Playable Ads
Playable ads are interactive ads that let users try a mini-version of a game or app before downloading, significantly improving install quality.
Definition
Playable ads are HTML5-based interactive advertisements that provide a 15–60 second hands-on demo of a game or app inside the ad unit. The user can actually interact with a simplified version of the product, playing a game level, using a core feature, making choices, before tapping a CTA to install.
Playable ads are the highest-quality install driver in mobile gaming. Because users have already experienced the product before installing, install-to-retain conversion rates are significantly higher than for passive video ads. Users who installed after playing a playable already have a realistic expectation of the gameplay, they're less likely to churn on Day 1.
Playable ads require more complex production than video ads but deliver consistently superior quality metrics. They're supported by most major mobile ad networks: Meta, Google, Unity, ironSource, Mintegral, and AppLovin all offer playable ad placements.
Why it matters
Playable ads are the gold standard for install quality in mobile gaming. Studies consistently show 2–5x higher Day 1 retention for users acquired through playables versus standard video ads. Higher retention means better LTV and better ROAS, making the higher production cost of playables economically justified at scale.
Example
In practice
A puzzle game creates a playable ad featuring 3 unique levels from the game. Users who complete the playable install at 65% CVR (vs. 28% for video ads) and show 48% D7 retention (vs. 22% for video-acquired users).
Frequently asked questions
Are playable ads only for games?
Primarily, but not exclusively. While playable ads originated in gaming, some apps use interactive experiences, e.g., a language learning app with a 'try a lesson' format, or a shopping app with a 'spin the wheel' mechanic. The format works best when the core app experience can be conveyed through 30–60 seconds of interaction.
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