Tap to Win: Why the Future of UA is Interactive

User acquisition (UA) for mobile games can be challenging, especially when audiences are overwhelmed by diverse or repetitive video ads, which can often be confusing. Interactive formats such as playables, on the other hand, can significantly improve performance – they allow users to interact, "test drive" gameplay in a short time, and quickly make an installation decision.
The lecture reveals the importance, current state, and best practices of interactive ad formats.