Why Do You Need to Use More Types of Playables in a Campaign?

Playable ads have revolutionized the way we engage users, offering interactive experiences that drive higher retention and conversion rates. However, relying on just one “perfect” playable ad for your campaign might not deliver the desired results. In this article, we’ll explore the different types of playables you can create and why diversifying your approach is crucial for success.

“We are building playable for our game internally, in couple of weeks it will be ready and good to go to our campaign.” – This was the mantra of playable ads for quite some time. Have a creative concept, build the playable, use it. But today, when playable ads are getting more and more relevant, you should rewire your ideas about playables. Playable ad today is every ad, where user has at least 1 interaction and you should start there. From clickable end cards, to videos with 1 CTA, real gameplay, fake gameplay, video with end card – you enver know which playable would work and you should test it out!

Focusing on a single playable ad, no matter how well-designed, is often a gamble. Different user segments respond to different formats, and what resonates with one audience may fail with another. Testing multiple types of playables allows you to:

• Identify top-performing formats for different user groups.
• Optimize engagement and conversion rates by tailoring ads to specific preferences.
• Test creative iterations to discover what works best across platforms and demographics.

A successful campaign is rarely built on a single playable. Instead, it’s about testing combinations, analyzing data, and iterating to refine your approach. Let’s dive into the types of playables you should consider for your next campaign.

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Simple End Cards

Simple end cards are a straightforward, yet effective option. They’re usually created by combining a video with a static or animated template that directs users to the app store. These are ideal for:

• Low-budget campaigns where production resources are limited.
• Quick iterations to test different messaging or calls-to-action (CTAs).
• Supplementing other formats as part of a broader strategy.

Check out these examples of a simple end cards here, one is made from video, one is made from our template library:

https://app.playablemaker.com/share/687a3573c41c24280f05ea26

https://app.playablemaker.com/share/687a3573c41c24280f05ea26

Our suggestion is to experiment with different CTAs and combination of assets on the end card (real, ai generated, game footage, store image…).

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Video and End Card

This format combines a short video with an interactive end card. The video captures attention and explains the app or game, while the end card encourages users to take action. It’s a great balance of storytelling and interactivity, suited for:

• Highlighting gameplay or key app functionalities before the CTA.
• Educating users about your app’s core features.
• Entertaining audiences while driving conversions.

You can easily create this by combining video+playable right in your campaign and use one of the end cards from previous point, or you can create playable already containing video with end card such as this one:

https://app.playablemaker.com/share/687a414ac41c24280f05eca5

Our suggestion is to experiment with length of the video before end card, different CTAs and combination of assets on the end card (real, ai generated, game footage, store image…).

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One-Interaction Playables

These playables offer users a single action to interact with, such as tapping a button or swiping to complete a task. They are generally short and follow this structure: video → one interaction → end card. Perfect for:

• Driving fast conversions by keeping the experience concise.
• Hooking users quickly with minimal effort.
• Testing simple interactions to see what resonates.

Check out these examples of a such playables, one is made from video, one is made from our template library:

https://app.playablemaker.com/share/687a44d3c41c24280f05ed39

https://app.playablemaker.com/share/687a46fcc41c24280f05eda7

Our suggestion is to experiment with length of the playable before showing end card, different CTAs and combination of assets on the end card (real, ai generated, game footage, store image…).

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Fake Interaction Playables

Fake interaction playables simulate interactivity but redirect users to the app store regardless of the interaction. While they may lack genuine depth, they are highly effective at:

• Maximizing app store visits by reducing friction.
• Highlighting key app features in a simplified way.
• Testing multiple CTAs without complex development.

Check out these examples of a such playables, one is made from video, one is made from our template library:

https://app.playablemaker.com/share/687a4998c41c24280f05ee39

https://app.playablemaker.com/share/687a4b22c41c24280f05eeb1

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Video with CTA

This format plays a video while displaying a call-to-action (CTA) button throughout the entire ad. The persistent CTA ensures users are constantly reminded to take action, making it a great option for campaigns focused on driving immediate conversions. This format works well for:

• Building urgency by keeping the CTA visible at all times.
• Simplifying the user journey by reducing the steps required to act.
• Highlighting key app benefits while delivering a seamless, low-friction experience.

The video content grabs attention and delivers your message, while the CTA ensures users can act as soon as they’re ready – even mid-video. It’s ideal for audiences who quickly decide whether to download.

Check out these examples of a such playables:

https://app.playablemaker.com/share/687a4d06c41c24280f05ef31

https://app.playablemaker.com/share/687a4dd0c41c24280f05ef88

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Multiple Interaction Playables

This is the classic playable ad format, offering users a more immersive experience with multiple actions and feedback loops. These ads allow users to explore the app or game in more depth and are best suited for:

• Targeting users who prefer hands-on experiences.
• Showcasing gameplay mechanics or app features.
• Driving higher engagement with interactive storytelling.

Check out these examples of a such playables, one is made from video, one is made from our template library:

https://app.playablemaker.com/share/687a4f10c41c24280f05eff0

https://app.playablemaker.com/share/687a4f87c41c24280f05f03a

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Secondary Gameplay Playables

Secondary gameplay playables focus on showcasing mechanics that exist within your game but aren’t part of the core gameplay loop. These could include actions like opening chests, upgrading characters, crafting items, or spinning a rewards wheel. By highlighting these secondary mechanics, you can:

• Attract casual players who might find the main gameplay intimidating but enjoy supporting mechanics.
• Show off additional features that make your game unique and engaging.
• Keep the experience simple while showcasing the variety within your game.

This type of playable works especially well for games with rich secondary systems, such as RPGs, strategy games, or simulation games. It gives users a taste of the game’s depth without overwhelming them with core mechanics, or catching attention of users that already seen the main ads.

Check out these examples of a such playables:

https://app.playablemaker.com/share/687a50c9c41c24280f05f0b0

https://app.playablemaker.com/share/687a5118c41c24280f05f105

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Brand Awareness Playables

Brand awareness playables use simple, engaging mechanics like puzzles, trivia, or mini-games to communicate your app’s tone of voice, style, and messaging. The primary goal of these playables isn’t immediate conversions but rather building familiarity and emotional connection with your brand. They’re perfect for:

• Curiosity – by engaging users with fun and lightweight interactions.
• Communicating your brand’s personality through visuals, sound, and messaging.
• Creating shareable experiences that stand out and resonate with users.

Check out these examples of a such playables:

https://app.playablemaker.com/share/687a51d8c41c24280f05f187

https://app.playablemaker.com/share/687a521dc41c24280f05f1c4

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Combine Them All: XY Versions for Maximum Impact

The real magic happens when you mix and match these formats. By testing combinations of simple end cards, one-interaction playables, video + end cards, and more, you can create dozens – or even hundreds of variations. Combine these with static images and videos to explore:

• Which format drives the highest conversions for your audience.
• How different creative elements perform in various contexts.
• What resonates best with new vs. existing users.
• What type of playables make sense to build in more advanced way

Remember, every campaign is different. Testing multiple formats and analyzing results allow you to refine your strategy and allocate your budget more effectively.

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Final Thoughts

Playable ads offer endless opportunities to engage users, but no single format guarantees success. By diversifying your approach and testing different types of playables, you can unlock new insights, maximize conversions, and create campaigns that deliver exceptional results.

A successful campaign is rarely built on a single playable. Instead, it’s about testing combinations, analyzing data, and iterating to refine your approach. Let’s dive into the types of playables you should consider for your next campaign.