Our first playable ad took six weeks to build. We hired a specialist agency. We paid $15,000 for production. It looked beautiful. And it converted at 0.3%—worse than our static images.
Our second playable took three days and cost us nothing. We built it in-house using a simple template. It was ugly. But it converted at 2.8%—nearly 10x better than our premium creative.
That experience destroyed everything I thought I knew about playable ads. The lesson: playables aren't about production value. They're about letting users feel something real in 15 seconds.
What Are Playable Ads?
Playable ads are interactive ad units that let users engage with a simplified version of your app or game. They typically last 15-60 seconds and end with a call-to-action to download the full app.
Key Elements of High-Converting Playables
1. Instant Engagement
Users should be interacting within 2-3 seconds. Skip lengthy intros and get straight to the action. The first interaction should be simple and intuitive—tap, swipe, or drag.
2. Clear Instructions
Use visual cues like animated fingers, arrows, or highlight effects to show users what to do. Text instructions should be minimal—3 words maximum.
3. Achievable Goals
Design gameplay that users can succeed at. The goal isn't to challenge them—it's to make them feel successful and want more. Let them win within the ad experience.
The 80% Rule
80% of users should be able to complete the playable successfully. If your failure rate is higher, simplify the mechanics. Frustration kills conversion.
4. Accurate Representation
The playable should represent actual gameplay. Misleading playables may drive installs but result in immediate uninstalls and negative reviews. Match expectations with reality.
5. Strategic Difficulty Curve
Start easy and gradually increase engagement:
- 0-5 seconds: Immediate simple interaction
- 5-15 seconds: Core gameplay loop introduction
- 15-30 seconds: Light challenge or progression
- 30+ seconds: Teaser of advanced features
Technical Best Practices
File Size Optimization
Keep playables under 5MB for optimal load times. Use sprite sheets, compressed audio, and efficient code. Every second of load time costs conversions.
Cross-Platform Compatibility
- Test on both iOS and Android
- Support portrait and landscape orientations
- Handle different screen sizes gracefully
- Ensure touch responsiveness on all devices
Sound Design
Design playables to work with sound off (most mobile users). Use visual feedback for all interactions. When sound is on, keep it subtle and satisfying.
End Card Optimization
The end card is where conversion happens. Optimize it with:
- Clear, prominent CTA button
- App icon and rating (if strong)
- Brief value proposition
- Urgency element if appropriate
Testing and Iteration
Playables require constant testing:
- A/B test different mechanics
- Track completion rates by step
- Monitor post-install metrics (not just installs)
- Iterate based on data, not assumptions
Common Mistakes to Avoid
- Making the playable too difficult
- Misleading representation of the app
- Too many instructions or text
- Delayed interactivity
- Ignoring post-install metrics
Conclusion
Playable ads are worth the investment in production. When done right, they deliver higher-quality users at lower CPIs. Focus on immediate engagement, achievable success, and accurate representation to maximize your playable ad performance.