Why playable ads deliver results for every kind of mobile app

It’s hard to capture attention in the era of distraction and instant gratification. That’s one of the reasons playable ads are so powerful. They rise above the noise, offering an interactive and engaging experience that goes beyond traditional ad formats. Users engage with a mini version of a game or app before downloading it, getting a hands-on preview that can drive higher engagement rates and conversions. 
Once the sole territory of user acquisition (UA) marketers in the gaming world, playable ads are emerging as a format that can span app verticals. This handy guide delves into everything marketers need to know about playable ads, from their benefits and best practices to the challenges they present and how to overcome them.

Playable ads are interactive advertisements that allow users to experience a sample of a mobile game or app directly within the ad. Instead of just watching a video or viewing a static image, they have a chance to actively engage with the app’s content. Usually, this involves playing a simplified version of the game or exploring key features of an app within a short, time-limited demo.

Key Features of Playable Ads

• Interactivity: A Playable ad’s defining feature is its interactivity. Users engage directly with the ad, which creates a more immersive experience than other ad formats.
• Immediate feedback: Users get instant feedback based on their actions, whether it’s a score, progress in the game, or a visual reward, which drives deeper engagement.
• Clear call-to-action (CTA): This is standard for any effective ad, but playables are typically performance ads. So, after the interactive experience, a clear and compelling CTA encourages users to download the app, taking them to either a landing page or directly to the app store.
• Short and sweet: Playable ads are designed to be brief, typically lasting between 15 and 60 seconds. It’s just enough time to pique interest without overwhelming (or irritating) the user.

Where to start? These ads take interaction to a new level and offer boundless opportunities for creativity. Playable ads have gained popularity beyond gaming not just because of their good looks, but because they’re so effective. Here’s a short list of reasons why they’re so good: 

High engagement rates

Because they’re interactive, playable ads naturally lead to high engagement rates. As the name implies, users literally play with them! Users are more likely to remember and positively respond to an ad they’ve interacted (played!) with versus one they’ve passively viewed. The interactivity, along with the actual fun involved, makes the ad experience memorable, making it even more likely that users will download the app or game.

Increased conversion rates

Playable ads offer a “try before you buy” experience, which can lead to higher conversion rates. (Seriously – there’s data to prove this.) When users can sample a game or app beforehand, they are more likely to download it, knowing exactly what they’re getting. This has the benefit of increasing the potential for retention or, conversely, reducing the risk of uninstalling the app later due to unmet expectations.

Better user retention

To continue the thought from above, since users who download after engaging with a playable ad have already tried a “free sample”, they are more likely to continue using the app. This pre-qualified interest helps improve long-term user retention. (And yes, there is data to support that playable ads yield better retention rates as well.)

Lower Cost per Install (CPI)

Because of their high engagement and conversion rates, playable ads can often result in a lower CPI. The interactive experience tends to attract higher-quality users who are genuinely interested in the app or game.

Improved brand perception

Playable ads can improve brand perception since they provide such a fun, engaging experience. When users enjoy an ad, they associate those positive feelings with the brand, which can lead to increased brand loyalty and customer satisfaction. This isn’t just true for games – there’s a reason that brands beyond gaming are increasingly testing and investing in playable ads. 

To really maximize the effectiveness of playable ads, you’ll need to follow best practices regarding both placement and creation. Here are a few tips:

• Focus on core features: Playable ads should highlight the core features that make the app or game unique. Since the ad is a short, interactive demo, it’s crucial to focus on the most compelling aspects. This could be the primary gameplay mechanics, unique features, or the most exciting levels. Think of it as a “free sample.” 
• Keep it simple: Simplicity is key in playable ads (and, honestly, most things if we’re going to get deep about it). Users should be able to understand and engage with the ad quickly without any real learning curve. The instructions should be straightforward and intuitive, and the gameplay or app features should be easy to navigate.
• Create a strong hook: The first few seconds are the make-or-break moment for interactive ads. A strong hook at the outset will grab the user’s attention and entice them to engage with the ad. What can that look like? It could be an offer they can’t refuse, a challenge they can’t resist,  or a visually striking element they can’t ignore.
• Optimize for mobile (obviously): If you’re coming from the world of traditional digital and promoting a branded app, this may be a helpful reminder. Keep in mind factors like screen size, touch controls, and load times. Get this wrong, and your ad will fail – users won’t wait around during lags, and they’ll get frustrated with complicated controls or poor UX. 
• Don’t forget your CTA: Yes, we’ve said this before, but (as Jack White says) it bears repeating now. A clear and compelling CTA should guide users to download your app. Make sure that your “Download Now” button is prominent and easy to interact with.
• Test and iterate: As with any campaign or creative, you have to test different versions of playable ads to see what resonates best with your audience. A/B testing can help identify which elements are most effective, enabling continuous optimization.

