Ads have a spotlight, especially when it comes to boosting app downloads and driving demand for your mobile game. Of course, you have video ads that showcase your game’s theme, visuals, and storyline! But, they lack the interactive factor required to give users a hands-on experience.
This is where playable ads come into play. As their name suggests, they are ads which we can play!
Playables address this gap of missing interactive elements by offering an engaging way to promote your game. With these ads, you get to play a mini version of the game.
According to a survey, 46% of leading app developers in the gaming industry plan to focus on playable ads in the coming year. This is up from 25% the previous year. In a time when many users are fatigued by standard ads and ad blocking is on the rise, playable ads provide an interactive alternative that users enjoy.
Ready to learn more about this ad format? Let’s get started!
What are Playable Ads?
Playable ads are an interactive ad format that lets users test a miniature version of your game. This ad format doesn’t feel like one of those boring, skippable ads, so it is a win for both game publishers and users!
The format is especially popular with mobile games, where they last 15 seconds to a minute, giving you a “try before you buy” experience.
Playable ads typically include three parts:
- A quick tutorial to show how to play,
- The game or interactive element, and
- An end card with a clear call to action (CTA) like “Install Now.”
Built in HTML5, they load quickly, grab attention, and hook users with an interactive snippet of gameplay! The bonus? Often, they also come with in-app benefits!
Also read: Game Ad Formats Explained.
Why Should Game Publishers Use Playable Ads?
If you’re a game publisher looking to drive installs, playable ads are a game-changer. But they do more than just that, and we will discuss them below in detail!
1. Grab Attention with Interactive Experiences
Playable ads are not your typical in-app advertisements—they’re interactive experiences that let users try your game before downloading. This approach grabs attention and makes your game memorable.
These ads are perfect for showcasing the best features of your game in an engaging format. By offering users a taste of the gameplay, you can hook them with what makes your game unique—whether it’s the graphics or storyline.
For example, a game like Snake.io can use playable ads to give users a quick glimpse of its old-school mechanics. They also have clear instructions on how to control the game, which is helpful for beginners. Likewise, you can add interactive elements like buttons, tutorials, and animations to drive engagement.
2. Boost Conversions and Retention
Playable ads attract players genuinely interested in your game. By letting users try your game before downloading, these ads set clear expectations, reducing uninstall rates and ultimately improving retention.
Gaming apps using playable ads are 20 times more likely to drive installs than banner ads. While native and banner ads generate strong ROI after seven days of 20.26% and 18.20%, respectively, playable ads excel at engaging users upfront.
You must also understand that the ROI also depends on the game’s genre and player expectations. So, this makes playable ads powerful for the right audience.
3. Cost-Effective User Acquisition
User acquisition is crucial for any app’s success, but it often comes with a hefty price tag. This has created a growing need for cost-effective ways to attract users. Playable ads rise to the challenge by being resource-efficient and impactful.
Compared to traditional advertising like TV or print, playable ads offer a lower cost per install (CPI) and a higher return on investment (ROI). Besides, they also help filter out users unlikely to enjoy your app.
However, to maximize your budget with playable ads, it’s essential to use them strategically. By targeting the right audience and leveraging analytics, you can fine-tune your strategy to ensure your efforts result in impactful user acquisition.
4. Lower Uninstall Rates and Gain High-quality Users
A study across top cities reveals that over 56% of users uninstall apps within the first seven days. A survey from Q2 2022 among U.S. mobile gamers found that 68% of users uninstalled apps because they were no longer relevant, while boredom was the second most common reason. Poor user experience was also a significant factor, cited by 38%.
Playable ads help reduce uninstall rates by setting clear expectations. When users experience the app’s value upfront, they download with confidence and are more likely to stay engaged. This also helps improve your app’s lifetime value (LTV).
5. Gain Valuable Insights
Playable ads offer more than just a little version of the app to the users! They provide app publishers with actionable data.
With a scaled-down version of your game, you can track how users engage, what they enjoy, and where they lose interest. These insights help improve the gameplay! Publishers can take note of fixing friction points and improving future updates.
