How to Promote a Mobile Game in 2025: Playable Ads vs. UA Videos
It’s 2025. The mobile game market is wild. Everyone's fighting for installs, and users? They're scrolling fast, thinking even faster.
So how do you make your game pop?
Two big weapons: UA videos and Playable Ads. You’ve seen them. You’ve probably clicked them. Maybe you’ve even rage-installed a match-3 after one.
But which one's better? What’s the difference? And why are the smartest teams using both?
Let’s break it all down. No fluff. Just facts (with a sprinkle of fun).
UA Videos: The Classic Attention Grabber
Let’s start with the OG: User Acquisition videos.
These are short, punchy video ads — usually 15 to 30 seconds — designed to show off your game and get people to tap “Install.” They pop up all over the place from TikTok scrolls and YouTube ads to Reels and in-app placements.
They come in all flavors:
- Fast-paced gameplay edits
- Cinematic character intros
- Meme-style parodies
- UI fake-outs (yep, still happening in 2025)
Why do they work?
UA videos are fast and flexible. You can whip up dozens of variations in a week, test them across multiple audiences, and scale the winners. And because video is native to most platforms, they blend into the feed like butter on toast.
They’re especially good for:
- Visually rich games (MMORPGs, shooters, stylized puzzles)
- Story-driven games (visual novels, RPGs)
- Social-first campaigns (TikTok, Insta, Snap)
But here’s the catch: they’re passive. No interaction. You’re relying on the user’s curiosity or hype level to click — and sometimes that’s a tough sell.
Playable Ads: Try Before You Buy
Enter the interactive heavyweight: playable ads.
Instead of showing what your game looks like, a playable ad lets users actually play a mini version of it — right inside the ad. No download. No commitment. Just instant gratification.
Usually under 30 seconds, playables are slimmed-down, hyper-focused versions of your core loop. Think:
- A single level of your platformer
- A puzzle drag-and-drop
- A fake challenge “fail” with a retry mechanic
- Even custom experiences that aren’t in the real game (yes, still a thing)
Why do they work?
Because you’re filtering for high-intent users. If someone taps "Install" after playing, they already know what they’re getting into. That means better Day 1 retention, lower uninstall rates, and fewer one-star reviews that start with “This isn’t what I expected.”
Perfect for:
- Mechanics-first games (hyper-casual, puzzle, idle clickers)
- UA networks (Unity, AppLovin, ironSource)
- Performance marketing with measuring success by ROAS instead of just chasing low CPIs.
The downside? They take time to build. You need design, dev, and QA — which means more cost upfront. But for many games, it pays off tenfold on the backend.
Playables vs. Videos: Head-to-Head in 2025
Let’s break it down:
| Feature | UA Videos | Playable Ads |
|---|---|---|
| Format | Passive – watch only | Interactive – play it |
| Engagement | Medium to high | Sky-high when done right |
| Production Speed | Fast – just a good editor and footage | Slower – needs dev input |
| Creative Testing | Easy to A/B test and scale | More time-consuming, but deeper insights |
| User Quality | Hit-or-miss | High intent, better retention |
| Best For | Visual sizzle, storytelling, virality | Gameplay-first installs, ROAS hunters |
| Platforms | Social, video networks, everywhere | In-app ad networks mostly |
| Top KPI | Click-through rate (CTR) | Post-install metrics (D1, LTV) |
| 2025 Trend | Still strong – especially shortform | Rapid growth, especially in casual and midcore |
Basically:
- UA videos = eye candy.
- Playable ads = taste test.
Each has its strength. But in 2025? The pros don’t pick sides.
Why Most Teams Use Both in 2025
Here's the big secret: it’s not UA videos vs. playables. It's UA videos + playables.
Why choose when you can mix?
Smart campaigns in 2025 build full creative funnels. For example:
- Top of funnel: Short UA videos on TikTok to spike awareness.
- Mid-funnel: Playable ads on Unity or AppLovin to convert high-intent players.
- Bottom funnel: Retarget those same users with combo creatives — playable intros with video outros or vice versa.
You’re hitting users at every stage: scroll, stop, try, install, stay.
Some tools even allow hybrid formats now — a playable demo wrapped inside a video that autoplay loops while you interact. The line between formats? Blurring fast.
When Should You Use Which?
Here's your cheat sheet:
Go with UA videos if…
- Your art style turns heads
- You want quick production cycles
- You're targeting viral growth or influencers
Go with playable ads if…
- Your gameplay is the hook
- You're optimizing for ROI, not just volume
- You want to avoid low-quality installs
Go with both if…
- You’re scaling across channels
- You have budget and bandwidth
- You actually want to compete in 2025
Final Thoughts (and a Power Tip)
In 2025, the question isn't “video or playable?” It’s “how do we use both better?”
- UA videos are for attention.
- Playables are for action.
- Together? They drive real results.
Your job is to test relentlessly, iterate fast, and never fall in love with one format. This isn’t 2018. There are no golden geese — only high-performing combos.
Power Tip: Start tracking more than CPI. Look at Day 3 retention, ROAS, and LTV per creative type. Your top performer might not be who you expect.
Go create something awesome — and don’t just get eyes on it, get taps. Need a hand? Asterman’s got you covered with scroll-stopping videos and playables that turn heads and drive installs. Hit us up — we’ll make sure players don’t just see your game… they remember it.
