Playable ads have exploded in popularity over the past few years as a powerful format for game developers to attract and acquire new users. Playable ads represent an innovative form of digital advertising, one that is more immersive and interactive than those of the past. This “try before you buy” format permits developers to feature the best parts of their apps and, ultimately, attract and acquire new users.
Playable ads are consistently perceived as the most effective ad formats among industry professionals. Its success within mid-to-hardcore gaming apps is thanks to a gradual switch in monetization models as more games are converting through an IAP+IAA hybrid model. By including in-app ads to RPGs and other games that traditionally relied on in-app purchasing, developers are realizing significantly higher user acquisition rates and as players already know what to expect, there tends to be a higher LTV. This spike in traffic channels is especially true for midcore and hardcore games that traditionally did not have as many monetization avenues.
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