Video advertising shows a game from the outside. A playable ad gives viewers a brief interaction: make a choice, complete a simple sequence or get a feel for a mechanic. It is useful when gameplay is the product’s main differentiator and can be communicated clearly in a few seconds.
A good playable does not need to reproduce an entire level. It needs one clear mechanic, an immediate entry point and an ending that makes it clear what the player can expect next. The visuals should match the game: a mismatch between the ad experience and the installed product can attract the wrong audience. The interactive flow, 3D assets and end card should therefore be developed with the game team.
When comparing playables with video, look beyond clicks or installs. Consider how acquired users behave after installation and account for the requirements of each advertising platform.