Our first playable ad flopped. We'd crammed the full game tutorial into a 30-second experience, and users were confused before they even started. Then we rebuilt it around one single mechanic—the satisfying "pop" of our match-3 game. Conversion rate doubled. Playables aren't about showing your game; they're about selling a feeling.
Why Playables Work
Playable ads outperform video because:
- Self-qualification: Users who enjoy the playable actually want your game
- Higher engagement: Interactive > passive viewing
- Better retention: Users know what they're getting
- Reduced fraud: Harder to fake engagement
Playable Design Principles
1. One Core Mechanic
Pick your game's most satisfying moment and build around it. Match-3? Focus on the cascade. Puzzle? The "aha" moment. Shooter? The headshot. Everything else is noise.
2. Instant Gratification
Users should succeed within 3 seconds. No tutorials, no setup, no "tap to start." Drop them into action immediately.
3. Clear Visual Feedback
Explosions, sparkles, screen shakes—make every action feel amazing. Users decide in moments whether something is fun.
4. Strategic Failure
End on slight frustration. "Almost won, want to try again" drives installs better than "I won, I'm done."
The Hand Pointer Trick
Animated hand showing where to tap dramatically improves completion rates. Users need immediate clarity about what to do. Don't make them figure it out.
Technical Requirements
File Size
- Ideal: Under 2MB for universal compatibility
- Maximum: 5MB for most networks
- Compression: Use sprite sheets, compress audio heavily
Load Time
- Under 3 seconds to playable state
- Progressive loading for larger playables
- Show engaging loader (not blank screen)
Compatibility
- HTML5 for cross-platform support
- Test on low-end devices
- Support both portrait and landscape
- Handle interruptions gracefully
Network Requirements Vary
Each ad network has different specs. Facebook allows up to 5MB. Google has strict MRAID compliance. Unity requires specific formats. Build a base playable, then adapt per network.
Common Playable Mistakes
- Too complex: Trying to show entire game
- Too easy: No challenge = no desire to continue
- Misleading: Playable doesn't match actual game
- Slow start: Any delay loses users
- Weak CTA: End screen must sell the install
Playable vs Actual Game
Your playable should represent your game, but doesn't have to replicate it:
- Same art style and characters
- Core mechanic must be authentic
- Can simplify complexity
- Can accelerate progression
- Never promise features you don't have
Measuring Playable Success
- Engagement rate: Users who interact
- Completion rate: Users who reach end card
- Install rate: End card to App Store
- D1/D7 retention: Did the playable set right expectations?
Track Playable Performance
ClicksFlyer helps you understand how playable ads perform compared to video and static creative, tracking from impression through long-term retention.