The Beijing-based Mintegral is a mobile interactive advertising platform, and it’s adding a new playable ad creative platform that enables advertisers to customize their playable ads with significant flexibility. The main benefit is that it enables companies to test new kinds of ads quickly and create different versions in seconds.
A playable ad is essentially a minigame. Viewers get to experience the gameplay and core features of the source game in an ad experience that can range from 10 seconds to 30 seconds. A prompt then directs them to download the full game. Playable ads are accessible, so they offer a good way to show off a game when a user doesn’t have a lot of time. These ads produce increased engagement rates, driving higher customer retention, conversion, and lifetime value than other ad formats.
In an email to GamesBeat, Stella Zhu, the head of Mindworks Creative Studio, said the company’s platform is mainly used for version iteration for playable ads and claims there is basically no learning curve. Playturbo is a self-service playable ad platform that allows advertisers to do ad revisions and iterations in seconds, she said. Rivals include companies such as AppOnBoard.
On the Mintegral platform, 82% of campaigns have interactive ads and playable ads are responsible for 70% of all app installs, the company claims. Compared to standard video ads, playable ads can generate 300% higher IVR on average, which can be increased 10 times in some successful cases. Also, the retention rate of playable ads is more than 10% higher across the entire promotional cycle. At the same time, due to their in-ad behavior tracking, playable ads help advertisers get a better understanding of the audience and better optimize their ad creatives as a result.
The Playturbo platform also supports multi-language configurations, enabling advertisers to create cross-regional playable ads. Additionally, with Playturbo, advertisers can export or download different versions of their playable ads so that they are compatible with major ad networks, such as Facebook, Google, Unity, AppLovin, IronSource, and Vungle.
Mintegral has 200 employees and Mindworks has 50 employees.