Playable Ads Trends in Mobile Games & Apps - July 2025
Here are the latest creative trends: Playables, baby! 👾
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.
If you missed last month's trends, here you go:
For those who read only summaries, here are the playable trends for July in a nutshell:
Video Playables are here and here to stay
Video playables combine video content with a persistent CTA, making it easy for users to act anytime during the ad. This format builds urgency, simplifies the user journey, and highlights app benefits effectively. It’s a great starting point for those new to playables, offering a low-effort way to boost conversions and tap into an additional creative channel.
Resource management and Base-building simulation - is it still catchy?
These playables remain highly engaging, offering the addictive satisfaction of collecting, upgrading, and keeping users active throughout.
However, while the core mechanics are still captivating, the genre’s future depends on innovation. To remain relevant, creatives and UA managers must introduce fresh ideas, unique twists or enhanced visuals to keep players intrigued and excited with these ads in the future.
Interactive End Cards claim their spot
Combine looping videos or images with a CTA, offering a simple, engaging, and effective ad format. They are easy to create, require minimal creative assets, and outperform static images by keeping users visually engaged. Use AI and make tons of new combinations easily.
DC: Dark Legion go ALL IN on playables
Last month, we saw FunPlus utilizing all kinds of playable ads using popular …