What is Playable Ads?
Interactive ad format that allows users to experience a game or app through a mini-version before downloading, increasing engagement and conversion rates.
Playable ads are interactive advertisement formats that allow users to experience a simplified version of a game or app directly within the ad unit. Users can interact with core gameplay mechanics, UI elements, and features for 15-60 seconds without downloading the app. This format provides a "try before you buy" experience that helps users understand the app's value proposition and gameplay style.
Why It Matters
Playable ads significantly improve user acquisition quality by allowing users to self-select based on their actual interest in the gameplay. They typically achieve higher conversion rates, lower cost per install, and better post-install retention compared to static or video ads. For advertisers, playables provide better user intent signals and reduce wasted spend on uninterested users.
How to Calculate
Key metrics include Play Rate = (Users who interacted ÷ Ad impressions) × 100%, Install Rate = (Installs ÷ Players) × 100%, and Play-to-Install Rate. Cost efficiency: CPI from Playables vs Other formats, Post-install metrics: D1/D7 retention rates.
Industry Benchmarks
| Category | Average | Good Performance |
|---|---|---|
| Play Rate | 15-35% | 30%+ |
| Install Rate (of players) | 5-15% | 12%+ |
| CPI vs Video Ads | 20-40% lower | 30%+ lower |
Best Practices
Design playables that showcase core gameplay mechanics within 30 seconds. Include clear value propositions and calls-to-action. Optimize loading times for smooth user experience. Test multiple creative variations to find top performers. Focus on fun, intuitive interactions that represent the full game experience.
Examples
A match-3 game playable lets users complete actual puzzle levels. A strategy game shows base-building mechanics. A racing game provides a mini-track experience. Playables often include tutorial elements and reward systems to maximize engagement within the short interaction window.
Notes
Playable ads require significant creative development resources compared to static ads but often justify costs through improved performance metrics. They work best for games with simple, intuitive mechanics that can be demonstrated quickly. Technical optimization for various devices and network conditions is crucial for success.