Best Practices for Playable Ads: Capturing Attention and Elevating Brand Engagement in Gaming

In-game advertising has come a long way from basic banners and billboards. Today, as the gaming industry advances, Playable ads have emerged as a powerful format for brands looking to engage audiences meaningfully within the gaming ecosystem. Interactive ads, like Playables, not only capture attention but allow players to experience brands dynamically, transforming passive viewing into an active experience that drives higher engagement and recall. To make the most of Playable ads, brands must focus on optimized design strategies rooted in insights and behavioral studies.

Here are some of the best practices for creating high-impact Playable ads:

1. Start Screen Essentials: Make the First Impression Count

The start screen sets the tone for the player’s journey within the ad. By designing a clear, intuitive start screen, brands can immediately draw attention to key elements. Here’s how to make it effective:

• Limit Areas of Interest (AOIs): Eye-tracking research by Activision Blizzard Media shows that focusing on just 2 to 3 AOIs on the start screen significantly increases players’ likelihood of engaging with all AOIs. Position the primary AOI in the center, the secondary one directly above, and the tertiary below. Players are 10x more likely to view all AOIs when there are 2-3 compared to 4-5.

• Optimize Instruction Readability: With an average of just 1.7 seconds spent on reading start-screen instructions, brevity is key. Use concise language and consider pairing text with visual cues. The eye-tracking study indicates that players engage 1.4x longer with instructions that combine text and imagery versus text alone.

• Dedicated Instruction Screens: Consider a dedicated instruction screen after the start screen. Ads that use animated iconography rather than just copy to capture attention for approximately four additional seconds, helping ensure instructions are understood before the gameplay begins.

2. Game Board Design: Strategic Placement for Maximum Engagement

Once players are actively engaging in the gameplay, maintaining their focus on brand elements without causing disruption to gameplay is critical. Here’s how to structure the game board to retain attention:

• Position AOIs Close to Focal Points: Placing AOIs just above or below the primary gameplay area helps 62% of players naturally notice these elements as they play. AOIs positioned further away tend to receive less attention, with only 26% of players focusing on elements to the left or right.

• Minimize Visual Clutter: Adding excessive branded AOIs can dilute the impact and cause distraction. Studies show that there is no strong correlation between the number of AOIs and brand recall, so it’s better to keep branding subtle yet impactful with a clear visual hierarchy.

• Integrate Branding Within Gameplay Mechanics: Design the ad experience to enhance, not interrupt, the gameplay. For example, avoid obtrusive pop-ups. Players who are forced to pause or click away from gameplay to view branding elements tend to exit these moments in under a second, leaving little time for meaningful engagement.

3. End Card Best Practices: Close with a Lasting Impression

The end card is the final opportunity to leave a lasting impact and inspire action. A well-designed end card can significantly improve brand recall and engagement, setting the stage for further interactions with the brand outside the ad experience.

• Focus on Priority Messaging: Keep AOIs to 3 or 4, as players are four times more likely to view all AOIs when limited to this number. This concentrated approach helps ensure that your key message doesn’t get lost in a crowded design.

• Center the Primary AOI for Faster Recognition: Players find central elements twice as fast as those placed at the top or bottom of the screen, making this positioning ideal for your brand logo or primary call-to-action.

• Use Easily Processable Imagery and Text: With players spending just 0.7 seconds on average reading end card copy, concise and visually engaging content is essential. Balance text with clear icons or images to improve retention.

4. Creative Optimization for Playables: High-Impact, Low Disruption

Beyond the structure of individual elements, there are broader strategies to ensure that Playable ads deliver a seamless and memorable brand experience. By applying eye-tracking insights, brands can optimize Playable ads to maximize impact.

• Strategic AOI Limitations Across the Ad Experience: Across the start screen, game board, and end card, avoid overloading the ad with too many interactive points. Instead, select a few key AOIs and distribute them strategically to direct the player’s journey through the ad experience.

• Visual Cues and Animated Iconography: Eye-tracking data shows that Playables with iconography or animation engage players longer than static instructions alone. Adding subtle motion can encourage players to spend additional time exploring or interacting with branded elements.

• Focus on Engagement, Not Interruption: Rather than using disruptive ads that force action, consider designing Playables that guide players naturally towards engagement. Interactive elements that integrate seamlessly within gameplay are more likely to retain attention and foster positive brand associations.

The Power of Playables: A Unique Opportunity for Advertisers

Playable ads bring unique strengths to in-game advertising by transforming passive advertising into an engaging activity that aligns with players’ natural interactions. By following these best practices, brands can deliver a highly immersive ad experience that not only enhances brand recall but also leaves a positive impression on players. Playable ads are not just about visibility; they’re about creating a meaningful, memorable brand encounter within the game itself.

In today’s fragmented media landscape, ads that capture and hold attention will have a competitive edge. Playable ads are setting the standard for what’s possible in the attention economy, turning brand engagement into an experience that players not only see but actively participate in.

About the Author

Brian Janelli is the Senior Creative Director at Activision Blizzard Media. Specializing in the creation of dynamic ad experiences, Brian has a proven track record of designing high-impact, custom campaigns that resonate with audiences across platforms. Brian's work has earned global recognition, including accolades from the Mobile Excellence Awards, MMA Smarties, and The Drum. Before his current role, he led a global creative team at AdColony, where he collaborated with major brands across industries such as automotive, entertainment, and finance to develop groundbreaking advertising solutions.