Playable ads deliver conversion rates three times higher than traditional video ads and are over 20 times more likely to result in an install, as reported by Liftoff. These numbers are sure to grab the attention of any mobile advertiser. In fact, Mintegral data shows that the adoption of playable ads has more than doubled, rising from 3% in H1 2023 to 7% in H1 2024. But how do you design playable ads that not only capture attention but also drive meaningful conversions?

This article provides practical tips for designing playable ads that capture attention and drive conversions. Whether you’re new to interactive ads or a seasoned marketer, you’ll find actionable insights here to create ads that engage users, stand out in a competitive market, and effectively boost your app’s performance.

1. Start with a Strong Concept

Your playable ad needs to grab the user’s attention right away and communicate your app’s core value in the simplest terms. Whether it’s exciting gameplay, innovative features, or exclusive rewards, lead with what matters most in your ad design.

The initial interaction should be visually intriguing and functionally intuitive to encourage users to interact without needing instructions. Avoid overwhelming them with too many options or complex mechanics right away. Instead, focus on a single, compelling hook that captures the essence of your app’s value. Emphasizing just two or three key selling points in an interactive way helps users quickly understand what your app offers.

Take the example of a storage-cleaning app: the ad opens by immediately highlighting “Trash: 202.82MB” with a pointing finger animation to the CTA “Click to clean.” It’s simple, direct, and effective. Without heavy copy or complicated gameplay, the ad makes its value clear in seconds, prompting users to take action immediately. That kind of instant clarity builds trust and drives higher engagement.

2. Highlight the Fun Factor

Playable ads should deliver immediate enjoyment. Whether your app is gaming or non-gaming, incorporating gamification elements can significantly boost user interest. This could involve clear objectives, feedback mechanisms (like visual or sound cues), or achievable milestones that motivate users. Even a simple progress indicator, showing users how close they are to completing a task within the ad, can enhance interactivity and keep them invested in the experience. The key is to make playables feel like a mini-experience of your app, providing a taste of the fun and value it offers.

Royal Match is a standout example. Its playable ads invite users to solve quick match-3 puzzles to save King Robert from danger. Although the gameplay is brief, the limited number of moves creates a mini-challenge that encourages users to think strategically. At the same time, these mini-game ads provide feedback like vibrant animations and sound effects that feel rewarding, so that users are more likely to go ahead and install the app in full version.

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3. Maximize Impact with Rewarded Video Placements

Positive feedback is a powerful motivator, and pairing playable ads with rewarded video placements can help you create high-impact ads. This format allows users to interact with your playable ad in exchange for in-game rewards or app credits, creating a win-win situation. Users receive tangible incentives, making them more receptive to your message, while you gain higher engagement and an increased likelihood of conversions.

This approach works across verticals. For example, e-commerce apps can offer a “spin the wheel” mechanic for discounts. In contrast, utility apps could provide temporary premium features after users complete an interactive ad demonstrating a key function.

Let’s take a look at a real-life example. In 2016, Burger King launched “The Angriest Whopper” campaign. The interactive ad challenged users to catch flying jalapeños with a Whopper while avoiding random objects like candy and rubber ducks. In just 14 days, the game racked up over 300,000 plays and achieved a 40.25% click-through rate. Giving users a reason to stay engaged through a reward increases the likelihood they’ll complete the experience and take that next step.

4. Close with a Clear and Lasting Impression

After users interact with your playable ad, make your final impression count with a clear, visually engaging call-to-action (CTA). Position it prominently in the center of your for maximum visibility, and keep the message short and direct. Reinforce it with balanced visuals like icons or images, but avoid lengthy explanations. A clear and straightforward CTA encourages users to complete the desired action without distraction.

Your CTA doesn’t have to say “Download.” Depending on your app, it could be “Order Now” or “Click to Listen.” What matters is that it clearly signals the next step and is easy to tap, guiding users seamlessly from interaction to conversion.

Design with Intention, Deliver with Impact

Regardless of whether it’s for a gaming or non-gaming app, the most successful playable ads share a winning formula: intuitive onboarding, engaging gameplay, and a strong, action-oriented ending. But on top of that, don’t forget to track and test constantly. Only that can tell you what works and where there is room for improvement. Only advertisers and developers who continuously measure, learn, and optimize will see the biggest wins.

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