Playable ads: When ads feel like experiences, not interruptions

This is a guest post by AdQuantum Design creative production director Ivan Razmakhov.

Gamers today don’t just want to play - they crave experiences that truly resonate with them. In a world where attention spans are short and choices are endless, interactive ads are becoming a powerful way to create that deeper connection.

And the numbers speak for themselves: In the casual games segment alone, over 1.5 million playable creatives were launched - more than any other genre, according to SocialPeta.

This article shares our view on playable ads, one of today’s most effective advertising formats. We explain how interactive ads help brands build honest communication with their audience, which mechanics work best and what trends are shaping the future of this format.

Ivan Razmakhov, creative production director at AdQuantum Design, explains what makes playable ads so powerful, why they’re trending and what stands behind their success.

Not just an increase in CR

Playable ads are interactive mini-games that allow users to try before they download. Instead of passively watching a video, players engage with the product. And it works - SocialPeta and Playable Factory’s 2024 report reveals that playable ads boast a 319% higher conversion rate compared to traditional video ads.

But it’s not just about clicks. Playables unlock a whole new dimension of performance marketing.

What Playable Ads Bring to the Table

1: Campaign performance boost

Interactive ads spark curiosity and increase time spent with your brand. They’re the natural evolution of video ads: viewers don’t just watch - they play. Playable ads are 32% more memorable compared to video and static ads, and have 47% longer attention compared to video ads.

2: Better retention and retargeting

Gamified mechanics, like rewards or bonus levels, encourage users to return and re-engage, making playables ideal for keeping your audience hooked.

3: Stronger brand loyalty

Touching and trying the product through play makes a brand feel more relatable. The result? A memorable experience that users are more likely to revisit.

4: Fast project launches

Want to test a new game idea? Playables are perfect for MVPs. The "try it now" format gives instant feedback from real users, without the need for massive budgets or dev time.

Playable Ad Trends to Watch

One of the most effective approaches in today’s landscape is the hybrid format, where a playable ad comes after an end card.

In this case, users who are already interested after watching the video are much more likely to try the game, which increases the chance of converting a viewer into a player. This growing focus on interaction has also influenced how gameplay is presented in ads.

For games, the dominant trend is simplification. Instead of replicating full gameplay, the most successful playables concentrate on a single core mechanic - the main element that makes the game fun and intuitive right from the start. 

As the format evolves, expectations around honesty in advertising are also changing. Another important shift is the rejection of misleading creatives. Users now expect ads to show real gameplay. This isn’t just an ethical decision - it directly impacts metrics. Honest playables drive better retention and build stronger brand trust.

According to IronSource, the average day one retention rate for hypercasual games with real gameplay is  32%, compared to just 14% for games promoted with fake ads. After seven days, the gap widens: 11% retention for honest ads while only 1.5% for fake ones.

Average LTV follows the same trend, with $0.25 for real ads and $0.05 for misleading ones. As a result, today's highest-performing creatives don’t hide the product - they highlight its core value upfront.

These improvements in quality and transparency have also helped playable ads gain traction outside of gaming. Brands in industries like e-commerce, EdTech, and health and fitness are increasingly adopting playable ads.

These interactive ads consistently outperform static and video formats, proving their versatility and effectiveness across verticals.

What’s next: Future trends for playable ads

Playable ads are evolving beyond short teasers - they’re becoming a seamless part of the game experience. There are a few possible scenarios in which this could develop.

One scenario is personalised playable ads, where the experience adapts in real time to each user. Difficulty, design and mechanics respond dynamically to player behaviour, creating the feeling that the game was made specifically for them.

Another direction is turning ads into full mini-games. These playables go beyond demos, offering character customisation, progress tracking and real in-game rewards. The user doesn’t just test the product - they fully engage, making the ad feel like a complete game session.

Playable ads can also become part of the game’s onboarding process. A user clicks an ad and begins playing instantly while the app downloads in the background. After installation, they resume where they left off, creating a smooth and immersive transition from ad to app.

Finally, AR and MR playables (mixed reality: combined real and virtual environments, allowing them to interact in real time) are on the horizon. Major brands and educational platforms are already experimenting with immersive formats that blur the line between advertising and gameplay.

These ads don’t interrupt - they extend the experience, making users feel like they’ve never left the game.

It’s important to note that unlocking these features is only possible if smartphone makers and operating systems provide developers access to device capabilities, such as gyroscopes and accelerometers, which are currently restricted due to privacy and security concerns.

What does it mean for you?

Playable ads have evolved significantly and are no longer just another ad format. These ads have become a powerful tool for product discovery, user engagement and long-term brand growth. 

Their ability to blend entertainment with interaction creates a unique opportunity to connect with users on a deeper level. Whether through personalised experiences, immersive mini-games or smooth onboarding, playables transform how users meet and remember products.

This format demonstrates effective results in various industries and adapts to fast-paced technology. It is the future of impactful, high-converting performance marketing.