What is an Offerwall?
An offerwall is a full-screen ad unit that displays a menu of tasks or offers from various advertisers. Users choose which offers to complete—such as installing an app, completing a survey, or reaching a level in a game—in exchange for virtual currency or rewards in the host app.
Offerwalls are particularly popular in free-to-play games where they provide an alternative to in-app purchases for earning premium currency.
Types of Offerwall Tasks
| Task Type | User Action | Typical Payout |
|---|---|---|
| App Install | Download and open app | $0.50-2 |
| CPA Event | Install + complete action (registration, level) | $2-15 |
| Cost Per Engagement | Reach specific milestone (level 10, day 7) | $10-50 |
| Survey | Complete questionnaire | $0.25-2 |
| Video | Watch sponsored content | $0.05-0.25 |
| Subscription Trial | Start free trial | $5-30 |
Benefits for Publishers
- High ARPDAU: Significant revenue from engaged users
- Non-Intrusive: User-initiated, doesn't interrupt experience
- Retention Boost: Gives non-payers a path to premium content
- Monetizes Non-Payers: Converts users who won't make IAPs
- Complements IAP: Doesn't cannibalize in-app purchases when balanced
Benefits for Advertisers
- Quality Traffic: Users complete meaningful actions
- Performance-Based: Only pay for completed conversions
- High-Intent Users: Motivated to engage deeply
- Measurable ROI: Clear CPA-based pricing
Quality Considerations
Offerwall users are incentivized, so retention and LTV may differ from non-incentivized traffic. Track offerwall users separately and optimize payouts to ensure ROI.
Top Offerwall Providers
| Provider | Strengths | Best For |
|---|---|---|
| ironSource | Large advertiser base, gaming focus | Mobile games |
| Tapjoy | Premium campaigns, brand offers | Casual games |
| adjoe | PlayTime rewards, high engagement | Gaming apps |
| Fyber | Marketplace approach, quality | Mid-core games |
Pro Tip: Placement Strategy
Place offerwall access in your store UI, not as a popup. Users should discover it when actively seeking currency. Label it clearly (e.g., "Free Coins") and highlight high-value offers.
Best Practices
- Balance Rewards: Don't devalue IAP by making offerwalls too generous
- Quality Partners: Work with reputable providers for legitimate offers
- Clear Instructions: Help users understand how to complete offers
- Prompt Delivery: Reward users immediately after completion
- Track Separately: Analyze offerwall user LTV independently