Researching ad formats for tile matching games showed that video creatives dominated in volume, but playables made up a disproportionate share of top performing placements. That efficiency gap was the reason to build one for Tile Adventure.
The playable was built to fit each testing platform's format requirements, Meta and Unity, using real in game assets so the jump from ad to actual install would feel seamless. Since the target demo skewed older, the core gameplay mechanic stayed intact but was simplified for an easier, more immediately satisfying first experience.
Both the playable used as an end card and the standalone playable creative lowered CPI by an average of 12 percent.