Rewarded Video Holds the Crown, But Interstitial Ads are Catching Up

For years, rewarded video has been the gold standard for mobile game monetization. Players value the clear trade off - watch an ad, get a reward and publishers see consistent revenue. But according to TopOn’s H1 2025 Global Mobile Games Monetization Report, interstitial ads are rising quickly, and together, the two formats are defining how publishers should think about monetization in 2025.Rewarded Video Remains on TopThe data confirms rewarded video’s dominance:

• It accounts for 39% of revenue in casual games.
• In midcore and hardcore titles, that number climbs to over 50%.
• iOS rewarded video eCPM even rebounded by +18% year-over-year, making it especially lucrative in Tier 1 markets.

Rewarded video continues to work because it creates a fair value exchange between the player and the publisher. When placed thoughtfully, it drives engagement and long-term retention.

Interstitials Are on the Rise

What’s new in 2025 is the steady climb of interstitial ads. According to the report:

• Interstitials grew by +15% YoY in revenue share, securing the #2 spot globally.
• In casual games, they already make up 44% of revenue, outpacing rewarded video in some cases.

Interstitials succeed when integrated into natural gameplay breaks, offering publishers a reliable revenue layer without disrupting the experience too heavily.

Why Publishers Need Both

The takeaway isn’t about choosing rewarded video or interstitials. The opportunity lies in using them together:

• Rewarded video boosts engagement and ARPU from players willing to interact.
• Interstitials monetize broadly, including non-paying users, without relying on direct incentives.

Publishers who strike the right balance will maximize revenue while maintaining session length and player satisfaction.

How Prado Helps Publishers Find the Balance

At Prado, we help publishers take insights like these and apply them directly to their games. Our mediation tools and optimization strategies ensure:

• Smarter frequency capping to protect retention
• Real-time adjustments to maximize eCPM
• A balanced ad mix that captures value from every player segment

The Bottom Line

Rewarded video still wears the crown, but interstitials are no longer the understudy. Together, they’re the winning combo for 2025. Publishers who master both will be best positioned to capture revenue growth without compromising gameplay.

👉 Want to learn how Prado can help you design the right monetization mix? Get in touch with us today