Playable Factory on making mobile ads that work

Pocket Gamer Connects Jordan returns on November 9th and 10th, 2024, offering a chance to gain insights into the world’s fastest-growing games market, MENA.

As part of our MENA coverage, we have been highlighting those working in the region.

In this interview, MENA games industry insider Stephen Sandmann speaks with Playable Factory COO Orkuncan Aydın to learn how they develop mobile ads. Aydın shares how to create mobile ads to appeal to the MENA region’s broader audience, as well as how to overcome any unique challenge your company could face.

Stephen Sandmann: What are playable mobile ads, and why are they so effective?

Orkuncan Aydın: Playable ads are interactive ad units that function like mini demos, allowing users to experience a slice of an app or game before committing to a download.

Their effectiveness lies in their try-before-you-buy nature, as users get hands-on experience with the product. They lead to higher engagement rates and higher-quality user acquisition compared to static or video ad formats.

How does Playable Factory approach the creation of playable mobile ads?

At Playable Factory, we’ve built our success on the power of iteration. Rather than creating single, static ad units, we develop flexible base templates with customisable parameters that enable us to create multiple variations.

Our approach allows our clients to test and optimise different versions until they find the best version.

We conduct these processes on our integrated platform, where clients can log in, upload their materials, and create playables that can be exported to any ad network. Our focus is on creating smooth, engaging user experiences through advanced technology. 

What are the key challenges in creating playable ads for the MENA region?

Even though most of the industry is still heavily focused on Western markets, we’re seeing increasing interest in emerging markets like MENA and Southeast Asia.

The biggest challenge here is the lack of data and established best practices. Many companies don’t know how to approach these markets. We deal with a diverse technical landscape where ads must perform flawlessly, whether served over high-speed 5G networks in urban centres or slower connections in remote areas.

Through strategic partnerships and continuous learning, we’re building our capabilities and understanding of these unique markets. 

How can localisation enhance the effectiveness of playable ads in the MENA market?

Localisation in the MENA region goes far beyond simple translation. It requires a deep understanding of cultural nuances, visual preferences, and local gaming habits.

When users encounter an ad that truly speaks their language, both literally and culturally, they’re more likely to engage with it. We’ve found that paying attention to these details can positively impact ad performance.

It’s about creating an experience that feels native to each specific market while maintaining the core appeal of the game or app. 

What are companies’ most common mistakes when creating mobile ads for the MENA region?

The biggest problem we see is companies taking a one-size-fits-all approach. Many businesses simply translate their existing ads without proper cultural adaptation, which is a huge mistake.

What performs well in the US or EU markets often needs significant adjustment for MENA audiences because success in this region requires a data-driven approach combined with cultural intelligence. Managers need to demand and utilise region-specific data to make effective decisions.

Each iteration should be based on actual performance metrics from the target market, not assumptions carried over from other regions.

What role does data play in optimising playable mobile ads for MENA users?

Our approach is simple: more iterations lead to more data, which leads to better results. Through our Insight tool, we track how users interact with different elements of our playable in real-time.

This allows us to quickly identify regional preferences and optimise accordingly. For instance, when we spot different engagement patterns between Saudi Arabia and Egypt, we can rapidly adjust our creative strategy to match local preferences.

How does Playable Factory ensure playable ads work across different devices and platforms in the MENA region?

We deal with this challenge through a two-pronged approach. First, we maintain strong partnerships with regional firms to better understand local technical constraints.

Second, we ensure our ads are optimised for varying internet speeds and device capabilities across the region. Our focus is on delivering consistent experiences whether someone’s using an entry-level Android device or the latest iPhone.

What are the user behaviour patterns in the MENA region affecting playable ad design?

Mobile gaming is experiencing explosive growth in MENA, particularly in markets like Saudi Arabia, where significant investments are being made in the gaming sector.

We’re seeing highly engaged users who are active on social media and appreciate culturally relevant content. This drives us to create playables that are not just games but shareable experiences that resonate with local audiences.

Our tools are specifically designed to meet localisation needs, from text modifications to custom asset uploads.

What solutions does Playable Factory offer to overcome challenges in mobile ad performance in the MENA region?

Our success comes from three key elements. First, we optimise our technology for varying device types and internet speeds across MENA.

Second, we’ve built strong customisation capabilities into our platform, making regional adaptation straightforward. Finally, we maintain a rigorous iteration process – constantly testing and refining our playables based on performance data. The key is to iterate, iterate, iterate until we find what works best for each market.

It pays to get mobile ads right and to make use of them with accelerating market penetration of mobile devices and internet connectivity across the MENA region.