Monetisation Strategies: How to Make Your HTML5 Game Actually Earn

Web Games as a Revenue Funnel: How to publish browser builds for direct income and then drive toward mobile/paid releases.

Here are actionable tips to maximise monetisation and leverage the platform distribution effectively:

1. Optimize for session length & retention

Longer sessions = more ad opportunities, higher ad-fill and better CPMs. Focus on: short loading time, smooth mobile performance, mobile orientation support, fun core loop. For example, Poki’s requirements emphasise mobile/tablet support. 

Also: encourage returns via daily bonus, simple reward system, social sharing features.

2. Integrate rewarded ads + interstitials smartly

Rewarded ads (user chooses to watch in exchange for in-game benefit) often yield higher eCPMs and better user engagement than banner ads alone. Use portals’ SDKs (CrazyGames supports IAP & ads via its SDK) 

Make sure you don’t annoy users with too many unskippable ads — balance UX.

3. Leverage sponsorship / exclusivity deals

Some portals (like Kongregate) offer bonus revenue share for exclusivity or API integration. Example: 25% base revenue share + +10% for API integration + +15% for exclusivity = up to 50%. 

Negotiate early if your game has strong retention / session data.

4. Use browser game as funnel to paid versions

Don’t think only “web ad revenue” — think “web leads”. Release a free HTML5 build on these portals, collect email/sign-ups inside the game, and funnel players to:

• Mobile/PC paid version

• DLC/expansion

• Subscription/Membership

• Merch or community access
  This dual-channel model can outperform ad revenue alone.

5. Consider direct payments/donations for niche/experimental games

If your game is unique, art-driven, or has a strong community vibe, platforms like itch.io let you accept pay-what-you-want, bundle deals, donations. Market it via your site, social, and treat the portal as one channel.

6. Geo-target & optimise for best ad markets

Ad eCPMs differ widely by geography (US/North America > many other regions). Use analytics dashboards (Poki for Developers offers this) to see where your players are from and adjust accordingly. 

If many players are from low-RPM geos, focus on retention/volume or funnel strategies instead of relying purely on ad RPM.

7. Test & iterate

Use the developer portals’ dashboards to track key metrics (DAU, session length, ad engagement, revenue). For example Poki shows Daily Active Users, engagement by country/device. 

Run A/B tests: ad placement, reward vs interstitial ratio, cross-promo screens.

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Publishing Workflow: From Build to Revenue

Here’s a practical step-by-step process you can follow (and publish as part of your blog post for readers):

1. Build & optimise your game for web

   • Export HTML5 / WebGL (if using Unity/Phaser/Godot)

   • Ensure mobile + tablet friendly, full-screen support. (Poki requirement) 

   • Minimize file size & load time (browser users expect instant access).

   • Add pre-loader, orientation hints, mobile UX tweaks.

2. Integrate publisher SDK / analytics

   • Choose your target portal(s) (e.g., Poki, CrazyGames)

   • Install their SDK (ads / IAP) and test locally (CrazyGames SDK docs) 

   • Setup analytics (DAU, session length, ad performance) — Poki dashboard supports this. 

3. Prepare assets & submission materials

   • Game title, description, keywords/tags

   • Screenshots + 15-30 second trailer

   • Thumbnail/icon that stands out in portal listing

   • Privacy policy / compliance if needed

4. Submit to portal & meet requirements

   • Upload files, choose HTML5 build etc. (Kongregate upload docs) 

   • Address any QA requests (portals may run tests)

   • Agree to any exclusivity or revenue-share terms.

5. Launch & promote

   • Once live, share on social, embed on your website, encourage shares.

   • Use “refer a friend” / sharing features if your game supports it.

   • If possible, run a soft-launch (April/May) then optimisation ahead of bigger campaign.

6. Analyse & optimise post-launch

   • Monitor KPIs: session length, retention Day 1/Day 7, ad engagement rate, eCPM by country

   • Tweak ad placement/timing, reward loops, UI flows

   • Consider additional distribution: secondary portals (e.g., Y8) for long‐tail traffic.

7. Monetise beyond the portal

   • Use your browser version to drive players to your mobile store/Steam page, collect emails

   • Offer IAP in a browser build or upsell to paid version

   • Bundle deals or community memberships

   • Consider sponsorship deals or influencer promotion for spikes.

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FAQ Section

Q1. Will my HTML5 game still earn decent money compared to mobile apps?

A: Yes—browser games don’t always match mobile app store top earnings, but with big portals and ad revenue-sharing you can generate meaningful income (especially when combined with other funnels). For example, devs on Poki reported very high play counts.

Also sponsorships for HTML5 games still happen. 

Q2. Do I need to commit to exclusivity?

A: It depends on the portal. Some (like Kongregate) give bonus revenue share for exclusivity. Others may allow multi-portal publishing, but check terms (e.g., Poki has separate partnership agreement if you host outside their site) 

Q3. How many plays or what RPM should I expect?

A: It varies widely by geography, genre, session length, ad formats. Some community reports suggest ~$1 per 1,000 plays in certain cases—but your mileage may vary.  Focus instead on increasing session length, retention, ad engagement to boost RPM.

Q4. Can I publish the same build on mobile stores too?

A: Yes. Many devs use the HTML5 build as a web-preview/funnel and publish a mobile version separately. Just check exclusivity terms for the web build on the portal you choose.

Q5. What game genres perform well for HTML5 portals?

A: Generally casual/hyper-casual games (short sessions, simple mechanics) perform well for web portals. But niche or experimental games can succeed on community-driven sites like itch.io. Use the portal’s documentation for genre guidance.

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Final Thoughts

Publishing your HTML5 game in 2025 can be a very smart move — not just for immediate ad revenue, but as part of a strategic funnel for your wider game-dev ecosystem. The portals listed above (Poki, CrazyGames, Kongregate, itch.io, Y8) represent the strongest options for reach and monetisation for indie devs.

Choose your strategy:

• Want massive reach? Aim for Poki or CrazyGames.

• Want strong monetisation/share structure? Consider Kongregate.

• Want indie community/sales & bundles? Use itch.io.

• Want large catalogue casual traffic? Y8 complements your strategy.

And remember: traffic isn’t everything — session length, ad engagement, retention, player experience all matter. Combine smart monetisation with a fun game, strong UX and a clear funnel (web → mobile/paid) and you’ll increase your chances of success.