Grigoriy MisilyukWhile advertising technologies continuously evolve, the core challenge remains unchanged—delivering relevant, high-impact experiences and effectively integrating them into user behavior. One format that excels in the dynamic landscape of programmatic is playable ads (playables for short). Designed to maximize interaction and engagement, gamified campaigns thrive in an ecosystem where automation meets performance-driven advertising. Their ability to generate high-quality user actions—whether installs, registrations, or in-app purchases—makes them a top choice for ad tech businesses focused on optimizing ROI (return on investment).
Simply put, playable ads allow you to make advertising both effective and desirable for users. For them, it is entertainment, something interesting and exciting. Meanwhile, traditional ad formats often bore users because of their monotony and unwanted interference with their experience.
This article will explore how you can elevate your ad tech game with playable ad units, seamlessly integrating them into automated ad strategies. We will center around the opportunities for supply providers, disclosing the value of playable ads for their businesses step by step. It's time to launch broad gamified campaigns to unlock new revenue streams. Those who play smart win big!
What are playable ads?
Playable ads are an engaging ad format that involves the user interacting with an advertisement. Depending on the ad itself and its goals, this interaction can be either basic gestures—touch, swipe, flip, tap—or a full-fledged gaming experience.
Playable campaigns let users try the app before installing it or engage them by disclosing the value of the company's offer beyond the game.
The numbers speak for themselves
Global programmatic ad spending reached $595 billion in 2014, and in-app advertising alone is projected to reach $390 billion in 2025. That means up to 65% of all programmatic ad spending!
Disclosing the rich opportunities for running ads in applications, we should admit significant advantages of the playables in contrast with other ad formats. According to Liftoff's 2024 report, based on 602 billion ad impressions on mobile devices:
Compared to the banner ad format, the likelihood of app installation is more than 20 times higher with gamified ads.
Game-like ads are 17% more effective than video assets.
Compared to video ads, their cost per install (CPI) is lower by 3% for iOS apps and more than 30% for Android apps.
The gamified nature of playable ads makes them an increasingly more powerful format, which aligns perfectly with the precision and efficiency of mobile programmatic trading.
Are gamified campaigns only suitable for game-app advertising?
No, absolutely not! This is a full-fledged ad format suitable for gaming and non-gaming applications, as well as for promoting websites, services, and physical goods. There are many subtypes of playable ads that fit various campaign scenarios:
Type of playable ad | Description | Use it to promote | Example |
Game Demo | Game demo playables provide users with a short, simplified version of a game, allowing them to experience the mechanics and graphics firsthand. This increases the likelihood of app downloads by offering a preview of the actual gameplay. |
| A puzzle game ad allows users to solve one level before prompting them to download the full game. |
Interactive Product Demos | These ads simulate the experience of using a product, app, or service, offering hands-on interaction to showcase key features. |
| A clothing retailer lets users mix and match outfits on a virtual model before leading them to checkout. |
Tutorial-Based | These ads walk users through an app’s key functions, helping them understand its value before downloading. They are especially useful for tools or platforms requiring some level of onboarding. |
| A language learning app lets users complete a mini-lesson to demonstrate how interactive the experience is. |
Mini-Game Challenges | These ads feature fun, engaging mini-games that may not directly represent the advertised product but capture user attention through enjoyable gameplay. |
| A fast-food chain creates a quick “catch the ingredients” game to promote a new burger combo deal. |
Interactive Story | These ads let users make choices that influence a short storyline, making them ideal for apps or brands focusing on decision-making or emotional engagement. |
| A dating app ad presents a conversation scenario where users pick responses, illustrating how matchmaking works. |
Customized Experience | These ads personalize content based on user data, offering a dynamic experience that adapts to location, preferences, or behavior. |
| A travel booking app creates an interactive experience that suggests holiday destinations based on the user’s location and past searches. |
How to build an interactive ad?
As a rule, the interaction experience with playable ads lasts 15–60 seconds. In terms of length, it is no big difference from video ads. However, as we have already mentioned, the level of user engagement is relatively higher—people are more likely to perceive gamified campaigns.
Playable ads have three stages:
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 the button to end the game anytime. Users appreciate this, and it builds respect for the brand that launched this campaign.
Why should supply providers welcome playable ads?
Core benefits | Description |
Revenue | Due to their interactive nature and higher engagement rates, playable ads often command higher CPMs than standard ad formats. Publishers who incorporate these ads into their inventory can achieve more revenue. |
Engagement | Playable ads provide users with a more engaging and entertaining experience than traditional static ads. This increased engagement can lead to longer session times on the publisher's site or app, reducing bounce rates and fostering a more positive user experience. |
Attraction | Publishers that offer high-quality, engaging ad formats like playable ads are more likely to attract premium advertisers. These advertisers are often willing to invest more in ad campaigns that promise higher user engagement and better conversion potential. |
Retention | Playable ads can enhance the overall user experience on a platform by providing interactive content that entertains and engages users. This can help retain users on a publisher's site or app, as they perceive the ad content as an integral part of the entertainment value offered. |
Control | Publishers have greater control over the types of ads displayed on their platforms with playable ads. Since these ads are typically developed in close collaboration with advertisers or specialized ad creators, publishers can ensure that the content aligns with their audience's interests and maintains brand safety standards. |
Insights | Playable ads provide publishers with detailed data on user interactions, which can be invaluable for optimizing the user experience and ad placements. Insights into how users interact with these ads can help publishers make data-driven decisions to optimize their content and ad strategies. |
Compliance | Playable ads, being self-contained experiences, can be designed to be less reliant on personal data for effective targeting. This can be advantageous in the current climate of increased privacy regulations like GDPR, making them a safer choice for publishers concerned about compliance issues. |
Run playable ads with maximized efficiency and revenue using your own programmatic platform
You have mobile apps and are already monetizing them with ads, or you are about to start in this direction. From a technical point of view, it is fast to accomplish. Typically, mobile publishers turn to ad networks for services. Consider the advantages and disadvantages of the most popular ones in our article: AdMob vs. ironSource vs. AppLovin MAX.
But we want to offer you another advanced solution. Above all, it will allow you to run ads using your platform, which means freedom from the main disadvantages of using ad networks:
You do not know your advertisers and cannot negotiate more favorable terms of cooperation with them.
You do not control the margin paid by advertisers.
Ad networks take, on average, up to 40% of your advertising revenue for their services.
What do we offer? Launch your white-label ad server and integrate unlimited applications using the white-label mobile SDK for app monetization. You will be able to connect advertisers to your platform directly so that they can bid on your inventory straight on the platform, bypassing ad exchanges. Then, run ads—any kind of ads, including legendary and super-promising playable ads.
Our technology is a sophisticated tool. But what's more important is that we, our team, and account managers dedicated to platform blossoming will help you grow your private programmatic business.
We offer technology and a long-term partnership to achieve sustainable revenue growth. From a technical side, we can do everything related to the development of programmatic platforms. From the business perspective, we will do our best to prosper together. We invite you to contact us to discuss the details!
