Monetization Best Practices

The Instant Games platform is a global HTML5 cross-platform gaming experience across Facebook for both mobile and web. It allows developers to create and launch high-quality games, grow audiences, retain players, and monetize through ads powered by Audience Network and in-app purchases (IAP) on Android and web. More than 350 million people play Instant Games each month on Facebook.


When setting up ads monetization, make sure to adhere to the following principles:

  • Make great quality games: Players can tell if a game only exists to serve ads. Make a fun game that incorporates advertising in a smart way.
  • Verify that ads are supported: Some player sessions don't support ads. Before you request an ad, call getSupportedAPIs to verify that ads are supported for the current session.
  • Preload ads: Ensure a smooth player experience by calling the getRewardedVideoAsync and getInterstitialAdAsync APIs to preload up to three ad instances prior to an ad request.
  • Implement both in-app purchases and ads: Hybrid monetization models use both in-app purchases and ads to maximize profit. For more information about monetization using a hybrid model, see 7 Steps from IAP to Ads: A Guide to Testing Hybrid Monetization.
  • Show ads to all players: Show ads to all players, including those that are new to your game and those that have engaged with IAP. Introducing ads after several days of unlimited gameplay creates a substandard experience. Also, keep in mind that players on the iOS platform don't have access to IAP.
  • Customize the "No Fill" message: Set up a player-friendly message that will be displayed when an ad is not filled. Seeing a friendly message that matches the game UI will help smooth disruptions in the player experience.
  • QA test your ad integration: Before submitting your game for Audience Network review, verify that your ad integration is functioning as intended. As a developer of the app, you will be eligible to see ads even before the game is live. For more information about testing an Audience Network implementation, see Test Your Implementation on the Platform.


Ad strategies and best practices vary depending on the genre of your game. The following guides aggregate the latest industry research, best practices, and real-life examples to help you implement in-app ads without negatively impacting player experience or retention:


Use the following strategies to optimize your ad revenue without harming game retention:

  • Avoid placing ads "too late" in a play session: Use metrics such as the average session duration, average number of sessions, and average number of levels that a player completes per session to ensure that players see your ad placements before they stop playing.
  • Segment players based on their usage patterns: Test different monetization strategies for distinct groups of players. For example, an ad placement might be more or less effective depending on whether the player spends on in-app purchases or whether they use your social features.

Interstitial Ads

Follow these guidelines when serving intersitial ads:

  • Find the optimal frequency: Facebook policy allows a maximum of one interstitial ad every 30 seconds, although the ideal frequency depends on your game. Serving ads too often provides a poor experience for players.
  • Determine key placements: Launch interstitial ads at natural breaks during gameplay.
  • A/B test your ad placement: Use A/B testing to determine where and when to place your ads. Adjust your ad placements to maximize your return on investment (ROI) without disturbing gameplay. For more information about testing, see Test Your Implementation on the Platform.

Rewarded Videos

Integrating user-initiated video ads into your game can help build a sustainable business that creates value at scale for your game. For more information about how to effectively use rewarded video ads in your game, see Best Practices for Implementing 8 Common Rewarded Video Integrations.

Follow these guidelines when showing rewarded videos:

  • Set clear expectations: Make sure that the player understands the value proposition taking place. Before launching a rewarded video, clearly establish what the player will experience and what your game will give in return.
  • Avoid accidental clicks: Design your user experience to avoid launching a rewarded video against the intention of the player.
  • Perform funnel analysis: Identify the churn points in your game that cause players to give up and uninstall your game. If a player struggles repeatedly without advancement, offer a rewarded video to provide helpful in-game items and currency.
  • Use transparent communication: Set appropriate expectations with players. Before launching a rewarded video, make sure that players understand that they won't receive the reward if they don't complete the video.
  • Keep rewards valuable and ad engagement strong: Serving too many rewarded video ads can negatively impact ad engagement. Players shouldn't perceive the ads as an easy button-click to receive in-game items instead of engaging with the displayed video.
  • Consider rewarding players with IAP items: Players that have a chance to experience IAP items are more likely to see the value of in-app purchases.
  • Don't penalize players that decline rewarded videos: If a player declines to watch a rewarded video, don't show them an interstitial ad in its place.
  • Keep monitoring and improving: Ad monetization optimization is an ongoing process. You will see the best results if you continue to A/B test ad placement entry points and ad frequency.
  • Remember that players visit games multiple times per day: To maximize user engagement, don't limit rewarded videos to once a day.
  • Experiment with rewards and placements: Depending on your game design, some monetization strategies might be more effective than others. Try offering rewarded videos in the main lobby, daily missions, or the user's mailbox. Compare user engagement for videos that reward the player with random items or extra prizes when finishing a level.
  • Set goals and track performance: Set goals for ad engagement (unique viewer/DAU) and frequency per placement. Track performance against this goal and adjust your strategy accordingly.
  • Track engagement for unique viewers: Use app events to track and analyze ad engagement rate and frequency for unique viewers.
  • Adjust your placements based on performance: If ad performance is lower than your goal, consider changing the reward or adding push notifications to alert the player when a rewarded video is available.

Rewarded Video Ads

For a great example of how to use rewarded video ads, see how SOFTGAMES used this format to increase their revenue and eCPMs.

In-App Purchases (IAP)

When setting up in-app purchase monetization, make sure to do the following:

  • Optimize your in-game store: Choose price points that are sensible and appealing to players. When showing multiple package prices, highlight the package with the best value and show how much players can save by choosing this item.
  • Create sales and events: Run sales and discount events, especially linked to seasonal holidays. Sales both increase spend among existing payers and help convert new payers.
  • Offer daily rewards: Rewarding players for logging in on consecutive days is a great way to increase retention. Daily rewards also increase monetization because players experience the benefit of having more in-game currency.
  • Test and measure: Test the effectiveness of in-app purchases to maximize your ROI. For more information about setting up events for testing, see A/B Test Instant Game Features.


Interstitial ads and rewarded videos are available on every platform: Android, iOS, mobile web, and desktop web.

In-app purchases are available on every platform except for iOS. When your game is running on the iOS platform, don't mention payments or prompt users to play on other platforms that support IAP.