If I have an ad-supported personal blog/news site and add a free to play UE4 HTML5 game, how do the royalty payments work? The game itself is not the main content of the site but would be on a page with consistent ad placements as the rest of the site. I imagine it would be near impossible to tease …

If the ads are not in or directly connected to the game, then there is no royalty on that revenue.