The Curious Case of Playable Ads and Traditional Marketing Strategies
Guest post by Orkuncan Aydin, COO at Playable Factory — Playable Factory's team leads the way with experience from over 2000 playable ads, working with over 160 top game publishers and brands. These ads have significantly improved engagement, CPM and ROAS. Playable Factory offers a suite of products that empower users throughout the ad development process, including tools for ad creation, customization and detailed performance analysis.
Digital advertising has come a long way since the first banner ads of the 90s. Modern digital marketing has become an interactive two-way street, with innovative ad formats that seek to pull the viewer in through dopamine-filled engagement. One style of interactive ad that has emerged recently is the “playable ad.”
It’s likely you’ve seen these playable ads on social media or mobile news feeds - they often resemble mini-games or animations that users can play around with or view. And it’s working, with recent reports pointing to 700% conversion rate increases with playable video ads.
The potential of playable ads extends far beyond gimmicks. When integrated with traditional marketing foundations like storytelling and retargeting, they hold even more data-rich potential for brand interaction and recall. This is the future of digital advertising - where creative interactivity transforms even the most traditional marketing principles.
Playable Ads created by Playable Factory (Angry Birds, Whiteout Survival, Eatventure, Smash Legends)
What Are Playable Ads?
Think of playable ads as fitting into the bucket of “interactive ads” in the sense that they require active engagement from users to experience their full potential. They are typically found on mobile devices as part of a larger app or within mobile web browsers.
Playable ads usually start with a short video ad, followed by an interactive game or activity that showcases the features and benefits of the advertised product or service. This allows users to get a firsthand experience of what it's like to use the product before making a purchase decision.
Companies will often slip playable ads into other games or apps as a way to attract potential customers in return for sponsoring the ad break. This can be a win-win situation for both the advertiser and the host app, as it provides a new revenue stream for the host while also exposing the advertiser to a larger audience.
Key Elements of a Playable Ad
Most playable ads will harness the same dopamine-driving elements found in popular mobile games, such as:
Engaging visuals and graphics – Playable ads use high-quality graphics and animations to capture the user's attention and draw them into the interactive experience.
Simple gameplay mechanics – The game or activity featured in a playable ad should be easy to understand and play, even for those unfamiliar with the advertised product. This allows for a wider audience reach.
Call-to-action (CTA) – A clear call-to-action should be included at the end of the playable ad, prompting users to take action, such as downloading an app or visiting a website.
Incentives – To entice users to engage with the playable ad, some companies may offer incentives like free items. These incentives not only increase engagement rates, but also improve the user experience by providing tangible rewards for participation. This strategy can lead to increased retention and deeper interaction with the ad content, ultimately resulting in better conversion rates for advertisers.
Are Playable Ads Working?
It’s easy to wonder if implementing a full (or at least partial) version of a game into a digital ad spot is worth the time, effort, and money. But the truth is, that playable ads can be highly effective in engaging users and driving conversions.
Brands across various industries have already implemented playable ads to considerable success. For example:
The puzzle game Royal Match created a simple match-3 playable ad to showcase its core gameplay. This campaign garnered over 12M iOS downloads and earned over $125M in revenue.
Blackout Bingo published a fast-paced playable ad where users tap called numbers. This minimalist ad mirrors the relaxation-focused gameplay. It has acquired over 100K Android downloads.
Shooting game War Machines simplified its hybrid action/strategy mechanics into a straightforward “Aim & Shoot” playable. By focusing on one core gameplay aspect in the ad, the full game has achieved over 100M total downloads.
Gaming CPIs in Liftoff’s 2024 Creative Report
Blending Playability with Traditional Marketing
While playable ads represent an innovative format, they can synergize seamlessly with tried-and-true marketing principles. The key is identifying where playable interactivity elevates existing strategies:
Boost Brand Storytelling
Use playable ads as your digital campfire - interactive narratives that clearly communicate your core brand promise.
For example, if you can incorporate your brand's logo, colors, and characters into the gameplay, you can showcase your brand more engagingly. This makes the ad more memorable and strengthens the connection between the player and your brand.
Drive Authentic Engagement
Leverage playable ads' transparent, user-initiated nature by only including organic brand interactions – rather than leaving an ad to play on a loop passively. Allow the user to actively engage with your brand. This creates a more genuine and authentic experience for the player, leading to stronger brand affinity and loyalty.
Retarget with More Context
Use data signals from playable ad interaction to personalize future messaging per interests. When you connect with players through a playable ad, you gain valuable insights into their preferences and behaviors. This allows for more targeted retargeting campaigns, ensuring that the player is seeing content that is relevant to them and increasing the chances of conversion.
Playable Ads Are the Interactive Future
At their core, playable ads represent the future of digital advertising - a more reciprocal, gamified approach built on opt-in engagement. Rather than passive media consumption, users actively participate on their own terms.
This hands-on interaction makes compelling impressions. Combine this cutting-edge format with enduring marketing principles, and the possibilities are limitless – for brands that are willing to experiment with a new medium.
The time is now to test the playable ads waters while costs are still low. Start small with your core gameplay or brand message, gather learnings, and scale effort based on measurable performance.
