Ad Formats driving success in gaming: Playable, Video Ads and End cards

Why creative strategy matters in mobile gaming

In today’s highly competitive mobile gaming landscape, strong gameplay alone isn’t enough — standout ads are essential. While algorithms handle delivery optimization, it’s the creative that captures attention, drives engagement, and fuels both installs and revenue. Among the few elements publishers and advertisers can directly influence beyond their overall marketing and monetization strategies, creative assets and formats remain some of the most impactful revenue drivers.

This post covers the ad formats that work best, current trends, refresh tactics, and how Moloco supports creative success.
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Creative's role in performance

According to Nielsen, creative contributes 56% to a campaign’s sales ROI. In gaming, the top 2% of creatives generate over 50% of ad spend, highlighting the gap between average and high-performing ads.

High-performing creatives do more than just drive installs — they improve ROAS for advertisers, which in turn helps publishers lower churn and strengthen long-term monetization by bringing in users who engage more consistently, leading to higher ARPDAU and improved retention.
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Proven formats for Gaming Ads

Certain ad formats consistently perform well across gaming genres. These formats not only grab attention but align closely with gameplay and user intent. Below are examples of high-performing creative types, each offering distinct advantages for app developers focused on driving sustainable revenue.

1. Playable Ads

What they’re good for

• High-intent, immersive experiences
• Ideal for casual, hybrid casual, and mid-core games
• Showcases actual gameplay in an interactive format

Why it matters for advertisers

• Drives stronger campaign performance — one of Moloco’s top US gaming advertiser saw a 49% lift in IPM and a 25% improvement in ROAS with playables
• Attracts more engaged, high-value users who deliver better retention and lifetime value
• Provides a scalable way to showcase deeper gameplay mechanics and differentiate from static or video formats

Why it matters for publishers

• Highly engaging ad unit, leading to stronger conversion and retention
• Attracts premium advertisers, boosting CPMs — especially with Moloco, where all cost savings go directly to our partners. [Read more to see how we pass on all benefit back to our partners]
• Encourages repeat ad exposure and higher session value

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2. Video Ads (45s–120s+)

What they’re good for

• Storytelling and gameplay showcase
• Broad reach across all game types
• Mobile-optimized viewing experiences

Why it matters for advertisers

• For one of Moloco’s top US gaming advertiser, longer-form videos (30s+) have shown to deliver up to 30% higher ROAS
• Video appeals to both casual browsers and high-intent users, expanding reach while maintaining quality
• With flexible lengths and formats, advertisers can test variations quickly to optimize creative strategy

Why it matters for publishers

• High demand across markets leads to strong fill rates
• Longer videos are gaining adoption and are proving to generate better play rates, up to 58%, which translates to greater revenue potential for publishers
• Many longer-form videos use UGC elements, offering a more relatable and trusted experience that boosts engagement and ARPDAU
• The variety in video ads length give publishers more control to test and optimize for engagement and revenue

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3. End Cards (Static, Animated, Interactive)

What they’re good for

• Reinforcing CTAs post-ad
• Creating additional engagement moments
• Building user trust with app store ratings, promotions, or gameplay highlights

Why it matters for advertisers

• For Moloco’s top gaming advertisers, we see as much as 70% ~ 80% of video spend being paired with an Interactive end cards (IECs) instead of static ones
• End cards, particularly in more engaging formats, drive higher conversion rates up to 30%
• End cards keep users engaged beyond the initial video, increasing the chances of conversion

Why it matters for publishers

• Drives additional value even after ad view
• IECs command higher advertiser spend for greater revenue
• Helps advertisers hit performance goals, encouraging repeat buys 
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How Moloco helps

For advertisers:

• Data-driven creative optimization: Our models pair the best-performing formats with the right users in real time to maximize ROAS and scale
• Brand-safe environments: Run campaigns only in Apple- and Google-approved apps, backed by Moloco’s real-time monitoring and customizable exclusion lists for added brand safety
• Creative testing and strategy support: Work with our team to refine your ad formats and creative approach for consistent performance gains

For publishers:

• Smart creative matching: Our models pair ad formats with the right users in real time based on behavior and campaign goals
• Performance insights: Get deep visibility into which ad formats perform best by region, OS, and revenue
• Certified brand safety: Moloco is TAG certified, ensuring safe, fraud-free ad experiences and trusted demand
• Creative strategy support: Our team helps identify key elements in ad formats that align with your app’s flow, enhancing monetization without disrupting gameplay
  
  

To learn how to unlock more value from your publisher inventory or leverage high impact advertising units, connect with the Moloco team