Playable Ads Trends in Mobile Games & Apps – May 2025
Bringing you a monthly trends review of top-performing playable ads across different genres
As the UA landscape evolves, so do the creative trends that shape how games communicate with their audiences. With the rise of Applovin and increased spend on SDK networks, I’ve decided to bring you a monthly trends review of top-performing playable ads across different genres.
For those that read only summaries, here are playable trends May in a nutshell:
Our top picks from May (Wool Craze, Archery Clash, Kingshot)
On Applovin in the top 100 new creatives, slightly more than 50% were NOT mobile games. Apps just seem to love Applovin. On the other hand, Facebook, Unity, and others have games that dominate all the new trends.
May trend #1: Most common new playable across all ad networks? Clickable end card. No hook, no drama, just plain and simple visual with CTA. Video playables – Similar to clickable end card, these playables showcase video footage (not necessarily from gameplay) connected with some flashing CTA to prompt the download process.
Playable ad that made me install a game this month – Tap Gallery by Azur Interactive Games
Data from PlayableMaker – what’s being created?