Ads: paid per view
Ad networks pay by eCPM, the earnings per 1,000 ads shown. At a $10 eCPM, one ad pays the game's owner 1 cent; rates vary by country, ad format and time of year.
- Rewarded ads: the player chooses to watch for a reward (an extra life, a hint, double coins). They usually pay best and players like them.
- Interstitial ads: full-screen ads at natural breaks, such as between levels. Google's guidance is to place them at transition points, never mid-action.
- Banners: small, always-on, low-paying; many games drop them for a cleaner screen.
Sources: [S13]: Google AdMob, Interstitial ad guidance (opens in a new tab)
In-app purchases: a few players pay more
- Consumables: coins, gems, extra moves, power-ups.
- Permanent unlocks: remove ads, skins, characters, level packs.
- Passes and subscriptions: a season pass or VIP perks.
Only a small share of players ever buy, so purchases work best on top of ads: ads earn from eligible served impressions across the player base, purchases from the most engaged. Store fees on purchases are commonly 15% or 30% depending on the program, region and transaction type; check Apple's and Google's current terms for your account.
Sources: [S21]: Apple Developer, App Store Small Business Program (opens in a new tab)[S22]: Google Play Console Help, Service fees (opens in a new tab)
A worked example: what a small game can earn in a month
An illustrative hybrid game (an assumption set, not a forecast or a typical result): 10,000 installs in a month, 35% of them active, each seeing 30 ads at a $10 eCPM, and 3% buying something for $15.
| Step | Result |
|---|---|
| Active players | 3,500 |
| Ad revenue | $1,050 |
| In-app purchases (gross) | $1,575 |
| Gross revenue | $2,625 |
| Store fee (15% of purchases) | −$236 |
| After store fees | $2,389 |
Change any assumption in the monetization lab on the home page. Real results depend on the game, its retention and how players find it.
Which figures on this page are evidence and which are illustration
| Figure | Type | Where it comes from |
|---|---|---|
| About $82 billion mobile-game in-app purchase revenue in 2025 | Market evidence | Sensor Tower, State of Gaming 2026 |
| 3.0 billion mobile players in 2025 | Market evidence | Newzoo, 2025 market report |
| 15% and 30% store fees on purchases | Published platform terms | Apple App Store Small Business Program and Google Play service fees |
| 1 cent per ad view at a $10 eCPM | Arithmetic example | The definition of eCPM; real rates vary by country, format and season |
| The monthly hybrid game example | Illustration | An assumption set used by our monetization lab; no real game's data |
Sources: [S1]: Sensor Tower, State of Gaming 2026 press release (opens in a new tab)[S2]: Newzoo, Global games market to hit $189B in 2025 (opens in a new tab)[S21]: Apple Developer, App Store Small Business Program (opens in a new tab)[S22]: Google Play Console Help, Service fees (opens in a new tab)
What makes one mobile game earn more than another
- Retention: players who come back see more ads and are likelier to buy. Market data points to retention and monetization, not raw installs, as the growth levers.
- Reward moments: a rewarded ad offered exactly when the player is stuck earns more than one offered at random.
- A store page that converts: screenshots that show the fun in one glance.
- Finding players: organic search on the stores plus short-video ads.
Sources: [S1]: Sensor Tower, State of Gaming 2026 press release (opens in a new tab)[S3]: Sensor Tower, State of Mobile 2026 (opens in a new tab)
How each game genre makes money
| Genre | Main revenue |
|---|---|
| Sort puzzle | Rewarded hint, jar styles |
| Endless runner | Revive ad, skins |
| Idle tycoon | Boosters, starter pack |
| Merge | Energy, bundles |
| Arcade sports | Skins, retry ad |
| Tower defense | Heroes, upgrades |
| Cozy simulation | Decor packs, currency |
| Word game | Hints, ad-free |
| Block puzzle | Rewarded continue, themes |
| Space shooter | Ship upgrades, revive ad |
| Arcade racer | Cars, paint, boosts |
| Pixel platformer | Premium worlds, skins |
| Hero battler RPG | Hero unlocks, battle pass |
| Cooking rush | Kitchen upgrades, boosters |
Frequently asked questions
How much does a mobile game make per ad?
It depends on country, ad format and season. Networks pay by eCPM, the earnings per 1,000 eligible ads served, so a $10 eCPM works out to 1 cent per ad; rewarded ads tend to pay more than banners, and many impressions earn far less.
How many players does a mobile game need to make money?
There is no fixed number: revenue is active players × value per player. In our illustrative hybrid model, 3,500 active players a month gross about $2,625 before store fees; real results vary widely.
Do free mobile games make more money than paid games?
Free-to-play is the dominant model on mobile because free games get far more installs; they earn through ads and in-app purchases, while paid games trade reach for an upfront price.
How much do Apple and Google take from in-app purchases?
15% for most developers earning under $1 million a year (after enrolling in the stores' small-developer programs) and 30% standard; Google's terms vary by country.
Can I own a mobile game without knowing how to code?
Yes. You can commission a game and own the finished work: DFY Games builds the game, sets up ads and purchases and prepares the store listing, from $499.
Sources
- [S13] Google AdMob, Interstitial ad guidance
- [S21] Apple Developer, App Store Small Business Program
- [S22] Google Play Console Help, Service fees
- [S1] Sensor Tower, State of Gaming 2026 press release
- [S2] Newzoo, Global games market to hit $189B in 2025
- [S3] Sensor Tower, State of Mobile 2026
Written and reviewed by the DFY Games team. Published ; facts checked . Prices and store rules change: check the linked sources before you rely on a figure.