WeChat mini-game IAA incentives from 20 August 2026: 3-minute lifetime, 180-day option

WeChat’s developer documentation 2026年微信小游戏广告变现激励政策, opened 19 September 2026, states that an IAA mini-game incentive scheme applies from 20 August 2026. Two documented upgrades: the user-duration test becomes cumulative 3 minutes (replacing same-day activity greater than 5 minutes), and the long-line share option moves from 90-day 35% to 180-day 35%. Developers may instead choose 30-day 40%.

The Chinese text prevails over any machine translation on that page.

Who is in which bucket

IAA-classified games are defined as 内购流水 / (内购+广告流水) below 30%, judged daily on the previous seven days. For those games, paid-user incentives cover Tencent Ads and external-app buying, excluding CPS. Registration and >45-day return users who meet the cumulative 3-minute test get the chosen 30-day 40% or 180-day 35% share of ad revenue (广告流水), not of IAP.

Hybrid-monetisation games at or above 30% IAP share have a narrower buying-scene definition (Tencent Ads, excluding CPS) and still use a 5-minute activity test with 1–30 day 40% on ad revenue.

Heating and CPS video-account scenes are a separate block: 1–30 day 40% then 31–90 day 10%, with a 5-minute activity test.

Ad-credit (广告金) rules on the same page: transferable to other mini-game advertiser accounts under the same traffic-host entity except contract ads; T+2 issuance; 365-day use-or-lose. Re-attribution: a return after 45 days can restart the incentive clock. “优选计划游戏” receive no ad-credit gift. Creative-labelled mini games have a different cash-share schedule (70% / 50% around a 2 million daily ad-revenue line).

What this does not tell a global UA team

Download the change record. Re-read the live WeChat page before modelling a 2026 Q4 mini-game IAA bid; the page itself allows the platform to withdraw credits for specified violations.

Research checked 19 September 2026. Local draft; human editorial review pending.