How to Create Playable Ads?
Playable ads reflect your app’s true potential, but creating one requires careful planning and execution. Below, we have dug deep into how you can create high-performing playable ads.
1. Start with an Intuitive Design
For games, assuming that your audience will understand your game mechanics on first use is a mistake! You have to keep your playable ad straightforward and easy to understand.
You can start by including a brief tutorial (3 seconds or less) to introduce players to the mini-game. If your ad is interactive right from the beginning, that would be a plus!
2. Bring Out the Best in Your Game
The attention span of users is dwindling, so don’t waste time adding random elements to your gameplay! You know your game best, so single out the best gameplay section, characters, and animations to include in the mini-ad.
Ensure that you avoid static visuals in the first few seconds to prevent users from losing interest. Use animations and buttons so that users actually engage with the app.
3. CTA and its Timing
Playable ads grab audience attention instantly but don’t forget to add a CTA before users get distracted. Make sure there’s a strong CTA so users know what’s next! You can go with CTAs like Play More or Download Now for users to decide.
A great practice is to give your audience multiple occasions to install the game without feeling pressured. Getting the CTA engagement at the right time is difficult, but learn from it and test different points to do it. You can play around with it and see what works best for conversions.
4. Add Rewards to Encourage Conversions
If you’re playing a game, one extra lifeline or a few coins can really motivate the player. So, you can reward players for their wins within the ad.
For example, in Tennis Clash, the winner receives coins as a reward. These rewards can be carried over into the full game after installation. This excites the player and creates an instant incentive to download the app.
5. Test and Optimize Regularly
You must track user interactions like taps, clicks, and swipes to identify what’s working or needs work within the game. These insights can help to improve your ads to drive more conversions.
A/B tests multiple versions to identify the best-performing elements and continuously tweak your playable ads for better results.
What are the Types of Playable Ads?
When it comes to playable ads, you have two main types: interactive video ads and pure HTML ads. Below, we have created a comparison table to understand them better!
| Aspect | Interactive Video Playable Ads | Pure HTML Playable Ads |
| Content Type | Combines game footage with HTML elements. | Built entirely with HTML code and game assets. |
| File Size | Larger file size due to video footage. | Smaller file size, no video footage involved. |
| Engagement | Engages users with cinematic visuals and stories. | Focuses on gameplay mechanics for deeper engagement. |
| Development Complexity | Easier to produce, quicker turnaround. | Requires more development work, and more accuracy. |
| Best For | Games with strong visual appeal (3D, cinematic). | Games focused on gameplay mechanics (puzzles, strategy). |
| User Experience | Can be less interactive, and more passive in nature. | More interactive and hands-on, closely mirrors real gameplay. |
| Loading Time | May have slower loading times, especially on mobile networks. | Faster loading times due to smaller file size. |
How to Optimize Playable Ads?
Playables offer a unique opportunity to engage users interactively, but making the most of this ad format requires thoughtful optimization. Here are some key strategies to ensure your playable ads deliver results:
1. Highlight Key Features
Your playable ad should provide a sneak peek of your game that will leave your audience seeking more. Focus on the most engaging elements—animations, characters, or unique gameplay mechanics—that make your app stand out. By focusing on these, you’ll create a playable ad that encourages users to explore more.
2. Limit File Size for Faster Performance
When it comes to playable ads, file size is one of the determining factors in how smoothly they run. You should aim for somewhere around 3 MB. Smaller files load faster on every network and won’t have lag issues. Delivering a smooth experience.
3. Keep It Short and Focused
Playable ads need to capture the audience’s attention quickly. Make the first few moments impactful to highlight the game’s core mechanics and draw users in.
4. App Store Optimization Matters
Even the most engaging playable ad won’t drive results if your app store listing isn’t optimized. Ensure your app title, description, screenshots, and videos align with the excitement and features highlighted in your ad.
By using playable ads effectively, game publishers can attract players, boost retention, and maximize their advertising ROI. YieldMonk can help you optimize your app store to deliver the best results. Contact us today!
