As we've been reaching out to companies thought to be impacted by Apple's rumoured ban on incentivised actions, most aren't willing to provide comment, particularly on the record.

There's no such reticence from Applifier CEO Jussi Laakkonen, however.

As well as running video gameplay sharing platform Everyplay, the company, which is now owned by Unity, also operates the GameAds network.

"With regards to this possible Apple policy change, the situation is quite unclear," Laakkonen says.

"We've not seen rejections of apps that use GameAds to show incentized video ads.

"While there are reports of rejections, there are also reports of apps with incentivized video ads being approved."

Two ways to play

And more generally, he says incentivised ads aren't without their own issues.

"While incentivized video ads offer much better end user experience [than non-incentivised] thanks to the user being in control of starting the ad, this user opt-in also means that there are less ad impressions leading to often to lower total ad revenue with incentivized video ads," he points out.

"We've always believed that the developer should choose the most appropriate way of using video ads, so our SDK supports both standard video ads and incentivized video ads.

"I'd encourage developers concerned with rejections to try out GameAds with standard video ads without incentivization."