A lot of resources on the internet which on to use to advertise your game/product and comparison between the two. But no resources whatsoever on another question - comparison between the two approaches from a game dev/game publisher perspective as means for monetization. It is clear that: Non-incentivized ads are more likely to lead to a user engagement with the ad (click/install) than incentivized ads (therefore more beneficial for the developer). However they disrupt the UX, and in some cases this may lead to player loss. Incentivized ads are initiated by the user and with the user's permission - however they are usually used to obtain some resource (coins/keys) or to continue the current run, etc. They do not disrupt the UX as much as the non-incentivized ads. They also lead to much less engagement by the user with the ad. From my personal perspective it looks ridiculous looking at statements such as "Watch ad to continue", or "Watch ad to get 1 key". Well, ok, I will watch the ad but surely will not engage with it. My sole purpose will be to wait for 30 seconds and get the promised reward. And that is all. As far as I know ads are monetized in CPC/CPI manner and not CPM (cost per views), so it wouldn't matter for the developer if I've seen the ad or not. Are really incentivized ads UX-friendly enough/beneficial enough to replace the non-incentivized ads in most games? So what are your thoughts/experience on the subject? Do incentivized ads work, do they bring any revenue, or it is negligible enough to skip this monetization source, or rather look at non-incentivized? Thank you!