Introduction

In 2025, competition for user attention across mobile apps and games has never been fiercer. Session lengths are fragmented, user expectations are rising, privacy/regulation is tighter, and acquisition costs are climbing. Developers and publishers are under increasing pressure to monetize effectively without disrupting user experience — and two formats stand out: offerwall advertising and rewarded video ads.

Both formats offer a value exchange: users willingly engage (watch, act) => receive in-app reward; advertisers get measurable actions; publishers monetize non-paying users. But as audience behaviours evolve and ad tech advances, the key question becomes: which format delivers the best results in 2025? And more importantly: how do you decide which to deploy — or how to combine them — to maximize revenue while maintaining user satisfaction?

What Is Offerwall Advertising?

Offerwall advertising is a form of rewarded, opt-in monetisation where users are presented with a dedicated in-app “wall” of task-based offers. These tasks can include installing another app, completing a survey, subscribing to a service, or making a purchase. Upon completion, the user receives specified in-app rewards (coins, tokens, premium features, currency) as an incentive.

For example:

“Complete Level 10 in XYZ game and reach level 5 to earn 300 gems.”

In 2025, offerwalls have matured significantly: better UI/UX, stronger advertiser quality, improved fraud protection, and clearer reward economies. According to a recent analysis by Mistplay’s resources, offerwalls are increasingly recognised as a proven monetisation model across app verticals. (mistplay)

Why Offerwalls Still Work in 2025

Here are key reasons why offerwalls continue to hold strong in 2025:

• High-value rewards: Because tasks require more effort than simply watching a video, publishers can offer more meaningful rewards. This higher perceived value motivates a subset of users and can generate higher eCPMs or CPAs. For instance, one article reports eCPMs for offerwalls on Android ranging up to US$240–1,670 in some categories. Teqblaze
• Monetising non-paying users: Many apps struggle to convert a majority of their user base into paying customers. Offerwalls provide a way to monetise users who wouldn’t make in-app purchases by giving them alternate paths to earn currency, while still generating revenue. (E.g., in older case studies 93% of offerwall interactions came from non-payers and these users later had higher purchase propensity. Game Developer
• Opt-in, user-friendly format: Because users choose to engage, the risk of ad fatigue or negative UX is lower compared to forced ads. In 2025, with stronger privacy regulation (e.g., opted-in engagement is more important), these formats align with the trend of “value exchange” rather than intrusion.
• Strength in performance & targeting: Offerwalls often deliver not just ad impressions but actions (downloads, registrations, subscriptions). Many advertisers prefer this as it directly translates into measurable ROI. Recent data from rewarded UA models report that ~82% of mobile developers say rewarded (action-based) campaigns outperform traditional install-driven channels. z2adigital.com
• Increasing relevance outside games: While historically stronger in gaming, offerwalls are spreading into fitness, shopping, e-commerce and other verticals, making them more viable across app categories.

What Are Rewarded Video Ads?

Rewarded video ads are short, opt-in video advertisements that users choose to watch in return for instant in-app rewards. These rewards can range from virtual currency and power-ups to extra lives or exclusive items — small incentives that enhance gameplay or app experience without requiring direct payment.

They act as a bridge between engagement and monetization, allowing users to feel in control while supporting the developer. Unlike interruptive ads, rewarded videos appear at natural breakpoints in the app — for example, after finishing a level or when a player runs out of energy. The ad usually lasts 15 to 30 seconds, and once it’s fully viewed, the reward is immediately granted, creating a quick and satisfying exchange.

Why Rewarded Videos Shine in 2025?

Rewarded ads remain a favorite among app developers because they:

• Quick, low-friction engagement: Because the user effort is minimal (just watch a video), participation rates are generally higher compared to more involved tasks.
• Seamless into gameplay/app flow: You can integrate rewarded videos at natural pause points (between levels, after failure, before a bonus) and thus maintain user flow.
• Consistent revenue stream: Since videos are shorter and easier to deploy, they tend to generate high fill rates and steady CPMs, which is attractive for publishers seeking stability.
• Enhanced by ad tech & personalization: In 2025, with AI/personalisation improvements, video ads are better matched to user profiles (higher relevance) and in many cases tied into rewarded-UA campaigns. For example, rewarded UA campaigns are increasingly using CPA/CPE metrics and focusing on higher-quality users.

In 2025, AI-driven ad personalization has made rewarded ads smarter — showing users more relevant offers that feel less like ads and more like value exchanges.

When to Choose What?

In 2025, choosing between offerwall advertising and rewarded video ads comes down to your app’s audience, session patterns, and reward economy. Offerwalls work best for apps with an active in-game currency or progression system, where users are willing to invest time completing tasks like installs, surveys, or sign-ups in exchange for higher-value rewards. They’re ideal for monetizing non-paying users and generating quality conversions, especially in markets with strong CPA values.

Rewarded video ads, on the other hand, shine in casual apps with short play sessions, where users prefer quick, low-effort engagement for small, instant rewards. They deliver steady revenue through frequent interactions and blend smoothly into gameplay or app flow.

If your goal is to drive long-term user value and deeper brand engagement, offerwalls give you the flexibility to reward meaningful actions. But if you’re focused on keeping players active and sustaining session frequency, rewarded videos are the go-to choice. Many successful apps now layer both — using rewarded videos as an entry-level incentive and offerwalls as a premium reward path. This balance not only maximizes ARPU but also keeps users in control of how they want to earn, creating a more satisfying and sustainable monetization experience.

The 2025 Hybrid Approach: Using Both for Maximum Impact

The most successful apps in 2025 don’t choose between offerwalls and rewarded ads — they combine both.

• Rewarded videos deliver daily engagement and consistent ad views.
• Offerwalls provide deeper monetization and higher conversion value.

By layering both strategies, developers can:

• Monetize every user segment effectively.
• Increase ARPU (Average Revenue Per User).
• Enhance user satisfaction with flexible reward choices.

Conclusion

In the evolving digital economy of 2025, there’s no single “best” choice between offerwalls and rewarded video ads — both have unique strengths.

Offerwalls drive depth and long-term value, while rewarded videos boost frequency and engagement.

For developers, the smartest move is to adopt a hybrid monetization strategy that leverages both. By giving users control over how they engage and earn, you’ll build a sustainable, user-friendly ecosystem that grows with every tap.