What are Playable Ads? Examples

by Mathis DUHAUTOY | Feb 5, 2026 | Captivate the audience, Media

L’attention est la monnaie la plus rare du web. En 2025, alors que l’IA générative sature les flux de contenus statiques, la publicité jouable (ou playable ads) s’impose comme l’arme ultime pour engager une audience de plus en plus volatile. Plus qu’un simple mini-jeu, c’est une expérience immersive qui transforme le spectateur passif en acteur de la marque.

Dans un contexte de saturation publicitaire, les marques doivent donc redoubler de créativité pour capter l’attention de leur audience. Pour varier des formats publicitaires classiques, les bannières display peuvent désormais être interactives et même jouables. C’est ce que l’on appelle les Playable Ads, un format publicitaire de Playable marketing qui consiste à gamifier ses bannières publicitaires pour les rendre plus captivantes, engageantes et mémorables.

Dans cet article, nous allons donc nous intéresser aux publicités jouables et aux nombreux avantages qu’elles peuvent offrir à votre marque. Nous vous partageons également des exemples concrets dont vous pourrez vous inspirer et des conseils pratiques pour dynamiser votre stratégie publicitaire !

SUMMARY

What are Playable Ads?
What are the objectives of playable advertising?
5 examples of playable advertising to inspire you

What are Playable Ads?

La publicité jouable (Playable Ad) est un format publicitaire interactif en HTML5 qui permet à l’utilisateur de tester une expérience de marque ou de produit via un mini-jeu sans installation préalable.

Ce format publicitaire interactif est conçu pour capter l’attention de l’audience en lui offrant une expérience ludique. En s’inspirant des codes du jeu vidéo, ce format Cloud-based Gaming engage les utilisateurs en les incitant à interagir activement avec le contenu, que ce soit pour résoudre un défi, explorer un univers ou accomplir une tâche.

Contrairement aux bannières statiques traditionnelles, les Playable Ads transforment une interaction passive en une expérience immersive, où l’utilisateur devient acteur. Cette participation active stimule l’attention et favorise une meilleure mémorisation du message, augmentant ainsi les chances de conversion et renforçant l’impact global de la campagne publicitaire.

En jouant sur le plaisir de l’interaction, ce format publicitaire améliore non seulement l’engagement, mais aussi des indicateurs clés comme le taux de clic et le temps passé avec la marque.

Playable Ads KPI’s

Pour évaluer l’efficacité d’une campagne de Playable Ads, plusieurs indicateurs clés de performance (KPI) sont à surveiller :

Le nombre d’impressions : correspond au nombre de fois où la publicité a été chargée.
Le taux de visibilité : indique la proportion des impressions durant lesquelles l’annonce a réellement été vue.
Le taux de clic (CTR) : pour les Playable Ads, ce taux dépasse largement les standards des formats display classiques, où le CTR moyen est d’environ 0,46% (source 2023). Pour les Playable Ads, il peut atteindre jusqu’à 3,8% (benchmarks internes 2023/2024).
Le taux de clic to play : ce KPI mesure le pourcentage d’utilisateurs qui interagissent avec le contenu de l’annonce. Il avoisine 9,6%, témoignant de la capacité des Playable Ads à susciter des interactions et à engager une audience qualifiée.
Le taux d’atterrissage : calcule le ratio entre les clics et les visites sur le site, indiquant combien d’utilisateurs poursuivent leur parcours après avoir interagi avec la publicité.

Ces indicateurs montrent que les Playable Ads sont particulièrement efficaces pour capter l’attention, engager les utilisateurs et maximiser l’impact des campagnes.

The different display formats for Playable Ads

La publicité jouable se décline en 3 formats d’affichage : pavé, interstitiel et half-page. Chacun permet s’adapter à des réseaux de diffusion display différents :

Le pavé : c’est le format publicitaire le plus populaire. Il facilite en effet l’intégration des Playable Ads dans (ou à proximité) des contenus éditoriaux. Un avantage qui lui permet de limiter l’effet de banner blindness et de mieux capter l’attention des consommateurs.