Playable ads can be really effective in rewarded placements. These in-game ad placements have been popular for mobile games for ages, but they can drive awareness and downloads for any type of app. If you’re unfamiliar, here’s how they work: Rewarded ads offer users an incentive, like in-game currency, extra lives, or other valuable items, in exchange for interacting with the ad.  Here’s a high-level look:

How it works

Rewarded ads typically appear at logical points within a game’s flow, for example, when a level has been beaten, and the user wants to unlock the next one. The rewarded placement will appear between levels, and usually, the user has to engage for a prescribed period of time – say, one minute. Once the user has completed their engagement with the ad, they’ll be given access to that next level or reward. This not only increases the likelihood that users will interact with the ad, it also boosts the chances of them downloading the app afterward, assuming they’ve enjoyed the interaction. 

What’s especially great is that there’s evidence to show that users typically do enjoy rewarded playables. A 2020 survey of over 1200 gamers by Zynga found that two out of three respondents were happy to exchange in-game ad interactions for in-app rewards. 32% of those surveyed preferred playables to other in-game formats. “Our players are willing to trade attention for rewards, preferring both rewarded video and our custom playables over other ad experiences,” a representative from the gaming studio noted.

More benefits of playable rewarded ads

• Higher engagement: Since users are motivated by the promise of a reward, they are more likely to fully engage with the playable ad. This increases the chances of them appreciating the app’s value, which can lead to higher download rates. Business of Apps reported that “playables in rewarded inventory…drove a 37% lower CPI and a 2.5% increase in ROAS compared to non-rewarded inventory.”

• Greater ad recall: Playable ads can be really fun, and when you pair that fun with the positive reinforcement of a reward, it can support ad recall. Users are more likely to remember (and think favorably of) an app they interacted with, especially when the interaction was entertaining. When you consider the higher engagement rate rewarded playables receive, it makes sense that the ads and brands behind them are better remembered. 

• Improved retention odds: Brands and publishers have reported retention rate increases of 30 to 40% thanks to playable ads. The higher-quality users attracted by these ads have demonstrated a willingness to interact with ads for rewards, and that behavior can translate into better retention and higher lifetime value (LTV) through in-app purchases or ad interactions.

While our friends at Google assure us that rewarded playables actually improve the user experience—50% of users have reported that they would be less satisfied with their app experience if rewarded ads were removed—it’s best not to take anything for granted. Ensure that the ad experience is well-targeted, slick, and, above all, fun. You’ll also want to be sure that you’re purchasing the best-quality media possible so that your app isn’t associated with low-quality games. 

How can you measure success? The ad platform you choose will undoubtedly have real-time analytics. If you choose a platform, like, for example, AppDiscovery, you’ll also have an experienced account manager who will help you identify the best KPIs for your campaign and optimize toward your goals. But whether you have guidance or you’re going it alone, here are some metrics to consider: 

• Engagement rate: Before anyone converts, they need to interact with your ad. Engagement rate reveals the extent to which users are playing with your ad’s gaming elements. A higher engagement rate indicates that the ad successfully captured their attention and encouraged them to participate in the interactive experience.

• Click-through rate (CTR): CTR measures the percentage of users who clicked after engaging with your ad. A high CTR suggests that the ad was effective in persuading users to download the app or game. 

• App conversion rate (CVR): How many users who clicked on your CTA actually completed the desired action and downloaded your app? Conversion rate is a critical indicator of an ad’s overall effectiveness.

• Retention Rate: Retention rate measures how many users continue using the app after the initial download. Because users experience the game or app’s key elements before downloading, playable ads tend to convert more engaged users, so retention rates tend to be higher compared to users who convert through other ad formats.

• Cost per Install (CPI): CPI is the cost associated with acquiring a new user through the ad. Since playable ads often result in higher-quality installs, the CPI tends to be lower, making them a cost-effective option for user acquisition.

• Return on Ad Spend (ROAS): Ultimately, the success of a mobile ad campaign is determined by its ROAS. This metric considers the revenue generated by the new users acquired through the ad relative to the cost of the ad campaign.

While playable ads offer a zillion benefits, they also come with challenges that you should be aware of:

• Higher production costs: Creating a high-quality playable ad can be more expensive and time-consuming than producing other types of ads. The development process requires expertise in both design and coding, which can drive up costs. (Note that AppLovin customers may have the opportunity to work with SparkLabs, our in-house agency, to get high-performing, high-impact playables at no additional cost!)

