{"id":8449,"date":"2025-05-12T01:53:44","date_gmt":"2025-05-12T05:53:44","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/05\/12\/making-playables-work-for-non-gaming-apps\/"},"modified":"2025-05-12T06:51:40","modified_gmt":"2025-05-12T10:51:40","slug":"making-playables-work-for-non-gaming-apps","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/making-playables-work-for-non-gaming-apps\/8449\/","title":{"rendered":"Making Playables Work for Non-Gaming Apps"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Greg Castro, VP, Global Partnerships, PlayTurbo<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Have you ever come across an ad that feels less like an advertisement and more like an invitation to play? That\u2019s a <a href=\"https:\/\/www.playturbo.com\/product\/playable-ads\">playable ad<\/a> \u2014 an ad creative format that lets users try an app before pressing download.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Playable mobile ads offer a &#8220;try before you buy&#8221; experience: just like sampling a product before purchasing, users get a hands-on preview of an app&#8217;s features or gameplay before committing to an install. This approach makes the ad feel less intrusive. It also ensures that those who install the app are genuinely interested. As a result, playable mobile ads lead to <a href=\"https:\/\/www.businessofapps.com\/insights\/how-rewarded-inventory-and-playables-can-drive-roas-for-performance-marketers\/\">30\u201340% higher retention rates<\/a> and <a href=\"https:\/\/www.marketingtechnews.net\/news\/playable-ads-drive-20x-more-installs-than-banners\/\">drive 20x more installs than banner ads<\/a>.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.playturbo.com\/blog\/the-rising-popularity-of-interactive-ads-in-mobile-marketing\">Interactive mobile ads<\/a> are often associated with mobile games, given their obvious application. But, more recently, non-gaming app categories like education, utility, and photo editing apps have started making use of playable ads to demonstrate their features in a novel way.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As digital advertising becomes more competitive, advertisers actively seek formats that capture attention, encourage interaction, and drive meaningful actions. Playable ads check all these boxes.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How to Gamify Non-Gaming Apps with Playable Ads<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Non-gaming apps looking to adopt playable ads need to identify unique elements that can effectively showcase their value. Without a built-in &#8220;game&#8221; to demonstrate, how can you create an engaging experience? The answer is incorporating gamification mechanics. However, advertisers don\u2019t need to replicate the app\u2019s exact functionality in their <a href=\"https:\/\/www.playturbo.com\/our-work\">ad design<\/a>. Instead, the ad should contain interactions that mirror the user journey or highlight the app\u2019s value in both a playful and creative way.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For example, an educational app could feature a quiz, prompting users to select an answer to showcase its interactive learning mechanics. An e-commerce app might include a spin-the-wheel feature, offering discounts or special deals, turning shopping into a playful and rewarding activity.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Six Use Cases for Playable Ads<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">How could playables apply to your app category? Check out the following ideas:<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Education<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Educational apps can use playable mobile ads to offer a hands-on preview of the learning experience. For example, a language-learning app could invite users to trace characters or match words to their translations, giving them a taste of how the app helps them practice writing in a new language.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>E-Commerce<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">E-commerce apps can create gamified elements like spinning wheels, slot machines, or coupon-based ads where users \u201cclip\u201d deals by interacting with the ad. These simple, intuitive mechanics encourage interaction, making promotions feel more engaging and rewarding while seamlessly driving conversions.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Social<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Social apps can simulate real-world scenarios to highlight their features. Ads can mimic actions like picking up a phone call, responding to messages, or interacting with a friend\u2019s post, where the outcome of \u201cpicking up\u201d a call or \u201ccommenting\u201d on a post leads to promotional messages or continued storylines.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Health and Fitness<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Health and fitness apps could turn routine tasks into engaging playable mini-games. For example, a fitness app might let users build a nutritious meal by selecting ingredients and viewing the resulting nutrition information or challenge them with quick fitness quizzes to test their knowledge.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Photo Editing<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Photo editing apps can let users experiment with filters or editing tools directly in the ad. For instance, viewers could swipe through different filters on a sample photo, getting a real-time preview of how the app can enhance images.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Rewarded Apps<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Rewarded apps can capitalize on the thrill of instant rewards by using lucky draw mechanics in their ads. Users can spin a wheel or scratch a digital card to reveal prizes like bonus points, cashback, or small in-app perks.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How to Design Playable Ads That Work<\/strong><\/h2>\n<p class=\"wp-block-paragraph\"><strong>Keep It Simple<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Users may be unfamiliar with your app, but that doesn\u2019t mean you should overwhelm them with too much information at once. Instead, focus on <a href=\"https:\/\/www.playturbo.com\/blog\/what-are-playable-ads\">making playable ads<\/a> easy to enjoy. Ideally, users should understand how to interact with the ad immediately or after a brief tutorial.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Avoid overly complicated ad designs\u2014your goal is to hook users, not confuse them. A simple click-based interaction with 2\u20133 steps minimizes friction and keeps the experience smooth, intuitive, and enjoyable.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Use Curiosity and Action-Based Triggers<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Incorporate rewards or intriguing features to spark curiosity and motivate users to take action. Rewards, such as in-app bonuses or exclusive perks, create an incentive for users to install your app and continue their journey.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Highlight Core Features<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Think of your interactive mobile ad as a movie trailer for your app\u2014you have only a few seconds to capture users&#8217; attention and make them want more. Instead of cramming in every detail, focus on the most compelling and unique features that excite users and encourage them to convert. If you&#8217;re unsure which features to spotlight, use analytics to identify the top-performing elements that drive user engagement. Also, don\u2019t forget to analyze key metrics to make sure your playable ad campaigns are truly successful.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Future of Advertising is Interactive<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">With shrinking attention spans and growing competition for user engagement, traditional ads are no longer enough to capture interest. Playable ads are a game-changer, offering an interactive, memorable experience that not only captures attention but also drives real ROI for advertisers.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Playable ads are a game-changer, offering an interactive, memorable experience that not only captures attention but also drives real ROI for advertisers.<\/p>\n","protected":false},"author":7,"featured_media":8450,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[8],"topics":[2],"class_list":["post-8449","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-gaming-esports","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Making 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