The mobile gaming industry is booming, with gamers spending more than $100 billion each year on in-app purchases and downloads. But, with millions of apps fighting for attention, how can games stand out?
The answer could be playable advertisements, an interactive ad format that is changing how people interact with games.
These playable ads do more than just promote a game, they also allow users to get a taste of the game and to play it, resulting in outstanding engagement and sales.
Let's look at some of the reasons why they work and how they are shaking up the market, and some places to use them for greatest impact.
Why Playable Ads Dominate Mobile Marketing
Playable ads offer a risk-free demo of a game, reducing hesitation to download. Statistics do not lie:
- Conversion rates are 2-3 times greater than with static or video ads.
- Users become hooked on gameplay snippets, resulting in 30-50% longer engagement times.
- Better users are more inclined to spend in-app.
These ads screen away uninterested users while attracting those who will stick around by allowing gamers to experience basic mechanics (for example, completing a puzzle or building a tower). Often times these ads show the key elements of the game and use emotions to
Examples of Playable Ads
Interactive Playable Ads
Candy Crush Saga (King)
- How it works: Users get 30 seconds to complete a "match-3" puzzle mirroring the actual game. The ad ends with a prompt to download the full version.
- Results: King reported a 25% increase in install rates using playables, as users instantly grasp the gameplay loop.
Merge Dragons! (Gram Games)
- How it works: Users merge objects (e.g., eggs, plants) to heal a magical land. The ad emphasizes the game’s relaxing, creative vibe.
- Results: Gram Games saw a 25% lift in paid conversions from playable ads.
Video Demo with Playable Elements
Clash Royale (Supercell)
- How it works: A short video introduces a battle scenario, then shifts to interactive gameplay where users deploy troops.
- Results: Supercell saw a 40% higher retention rate compared to static ads by blending storytelling with hands-on action.
RAID: Shadow Legends (Plarium)
- How It works: A cinematic trailer introduces a hero, followed by a 10-second interactive battle where users tap to attack a boss.
- Results: 50% higher CTR than non-interactive video ads.
Types of Playable Ads: Formats That Convert
Interactive Playables
- Mini-games mirroring the actual app (e.g., Candy Crush’s “match-3” demo).
- Best for: Puzzle, strategy, and hyper-casual games.
Video Demo with Playable Elements
- A hybrid of video and interactivity (e.g., Clash Royale showcasing battle mechanics).
- Best for: Mid-core games needing narrative context.
Endless Loop Playables
- Simple, repetitive gameplay (e.g., Homescapes letting users redecorate a room).
- Best for: Casual games emphasizing quick wins.
Rewarded Playables
- Users earn in-game currency by completing a playable ad.
- Best for: Monetizing existing players while cross-promoting.
Top Platforms to Deploy Playable Ads
AppLovin has cemented itself as a leader in mobile gaming advertising by offering end-to-end solutions for playable ad creation, optimization, and monetization. Unlike single-feature tools, AppLovin provides a suite of specialized products designed to tackle every stage of the ad lifecycle. While AppLovin is a one stop shop, diversifying your ad strategy maximizes reach. Here's a few other options on where to run playable advertisements and why:
Google Ads
Best for: Android-centric advertising.
Advantages:
- Machine learning improves prices and targeting for users who have high interest.
- A smooth connect with the Google Play Store.
Meta Ads (Facebook/Instagram)
Best for: Demographic precision.
Advantages:
- Target customers based on their age, geography, and gaming choices, including people who play mobile puzzle games like Block Blast.
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Instant Experience ads lets consumers play without leaving the app.
Unity Ads
Best For: 3D and immersive games.
Advantages:
- Direct access to Unity’s massive network of game developers and players.
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Rewarded playables perform exceptionally well here.
TikTok
Best For: Campaigns that want to ride the wave of Gen Z’s endless scroll.
Advantages:
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Playable ads appear right in users feeds, relying on TikTok's fast-paced, scroll heavy environment.
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Works best for games with simple, visually appealing mechanics that consumers can quickly understand like puzzle games for example.
- Uses trends and meme culture to make ads feel more natural and less annoying on the platform.
Playable Ads = Lead Gen Goldmine
As studios scramble to adopt playables, agencies offering custom ad creation are in high demand. Whether you’re a developer needing ads or a marketer looking to offer this service, mastering playables opens doors to:
- Recurring client partnerships (game studios update ads frequently).
- Performance-based pricing models (higher ROI = higher margins).