Trying to balance ad revenue with player experience in your mobile game? You’re not alone. Since our recent post on genre-specific ad strategies, we’ve been hearing from publishers with deeper questions around ad format selection and in-game placement strategy.
To get you real answers, we sat down with the team at Veraxen, creators of the popular Jigsaw Puzzle app (with over 10 million downloads). They’ve cracked the code on ad monetization for puzzle games, and their insights offer practical perspectives on how format and placement work in the field.
What actually works in puzzle games
When it comes to format effectiveness, Veraxen keeps it simple. As they put it, “Both banners and interstitials work well. These two ad types contribute nearly equally to revenue.”
While banners are often overlooked in modern monetization strategies, they remain a steady performer in puzzle titles. Interstitials, on the other hand, deliver higher value per impression but require more careful integration.
"Interstitial performance depends on maintaining balance with product metrics like retention, playtime, and the number of game starts and finishes."
This point is key. The success of high-impact formats like interstitials is closely tied to user experience. Pacing, segmentation, and event timing must be aligned with player behavior.
Ad placement strategy: timing drives results
So, how do you know the best placement and frequency for ads in your puzzle game? From Veraxen’s perspective, the ideal ad timing varies based on format.
Banners
Frequency testing during seasonal periods has been especially effective. Holidays and events tend to shift player behavior, and adapting banner exposure to these windows has delivered measurable gains
Interstitials
The team advises ongoing calibration. Segmentation and timing are critical. Overexposure risks churn, while underuse can leave revenue on the table. Testing and iteration remain core to performance.
Rewarded ads
These are best treated as part of the product, not simply a monetization tool. Veraxen integrates rewarded ads into gameplay by designing new features around them. This improves both engagement and ad conversion.
Practical insights for puzzle publishers
Use a mixed-format strategy. Banners may not grab headlines, but they generate steady revenue when used alongside well-timed interstitials.
Adapt placements to seasonal trends. Player behavior shifts across the year. Ad strategy should adjust accordingly.
Integrate ads as part of the game design. Collaborate with design and operations teams early to plan ad moments around progression, events, and content updates.
Monetizing puzzle games requires both strategic planning and a subtle approach. The right approach doesn’t interrupt the player journey but fits seamlessly into it. Veraxen’s experience shows that a carefully managed ad mix, combined with thoughtful placement, can drive strong performance without compromising retention.
If you’re looking to refine your monetization stack for puzzle or similar genres, our team is actively working with publishers to share insights, benchmarks, and practical frameworks. Reach out to us to explore tailored strategies, request a workshop, or contribute your own field-tested tactics.
