From Fintech to OTT: Why brands are turning to playable ads for engagement

Playable ad formats and mini interactive games inside apps are emerging as the next big push in digital advertising, with adoption surging across categories like fintech, OTT, and e-commerce. Industry experts say these formats not only improve user engagement but also deliver stronger performance metrics compared to traditional banner or video ads.
Playable ads are short, interactive ad units that let users experience a product or service through a mini game or demo before taking action. Unlike static banners or videos, they drive active engagement, higher recall, and stronger conversions.
Experts report that brands are increasingly experimenting with gamified creatives to reduce ad fatigue and capture attention in cluttered digital environments.
“The numbers speak for themselves. Playable ads are 20 times more likely to drive installs than banner ads, according to various reports available,” said Gopa Kumar Menon, Co-founder and Chief Operating Officer at Theblurr.
He explained that beyond performance metrics, several factors are driving this shift. According to him, with attention spans increasingly fragmented, traditional banner ads fail to cut through. Playable ads that let users test a fintech app’s budgeting tool or an e-commerce platform’s recommendation engine generate active engagement instead of passive scrolling.
Falling technical barriers have accelerated adoption. “What used to require months of development can now be created in weeks using no-code platforms. I've seen conversions up to 7x higher than static ads when e-commerce brands use interactive elements like spin wheels or product discovery games,” Menon added.
He further explained that in fintech, trust is critical. Allowing users to trial a trading interface or savings calculator before downloading fosters credibility in ways static ads can’t. OTT platforms, meanwhile, are leveraging mini-games tied to shows to build emotional connections ahead of subscriptions.
Delphin Varghese, Co-founder & Chief Revenue Officer, AdCounty Media, further added to this and said that e-commerce brands are using interactive experiences for trialing products, considerations of personalization, and increasing purchase intent. “Other developments in programmatic delivery, continuous advancements in creative technology, and consistent mobile-first use, have facilitated scale, making these formats very attractive for brands that want to drive engagement, and have measurable ROI,” he added.
Experts noted that playable formats are finding takers across sectors. Healthcare and wellness apps use gamified challenges and quizzes to drive fitness and nutrition engagement, while edtech platforms turn lessons into interactive modules to boost retention. Dating apps showcase algorithms through swipe-and-match experiences, and food delivery players are testing mini-games around discovery and customisation.
Travel brands deploy interactive itineraries to inspire bookings, auto companies use car configurators to highlight features, and real estate platforms offer virtual property tours.
Even B2B software firms are experimenting with interactive demos, while FMCG brands turn to micro-games as low-cost alternatives to sampling. This cross-sector adoption underlines how playables can educate, engage, and nudge users toward desired actions across industries.
A CRED spokesperson told e4m that they've seen high engagement for partners across categories on their platform: Axis Max Life in insurance; ICICI Bank and Visa in banking and networks; Klook, IndiGo, and Lufthansa in travel; Vivo, H&M, and Swiggy in lifestyle; and Amazon Prime in OTT.
“At CRED, we see interactive ad formats as crafted touchpoints that spark curiosity and build long-term connections. Our most engaged audiences are affluent, and urban people who value thoughtful design over generic persuasion. These formats work because through this we respect their time and intelligence, making each interaction feel less like an ad and more like a discovery,” shared a spokesperson at CRED. They further added that while they are a strong top-funnel driver, their true impact lies in how they extend engagement, encouraging members to explore and return.
Can fatigue set in early?
“Much like any ad format, fatigue can be a factor when experiences feel either repetitive or disconnected from the brand relevance,” said Varghese. He also explained how brands can avoid this and said that the key is context and creativity - interactive ads must deliver real value, not just novelty. By diversifying mechanics, fitting into user journeys, personalising messages, and applying data-driven frequency caps, brands can cut fatigue. Done well, he added, these formats boost engagement without feeling intrusive, striking the right balance between entertainment and communication.
This was further reiterated by Menon who shared that brands that avoid fatigue focus on utility over gimmicks. Instead of generic logo-driven games, they build experiences tied to their core proposition, like a budgeting app gamifying expense tracking or a shopping app turning product discovery into play. According to him, the key lies in restraint and relevance: cycling through formats seasonally and prioritising quality over quantity.
It’s equally important to identify formats that truly resonate with audiences. For CRED, quizzes and story-led formats work best, inviting participation while feeling native to the platform. A significant share of members also engage with Jackpots, a slot-machine style construct offering rewards like credit card bill waivers, iPhones, BMW bikes, gold coins, and more from partner brands. These formats create quick, repeatable moments of delight while giving partner brands meaningful access to CRED’s affluent, urban user base.
Mainstream format in future?
Playable ads and mini-games may well become a mainstream advertising format in the future, but their success will depend on execution. On the plus side, they offer higher engagement, better recall, and measurable performance, while fitting seamlessly into user journeys. At the same time, overuse or poorly designed gimmicks risk causing fatigue, and not every category may find them cost-effective to scale. Their mainstream potential, therefore, lies in balancing creativity with restraint and aligning formats closely with brand objectives.
Menon said, “India's mobile-first market is perfectly suited for playable ads. The combination of widespread smartphone adoption, improving internet speeds, and a young demographic that expects interactive experiences creates ideal conditions.”
However, he cautioned that India’s market poses its own challenges. Data costs and patchy networks mean playable ads must be lightweight and quick to load. A strong preference for vernacular content also calls for localisation beyond language into cultural context. While the format fits well with India’s booming gaming culture and advanced mobile marketing, success will hinge on brands ensuring interactivity adds genuine value rather than novelty.
While Menon highlights the market realities and user expectations that will shape adoption, Varghese underlines the industry’s own preparedness - innovation, efficiency, and education that will determine whether playables truly scale in India.
According to Varghese, in India, there is a humongous potential for playable ads to become mainstream owing to the accelerating growth in mobile-first users, high app usage, and familiarity with interactive digital experiences. According to him, gaming and fintech are undeniably at the forefront, but the overall potential across different categories is indicative of its broader possibilities.
However, scalability might be challenging unless the industry gets creative with innovation, production efficiency and advertiser education. “As brands strive for better engagement and measurable ROI, playable ads will shift from being niche tests to being more of a mainstay in performance and brand marketing in India,” he concluded.