At Smadex, we know that the secret to a great playable ad lies in simplicity, engagement, and user experience. That’s why we sat down with Eva Victoria, our Creative Studio’s Creative Design Analyst, to talk about what makes a playable ad successful, which apps benefit the most, and how to keep them performing at their best.
1. What makes a playable ad successful?
“A successful playable ad is all about engagement and simplicity. It should be:
✓ easy to understand
✓ fun to interact with
✓ deliver a smooth user experience
When users enjoy that first touchpoint, they’re more likely to explore the full game or app, which makes a playable truly stand out.”
2. What types of apps benefit the most from playables?
“Gaming and casino apps have always been the biggest winners with playables since users can instantly experience the core gameplay. However, we’ve seen non-gaming verticals gain traction through gamified experiences. Whether it’s interactive quizzes, spin-the-wheel discounts, or mini-tutorial demos, these formats drive engagement, attention, and a real impact on campaign performance. Playables are no longer just for games; they’re opening new opportunities across industries!”
3. How often should advertisers refresh their playables?
“We usually refresh our playables every two to four weeks to avoid creative fatigue and keep performance strong. Seasonality also plays a big role, as we align new iterations with key moments throughout the year. On top of that, we constantly build on the highest-performing creatives, testing new variations to find the next winner and stay ahead of fatigue.”
4. Mention a success story where Playables were the star.
“One of our strongest success stories comes from a leading gaming account where we introduced playables for the first time. Compared to static and rich endcards, playables delivered a 27% lift in IPM, proving their ability to truly engage users. The format shined even more during the holiday season, where seasonal creatives drove outstanding results. Over time, we’ve built and iterated on more than ten playables for this account, constantly refreshing them to stay ahead of fatigue and push performance further.”
5. What’s a common mistake when designing a playable ad?
“The most common mistake is overcomplicating the experience. Playables work best when they’re simple, intuitive, and closely connected to the real app or game. Keep them short, engaging, and end with a clear call-to-action.
When done right, playables aren’t just ads; they’re interactive experiences that stand out, capture attention, and deliver outstanding results.”