Playable ads are still the most popular and fairly budget-friendly means of promoting mobile games. In addition, some advertising changes, such as IDFA, literally require high-quality creatives to market your product. The effectiveness of game advertising is covered in the Playable Factory’s 2022 Creative Report, the market leader in this field.

A side note: SensorTower has named the most popular mobile games genres of 2022

Which genres are most commonly used in game advertising

According to the report, these kinds of creatives are used ubiquitously in almost all genres of games. Overall, among the following genres, game advertising was the most popular:

  • Puzzle (26.4%)
  • Simulators (14.5%)
  • Action games (13.2%)
  • Casual games (10.8%)
Playable Factory

Puzzles lead the list because of their overall concept, they are easy to rework into an advertising format, they are easy to learn and easily engage users in the gameplay.

2D and 3D advertising formats and their length 

Playable ads can be created in 2D or 3D. The paradox is that on the one hand, a 3D game can use 2D ads, but at the same time, developers are wary of creating three-dimensional ads, believing that they cannot fully convey the graphic component of the game itself.

Number of 3D ads

In favor of 2D is another argument: the weight of such a commercial will be a third less than that of its competitor, which in turn will reduce the download speed by about a third. But in the world of modern technology and high-speed Internet this figure is leveled, therefore developers are increasingly using game ads in 3D: in 2022 this figure was 32%, which is 8% higher than in 2021.

As for the length of playable ads, the shorter they are, the more effective they are. Playable ads with durations of 5 to 10 seconds show better user conversion rates.

You can read the full report about playable ads productivity by clicking here.

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