What is a Playable Ad?
A playable ad is an interactive advertising format that gives users a hands-on demo of an app or game within the ad unit itself. Instead of passively watching a video, users can tap, swipe, and interact with a simplified version of the actual product.
Playables are particularly popular in mobile gaming because they let potential players experience gameplay before committing to a download, leading to higher-quality users and better retention.
Why Playables Work
- Try Before Install: Users know what they're getting, reducing uninstalls
- Higher Engagement: Interactive format captures and holds attention
- Self-Qualification: Users who install after playing are genuinely interested
- Better Retention: Expectations match reality, improving D1-D7 retention
- Premium eCPM: Publishers earn more from high-engagement formats
Playable Ad Performance
| Metric | Playable | Video | Banner |
|---|---|---|---|
| Average CVR | 3-8% | 2-5% | 0.5-2% |
| D1 Retention | 35-45% | 25-35% | 20-30% |
| Engagement Rate | 40-60% | 15-25% | 1-3% |
| Time in Ad | 20-45s | 15-30s | 0-2s |
Playable Ad Structure
- Tutorial (5-10s): Quick instructions showing what to do
- Gameplay (15-30s): Core interactive experience
- End Card (5-10s): Call-to-action with install button
Best Practices
- Show Core Mechanic: Feature the most engaging gameplay element
- Keep It Simple: One core action, easy to understand in seconds
- Make It Winnable: Users should feel successful during the demo
- Clear CTA: Make the install button prominent on the end card
- Optimize Load Time: Playables must load fast (~3MB or less)
- Test Variations: Different mechanics and difficulty levels
Pro Tip: Playables for Non-Gaming Apps
Playables aren't just for games. E-commerce can show product browsing, fitness apps can demo a workout, and dating apps can simulate the matching experience. Any app with an engaging core loop can benefit.
Creating Playable Ads
| Approach | Pros | Cons |
|---|---|---|
| Build In-House | Full control, unique | Resource intensive |
| Playable Platforms | Faster, templates | Less customization |
| Agency Partners | High quality, expertise | Higher cost |
Popular Playable Platforms
- Luna by Unity: Integrated with Unity engine
- Playable Factory: No-code playable builder
- Craftsman+ by AppLovin: Full-service creative
- Mindworks by Mintegral: End-to-end playable production