L’interstitiel : c’est un format compatible avec une grande variété de créations. Il peut ainsi apparaître lors de transitions naturelles sur une application ou dans une expérience de jeu en ligne.

Le grand angle ou half-page : il se démarque par sa taille. il est donc plus impactant et permet d’afficher avec plus de détails l’animation et le contenu de l’annonceur.

The different mechanics of Playable Ads

En fonction des objectifs qu’elle s’est fixés, une marque pourra choisir une mécanique de publicité jouable adaptée, qu’elle soit engageante ou interactive :

La mécanique engageante permet d’afficher des codes promotionnels et reproduit l’idée de gain, comme le grattage ou la roue de la fortune. Le principe est simple et la récompense immédiate (affichage de code promo par exemple), ce qui en fait un excellent levier de visibilité et d’engagement.

La mécanique interactive comme le Memory, la Battle, le Swiper ou encore le Quiz permet de capter des préférences produits et apprendre à mieux connaître son audience tout en l’engageant.

What are the objectives of playable advertising?

Comme n’importe quel format de publicité classique, la Playable Ads permet aux marques de générer des leads et de convertir de nouveaux clients en mettant en avant ses produits et services et en soulignant sa proposition de valeur.

Les publicités jouables permettent de répondre à des enjeux marketing stratégiques des enseignes. Voici les objectifs principaux des Playable Ads :

La notoriété. Le format permet de se démarquer dans un paysage publicitaire saturé tout en maximisant l’engagement. En tant qu’expérience ludique et interactive, le format Playable Ads permet de mieux capter l’attention de l’audience et donc de gagner en visibilité et en notoriété.

L’engagement. Contrairement à une publicité classique que l’on se contente de regarder, le format interactif encourage les prospects à passer du temps avec la marque. Les avantages sont évidents : les produits sont plus visibles, le trafic est optimisé, et l’engagement supérieur.

La qualification et la conversion. Les mécaniques interactives des publicités jouables sont aussi un puissant levier pour collecter des données Zéro-party Data. Par exemple, des formats comme le Swiper ou la Battle sont idéaux pour capitaliser sur les préférences des utilisateurs. Ce format renforçant la notoriété de la marque, attire également un trafic potentiellement plus qualifié, ce qui rend la conversion plus propice.

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5 examples of playable advertising to inspire you

Before you get started with Playable Advertising, you can take inspiration from the foolowing examples:

1. Raise your profile

Nickel used the Playable Ads format to promote the personalisation capability of its bank cards. users had to choose a card color via a Wheel of Fortune mechanic Once the wheel had been launched, users clicked om a map to discover the offer via one of 15 personalised messages.

2. Present the advantages of an offer

To support its TV advertising campaign on the connected station, Sowee used the Playable format to enable its audiences to discover the benefits of its product.

The Memory format was particularly effective here in familiarising prospects with the company’s unique value proposition. Participants had to reform pairs with items such as “fixed prices for 3 years” or “an offer with no commitment”.

Reinforce interaction with your audience

Neo-bank Floa has used Playable Ads to promote its available payment services and appeal to a younger audience segment that appreciates the flexibility offered by banks.

Users were invited to discover the payment facilities available to them (payment in instalments, no need for proof of payment, etc).

4. Reinventing the customer experience

Carrefour has decided to modernise its brand image by launching an interactive advertising campaign. Thanks to the playable advertising format, the brand offered its audience an immersive experience inspired by slot machines. Offering instant gratification, this format, customised to respect the brand’s universe, enabled Carrefour to better engage its prospects and customers. It was a fun and memorable experience that not only raised brand awareness, but also boosted sales by giving away vouchers.

5. Improve recall of the promotional message

Uber Eats has also opted for Playable Marketing to engage its audiences. The company opted for a captivating game mechanic called Rattrape-tout. Customised to reflect the world of Uber Eats, this marketing game enabled the brand to multiply and extend interactions with its audience by totally immersing them in its world. This unique and engaging experience encouraged the creation of an emotional connection, while giving the company the opportunity to anchor its key messages in the minds of consumers.

Feel free to browse other examples of Playable Ads created by Adictiz clients and run your own playable ads!

