Tag Archives: mobile games

Playable Ads Best Practices

How to Create Playable Ads: The Top 5 Best Practices

Ever since Google introduced Playable Ads as a mobile game-focused form of Instant Apps, developers have been trying to find the best ways to make great interactive advertisements for their apps. Playable ads are a great way to demonstrate an app’s capabilities or the gameplay of a mobile game, but as with any marketing strategy, it’s important to follow the best practices to get the optimal results.

Here are five of the best practices to consider when designing your playable ad.

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Cheat Codes to Improve Visibility for Mobile Games

The App Store and Google Play Store are teeming with millions of apps, a great deal of which are mobile games. The gaming industry has come a long way since old-school arcade games and even home or portable consoles. In fact, games have been accessible on-the-go since the original 1976 version of Snake launched on mobile devices in 1998.

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Genre Showcase: Puzzle Games

When you’re bored and looking for a way to kill time while improving your quick-thinking skills, what do you do? Do you pull out a crossword and start testing your vocabulary? Do you grab a deck of cards and enjoy what could be a frustrating game of solitaire? Now that we have handy mobile devices at our disposal, we’re quick to forget about these physical objects and go for their digital counterparts.

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Indie Dev and ASO – App Marketing Starts Here

As an indie app developer – the main focus is often building a great  mobile game, but the ultimate goal of serious game developers and publishers is to build a game that is played, and generates enough revenue for continued development.

Investing to make a game better is hard if there is no ROI in sight.

Revenue comes from engaged users.

It takes time to optimize a game for engagement, but a great game solves the “engaged” part.

Wait – where do the users come from?

How do mobile apps get discovered?

The answer is “mostly from app store search“.

Which means the answer is also “marketing”.

Specifically app store optimization, the art and science of positioning an app for maximum exposure and conversion for relevant app store searches and installs.

But – most developers I know really just don’t like marketing.

It is more than “uninterested”.


The impression is that marketing represents a huge distraction from making a great game.

It’s confusing and can be expensive with uncertain ROI.

And maybe just feels a little inauthentic.

Marketing and selling are kinda gross


You are trying to convince people you don’t know to try your game.

Worse – you have to explain to them why it is so cool.

They should just “get it”…. and maybe they will….

But marketing is more than selling your mobile game.

They need to know it exists.

In fact – any mobile app marketing effort should start with positioning your game for discovery.

Discovery by people who may be actively searching for games just like yours.

Until the LTV (life time value) of a user exceeds the CPI (cost per install), investing in advertising can be an expensive way to acquire users.

Insanely expensive.

But positioning your mobile game so that people searching the app store for your app, or apps like yours, find your app – means acquiring organic downloads from an ultra-relevant audience.

ASO starts to make sense as the essential marketing investment for an indie game.

“If you build it, they will not come” is the oft-repeated, but perfect way to capture this idea that permeates developer circles.

If You Build it They Will Come... Just Kidding...

Build it, and help them find what you built.

That’s ASO.

And it should be part of every indie developer’s plan.

Check out our guide to ASO, and other help tips here.

To check out how our software can help your game be discovered, request a demo here.