AdColony's survey says playable ads are on the rise.
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Mobile advertisers are falling in love with ‘playable ads’

Mobile advertisers are warming up to “playable ads,” or mobile advertisements that allow a player to experience part of a game immediately. That’s one of the findings of AdColony‘s app install marketing survey.

AdColony found that 71 percent of advertisers find playable ads to be effective. Forty-five percent said that playable ads were what they are most excited about in 2017, though only 4 percent of budgets are currently going to playable ads. But just 31 percent of advertisers have found meaningful effectiveness so far with these ads. (That means the market is promising, but small at the moment). Startups serving the space include mNectar.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.