The gaming landscape has undergone a significant transformation with the rise of HTML5 games, providing publishers with innovative ways to engage audiences and drive revenue. Unlike more traditional solutions, H5 games run directly in browsers on any device, eliminating installation requirements and bypassing app store restrictions. With their accessibility and broad reach, HTML5 games present publishers with a lucrative opportunity not only to engage users but also to generate revenue through strategic monetization methods. Publishers can monetize HTML5 games using Google Ad Manager, which offers advanced monetization options, including access to Ad Exchange. Additionally, although now in a closed beta stage, the AdSense team is working on a solution within that platform, where Ad Placement API will play its role in ensuring the right ads are shown based on the environment. However, publishers may also consider alternatives like optAd360 GameMonetizer, which combines benefits from both platforms. You will find all the details below.
What are HTML5 games
HTML5 (or H5) games use web technologies like HTML5 markup, CSS 3, and JavaScript. While JavaScript enables building dynamic and interactive gameplay features, CSS can be utilized to enhance the visual appeal of games through sophisticated effects and animations. H5 is a widely used option for developing games due to advantages like the possibility of cross-platform play or the possibility of starting the experience without the need to download anything. Additionally, they are lightweight and have low development costs.
A solution worth considering is also porting your already existing game to HTML5, especially from mobile. Porting a game to HTML5 ensures broad accessibility, allowing it to run on any modern browser across multiple devices without extra plugins. It also enables seamless distribution, as players can access the game instantly without downloads or installations.
HTML5 mobile app monetization
The popularity of HTML5 games is rising quickly. There are many reasons for this, including factors like cross-platform compatibility or the fact that they are fast and lightweight. Additionally, publishers can benefit from lower user acquisition costs compared to traditional mobile apps and avoid paying commissions to app stores, making them an even more attractive monetization option. HTML5 games utilize advertising formats similar to those on mobile, including Rewarded Videos, Interstitials, and Banners. Games, and thus ads, can be embedded into the device with the use of various methods, such as:
- Embedded mode, where the game is directly integrated into a webpage alongside other content;
- Fullscreen mode, where the game expands to fill the entire screen, providing the most immersive gameplay;
- iFrame/WebView, where the game is loaded within a section of a webpage or app.
AdSense and HTML5 games
Currently, the Google AdSense team is testing a new solution within the AdSense platform, which is currently in the closed beta stage. The feature is called H5 Games Ads and was promoted for its “cross-platform support”. One of the key features of H5 Games Ads is the fact that it uses H5 Games Ad Placement API instead of IMA SDK. Google claims it reduces complexity, causes fewer errors, and uses a straightforward JavaScript object to define ad placements. Moreover, this API is built to minimize the need for additional coding in your game. This allows you to manage ads efficiently without constantly modifying your game’s code or releasing frequent updates.
To function correctly, the Ad Placement API must be in the same document as the game canvas and the adsbygoogle tag. This means that if your game is loaded within an iFrame on a larger webpage, both the API calls and the tag should be made from within that iFrame. H5 Games Ads allows developers to integrate display ads, TrueView, and Bumper video ads, including Interstitials and Rewarded ads. A limitation of this approach is that it only grants access to AdSense ad resources and that the program is in a closed beta stage, so it is not possible to enroll at the moment.
Google Ad Manager and HTML5 games in mobile apps
Google Ad Manager (GAM) enables developers to effectively monetize HTML5 games within mobile apps by leveraging its advanced advertising infrastructure. By integrating GAM and gaining access to Ad Exchange (AdX), developers can benefit from a broader range of high-quality ad possibilities.
Google Ad Manager IMA SDK (Interactive Media Ads Software Development Kit) enables developers and publishers to integrate video and interactive ads into their web and mobile applications. It can be used for integrating GAM ads in HTML5 games. It’s beneficial for publishers because it simplifies the monetization process while maximizing ad revenue. Additionally, it improves video ad performance by handling various aspects of video playback and ad rendering. Moreover, it provides tracking and performance insights to optimize ad effectiveness. The SDK supports various in-stream ad formats, like Skippable Ads, Linear and Non-Linear Ads, and Interactive in-stream ads. IMA SDKs offer two primary integration methods:
- Client-side implementation, where both ad and content videos are handled directly within the app, ensuring real-time control over playback and ad interactions;
- Dynamic Ad Insertion (DAI), which is available for users of Ad Manager 360 Advanced accounts. It processes both ad and content video streams on Ad Manager servers, delivering them as a single, seamless video feed for smoother playback and reduced buffering. Integration of the IMA SDK, in this case, is more demanding.
AI solution for your HTML5 application
GameMonetizer is another way to monetize your HTML5 application. It’s an optAd360-developed solution, a plug-in, meaning it’s simple to integrate into your games. Once the setup is complete (via configuring the ads.txt file and adding the script to the section of the webpage), publishers can start monetizing with minimal hassle. The plugin supports popular ad formats like Interstitials, Rewarded Videos, and Banners. This provides flexibility for publishers to choose the best types of ads that match their game and User Experience. However, one of the most important advantages is the fact that GameMonetizer facilitates the integration of ads through pre-defined ad events, similar to the Ad Placement API, while providing access to demand from GAM and additionally from our header bidding. Every publisher monetizing application with GameMonetizer is automatically part of the Google MCM program, meaning he gains access to Google Ad Exchange, which can contribute to an increase in ad revenue.
