If you’re in mobile gaming, you already know how important creative is. But with thousands of new playables hitting the market every month, it’s not always obvious what works and why. That’s where data helps.
I was excited to dig into Segwise’s latest Q1 2025 report, which analyzed over 200 of the highest-performing new mobile game playables launched between January and March.
Here’s what stood out to me, and how creative teams can apply these findings right now.
What the Best Playables Got Right: 6 Creative Patterns That Drove Performance
1. Make the First 5 Seconds CountNearly half of the top-performing playables opened with an animated scene or snippet from a lead-in video. And of those that used a lead-in, more than 89% made sure that the opening felt connected to the playable experience.
Takeaway: If you’re using a lead-in video, make sure it tees up the gameplay in a meaningful way. Smooth transitions and context matter. Think of it as the opening move that sets the tone for everything that follows.
Tap to play!
2. Use Text That Teaches AND Teases
Most playables still rely on text for tutorials and in-game prompts, but what’s missing is feeling. Emotional hooks and challenging phrasing are underused, even though they help break up the mechanical feel of some playables.
Takeaway: Don’t just explain what to do. Say something that adds tension, humor, or urgency. Pair your prompts with visual exaggeration to add more drama and keep players engaged.
3. Drive Engagement with UI Elements
Progress bars, countdown timers, and visual scoring systems were consistent winners. They served as motivational cues for players to keep going.
- 55% of playables used progress bars
- 24% included game currency
- 33% featured timers or challenge mechanics
- IQ meters (popular in puzzle genres) were an emerging trend
Takeaway: Add UI features that help players feel like they’re progressing toward a goal. Progress bars and timers make the experience more dynamic. Even subtle cues like evolving sound effects or animated score counters can reinforce the action.
Slide to play!
4. Branding Basics Still Matter
The best-performing playables were consistent with branding.
- 48% of game logos appeared in the top left corner
- 98% of CTAs were visible from start to finish
- The most common CTA phrase was “Play Now”
- 36% placed the CTA in the bottom center of the screen
Takeaway: Logos should be ever-present. CTAs should be easy to spot. And your call to action should be direct. Every frame of your creative should reinforce brand and purpose.
5. How It Ends Is How You Get the Install
How a playable ends might be the most overlooked—but most impactful—part of the experience.
- 42% ended in a “complete state” (win or fail)
- Of those, 86% ended in a win
- Of those, 86% ended in a win
- 40% ended mid-game or at a cliffhanger
- 18% ended immediately after the first interaction
Takeaway: Test both win-state endings and cliffhangers. Some players love the dopamine hit of “winning.” Others are intrigued when gameplay stops right before something big happens. There’s no one-size-fits-all, but you’ll never know until you test both.
Swipe to play!
6. Seal the Deal with Sticky End Screens
The final screen in a playable is your last chance to drive action. This is where the install happens—or doesn’t.
- 63% of end screen CTAs used the word “Play”
- Top-performing creatives often repeated branding from earlier frames
Takeaway: Your end card should seal the deal. Use bold language. Repeat your CTA. Make sure your logo and app store button are clearly visible, and align visually with everything the player has seen so far.
Final Thoughts
Playables are evolving. The most successful ones don’t just mimic gameplay, but package the action into a tiny, emotional journey that makes people want to see what’s next.
So the next time you build a playable, ask yourself:
- Does the opening make people stay?
- Does the interaction feel like a challenge or a chore?
- Does the ending make them want to keep going?
Those small decisions about timing, text, UI, structure, etc. are where the magic happens. At CRAFTSMAN+, we’ll keep analyzing, creating, and sharing what we learn, so every ad has the chance to outperform the last.