What does it take for a quirky horror mobile game to generate $9,000 per month—without relying on in-app purchases or subscriptions? In 2025, the answer is a smart in-app ads strategy. The Scary Baby Game, a viral hit blending horror and humor, shows how the right mix of ad formats, placements, and user experience can turn high engagement into sustainable app income. This case study unpacks the tactics, challenges, and lessons behind the game’s ad-driven success, offering a blueprint for anyone seeking to monetize mobile games in today’s crowded market.
The Rise of Scary Baby Game: Viral Appeal Meets Monetization
Scary Baby Game burst onto the scene with its unique blend of jump scares, puzzle-solving, and meme-worthy moments. Unlike many horror titles, it attracted a broad audience—teens, casual gamers, and even YouTubers—fueling organic downloads and daily active users (DAU) in the hundreds of thousands.
Key factors behind the game’s viral growth:
- Short, replayable levels ideal for quick sessions and frequent ad impressions
- Social media buzz from streamers and TikTok creators
- Global appeal, with strong performance in the US, Mexico, Russia, and Southeast Asia
With a primarily free-to-play model, the team needed a monetization approach that wouldn’t alienate its young, ad-tolerant audience.
Building a Winning In-App Ads Strategy
Choosing the Right Ad Formats for Horror & Casual Players
Scary Baby Game’s revenue mix relied on three main in-app ad formats:
Ad Format | Placement Example | Revenue Role | User Impact |
Interstitial Ads | Between levels, after fail | Main income driver | Short, skippable, high fill |
Rewarded Ads | Hints, extra lives | Boosts ARPDAU | Opt-in, high engagement |
Banner Ads | Bottom during menus | Supplemental | Low disruption |
Interstitials appeared at natural breaks, never during gameplay, ensuring users weren’t interrupted at tense moments. Rewarded ads offered hints or a second chance after a jump scare, increasing both engagement and ad views. Banners were reserved for non-critical screens to avoid clutter.
Strategic Ad Placement and Frequency
The team used analytics to find the sweet spot for ad frequency:
- Interstitials: Every 2–3 levels (20–30 seconds of play)
- Rewarded: Offered after failure or when stuck on a puzzle
- Banners: Only on pause and menu screens
Frequency capping prevented ad fatigue, while A/B testing helped optimize timing for maximum revenue without harming retention.
Maximizing Revenue Without Hurting User Experience
Seamless Integration & Creative Testing
Ads were designed to feel like part of the game’s quirky atmosphere. For example, interstitials sometimes featured horror-themed creatives or playful “scare breaks.” The team regularly refreshed ad creatives to prevent banner blindness and tested different calls-to-action for rewarded ads.
Creative Optimization Results
Test Variant | CTR | eCPM | Retention Impact |
Standard Interstitial | 2.1% | $3.60 | Neutral |
Themed Interstitial | 2.7% | $4.10 | +2% retention |
Humorous Rewarded | 5.5% | $10.80 | +4% engagement |
User Segmentation and Personalization
Using segmentation, the game delivered more ads to high-engagement users and fewer to those at risk of churn. Younger players in certain regions saw more rewarded ads, while older users were shown fewer interstitials.
Expert Tip:
Personalizing ad load based on user behavior and region can increase ARPDAU by 15–20% without negative feedback.
Compliance, Brand Safety, and Ad Network Selection
Ensuring Age-Appropriate and Compliant Ads
Given the game’s appeal to younger audiences, the team prioritized COPPA- and GDPR-compliant ad networks. Only age-appropriate, non-intrusive ads were allowed, and all partners were vetted for brand safety.
