Playable ads have been part of the mobile gaming world for a while now, and for good reason—they work. They’ve earned a reputation for driving high engagement and quality installs. But lately, we’re seeing something interesting: non-gaming apps are starting to catch on. From e-commerce to finance, more and more brands are exploring how this interactive format can bring their user acquisition strategies to life. And honestly, it makes total sense. If a quick hands-on experience can convince someone to download a game, why wouldn’t it work for a shopping app, a fitness tracker, or even a budgeting tool?
Let’s explore how non-gaming apps are using the power of playable ads, break down real-world success stories, and share best practices to help your app turn interactivity into installs—and installs into loyal users.
Let’s Look at Data
Playable ads have demonstrated exceptional performance metrics in mobile gaming. According to Liftoff’s 2024 Mobile Ad Creative Index, playable ads are 20 times more likely to drive installs than banner ads, highlighting their effectiveness in user acquisition campaigns. Additionally, data from Gitnux indicates that playable ads have a 32% higher conversion rate than video ads, underscoring their superior ability to engage users and prompt action.
These numbers make it clear: playable ads are no longer just a gaming growth hack—they’re a best-in-class user acquisition tool.
Why Playable Ads Work: A Performance-Driven Format
Playable ads are inherently user-centric. Unlike traditional formats that passively deliver a message, these ads invite users to engage, explore, and decide for themselves whether the app meets their expectations. Here’s why they’re working so well:
1. Deeper User Engagement:
Playable ads command attention. They average over 30 seconds of interaction time, versus 5–10 seconds for video or static ads. This prolonged engagement builds familiarity and curiosity, creating a more seamless transition from ad to install.
2. Better Retention & Post-Install Quality:
Because users know what they’re getting, they’re less likely to uninstall the app. According to Gitnux, apps promoted via playable ads have a 25% higher Day 7 retention rate.
3. Stronger Conversion Rates:
Liftoff data shows playable ads boast conversion rates up to 32% higher than video ads, thanks to their hands-on approach and opt-in nature. They also significantly reduce wasted ad spend by qualifying users through interaction.
4. High-Quality Insights:
The interactive nature of playable ads provides granular user data: where they click, how long they engage, and what features interest them most. This feedback loop helps marketers refine both product and messaging.
Real-World Examples: Playable Ads for Non-Gaming Apps
While gaming may be the birthplace of playables, other industries are catching up fast. Let’s take a look at how several non-gaming brands have successfully leveraged this format:
McDonald’s – Gamifying Fast Food:
McDonald’s launched a playable maze game where users had to guide ingredients to a Big Mac. The reward? A mobile coupon. The campaign netted over 2 million downloads and 1.5 million coupon redemptions, helping McDonald’s become the most downloaded food app globally in 2022 (GeoSpot).
Lendi – Financial Tools in Action:
Australian fintech Lendi used a mortgage savings simulator as a playable ad on Facebook. Users adjusted loan terms to see potential savings. The result: 66% lower cost per lead and a 20% increase in incremental leads (GeoSpot).
New Balance – Sneaker Bounce Game:
To launch a new shoe line, New Balance released a playable ad where users bounced a character off clouds to win discounts. This fun, gamified approach delivered a 5% CTR to their eCommerce site, massively outperforming the retail ad average of 0.5% (GeoSpot).
Nike – Basketball Challenge with In-App Sales:
Nike partnered with NBA Live Mobile to create an ad where users customized a player and completed basketball challenges. The campaign led to a 35% engagement rate, 18% CTR, and 12% lift in sneaker sales (Mobile Marketing Genius).
Here’re Some Ideas for Non-Game Apps
E-commerce: Reduce Friction in Product Discovery
Instead of simply gamifying the shopping experience, e-commerce brands can use playable ads to simulate guided shopping flows. For instance, let users interact with a “Style Finder” or “Gift Recommender” quiz that mimics in-app personalization. This not only increases conversion intent but also pre-qualifies users based on their shopping preferences.
Finance: Build Trust Through Simulated Utility
Financial apps succeed when users believe in their value proposition. A playable ad can act as a low-stakes sandbox where users test a mortgage calculator, expense tracker, or savings plan before signing up. This builds confidence while filtering for high-intent users, improving both quality and ROI.
EdTech: Demonstrate Real Learning Value
Education apps need to show—not tell—their value. A playable ad that includes a short interactive language lesson, a mini coding challenge, or a practice question creates immediate proof of impact. It’s especially useful for highlighting adaptive learning features or content quality.
Food Delivery & Quick-Service Restaurants (QSR): Highlight Speed and Deals
Rather than simple games, food apps can use playables to preview real-time offers, delivery ETAs, or combo builders. For example, simulate how fast users can build a meal or how rewards accrue over time—mimicking the actual app UX. This appeals to both speed-driven and value-driven segments.
Health & Fitness: Lowering Barriers to Habit Formation
Instead of showcasing workouts in abstract, let users try a 30-second meditation, track a fake meal, or test a sleep score calculator. These micro-interactions demystify the app’s promise and emphasize ease-of-use—crucial for onboarding users to behavior-change apps.
And Here’re Some Useful Tips
- Start Simple: Avoid complexity. Focus on a single feature that captures the essence of your app.
- Align With Your Core Value: The experience should closely mimic real in-app functionality to set accurate user expectations.
- Incentivize Completion: Offer something in return—a discount, free trial, or exclusive content. This boosts conversion.
- Optimize for Mobile UX: Ensure smooth, fast-loading playables. Latency kills user interest.
- Test and Iterate: Use A/B testing to experiment with different messages, features, and formats. Let the data guide creative decisions.
Let’s Face It! Interactivity Is the New Attention
Playable ads have proven their value in gaming—and now they’re ready to reshape how non-gaming apps attract and convert users. With proven performance metrics, deep user engagement, and unparalleled creative potential, playables are one of the most powerful tools in a marketer’s arsenal.
As more brands think beyond banners and video, those willing to embrace interactivity will be the ones who win attention, loyalty, and long-term growth.
Is your app ready to play?
