Playable ads are interactive advertisements that let users experience a mini-version of a game or app before downloading, significantly improving install quality.
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.
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
“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).”
Segwise Feature
Convert video to playable with Segwise Free Tools
Video ads are the dominant format in mobile advertising, using motion, sound, and narrative to communicate product value within 6–60 seconds.
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Learn moreAd Creative TypesRewarded ads are opt-in video advertisements where users voluntarily watch a full ad in exchange for an in-app reward, like extra lives, virtual currency, or premium content.
Learn moreMobile User AcquisitionCPI is the average amount spent in advertising to generate one app install. It's the most common efficiency metric in mobile user acquisition.
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