What are Playable Ads? How Gamified Experiences Are Changing Mobile Advertising

Mingyue Zhu
2025-01-14

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!