Grigoriy MisilyukPlayable ads are a game-changer. They are more effective than video and text ads altogether.
Not only about games. Playable ads can be used to promote any product or service, but they require a greater investment than other ad formats.
White-label tools are one of the best ways to launch playable ads. While publishers can use large ad networks like Google for this, white-label offers some unobvious benefits.
Playable ads turn advertising into a game. Users not only watch — they engage and feel less annoyed by unwanted interference with their experience. The best part? Gamification can increase customer loyalty by 22%, while gamified apps have 3x more daily active users. This phenomenon alone makes playable ads a must-have for businesses. But let’s dive deeper. This article will explore how to create playable ads and how to integrate them into your current ad strategies.
A bit of a theory: how do playable ads work?
Playable ads involve users in interacting with their content. The type of interaction varies depending on what product is being advertised, business goals, and ad budgets. It can be as simple as basic gestures to zoom or rotate objects, for example, to see how they look from a different perspective. Some ads offer a full-fledged gaming experience.
Playable campaigns let users try the app before installing it or, for physical products, explore them in a more immersive way than watching videos or photos. Creating such ads could be a pain in the neck, but they have a huge impact on campaign conversions.
According to Liftoff's 2024 report, based on 602 billion ad impressions on mobile devices:
Compared to banner ads, gamified ads have a likelihood of app installation more than 20 times higher.
Game-like ads are 17% more effective than video assets.
Compared to video ads, their cost per install (CPI) is 3% lower for iOS apps and more than 30% lower for Android apps.
The gamified nature of interactive ads makes them an increasingly powerful format, aligning perfectly with the precision and efficiency of mobile programmatic trading.
Types of playable ads
This table includes all playable ads subtypes explained:
Type of playable ad | Description | What products to promote | Gamified advertising examples |
Game Demo | Provide users with a simplified version of an advertised game that lets them complete one level or solve a simple puzzle. |
| Royal Match (a puzzle game from Dream Games where users have to save the main character by solving various tasks). |
Interactive Product Demos | Offers users the opportunity to test an advertised app functionality by completing a simple (often humorous or provocative) task. |
| Quizzes from the language learning app Duolingo (the ads ask users to complete a quick test by answering simple and fun questions). |
Tutorial-Based | Guide users through an app’s features to help them understand its value before they download. |
| Advertising of Robin Hood and other fintech apps explaining how to invest or perform other actions. |
Mini-Game Challenges | Offers to complete simple challenges to get discounts or other bonuses from brands. |
| "Balloon Burst" (a mini-game from Burger King). |
Interactive Story | Let users make choices to learn the end of a short storyline. |
| Playable trailers of “Black Mirror: Bandersnatch,” a TV show from Netflix. While watching the trailer, viewers could control the main character's actions. |
Customized Experience | Offers personalized content based on user data. |
| Social media ads from Sephora. This brand often offers products tailored to users' skin type, age, and gender. |
Playable ads examples
You obviously have seen an interactive ad format at least once. For example, it is common on YouTube when advertising mobile games. Such ads showcase gameplay elements and let viewers try them right in the ad slot.
However, there are other ways of using gamification ads. Here are a few ideas from popular brands:
IKEA
Implementing gaming elements into loyalty programs is not entirely new, but it still works. Just look at Collect Points with the IKEA Family program — it functions like a mobile game. But instead of collecting virtual rewards, IKEA offers you real bonuses for any level of engagement with its brand. Shopping, attending events, or logging in to their apps will earn you bonuses redeemable for real discounts. A classic scheme, but a huge motivator to stay with the brand longer.
Nike
The best playable ads don’t need to be a game to make people compete. Nike proved this in 2018, when it invited customers to customize their own Air Max sneakers using Instagram Stories tools. Users could share their designs online and tag friends to spark discussion. Nike then selected the best design to inspire a brand-new, unique sneaker model.
Burger King
For its 70th birthday, the brand launched the Balloon Burst mini game to attract foot traffic. Users had to tap or swipe falling balloons as fast as possible within a time limit to "win" a digital coupon. The more balloons a user taps, the higher the discount they get in the end.
How to build a playable ad: a short guide
As a rule, the interaction experience with playable ad formats lasts 15–60 seconds. In terms of length, there is no big difference from video ads. However, as we have already mentioned, user engagement is relatively higher — people are more likely to perceive gamified campaigns.
Playable creatives include three elements:
Tutorial: The first 2–3 seconds, when users have to understand that they can interact with this ad and where to click to start the game.
Game experience: The actual interactive process, which can be launched once or repeated (when you can replay to achieve better game results).
The end card: A short screencast similar to the initial tutorial tip, but instead of an invitation to play, it has a clear call to action—to download an app or visit the website.
Another essential option in all gamified ads is a button to end the game at any time. Users appreciate this, and it builds respect for the brand that launched this campaign.
Last but not least: placement. The area where you display playable ads should be noticeable without abruptly interrupting the user experience. In this post, you can find some tips to solve the issue.
Where to run playable ads
Different playable ad networks might have different playable ad specs and requirements. In this table, we gathered the most important data you should know:
Platform | Build for | Min Specs / Requirements | Overview |
Meta Ads | Social engagement and broad targeting. | Format: HTML5, Size: < 2 MB, Additional conditions: Single-file (inline assets); Portrait/Square orientation. | Ads can be displayed on both Facebook and Instagram. Meta has one of the strictest technical constraints but offers the highest-quality audience. Runs via Facebook SDK. |
Google UAC | Scaling on Android and Google Play. | Format: HTML5, ZIP archive (up to 40 files), Size: < 5 MB. Additional conditions: Requires <meta name="ad.size"> tag. | Ads appear on the Google Display Network and YouTube. Requires a clear "Call to Action" at the end. Otherwise, it will engage people, but won’t convert. |
TikTok Ads | Virality | Format: HTML5, ZIP archive. Size: < 5 MB. Additional conditions: Vertical orientation (9:16). | Requires a fast "hook" as TikTok users expect immediate engagement. |
Applovin | High LTV | Format: HTML5, Size: < 5 MB. Additional conditions: Supports MRAID 2.0/3.0. | One of the most powerful mobile marketing networks. Allows deep in-ad interaction analytics. Ideal for acquiring players from other games. |
Run playable ads using your own programmatic platform.
The platforms mentioned above are good, simplifying work with playable ads for beginners. But each such platform has its own rules that limit your strategic freedom. There is an alternative: a white-label SSP. It can be launched quickly and offers a range of features to meet publishers’ unique needs. For example, TeqBlaze’s white-label SSP provides you with smart throttling, flexible QPS management, and granular analytical dashboards. Besides, you can connect advertisers directly to your platform so they can bid on your inventory. This bypasses traditional ad exchanges and simplifies the management of playable ads for publishers.
To assess our white-label SSP's performance and its potential for your business, contact us. Or, learn from our clients‘ reviews and feedback to ensure the quality of our services.
FAQ
What are playable ads?
They are a type of interactive ad that uses gamification to engage users and explain the benefits of the advertised product or service.
How are playable ads different from video ads?
The video is static. You can only watch it. However, playable ads allow you to interact directly with their content.
Are playable ads only for mobile games?
No, any product can be advertised through playable ads.
How much do playable ads cost?
They're higher than traditional formats upfront due to the complexity of development, but typically provide superior conversion rates.
How can publishers monetize playable ads?
Publishers can work with major platforms (like Meta, Google, or AppLovin) that support interactive formats. Alternatively, they can use programmatic tools like white-label servers and SDKs to display partners’ playable ads on their websites or apps.
