Industry Insights

The History of Playable Ads: past, present, and future.

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The mobile ad market is experiencing record growth, and as mobile games generate significant revenue, advertisers have had to get creative.

Enter playable ads.

What are playable ads?

Playable ads are a miniature, playable version of the game they’re promoting. They provide users with a clear understanding of the game before downloading it. Playable ads can be utilized in various ways, from showcasing gameplay mechanics to giving a holistic view of a game’s main features. They are popular among advertisers due to their high conversion rates and cost-effectiveness.

The Past

Playable ads started gaining popularity in the early 2010s. Companies like Voxel developed platforms for virtualizing mobile apps to run in the cloud, creating "virtualized versions" of apps that became playable ads. By 2016, playable ads were common, and companies implemented programmatic bidding and modeling systems to find quality installs aimed at the correct target audience.

Snapchat and Facebook adopted playable ads to boost revenue and create more engaging advertisements. In 2018, AdLiven was founded as an all-in-one mobile app advertising creative partner.

The Present

Developers are increasingly focusing on playable ads due to challenges such as the global economic downturn and Apple’s App Tracking Transparency implementation. This has led to losing advertising data and revenue, prompting developers to reinvent their advertising strategies and become more creative with ad formats.

The Future

As the demand for high-performing playable ads continues to grow, companies like ours are committed to staying at the forefront of innovations for playable and interactive ads. We're actively developing and refining tools and features that cater to the market's evolving needs.

 Here are some of the innovations we're working on:

  1. Immersive 360 Interactive Ads: We are pushing the boundaries of user engagement by offering immersive 360-degree interactive ads. These ads allow users to explore a game's environment and interact with elements more captivatingly, providing a unique and memorable experience.
  2. AI Image Generation Tool: We're harnessing the power of AI image generation tools (including DALL-E 2, Midjourney, and Dream Studios) to create visually stunning and highly optimized playable ads. By integrating these tools into our workflow, we can help our teams improve their efficiency, save resources, and reduce costs.
  3. AdLiven Game Board Editor: Our proprietary game board editor tool empowers our partners to easily customize and build their ad's game board. This intuitive platform enables the seamless creation and optimization of playable ads, ensuring they remain engaging and relevant to target audiences.
  4. AdLiven Insights: To help our partners make data-driven decisions, we've incorporated AdLiven Insights into our ads. This feature provides valuable data on how users interact with playable ads, offering insights into user preferences and potential areas for improvement.
  5. Dynamic Playables: We understand the need for flexibility and adaptability in the fast-paced world of mobile advertising. Our dynamic playable feature allows partners to update their playable ads without interrupting their current ad campaigns. This ensures that ads remain fresh and engaging while minimizing disruptions to ongoing marketing efforts.

By focusing on these innovations, we aim to redefine the future of playable ads and ensure our partners can effectively engage their audiences while maximizing their return on investment. As we continue to develop and refine our tools and features, we remain committed to helping our partners succeed in the ever-evolving mobile advertising world.

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Michael Sabetta
Michael Sabetta
Director of Marketing