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Regional marketing: how to develop the appeal of a place through gamification

by Mathis DUHAUTOY | Aug 12, 2025 | Branding, Captivate the audience

Le marketing territorial a le vent en poupe. Avec l’essor du tourisme de proximité, les collectivités et acteurs touristiques locaux cherchent à promouvoir leur destination auprès des voyageurs. Pour se faire connaître et donner envie de partir à la découverte de son territoire, les acteurs du tourisme peuvent faire appel à la gamification. Ce levier innovant leur permettra de capter l’attention de leur audience et de les engager avant et après leur voyage !

SUMMARY

What is regional marketing?
3 steps to strengthening your regional marketing strategy
Gamification to boost regional marketing

What is regional marketing?

Le marketing territorial (on parle aussi de marketing régional ou marketing du tourisme) correspond à l’ensemble des leviers de communication mis en place pour faire la promotion d’une destination (ou des services liés à sa découverte).

Le principal objectif du marketing territorial est donc d’attirer les voyageurs en leur donnant l’opportunité de réserver des nuitées, des excursions sur place ou toutes autres prestations touristiques mettant en valeur le patrimoine culturel d’une localité.

The challenges of regional marketing

You can’t sell a tourist destination in the same way as you would a traditional product. The challenges of tourism marketing are specific, not least because they are part of a different timeframe. Interest in a destination will vary according to the season, but also according to holidays (particularly school holidays) and local events. The time between booking and departure is not the same either.

Companies therefore need to manage the wait before holidays start, by reassuring travellers and offering them resources to help them prepare for their stay.

Discovering a travel destination is also less tangible than a traditional product or service. That’s why it’s so important to create immersive marketing experiences that let you project yourself into a place you know nothing about. Territorial marketing also relies much more heavily on recommendations from previous travellers, who will play a key role in the appeal of a destination and the establishment of a relationship of trust.

Finally, those involved in tourism marketing also have to deal with increasingly intense competition. Destinations are vying with each other to capture the attention and arouse the curiosity of travellers who may be in the four corners of the world. Tourism operators must also adapt to the new expectations of travellers, who are looking for more authentic experiences and opportunities to mingle with the locals.

3 steps to strengthening your regional marketing strategy

Pour répondre à ces enjeux spécifiques au marketing territorial et se démarquer de leurs concurrents, les acteurs du secteur peuvent :

1. Réaliser un diagnostic de leur territoire pour identifier sa proposition de valeur unique. Chaque destination a un attrait spécifique, des traditions et un terroir à mettre en avant auprès des voyageurs. Ce diagnostic permettra non seulement de créer un message marketing plus impactant, mais aussi d’identifier les cibles les plus pertinentes auprès desquelles le délivrer.

2. Créer des expériences immersives incitant au départ. Pour donner envie de réserver ses vacances dans un territoire que l’on a souvent jamais visité, il faut pouvoir en partager un aperçu fidèle et attractif. La gamification peut être un excellent moyen d’immerger son audience dans un univers propre à son terroir afin non seulement d’inciter à la réservation, mais aussi de manager l’attente avant le départ.

3. Concevoir une stratégie marketing omnicanale. Pour porter ses fruits, le plan de communication mis en place doit non seulement décliner les différentes promesses faites aux voyageurs (via des campagnes ciblées). Mais aussi être diffusé sur différents canaux marketing afin de toucher le public le plus large possible et multiplier les points de contact avec les voyageurs intéressés. Les acteurs du tourisme peuvent par exemple faire appel à des influenceurs ou encore créer des campagnes de co-branding avec des marques offrant des services complémentaires, etc.

Gamification to boost regional marketing

Gamification, which involves incorporating playable interactions into marketing campaigns, is an excellent strategy for tourism operators. By offering immersive, playful experiences to their audience, they can help them discover their destination and make them want to set off to explore it.

1. Discover your destination

First and foremost, playable marketing is an excellent way ofraising the profile of your region. The game will give travellers the opportunity to immerse themselves in a new environment, maximising the time they spend with the company and therefore their desire to discover the destination.

