An offerwall is a monetization format where users complete external offers in exchange for in-app rewards. Typical offers: "Install game X and reach level 5 → get 5,000 in-app coins", "Complete a survey → get 200 gems", "Watch a 30s video → get a free spin". The user gets rewards without spending money; you (the publisher) get paid by the advertiser for the completed offer. Common in casual / mid-core games where players actively seek ways to earn currency without paying.
Why offerwalls monetize differently from other formats
- Free-user focus — offerwalls primarily monetize players who would never make an IAP. Whales already spend; offerwalls capture revenue from the long tail of non-spenders.
- High eRPM among engaged users — when a player completes an offer (e.g., install another game), the payout is $1-5+ per completion. Across the active user base, this can hit $30-100+ eRPM (revenue per 1,000 active users).
- Variable completion rates — most users see the offerwall but don't complete offers; the small fraction who do drives most of the revenue.
- User intent matters — players who actively seek out the offerwall (looking for currency) have much higher completion rates than players who see it incidentally.
Where offerwalls fit best
- Casual / mid-core games with virtual currencies — offerwalls slot naturally next to currency stores.
- Sweepstakes / contest apps — offerwall offers fit the "earn entries" mental model.
- High-engagement apps where players seek free currency / unlocks.
Where offerwalls don't fit
- Premium consumer apps — offerwalls feel spammy and break brand experience.
- Subscription apps — the format doesn't translate to non-currency products.
- Apps with strict App Store positioning — Apple occasionally rejects apps with overly aggressive offerwall integrations.
Major offerwall providers
- Tapjoy — long-established, broad market share.
- AdGate Media — strong offer inventory across game and survey verticals.
- OfferToro — established global offerwall provider.
- AppLovin offers (within AppLovin MAX) — increasingly integrated into mediation stacks rather than standalone.