• Special skills required: Playables are way more complex to create than static or video formats. Beyond programming and design skills, they require a deep understanding of the game or app’s mechanics to create a stripped-down version that is still engaging and representative of the full app experience. 

• Limited time: Playable ads are typically short, which means you’ve got limited time and space to sell the key features or benefits of your app. Carefully choose what to highlight, aiming to keep a good balance of engagement and information.

• Potential for user frustration: When poorly designed, playable ads can frustrate users. This can result from confusing instructions, slow load times, or poor alignment with the app’s true experience. A quick search on Reddit will reveal post after post from folks who downloaded an app based on an ad, only to find that the app’s gameplay was nothing like the ad that persuaded them to download it.  Poor user experience can lead to negative brand perception, lower conversion rates, and/or high uninstall rates.

• Ad fatigue: As playable ads become more popular, there’s a risk of ad fatigue, where users become desensitized to this format. To avoid this, make sure you’re constantly optimizing, staying on top of the trends, and innovating to create fresh, engaging experiences.

To address these challenges, marketers can adopt several strategies:

Test different tools and platforms

Designing and building playable ads is not something you have to do on your own; there are tons of tools, platforms, and agencies that specialize in creating them. DIY platforms typically provide templates and drag-and-drop interfaces, making it easier to develop high-quality ads without extensive coding knowledge. However, if your budget permits, it’s always best to go with an agency or professional with expertise in this advertising niche. 

Work with experienced designers and developers

What were we just saying about expertise? Collaborating with designers and developers who have experience creating playable ads helps ensure the final product will drive the results you need. If your budget allows, leave the complexities of ad creation and UX optimization to the professionals.

Prioritize user experience

The end user’s experience should be the #1 priority of playable ad design. Ensuring the ad is easy to understand, responsive, and entertaining will minimize the risk of user frustration while maximizing engagement.

Test across devices

Test your ads across a variety of devices, operating systems, and screen sizes to make sure you’re delivering a consistent and smooth experience. Work out all the kinks before your ad goes live instead of scrambling to identify and repair them after to reduce the risk of making a bad impression (pun intended) and wasting your media budget. 

Keep things fresh

Refresh your ads regularly. Test new creative, whether you experiment with different gaming mechanics, a simplified look and feel, or a seasonal theme. SparkLabs’ annual Creative Trends report is a great resource for discovering what’s driving results for some of the most successful advertisers. 

As mobile advertising continues to evolve, playable ads are likely to become an even more integral part of the marketing landscape. Here are some trends and predictions for the future of playable ads:

• 3D playables?  Oh, heck, yes!  Right now, 3D playables aren’t 3D in the truest sense. They don’t require special glasses and they don’t actually pop out of your screen. They are based on 3D renderings rather than drawings, however, and they offer a richer and more immersive visual experience. 

• VR & AR playables: As for the pop-out-of-your-screen kind of 3D, at some point, VR headsets will eventually become more accessible and finally catch on with broader audiences. When that happens, you can bet there will be playable ads that incorporate these technologies, offering even more immersive experiences. AR, on the other hand, could allow users to interact with 3D elements within their real-world environment

• Personalization: Like other digital ads, and like mobile games themselves, future playable ads may incorporate more personalization, tailoring the gaming experience to the user’s preferences or behavior. This could involve dynamically adjusting the content based on the user’s past interactions with similar ads or apps.

• Wider adoption by apps across verticals: While playable ads are standard for gaming apps, they’re already catching on in other app categories. There is a huge opportunity for brands to engage users by leveraging elements of gameplay in their ads. In addition to the creative possibilities, brands may also be enticed by the opportunity to own the entire mobile screen, gaining the undivided attention of already engaged users.  

Playable ads offer a singular blend of interactivity, engagement, and conversion potential. Over the years, as the mobile ecosystem has matured, these ads have only gotten better, showcasing new levels of creativity and entertainment that make them a must-try for games as well as brands. 

Mobile phones account for 60% of the world’s web traffic. Globally, more than half of our online time is accessed via a mobile phone, and almost 96% of internet users use a mobile phone to get there at least some of the time. On top of that, increasingly, our time is spent in apps. (The average American has 80 installed apps on their phone.) Consider these stats from Business of Apps:

• 12.5 billion apps were downloaded in the United States in 2023
• 217 billion hours were spent on mobile apps last year
• About 25% of our waking hours are spent on mobile apps 

All of this adds up to a huge opportunity to reach and engage an audience ready and willing to interact with your messages. Why not make it fun and memorable for them? Try out a playable ad for your brand and see how your conversion rates start to soar.