasn’t built for HTML5 games, it lacks gaming-native formats (rewarded video, interstitials, skins) and struggles with global fill rates.
The key insight: Stop chasing high eCPMs and start optimizing for Session RPM. A $5 eCPM with 60% fill = $1 Session RPM, but a $4.50 eCPM with 85% fill = $1.70 Session RPM.
The solution: Keep AdSense as your base and layer gaming-focused partners (AdinPlay, Venatus, PlayWire, MonetizeMore) to fill gaps. Test with 20-30% of traffic for 14 days, measure Session RPM, and scale what works.
An HTML5 game websites recently discovered something shocking.
Despite decent traffic and solid eCPMs from AdSense, they were only monetizing 60% of their ad impressions. The other 40%? Just… disappearing. Unfilled. Earning nothing.
Those unfilled impressions weren’t caused by ad blockers or poor traffic quality. AdSense simply couldn’t find buyers for them. And here’s the uncomfortable truth: if you’re running HTML5 games and relying solely on AdSense, this is probably happening to you right now.
The question is: how much revenue are you leaving on the table?
The Truth About AdSense and HTML5 Games
AdSense is the gold standard for blogs, news sites, and static content. But here’s what most publishers don’t realize: AdSense wasn’t built with HTML5 games in mind.
Think about how different gaming environments are. Your players aren’t passive readers scrolling through an article. They’re:
- Engaging in extended gameplay sessions
- Interacting with dynamic content that changes constantly
- Moving between levels where ad timing is critical
- Playing across different regions with varying advertiser demand
AdSense treats your gaming site like it’s a blog post. And that fundamental mismatch? It can cost you.
The market opportunity is massive: According to Verified Market Research, HTML5 games are projected to grow from $1.03 billion in 2023 to $3.09 billion by 2031 – a CAGR of 16.7%.
Publishers are sitting on highly engaged audiences that advertisers want to reach. But most are using monetization tools designed for a different type of content.
Why Your Fill Rate is Quietly Destroying Your Revenue?
Here’s a scenario that plays out constantly:
Publisher A runs an HTML5 game portal with a $5 eCPM from AdSense.
But they’re only filling 60% of their impressions. That means 40% of their potential ad inventory earns nothing.
Their actual Session RPM? Just $1.
Now consider Publisher B with a similar site. Their eCPM is lower at $4.50. But they’re filling 85% of impressions by adding a gaming-focused partner alongside AdSense.
Their Session RPM? $1.70.
Publisher B makes 70% more revenue per session despite having a lower eCPM.
This reveals a critical insight that many publishers miss:
A high eCPM means nothing if half your impressions never get filled.
What Makes HTML5 Games Different (And Why Standard Ads Fall Short)
Traditional display ads were designed for static page experiences. HTML5 game ads operate in a completely different environment:
1. You Need Specialized Ad Formats That Work With Gameplay
Standard banner ads often disrupt the gaming experience. A player accidentally clicks an ad mid-game, loses their progress, and leaves frustrated.
H5 games need formats specifically designed for interactive content:
- Rewarded video (players choose to watch for in-game benefits)
- Interstitial ads between levels (natural break points)
- Game skins (non-intrusive brand integrations)
- Pre-roll takeover ads (before gameplay begins)
AdSense doesn’t offer these gaming-native formats. You’re trying to monetize dynamic, session-based content with tools built for static pages.
2. Global Fill Rates Create Revenue Gaps
AdSense typically handles U.S. and Western European traffic well. But traffic from Southeast Asia, India, Latin America, or other tier-2 and tier-3 regions often sees significantly lower fill rates.
This isn’t because there’s no demand, it’s because AdSense’s demand sources are weighted toward premium Western markets. Large portions of your global audience may be undermonetized.
3. Timing Matters More Than Placement
The best-monetizing HTML5 game ads integrate at natural moments in the player journey:
- After completing a level
- When claiming a reward
- Before starting a new session
- During voluntary breaks
When ads align with gameplay flow rather than interrupting it, both engagement and revenue improve.
The Real Question: What Should You Look for in an AdSense Alternative?
Not every monetization partner actually adds value. Many “alternatives” simply repackage the same Google demand and call it incremental. Here’s how to identify genuine partners HTML5 game ads:
Do They Bring Real Incremental Demand?
This is the critical question that separates valuable partners from middlemen.
When evaluating a partner, ask directly:
- “Are you relying primarily on AdX/AdSense, or do you have your own direct advertiser relationships?”
- “Can you show me performance data by geography—specifically for regions where I’m seeing low fill?”
- “What percentage of your demand comes from sources I’m not already accessing through AdSense?”
If they can’t give clear answers or show proof of incremental demand, they’re likely just adding another layer between you and the same advertisers.
Can They Increase Fill Without Destroying Your eCPM?
Filling impressions is easy if quality doesn’t matter. Any network can flood your inventory with low-value HTML5 game ads. The real question is: can they fill intelligently?
Ask them:
- “What floor prices do you set by region?”
- “How do you handle unfilled impressions—do you have guaranteed minimum bids or dynamic floors?”
- “What’s your strategy for balancing fill rate versus eCPM?”
Strong partners optimize for total revenue, which means smart fill at competitive rates—not just maximum fill regardless of quality.
Is There a Clear Testing Framework?
Amateur pitch: “Just switch to us, you’ll make more money!”
