Playable ad firm AppOnboard has raised $4 million to continue to develop and expand its "full-fidelity" game demo platform.

As reported by VentureBeat, unding comes from London Venture Partners, Troy Capital Partners and other venture capitalists and industry members.

AppOnboard was set up by AdColony co-founder Jonathan Zweig, who left the company in 2014 after it was acquired by Opera. It focuses on offering fully-fledged gaming experiences within an ad.

Try before you buy

Its ads offer up a tutorial of the target game played within an ad in another app. The experience is identical to that of the game, rather than having an unrelated, mini-version of the target title.

Ads also come with heatmap analytics, so developers and marketers can see exactly where players are tapping in the ads. These can also be soft-launched to test and tweak the experience before fully releasing the campaign.

AppOnboard is currently only working with personally-vetted publishers as it starts to grow. Interested developers and marketers can find out more on its website.