Try, Download, Play: Why Playable Ads Are Winning in Mobile Games Marketing

Chiara Patrizi
May 16, 2023
Try, Download, Play: Why Playable Ads Are Winning in Mobile Games Marketing

Are you an advertiser tired of watching potential customers swipe past your ads faster than you can say 'download our game'? Well, have no fear, because It's time to level up your advertising game with playable ads! These interactive gems not only provide a sneak peek of the gameplay experience but also offer a fun and engaging way to capture the attention of your target audience. So make yourselves comfortable and find out more about how to level up your mobile  game with playable ads!

What are Playable Ads?

When dealing with mobile app marketing, you will have certainly heard of Ad creatives, meaning the visual and interactive elements used in advertising campaigns to promote an app. They can take many forms, including images, videos, animations, and text. The goal of ad creatives is to capture the attention of the target audience, and encourage them to take action, such as making a purchase or downloading an app.

Playable ads are a type of ad creative that provides an interactive preview of a mobile game. These ads allow users to experience the game mechanics and gameplay firsthand, giving them a taste of what the game has to offer. Playable ads are highly effective at capturing the attention of mobile game players, increasing engagement rates, and improving conversion rates. Let’s see their main characteristics, shall we?

The Key Elements of  Engaging Playable Ads

Playable ads consist of several key elements that make them engaging and effective in capturing users' attention. Firstly, they feature an interactive experience that showcases the core gameplay mechanics of the mobile game. This allows users to experience a snippet of the actual gameplay, enticing them to explore further. Secondly, playable ads incorporate branding elements to create brand recognition. Clear messaging helps communicate the unique selling points of the game and its benefits to the users. 

Additionally, playable ads include a call-to-action (CTA) that encourages users to download and play the full game. The CTA can take the form of a button or interactive element, making it easy for users to take the desired action.

These elements work in synergy to create a compelling and interactive ad that drives user engagement and increases the likelihood of app downloads.

The Benefits of Using Playable Ads for Mobile Games Marketing

Playable ads have revolutionized mobile app marketing by offering a multitude of benefits. Let’s find out why advertisers should leverage Playable Ads!

  • Higher Engagement Rates: The effectiveness of playable ads in mobile app marketing is evident through the significant impact they have on retention rates. Research from ironSource reveals that using playable ads can boost retention rates by 30 to 40 percent. While it is true that playable ads may have a higher Cost Per Install (CPI) compared to video or banner ads, the resulting return on investment (ROI) justifies the investment. 

    The higher engagement and retention rates achieved with playable ads ultimately translate into increased user value and revenue, making them a worthwhile choice for advertisers seeking to maximize their marketing impact.

  • Improved Conversion Rates: Playable ads have proven to be highly effective in driving conversion rates in mobile app marketing. By offering users an interactive preview of the app or game experience, playable ads create a deeper level of engagement and interest. This immersive experience significantly influences conversion rates as users who engage with playable ads are more likely to proceed with downloading and installing the app.

  • As a result, playable ads have demonstrated a positive impact on conversion rates, enabling advertisers to scale user acquisition and ultimately maximize their marketing objectives.

  • Impact on ROI: The impact of playable ads on return on investment (ROI) is evident through the correlation between user engagement and in-app purchases. As users become more engaged and involved in a mobile game, their likelihood to spend on in-app purchases increases.

    Playable ads provide an excellent opportunity to acquire high-quality users who are genuinely interested and invested in the game experience. These engaged users have a higher potential to generate a greater ROI due to their increased propensity to make in-app purchases.

To Sum Up: Why are Playable Ads Winning in Mobile Games Marketing?

Playable ads have emerged as a winning strategy in mobile games marketing due to their unique ability to captivate and engage users. Unlike traditional ad formats, playable ads provide an interactive and immersive experience that allows users to directly interact with a mini-version of the game. This hands-on experience not only grabs the attention of users but also offers them a taste of the gameplay mechanics, features, and overall fun factor. 

With their ability to generate higher engagement, better retention, and increased conversion rates and ROI, playable ads have emerged as a winning strategy for marketers looking to level up their mobile games promotion. So, get ready to press start and unlock the full potential of your mobile game marketing with playable ads!