Professional approach: “Let’s run a controlled split test for 7-14 days comparing Session RPM, Fill Rate, eCPM, and user retention between your current setup and a hybrid approach.”
If a monetization partner isn’t willing to prove their value through data and testing, they don’t have confidence in their own results.
Can You Keep AdSense Running?
This is non-negotiable. Any partner that demands you completely replace AdSense should raise red flags.
The smartest strategy is a hybrid setup where you:
- Keep AdSense as your foundation (it’s delivering value)
- Layer new partners on top to fill gaps and add demand
- Run controlled tests to measure actual incremental lift
You’re not replacing what works—you’re augmenting it to capture revenue you’re currently missing.
4 Networks Built for HTML5 Game Monetization
After evaluating platforms focused on browser gaming, here are four that consistently work well for HTML5 Game ads:
1. AdinPlay
Primary Strength: AdinPlay Gaming-native ad formats including rewarded video, skins, and takeovers
Best For: Publishers running HTML5 games on web and mobile web who need formats specifically designed for gameplay rather than generic display ads.
Why It Works: They specialize in browser games, so they understand play sessions, optimal ad timing between levels, and the technical requirements specific to HTML5 contexts. Their formats are built around the gaming experience.
2. Venatus
Primary Strength: Venatus provides direct advertiser relationships in gaming and entertainment verticals
Best For: Publishers with entertainment-focused HTML5 games who want premium demand from brands that specifically target gaming audiences.
Why It Works: Rather than only passing through programmatic demand, Venatus brings direct-sales campaigns from gaming advertisers. This can mean better eCPMs and ads that resonate more with your players.
3. PlayWire
Primary Strength: PlayWire comes with enterprise-grade ad stack with header bidding, transparency, and full ad-ops support
Best For: Larger H5 game publishers or portals with significant traffic volumes who need robust infrastructure and advanced ad tech.
Why It Works: If you’re operating at scale and need sophisticated technology, header bidding, real-time analytics, dedicated account management—PlayWire delivers enterprise-level capabilities.
4. MonetizeMore
Primary Strength: Focus on incremental demand and optimization strategies for publishers already using AdSense
Best For: H5 game publishers currently using AdSense who suspect they’re missing revenue opportunities due to fill gaps or suboptimal formats.
Why It Works: They emphasize adding incremental demand rather than just redistributing existing AdSense bids, with optimization focused on improving total revenue without sacrificing eCPM quality.
Real Results: What Happens When You Fill the Gaps?
Let’s return to the publisher scenario from earlier, the one with a $5 eCPM and 60% fill rate, earning $1 per session.
After adding a gaming-focused partner alongside AdSense and running a two-week test, here’s what changed:
Before:
- eCPM: $5.00
- Fill Rate: 60%
- Session RPM: $1.00
After:
- eCPM: $4.50
- Fill Rate: 85%
- Session RPM: $1.70
The eCPM dropped by 10%, but the actual revenue per session increased by 70%.
This illustrates a fundamental principle: eCPM is a vanity metric. Fill Rate matters. Session RPM is what pays the bills.
When you optimize for total revenue per session rather than the highest possible eCPM on filled impressions, the math changes completely.
Your Action Plan: Test Smart, Scale Carefully
For most HTML5 gaming websites , the smartest approach is a controlled hybrid test:
Phase 1: Set Up Your Test (Week 1)
- Keep 70-80% of traffic on your current AdSense-only setup
- Divert 20-30% of traffic to AdSense + new partner
- Ensure you’re tracking Session RPM, Fill Rate, eCPM, and user engagement metrics
Phase 2: Let It Run (Weeks 1-2)
- Allow the test to run for at least 7-14 days to capture different traffic patterns.
- Don’t make changes mid-test
- Watch for both revenue metrics AND user behavior (session length, return rate)
Phase 3: Analyze the Data (Week 3)
- Did Session RPM increase across test traffic?
- Did Fill Rate improve without crushing eCPM quality?
- Did user metrics (session length, return rate) stay stable or improve?
Phase 4: Make Your Decision (Week 4+)
- If data shows clear uplift → gradually expand to more traffic
- If results are marginal → test a different partner or approach
- If results are negative → stick with what works and investigate why
Stay hybrid when: AdSense delivers strong eCPMs, but you’re seeing significant unfilled inventory.
You want to test new partners without risking existing revenue streams.
Your traffic is geographically diverse with some regions underperforming.
Consider expanding the new partner when:
Tests show consistent Session RPM improvement over multiple weeks.
The partner fills gaps with quality demand, not just low-value backfill.
Results hold steady across different geos and user retention remains strong.
The Bottom Line
The metric that matters is Session RPM—total revenue per player session. Maximizing it requires:
- Filling more of your inventory
- With quality demand sources
- Using ad formats built for gaming contexts
- Without degrading the player experience
AdSense is a solid foundation. But if you’re relying on it alone for HTML5 game monetization, you’re likely leaving revenue on the table through unfilled impressions and format limitations.
The HTML5 gaming market is growing at 16.7% annually, according to market research. Your monetization strategy shouldn’t be stuck in the past.
Ready to see what you’re missing?
Start with a simple 14-day hybrid test with HTML5 game ads. Choose one gaming-focused partner, split your traffic, and let the data tell you the real story. You might discover significant revenue has been hiding in those unfilled impressions all along.
The difference between a $1 Session RPM and a $1.70 Session RPM isn’t just numbers, it’s the difference between leaving money on the table and capturing your site’s full revenue potential.
