A playable ad has about three seconds to show a player what to do before they skip it. Every rule below exists to protect those three seconds and the 30 to 45 seconds that follow. These are the playable ad best practices we build every ad around.
Show the action in the first frame
The first frame should already look like the game, with a hand or arrow pointing at the one thing to tap. No logo splash, no loading screen, no tutorial text. If the player has to read before they play, you have lost most of them.
One mechanic, 30 to 45 seconds
A playable is a taste, not a demo. Pick the single mechanic that makes the game fun and build the whole ad around it. Thirty to forty-five seconds is enough to land the hook, give one moment of mastery and show the end card.
Start the clock on the first tap
Networks such as AppLovin require the ad's timer to start only after the first user interaction, and the first tap must never send the player to the store. Design for that: the first tap is gameplay, always.
Audio after the first tap, with a mute toggle
Sound stays off until the player touches the screen, and a mute button is always visible. Audio must also stop when the ad closes or is hidden.
Work in portrait and landscape
AppLovin requires both orientations. Lay out the scene so the key action stays centred in either, instead of building one and stretching it.
Under 5 MB, tested on a mid-range Android phone
Most networks cap playables at 5 MB. Size also drives load time, and a slow load loses players before your three seconds start. Test on a mid-range Android device, not only on a flagship or in a desktop browser. [Link to Post 1: our seven fixes for file size.]
End on one clear call to action
The end card shows the game's icon, one line of value and one install button. Let a fail state lead to it too: "So close, try the full game" converts better than an abrupt cut.
Quick checklist
- Gameplay visible in frame one, with a tap hint
- One mechanic, 30 to 45 seconds
- Timer and audio start on the first tap; first tap never opens the store
- Mute toggle always visible
- Works in portrait and landscape
- Under 5 MB, tested on mid-range Android
- One end card, one button
FAQ
How long should a playable ad be?
Around 30 to 45 seconds. Long enough for one satisfying loop, short enough to end before attention drops.
Should a playable ad have sound?
Yes, but only after the first tap, with a visible mute toggle.
What makes a playable ad convert?
A clear first action, one mechanic the player can master quickly, and an end card with a single call to action.