Best practices:
- Work with ad networks specializing in kid-friendly, compliant inventory
- Use mediation platforms to optimize fill rates and eCPM
- Regularly audit ad content for suitability
Choosing High-Performing Ad Networks
The team tested several networks, prioritizing those with:
- High fill rates in key geographies (US, Russia, Southeast Asia)
- Strong eCPM for interstitial and rewarded video formats
- Transparent reporting and easy SDK integration
Real-World Revenue Breakdown and Key Metrics
ARPDAU, Retention, and Scale
With 300,000 daily active users and a blended ARPDAU of $0.03, Scary Baby Game consistently earned $9,000/month. The breakdown:
- Interstitials: 60% of ad revenue
- Rewarded: 30% (with higher eCPM but lower volume)
- Banners: 10% (steady but modest)
Retention remained strong, with Day 1 at 32% and Day 7 at 14%, thanks to careful ad integration and engaging gameplay loops.
Regional Performance and Global Scaling
The game’s revenue was diversified across regions:
- US, UK, and Canada: Highest eCPM, lower DAU
- Russia, Mexico, Indonesia: High DAU, lower eCPM, but strong fill rates
- Brazil and Turkey: Rapid growth, strong rewarded ad engagement
Revenue & Engagement by Region
Region | DAU | eCPM (Avg) | ARPDAU | Retention (Day 7) |
US/Canada | 45,000 | $4.20 | $0.06 | 18% |
Russia | 60,000 | $2.80 | $0.03 | 16% |
SE Asia | 90,000 | $1.90 | $0.02 | 13% |
Brazil | 35,000 | $2.10 | $0.025 | 14% |
Lessons Learned and Unique Insights
The Power of Level-Based Monetization
Short, replayable levels allowed for frequent but non-intrusive ad placements. Players expected a pause between scares and puzzles, making interstitials feel natural rather than disruptive.
Continuous Optimization and A/B Testing
The team ran weekly A/B tests on ad frequency, creative, and placement. This agile approach led to a 12% revenue uplift over three months and helped maintain high retention.
Hybrid Monetization: Why Ads Won Over IAPs
Attempts to push in-app purchases (IAPs) in the early stages saw little traction—less than 1% conversion. The audience preferred free gameplay and was highly tolerant of ads, making ad monetization the clear winner.
People Also Ask
How do in-app ads generate revenue in mobile games?
In-app ads earn revenue every time a user views or interacts with an ad. Revenue depends on ad format, user geography, and engagement.
What are the best ad formats for mobile games?
Interstitial and rewarded video ads drive the highest eCPM and engagement in mobile games, especially when placed at natural breaks.
How can you balance ad revenue and user experience?
Use frequency capping, A/B testing, and strategic placement to avoid disrupting gameplay and maintain retention.
What role does user segmentation play in ad monetization?
Segmenting users by behavior, region, and engagement allows for personalized ad loads and maximizes ARPDAU.
Can ad-driven games scale globally?
Yes, with the right mix of ad networks, localization, and compliance, ad-driven games can monetize large audiences worldwide.
Expert Take: Ad Monetization Trends for 2025
Immersive and Contextual Ads
2025’s top performers use immersive ad formats that blend seamlessly with gameplay. Contextual ads—tailored to player mood, level, or session—outperform generic placements.
Compliance and Brand Safety
With stricter privacy laws and increased scrutiny on kids’ content, compliance is non-negotiable. Games that prioritize brand-safe, age-appropriate ads see higher fill rates and better user reviews.
Data-Driven Optimization
The most successful teams invest in analytics, mediation, and real-time A/B testing to continuously refine their ad strategy and maximize revenue.
Conclusion: Building Sustainable Revenue with In-App Ads
Scary Baby Game’s $9,000/month success story proves that with the right in-app ads strategy—combining smart placement, creative testing, compliance, and global scaling—even quirky, niche games can achieve impressive, sustainable revenue. For buyers and investors, focusing on ad-driven games with high DAU, strong retention, and agile monetization tactics is the key to thriving in the 2025 mobile game market.
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This case study reflects the latest 2025 ad monetization benchmarks and best practices, positioning Appwill.co as your trusted resource for mobile game revenue growth and in-app ads expertise.