Playable ads debuted four years ago as a new way to entice gamers to play mobile games. The ads were interactive, allowing people to try a game out before they downloaded it. And after a lot of testing, Facebook is finally blessing playable ads today by launching its own version of it across its platforms. 

Playable ads drive higher-intent installs from people who have experimented with the game and are therefore more likely to play after installing. Combining the interactive ad experience with Facebook’s ability to show ads to the people most likely to be interested in your game can help game marketers drive qualified installs. Facebook’s version of playable ads are a little different, launching a video of the game first and then showing interactivity. It also uses HTML5, the lingua franca for the mobile web.