Darts Club had already experimented with playable ads, initially opting for a simple interactive experience – users would throw a few darts and then be directed to the app store. While this approach was effective, it left room for improvement. The Playable Works team saw an opportunity to push the boundaries of playable ad design and create a far more immersive, high-retention experience.
A Fully Realized Gameplay Experience
Instead of a brief interaction, Playable Works developed a full-length playable ad mirroring the real gameplay experience of Darts Club. The new playable ad allowed users to play an entire match against a bot, using the official 301 scoring system. Unlike traditional ads that cut the experience short, this version let users play as long as they wanted – potentially even completing a full match before seeing an install prompt.
This meant that players who engaged with the ad were fully immersed in the mechanics of the game before they even downloaded it. The result? A seamless transition from ad to game that ensured players knew exactly what they were getting.
Record-Breaking Performance
The impact of this playable ad exceeded all expectations. Advertising spend increased significantly, scaling multiple times across several ad networks. In fact, networks that had previously been unviable for the campaign suddenly became effective, unlocking new avenues for growth. Unlike many other ad formats, this playable ad performed exceptionally well as a standalone campaign without needing additional video assets to drive conversions.
Higher Retention, Better Quality Users
One of the most remarkable outcomes of this new playable ad was the significant boost in user retention. Prior to its launch, Day 1 retention hovered around 30%. After introducing the new ad, retention climbed to approximately 40% – a 30% improvement. The effect was even more pronounced by Day 14, where retention rates typically sat between 8-10%. With the new playable ad, Day 14 retention jumped to 13-14%, marking a staggering 50% increase.
This retention boost wasn’t just a numbers game; it underscored an important shift in user quality. Because players had already engaged deeply with the game’s mechanics before downloading, those who installed the game were naturally more invested and likely to stay engaged long-term.
The Power of Authenticity in Mid-Core Games
One of the biggest takeaways from this case study is the importance of ad authenticity – especially in mid-core gaming. Misleading ads might generate installs, but they don’t create engaged, long-term players. For Darts Club, the realistic, fully immersive playable ad outperformed deceptive or hyperbolic approaches, proving that users respond positively when they know what to expect.
Mid-core games thrive on attracting players who are genuinely interested in their mechanics and depth, making it crucial to bring in the right kind of user from the very first interaction. By accurately replicating gameplay in the ad, Playable Works helped Darts Club achieve stronger retention, higher quality users, and a significantly more scalable UA strategy.
A Blueprint for Success
The success of this campaign demonstrates how long-form playable ads can revolutionize user acquisition. By fully engaging users before they even install the game, Playable Works was able to deliver a high-quality audience that stayed with Darts Club longer and contributed to its overall growth. As the landscape of mobile advertising continues to evolve, this case study serves as a prime example of how authenticity, engagement, and smart ad design can drive exceptional results.
