What are Playable Ads? How Gamified Experiences Are Changing Mobile Advertising
Have you ever come across an in-app ad that
invites you to move a rock to save a character, or click a button and watch a
brush cleaning all the "trash" in your phone? These interactive
mobile ads, known as playable ads, are reshaping digital advertising as we know
it.
Playable ads are a powerful solution for
capturing and maintaining user attention. Unlike traditional ads that rely on
passive viewing and often leave users waiting to skip, playable ads offer an
interactive experience. These interactive mobile ads invite users to engage
with a simplified app within an advertising unit, providing a hands-on preview
of its key features before downloading.
In this blog, we explore playable ads, what
they are, their benefits, key elements, and best practices for creating
successful campaigns.
What are Playable Ads?
Playable ads are interactive mobile ads
that allow users to "sample" a game or app before downloading the
full version. This hands-on experience makes ads fun, memorable, and also
provides users with a preview of the app's key features. By giving users a
"try-before-you-download" experience, playable ads significantly
increase the likelihood of conversion.
A common misconception is that playable ads
are exclusive to mobile gaming apps. This isn’t true. Non-gaming apps, such as
productivity or utility apps, can also leverage this interactive format to
showcase features or provide a glimpse of the in-app experience, giving users a
taste of what the app offers before they install.
Benefits of Playable Ads for Game and App Marketing
From the perspective of ad performance, the
combination of "video + playable" is a key driver for boosting
engagement. According to Mintegral's internal data, this "video +
playable" combination accounts for only 7% of all creative impressions,
but it contributes to an impressive 73% of user conversions. This figure is
even higher for casual games, reaching 75%, demonstrating the standout
performance of this format.
Playable ads are also perceived as less
disruptive compared to traditional static or video ads. If users are playing a
game, they might welcome a new kind of distraction that fits the context of
their experience. Playables are there to be played, not watched without input.
And because users get to try before
downloading, they know what to expect. This pre-qualified interest helps
improve long-term user retention and lifetime value. In addition, these
interactive mobile ads can ensure developers optimize ad spend and acquire
higher-quality users who are genuinely interested.
What are the Main Elements of Playable Ads?
Tutorial Prompt
This is the hook, where you grab user
attention and invite them to interact with the ad. The tutorial prompts
are usually visually engaging and intuitive, helping users jump into
the experience immediately.
Playable ads of Unknown Knights: Pixel RPG, produced by Mindworks with Playturbo
The Interactive Experience
This is where you can showcase your app's features. This interactive experience is the heart of the playable ad, showcasing a snippet of the app’s main functionalities.
There are thousands of creative
possibilities when it comes to designing gameplay, but the ultimate goal
is to deliver an enjoyable experience that captivates users and leads to
conversion.
Playable ads of Spider Fighting: Hero Game, produced by Mindworks with Playturbo
End Card
A compelling end card is vital for
wrapping up the experience. The end card typically features a clear and
concise call to action (CTA) that directs users to download the app or take a
desired action. If you'd like an example, Playturbo helped the game Homer City climb to the
top of the charts by incorporating highly engaging interactive end cards.
Playable Ads of IceCream Run!, produced by Mindworks with Playturbo
Best Practices for Designing Playable Ads
Keep It Simple and Fun
When it comes to playable ad design,
simplicity is key. This applies not only to the gameplay of playable mobile ads
but also to the tutorial. The tutorial should quickly capture user attention
and avoid any steep learning curve. This allows users to interact with the ad
immediately without having to reckon with complex tutorials. Similarly, the
gameplay itself should be intuitive and easy to navigate, encouraging users to
interact without confusion or frustration.
While simplicity is crucial, let’s not
forget that fun is equally important in playable ad design. Remember, playable
ads are not just about showcasing features, they're also an opportunity to
bring users a moment of delight. An intuitive and enjoyable experience can
drive user interest as well as increase the likelihood of conversion.
Highlight Core Features
Playable ads are still ads, which means
they need to highlight the app's core features and unique selling propositions.
Gameplay should focus on the most compelling aspects or unique features,
potentially showcasing the exciting levels. It'll be best if these interactive
mobile ads can present the selling points from multiple angles to maximize
appeal.
Ad design tools like Playturbo can streamline this process by
breaking down core gameplay into multiple elements tailored to user preferences
across different traffic channels. At the same time, Playturbo incorporates
fresh creatives into these playable mobile ads to encourage installs.
Test and Optimize
No ad is perfect from the start, but
constant testing and optimization can significantly improve performance. What
variables should advertisers consider testing?
- - Placement: Where are users seeing these playable ads? Are they on social platforms or in mobile games? Different channels cater to different audience groups, so identifying the most effective ones for reaching your target users is crucial.
- - Ad Format: Playable ads can take various formats, such as interstitials or rewarded ads. Advertisers should evaluate which format works best for their app — whether gaming or non-gaming — and if their ads appeal to the right people.
- - Creative: Experiment with various creative elements, such as gameplay mechanics, visual styles, or seasonal themes, to find out which elements resonate most with users and drive the desired actions. Don't forget to refresh and optimize your playable ads regularly to avoid ad fatigue in users.
Creative platforms like Playturbo enable advertisers to test and
iterate multiple creative versions in seconds, ensuring the best-performing ads
are always in use.
Don’t Forget a Strong CTA
End your interactive experience with a
clear and compelling call-to-action (CTA) that encourages users to download the
app or complete the desired action. Whether it is directing them to a landing
page or prompting immediate engagement, a strong CTA ensures a seamless
transition from interest to action.
In today's digital landscape, where
countless ads compete for attention, playable mobile ads have stood out as a
game-changer that revolutionized the way brands engage with consumers.
Whether it is for driving installs,
boosting conversions, or enhancing user experiences, playables offer immense
potential for both gaming and non-gaming apps alike.
At Playturbo, we empower developers to create high-performing interactive mobile ads at scale with customizable templates compatible across multiple mainstream networks. Contact us today to kickstart your journey with playable ads!