Unable to monetize UWP game with ads and get a paid app approved – individual Microsoft Store publisher (Türkiye)

Hello Osman,

Thanks for the detailed question. Here is what the current official documentation says on each point.

1) In-app advertising

You’re right that Microsoft’s own ad platform is gone. The Display ads in your app page confirms the Microsoft Ad Monetization platform for UWP apps was shut down on June 1, 2020. There is no first-party replacement.

The current Monetization for games page points to third-party ad providers instead, naming Vungle, Rise (Unity) and Pubfinity as examples that offer SDKs for showing ads in games. Before you integrate any of them, check directly with the provider that its SDK still supports your target (UWP vs. MSIX/Win32) and your markets, including Türkiye. The Microsoft doc lists them as examples but does not guarantee their current Windows support.

Whatever network you use, ads in Store apps must comply with Microsoft Store Policy 10.10 (Advertising Conduct and Content).

2) Pricing / recommended monetization path

Yes, publishing free and selling add-ons is an officially supported model. The Store supports three options, which you can combine (Monetization, engagement, and Store services):

• Free + add-ons (freemium): publish the game for free and sell add-ons through the Windows.Services.Store APIs. Add-on types are described in Create an add-on submission:
  • Durable: one-time purchases such as “Unlock full game”, extra levels or “Remove ads”.
    • Consumable: repeat purchases such as coins or hints, either developer-managed or Store-managed.
      • Subscription: recurring payments.
      • Free trial: keep a price but let players try the game first, for example with only the first levels unlocked or a time limit. See Implement a trial version of your app.
      • Paid upfront: this model supports per-market pricing and scheduled sales.

Since your players prefer free games, the common approach is to publish the game for free and add a durable “Unlock full game” add-on, optionally with consumables. That keeps the download free and gives you revenue without depending on ads. The step-by-step guide for games is Monetization for games → In-game purchases. It also explains how to test add-ons by publishing the game as hidden first.

3) Support channel

The official Help and guidance for Windows developers page has separate Engage Center links for Entra ID users and MSA users. Since you have an individual MSA account, use the link labeled “MSA users click here”. Opening the Entra ID link with a personal account is a likely cause of the “No Access” error.

Other official routes:

• Store / Partner Center support ticket: https://aka.ms/windowsdevelopersupport
• Certification issues: [email protected]
• ******@service.microsoft.com: this inbox is only for the new individual-developer onboarding flow, not for monetization questions.

Your feedback about demand for new ad partnerships is valid. Include it in the support case, because Q&A volunteers can’t forward it to the product team.

Hope this helps. If it does, please consider accepting the answer.Hello Osman,

Thanks for the detailed question. Here is what the current official documentation says on each point.

1) In-app advertising

You’re right that Microsoft’s own ad platform is gone. The Display ads in your app page confirms the Microsoft Ad Monetization platform for UWP apps was shut down on June 1, 2020. There is no first-party replacement.

The current Monetization for games page points to third-party ad providers instead, naming Vungle, Rise (Unity) and Pubfinity as examples that offer SDKs for showing ads in games. Before you integrate any of them, check directly with the provider that its SDK still supports your target (UWP vs. MSIX/Win32) and your markets, including Türkiye. The Microsoft doc lists them as examples but does not guarantee their current Windows support.

Whatever network you use, ads in Store apps must comply with Microsoft Store Policy 10.10 (Advertising Conduct and Content).

2) Pricing / recommended monetization path

Yes, publishing free and selling add-ons is an officially supported model. The Store supports three options, which you can combine (Monetization, engagement, and Store services):

• Free + add-ons (freemium): publish the game for free and sell add-ons through the Windows.Services.Store APIs. Add-on types are described in Create an add-on submission:
  • Durable: one-time purchases such as “Unlock full game”, extra levels or “Remove ads”.
    • Consumable: repeat purchases such as coins or hints, either developer-managed or Store-managed.
      • Subscription: recurring payments.
      • Free trial: keep a price but let players try the game first, for example with only the first levels unlocked or a time limit. See Implement a trial version of your app.
      • Paid upfront: this model supports per-market pricing and scheduled sales.

Since your players prefer free games, the common approach is to publish the game for free and add a durable “Unlock full game” add-on, optionally with consumables. That keeps the download free and gives you revenue without depending on ads. The step-by-step guide for games is Monetization for games → In-game purchases. It also explains how to test add-ons by publishing the game as hidden first.

3) Support channel

The official Help and guidance for Windows developers page has separate Engage Center links for Entra ID users and MSA users. Since you have an individual MSA account, use the link labeled “MSA users click here”. Opening the Entra ID link with a personal account is a likely cause of the “No Access” error.

Other official routes:

• Store / Partner Center support ticket: https://aka.ms/windowsdevelopersupport
• Certification issues: [email protected]
• ******@service.microsoft.com: this inbox is only for the new individual-developer onboarding flow, not for monetization questions.

Your feedback about demand for new ad partnerships is valid. Include it in the support case, because Q&A volunteers can’t forward it to the product team.

Hope this helps. If it does, please consider accepting the answer.