Playable Ads
Part of Gaming ad creative
Explaining a product without mimicking game controls
Show what a product does while keeping game navigation, ad interactions and destination actions clear to the player.
Show what the advertised product does while making it clear that the ad is separate from the game. A player should recognise which elements explain the product, which controls belong to the ad, and what a destination action will open.
Show one real product action
Choose a task or benefit the product actually offers, then show it directly. For a meal-planning app, a brief view of building a plan could explain the product. A pretend “next level” button that opens an app store would instead suggest a game action. This is an illustration, not an assessment of an existing ad.
Check the demonstration against the current product. If the creative simplifies a workflow, make sure it does not imply a feature or result that a new user cannot obtain. The ACCC can require businesses to back up claims they make about their products or services.
What to avoid vs. what to do in playable ads
- AvoidPretend ‘next level’ buttons that lead to app stores instead of showing real product functionality.
- DoShow a genuine product task, such as creating a meal plan in a planning app.
Separate the controls
Identify the game’s navigation, the ad’s own interaction and the advertiser’s destination action in the proposed player view. Give each a distinct visual purpose. Borrowing a game’s colour or illustration style need not mean copying its pause, resume or reward controls.
Use action labels that describe the outcome. “See plans” suits a page of plans; “Install app” suits a store visit. A visible close control should perform the close action provided by the placement. Check the actual behaviour rather than inferring it from a design proof.
Pros and cons of using game-style controls in product ads
- ProsFamiliar visuals can improve engagement if used correctly and don’t mislead.
- ConsCopying game controls like pause or reward buttons may confuse users about whether they’re playing a game or interacting with an ad.
Review the expectation before a tap
Show the complete ad in its intended context to someone unfamiliar with it. Before each apparent action, ask what they expect to happen. Compare that expectation with the action supplied by the creative or placement. If the cue and outcome disagree, change the cue, label or behaviour and review the revised version.
Keep this review focused on whether the product is explained and the ad’s actions are identifiable. A separate playable review can examine every interactive affordance in detail; a rewarded placement also needs its own reward-flow check.
