HTML5 & Playable Ads for a Mobile Game Campaign
Client
A fast-growing mobile game publisher focused on arcade-style mechanics and hyper-casual gameplay loops.
Industry
Mobile Gaming
Project Overview
The client approached PWPlay to create a series of engaging HTML5-based Playable Creatives for use in user acquisition campaigns on networks like Meta, Unity Ads, and ironSource. The objective was to capture attention immediately, give users a preview of gameplay, and convert installs more efficiently than static or video ads.
We collaborated with the client’s game designers to extract the core mechanics and replicated them in a modular HTML5 mini experience. All assets were compressed and runtime-optimized. Animations were done with GSAP, while logic was scripted with vanilla JS for max compatibility.
⚠️ Key Challenges
- Ensuring snappy performance across multiple devices
- Communicating the game loop clearly without a tutorial
- Making visuals enticing but not over-designed
🎯 Primary Goals
- Create interactive, lightweight HTML5 ads under 2MB
- Simulate real gameplay in under 15 seconds
- Optimize for cross-platform compatibility
Results
🔁 +40% Higher Engagement Time
Users spent significantly more time interacting with the playable compared to standard video ads.
📈 +27% Install Conversion Rate
The interactive format helped pre-qualify users and boost conversions, especially on rewarded and skippable placements.
⚙️ Load Time Under 2.2s Across All Networks
Compressed code and smart loading ensured smooth UX even on 3G/4G networks.
🧩 3 Playable Variants for A/B Testing
We delivered multiple endings and visual themes so the client could test and iterate quickly.
