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What is offerwall?
How do offerwall ads work?

The offerwall is an in-app advertising unit that app developers use to monetize their apps. It acts like a mini-store in an app, listing multiple “offers” that users can complete in exchange for receiving an in-app reward. For example, users can receive extra in-app coins if they choose to register a username, get to level 25 on a game, make an in-app purchase, and more on the offerwall.

The mobile offerwall is completely user initiated, meaning that users choose whether or not they want to engage with the offerwall. Either, users access the offerwall by clicking on traffic drivers, which are placed in various locations, such as the menu or the store, or users are prompted to engage with the offerwall when they are low on hard currency and would like to proceed with the game.

The offerwall is a great mobile monetization strategy for any micro-payment freemium app. They work particularly well for mobile games, such as mid-core RPG and strategy games, as well as casual games like puzzle, arcade, and lifestyle.

Boost offerwall ad revenueBoost offerwall ad revenue

How do offerwall ads work?

Once you integrate an offerwall into your mobile game or app, you’ll be able to add UI elements that help users find offers when they want them, such as “Earn Free Currency” buttons. These elements may be placed anywhere, but they are most effective in the store, main menu, or “Game Over” screens.

Upon launching your offerwall, users see a list of objectives which they may choose to complete in exchange for in-app currency or bonuses. This list refreshes daily so that well-retained players receive new offers. An offerwall may include options to:

  • Complete in-app engagements (Ex: Level completion, app registration)
  • Complete an action via mobile web (Ex: Start a trial or subscription, make a purchase)
  • Engage with an interactive end card (Ex: Branded mini-game)
  • Complete a user research survey via MobileVoice

Please note that the types of offers differ between iOS and Android. Please review both platforms to see the unique experience each one presents. The Tapjoy Offerwall gives publishers complete control over the ads and offers that users receive. You’ll be free to optimize the offer selection for your audience and, by extension, maximize ad revenue. The amount of virtual currency paid to users for completing offers varies depending on the exchange rate set by the publisher, and on advertiser bids.

Offerwall advertising

For monetization


Boost ad revenue

Offerwalls can significantly increase your app revenue. They deliver extremely high eCPMs for app developers. eCPMs for Android in the US can reach up to $940. That’s because advertisers are willing to pay high amounts of money for deep events and quality users.


Improve user experience

The offerwall is completely opt-in, meaning users choose whether or not they want to engage with it. Because they’re user-initiated, offerwalls don’t disrupt the app flow or the user experience. In fact, they can improve the user experience because they give users access to premium content without needing to pay.


Increase retention

Offerwall engagement is correlated with strong user retention. That’s because offerwalls keep users playing the game for longer – instead of quitting once they’re out of coins, users can access the offerwall to get the premium content they need to continue playing. In fact, retention among offerwall users is 5-7x higher than non-offerwall users, at the D7, D14, and D30 marks.


Get more in-app purchases

The offerwall complements in-app purchases quite well, as offerwall users are 10-14x more likely to make an in-app purchase. Users get a taste of the premium features they’re missing out on, and after a while end up deciding to pay for the in-app purchase upfront.

For user acquisition


Cost-effective UA at scale

Advertisers don’t pay for installs, but rather for a specific event in the game (for example, reach level 5 or harvest 2 crops). The CPE pricing model allows advertisers to buy at scale cost-effectively.


Acquire loyal users

Offerwall users are dedicated players who have a desire to progress in the game, meaning in comparison to users acquired from other channels, a user acquired through an offerwall has a higher chance of playing the game for longer.


Continue generating revenue

Users acquired through the offerwall go on to generate higher revenue, making in-app purchases while also engaging with other ad formats in addition to the offerwall.

The benefits of the Tapjoy offerwall

Detailed reports

Stay on top of your offerwall performance with revenue, eCPM, DEU, engagement rate, and usage rate reports

Professional customization

We can help customize your offerwall design so it looks and feels like a part of your game

Rich media intermediate page

Give users a quality experience by providing video and rich media task explanations

Currency sales

Easily set up multiple credit promotions to increase revenue and engagement

Quality advertisers

Tapjoy partners with top advertisers on our offerwall to ensure that your users can always find enticing offers they want to complete

Dedicated customer support

The Tapjoy support team is available 24/7 to make sure your users have the best possible experience in your game

Is offerwall monetization right for you?

It’s worth understanding exactly how an offerwall can help you unlock the potential of your mobile app. Here are the key points to consider:

Does your game have a virtual economy

In order for an offerwall to be effective, you’ll need to have an in-app economy structured around a hard virtual currency that retains a consistent value as users progress through the game.

Will your existing revenue model be affected?

Offerwalls do not typically cannibalize IAP revenue because most app users are non-spenders. For apps with an average ratio of in-app spenders to non-spenders, offerwalls maximize LTV.

Will your users find value in the experience?

The offers your users receive should align with their interests. Because the offerwall model is highly dependent on third-party ad attribution, you should also investigate your provider’s customer support provisions.

Tapjoy’s ultimate offerwall guide

Download our offerwall guide to find out if an offerwall is right for your mobile game, and understand the impact offerwalls have on IAP, engagement, and retention.

Download the guideDownload the guide

Key reading materials

Offerwall monetization

Check out blogs, case studies, and eBooks to help you supercharge your offerwall revenue

The fundamentals of monetizing with offerwalls


What kind of games monetize best with the offerwall?


A thinking ape improves user support while doubling revenue by switching to Tapjoy's offerwall

Offerwall user acquisition

4 tips for profitably scaling offerwall campaigns


Your guide to running winning CPE campaigns


Lilith Games doubles ROAS with Tapjoy multi-reward CPE offers


Check out more Unity products to create and grow your app

Offerwall custom integration for mobile apps with the Tapjoy offerwall network

Follow the instructions to integrate offerwall Android and offerwall iOS into your app.

Offerwall for AndroidOfferwall for Android Offerwall for iOSOfferwall for iOS

The ad revenue generated per 1,000 ad impressions.

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The percentage of users who continue engaging with an app over time.

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Is a pricing model used in UA campaigns where app advertisers only pay for post-install events.

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