Formats
Every format is built as a native HTML5 experience optimized for mobile performance. We select or recommend the right format based on your game genre, campaign goal, and target network requirements.
A condensed version of your core mechanic — puzzle, match-3, runner, idle tap — distilled into a 20–30 second loop. Users interact with real game logic, not a simulation, which creates authentic intent and reduces post-install churn.
A guided first-minute experience that walks users through the onboarding flow of your app or game. Particularly effective for apps with a learning curve — it reduces friction at install because users already know what to do from day one.
A standalone micro-game created specifically for the ad — not a port of existing gameplay, but something original built to maximize engagement and time-on-ad. Often used for brand awareness campaigns where the goal is extended interaction rather than direct install.
Why Playable
| Metric | Playable Ads | Video Ads | Static Banner |
|---|---|---|---|
| User Engagement | Interactive — user plays | Passive — user watches | Passive — user glances |
| Install Intent Quality | High — self-selected | Medium | Low |
| Typical CTR | 5–12% | 1–3% | 0.1–0.5% |
| Day-7 Retention (installed users) | Significantly higher | Average | Below average |
| Ad Skipping Rate | Low — users are playing | High after 5 sec | Immediate ignore |
| Production Complexity | Medium–High (custom dev) | Medium (video production) | Low |
Process
Our production pipeline is designed to deliver a tested, network-ready playable in 2–3 weeks without requiring you to hand over source code or internal assets you don’t want to share.
We study your game, target audience, and KPIs. You share references and define which mechanic to highlight.
We design the interaction flow — what happens on tap, what the win/lose condition is, and where the CTA appears.
HTML5 build using optimized JS, WebGL where needed, and sprite-based animation. File size is kept under 2MB for fast load.
Cross-device QA on iOS and Android. We test render performance, touch responsiveness, and CTA click tracking.
Network-specific packages exported and submitted. We handle Meta MRAID, Google formats, and SDK wrappers for all major DSPs.
Deliverables
We don’t charge separately for QA, revisions, or export formats. A standard playable ad project includes all of the following as part of the quoted scope — no hidden extras.
Technology
We choose tools based on what produces the best-performing ad — not what’s fastest to use internally. Every layer of the stack is selected for file size efficiency, render performance, and network compatibility.
| Layer | Tools & Technologies |
|---|---|
| Core Runtime | HTML5, CSS3, Vanilla JS / TypeScript |
| Rendering | Canvas 2D, WebGL (PixiJS, Three.js) |
| Animation | GSAP, CSS animations, Spine 2D |
| Audio | Web Audio API (muted by default, unmute on interaction) |
| Ad SDKs | MRAID 2.0, OMSDK, custom DSP wrappers |
| Optimization | Webpack, texture atlases, gzip/brotli, lazy asset loading |
Clients
Playable ads are the right tool for any team that needs to prove app value before the install — not just game studios. Here’s who we work with most often and what they typically need.
Game publishers use playable ads to run UA campaigns on Meta Ads and Google UAC where playables are a top-performing format. Because users self-select based on actual gameplay, install intent is high and early churn is lower. Publishers running casual, hyper-casual, and mid-core titles all benefit, though the format is especially powerful for games with a hook mechanic that’s immediately satisfying.
Online casino and sports betting operators use playable ads to give potential players a taste of their slots, table games, or live experiences without requiring registration. The format works especially well in markets where ad regulations restrict direct promotional content — a playable demo communicates the entertainment value without making prohibited claims. eJaw’s iGaming background means we understand compliance nuances by jurisdiction.
Fintech, health, fitness, and productivity apps increasingly use playable-style ads to demonstrate core UX interactions. A budgeting app might let users swipe through a mock transaction flow; a language app might run a one-question mini-lesson. The creative approach differs from game ads, but the mechanics and production pipeline are the same — and the CTR improvements are equally real.
Performance marketing agencies running UA campaigns for multiple clients often outsource playable ad development to specialist studios. eJaw functions as a white-label production partner — you stay the agency, we deliver the built assets on your timeline. We work with NDAs and are comfortable with direct client relationships or fully invisible collaboration, depending on what your engagement model requires.
FAQ
No. We recreate the required mechanic independently in HTML5. You provide visual references, gameplay recordings, and art assets — we do not need access to your engine, server code, or proprietary game logic. Everything we build is a purpose-made ad unit, not a port of your actual game.
A standard playable ad — one mechanic, up to three creative variations, QA included — takes 2 to 3 weeks from confirmed brief to final delivery. More complex builds with custom 3D rendering, extensive animation, or multiple language variants may take 4–5 weeks. We’ll confirm a timeline after reviewing your requirements during the discovery call.
We export for Meta Ads Manager (MRAID), Google UAC (HTML5 ZIP), AppLovin MAX, IronSource/Unity LevelPlay, Unity Ads, Vungle, Chartboost, Mintegral, and most other major programmatic networks. If your DSP isn’t listed, share their technical spec with us — we’ve yet to encounter a format we couldn’t package for.
Yes, and we do so regularly. The underlying technology and production process are the same. The creative challenge is different — for a fintech or edtech app, the interaction needs to demonstrate real utility rather than entertainment — but that’s a design and UX problem, not a technical one. We’ve shipped playable-style units for shopping, language learning, and financial planning apps.
You do, fully. Upon final payment, we transfer all source files, assets, and build outputs with full IP rights to you. There are no royalties, usage fees, or ongoing licensing costs. We also don’t re-use your assets in work for other clients. If you need an NDA in place before kick-off, we’re happy to sign one.
