Unity Ads is one of the leading ad networks for mobile game monetization. With strong eCPMs, quality demand, and seamless Unity engine integration, it's a must-have for any game developer's monetization stack. This guide covers everything from integration to optimization.
Why Unity Ads?
Unity Ads offers several advantages for game developers:
- Native Unity Integration: Seamless SDK integration for Unity-built games
- High-Quality Demand: Access to premium advertisers and gaming brands
- Strong eCPMs: Competitive rates especially in Tier 1 markets
- Ad Format Variety: Rewarded video, interstitials, banners, and more
Ad Formats Overview
Rewarded Video
Rewarded video is the highest-performing format for games. Users opt-in to watch a video ad in exchange for in-game rewards like extra lives, coins, or power-ups. This format delivers the best eCPMs and user experience.
Rewarded Video Best Practices
- Offer meaningful rewards that enhance gameplay
- Place reward opportunities at natural break points
- Limit frequency to prevent ad fatigue (5-8 per day max)
- Test different reward values to optimize engagement
Interstitial Ads
Full-screen ads shown at natural transition points like level completion or game over. While eCPMs are lower than rewarded video, they require no user opt-in and can significantly boost overall revenue.
Banner Ads
Persistent display ads shown during gameplay. Lower eCPMs but constant impressions can add up, especially for casual games with long session times.
Integration Best Practices
SDK Setup
For Unity projects, use the Unity Ads package from Package Manager. For native iOS/Android, integrate the Unity Ads SDK directly. Ensure you're using the latest SDK version for best performance and features.
Placement Strategy
- Game Over: Interstitial after every 2-3 game overs
- Level Complete: Rewarded video for bonus rewards
- Store/Shop: Rewarded video for free currency
- Continue: Rewarded video for extra lives
Waterfall vs. Bidding
Unity LevelPlay (formerly ironSource) offers both traditional waterfall mediation and in-app bidding. Bidding typically delivers higher revenue through real-time competition but requires more networks to be effective.
Waterfall Optimization
If using waterfall, regularly update your eCPM floors based on actual performance. Create separate instances for different geos and update at least weekly.
Bidding Networks
Enable bidding for Unity Ads alongside other bidding-enabled networks like Meta, Pangle, and Mintegral. More bidders generally means higher competition and revenue.
Revenue Optimization
Segment by Country
Create separate ad placements for different country tiers. Tier 1 (US, UK, AU) commands much higher eCPMs than Tier 3 markets. Adjust frequency and placement strategy accordingly.
A/B Test Everything
- Test different reward amounts
- Test placement frequency caps
- Test ad placement locations in your UI
- Test timing of first ad impression
Revenue Benchmarks
Unity Ads typically delivers $10-30 eCPM for rewarded video in the US, $3-10 for interstitials. Actual performance varies by game genre, audience, and competition.
Analytics and Reporting
Use Unity's dashboard to monitor key metrics:
- eCPM: Revenue per 1000 impressions
- Fill Rate: Percentage of ad requests that serve ads
- Show Rate: Percentage of loaded ads that are shown
- ARPDAU: Average revenue per daily active user
Common Mistakes to Avoid
- Showing ads too early (before users are engaged)
- Over-monetizing and hurting retention
- Not testing ad placements and frequency
- Ignoring geographic eCPM differences
- Using outdated SDK versions
Conclusion
Unity Ads is essential for any mobile game monetization strategy. Focus on rewarded video as your primary format, optimize placements based on data, and consider Unity LevelPlay for mediation to maximize your ad revenue while maintaining a great user experience.