Mobile game monetization has evolved over the years, from early premium downloads and basic banner ads to rewarded video, interstitials, and now immersive formats that blend seamlessly into the game world.
Over the past two decades, developers have tested every approach imaginable, learning a crucial truth: sustainable growth depends on monetization that enhances, not interrupts, the player experience. This timeline shows some of the milestones.
Today, intrinsic in-game advertising (IIGA) is emerging as the format that delivers exactly that. By placing branded content naturally into the environment, a racetrack billboard, a shopfront, a restaurant TV screen, studios are unlocking premium brand budgets, lifting revenue, and strengthening realism.
Why Intrinsic Ads Are Changing the Game
Players expect authenticity. “Players want ads to feel like part of the experience, not a disruption,” says Jeremy Leone, Ad Monetization Lead at Nordcurrent. This shift in expectation is exactly why intrinsic ads are resonating. They’re unclickable, they don’t force a break in gameplay, and they can even make the virtual world more believable.
Across our mobile portfolio, results speak for themselves: average total revenue uplifts of 25–50% in the first year, in-game ad revenue growth of three to five times, and video ads accounting for 30–70% of in-game ad income. Crucially, developers report no measurable drop in retention and zero negative feedback. In fact, 7 in 10 UK gamers are positive or neutral towards in-game advertising, and 75% of US gamers feel the same. Some younger players even say these ads enhance their gaming experience.
From Real-World Results to Industry Benchmarks
When APPS integrated intrinsic ads into Fashion Battle, Carpet Roller, and Trivia Race 3D, they saw a 131% increase in in-game ad revenue, with A/B tests confirming no impact on retention. “They don’t interrupt the flow of our experiences… they add a sense of realism to our games,” says Orhun Mert Simsek, Co-Founder & CMO.
Gameloft achieved a fivefold increase in in-game ad revenue for Gangstar Vegas within six months, alongside a 7x eCPM increase in the US. “We have also received no negative feedback from players, indicating that the ads do not disrupt their experience,” confirms ADS Monetization & Deployment Manager George Iosif.
For Tiramisu’s Drift Max Pro, intrinsic ads boosted overall revenue by 15% and in-game ad revenue by 50%. “They’ve become an integral part of Drift Max Pro,” says Product Manager Cengiz Zorlu.
Amanotes saw a 5x increase in quarterly revenue and 10x in video revenue by making ads blend into the UI of hit music games like Tiles Hop and Magic Tiles 3. “In-game ads have brought a different opportunity to the table by balancing user experience and business performance,” the team notes.
Revani’s Race Max Pro experienced 50% quarterly revenue growth in its first year, with a 5x ARPDAU increase in tier 1 countries. “Thanks to Anzu’s technology… it’s possible to achieve maximum efficiency,” says Zorlu
Nordcurrent’s Cooking Fever saw a 4x increase in eCPM from in-game ads and a 5% total revenue uplift. “After seeing a significant impact on revenue… we are excited to expand Anzu’s solution to more of our titles,” says Head of Marketing Simonas Sturys.
Why Developers Can’t Afford to Pass This Up
Intrinsic ads don’t just add revenue, they create stability. As Mariya Danilova, Game Producer at Mytona, explains, “Being able to rely on this regular source of income is amazing, especially with the uncertain economic climate we currently find ourselves in.”
The impact isn’t marginal. For many studios, intrinsic ad revenue rivals or surpasses earnings from other ad formats or even game sales. And because these ads are welcomed by players, they don’t force a trade-off between short-term gain and long-term retention.
Making It Work in Your Game
Success comes from context. High-visibility, natural placements, a mix of formats, premium brand demand, and constant optimisation ensure ads feel like a feature, not an intrusion. As Simsek puts it, “We haven’t had any negative feedback from our community since we added the in-game ads, making me believe that they are a natural fit within our games.”
With proven uplift across genres, geographies, and audiences, the data is clear: intrinsic in-game ads aren’t an experiment anymore; they’re a proven revenue engine. For mobile developers competing in a saturated market, turning down this opportunity isn’t just leaving money on the table; it’s handing it to the competition.
Want to explore what intrinsic in-game ads could mean for your mobile title? Find out more and get started today by heading here.