Mobile gaming company A Thinking Ape is the first customer to roll out the new ads.

“Our users love mNectar’s rewarded playables because they are fun, easy to use, and highly interactive, and it shows in that rewarded playables have significantly higher eCPMs, generating up to four times more revenue than video ads,” stated Tayber Voyer, product lead at A Thinking Ape.

The rewarded ads are opt-in, so users aren’t forced to abandon the game they’re currently playing in order to get perks for the game they’re currently playing.

“For good reason, video ads have become hugely successful. But the fact of the matter is that people can still ignore them for the sake of the reward,” stated Wally Nguyen, CEO of mNectar. By making the ads interactive, users can’t ignore the content, which raises the level of engagement.

The ads also give publishers a pay-by-play model, which can also allow them to track their customer acquisitions all the way to conversion.

Games are currently the most lucrative sector of mobile marketing, but it is also extremely difficult for publishers to get noticed in the various app stores.

App stores tend to be heavily weighted towards mega-publishers and featured games. Allowing users to preview a game as a form of advertisement lends itself to discovery in a big way.