Playable Ads

Mapendo Team
May 16, 2023

Ad creatives in mobile games marketing are the visual and interactive elements used to promote a mobile game and encourage users to download and play it. These creatives can take many different forms, including video ads, static images, playable ads, and more.

Playable ads are a type of mobile game marketing strategy that allows users to interact with a miniature version of a game before downloading the full game, they also include a call-to-action (CTA) that encourages users to download and play the full game.


This ad format often features a short gameplay segment that showcases the core mechanics of the game, giving the user a taste of what the full game has to offer. They are designed to engage users and provide a fun, interactive experience that encourages them to download and play the full game.

By allowing users to try out a game before committing to a download, playable ads for mobile gaming apps can be an effective way to increase user acquisition and engagement. They can also help developers and publishers better understand user behavior and preferences, allowing them to optimize their games for better retention and monetization.

Here are some common components of playable ad creatives:

Interactive experience: This is the core gameplay mechanic of the ad that users interact with. It should be fun, engaging, and give users a sense of what the full game is like.

Branding: Playable ads should incorporate branding elements and messaging that align with the full game and resonate with the target audience. This includes things like logos, taglines, and other visual and written cues.

CTA: The call-to-action should be prominent and encourage users to download and play the full game. This can take the form of a button, link, or other interactive element.

Which are the benefits of using Playable Ads?

Since Playable Ads offer a more interactive experience for users, they are more engaging than static formats (such as banners). Furthermore, they offer benefits not only in terms of conversion rates,  because users who engage with playable ads are more likely to download the game and become paying users, but also a better retention rate. If users decide to install a mobile game after they have already tried it, they probably like it and there is a higher possibility that they will engage with the mobile game for a longer period.

Lastly, the more users are engaged and involved in a mobile game, the more they are likely to spend in In-App Purchases, thus meaning that Playable Ads offer the possibility to acquire high-quality users that will generate a greater Return On Investment.