The Nouvelle-Aquitaine region, for example, launched a Swiper competition to promote its landscapes to travellers from neighbouring countries. Supported by a targeted media campaign, the aim of the operation was to encourage people to discover the region. The game highlighted the diversity of the region’s landscapes and enabled the region toidentify participants’ preferences. The region was then able to target its retargeting campaigns at the destinations most attractive to them.

Nouvelle-Aquitaine region - regional marketing

2. Engaging your audience with a marketing game

The challenge of regional marketing is to showcase your destination and capture the attention of travellers as they start to plan their next holiday. So there’s a real need to keep the audience entertained, all year round, to ensure that your region remains top of mind and attractive.

Interactive events, because they are fun and engaging, are an excellent way of generating curiosity among tourists and encouraging them to take action by giving them the chance to win attractive prizes (particularly discounts on their bookings).

The Hauts-de-France Region, for example, launched a campaign around the Paris-Roubaix race to engage its regional audience by immersing them fully in this iconic event. The game raised the profile of the race, with a high level of engagement: on average, each player played 2.12 games and spent more than 5 minutes on the game.

3. Make tourists want to come back

Marketing games can be an excellent way of building loyalty among travellers and persuading them to return by strengthening their attachment to the destination. Gamification can, for example, boost the effectiveness of a loyalty programme, as the Marriot Bonvoy hotel chain is doing. With each new booking, travellers can unlock exclusive games and access unique benefits (to upgrade their room, be offered additional services, etc.).

Conclusion

La gamification est un excellent moyen pour les spécialistes du marketing territorial de booster l’attractivité de leur destination. Captez l’attention des voyageurs et donnez-leur envie de découvrir votre terroir en les engageant via des animations immersives. Adictiz vous propose un catalogue de jeux marketing à personnaliser pour générer plus de réservations !

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

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How do you create an original online personality test? Examples and guide

by Mathis DUHAUTOY | Jun 3, 2025 | Animation, Captivate the audience

The secret ingredient of impactful communication is knowing who you’re talking to and adapting your message to each consumer (or each consumer segment). To get to know their audience and understand their needs, brands can share a marketing game in the form of a personality test.

This fun, interactive marketing format is also a tool for collecting relevant data on prospects and customers. Thanks to this mechanism, companies can qualify their database and personalise their purchasing experience according to each profile.

In this article, we share with you the uses of personality test in your marketing strategy. You’ll find practical advice on how to create a personality test, and how to adapt this format to your objectives.

SUMMARY

Why create a personality test ?
Our tips to create an original personality test

Why create a personality test ?

The personality test is a format that is recognisable to users, who have undoubtedly already completed one. While the paper version was purely for fun, the digital version has become a marketing tool for brands that want to get to know their target audience better. All the while offering them a personalised and captivating shopping experience.

Here are the different ways in which a personality test can optimise a marketing strategy.

1. Refine your customer knowledge

The main purpose of a personality test, for the person completing it, is to learn more about themselves. For the brands that distribute them, this format serves the same purpose: to collect data on the preferences, needs and aspirations of their customers.

The advantage of a personality test over a traditional data collection format is that it provides specific insights. The retailer will be able to segment its audience finely and qualitatively (in terms of purchase intentions).

Example: ASOS shares a personality test in the form of a Quiz ‘What is your ideal wardrobe?’. The aim of this mechanism is to find out its customers’ fashion preferences in order to offer them selections of items. The brand was able to segment its users according to their style (casual, business, sportswear).

2. Boost brand awareness and generate new leads

The personality test is an interesting mechanism because of its viral potential. Users are inclined to share their results on social networks, boosting the visibility of the brand’s campaign.

The latter can capitalise on this reputation to generate traffic on its platforms (digital or physical), collect email addresses (via a test access form), etc. It’s a powerful tool for fuelling nurturing campaigns and expanding your database.

Example: On Valentine’s Day, the Qui Veut du Fromage brand launched a personality test to promote Caprice des Dieux, giving the brand high visibility. Integrated into a global campaign (TV, digital and in-store), the game engaged customers and prospects, while stimulating sales. It was also used to recruit qualified leads for retargeting campaigns.

Qui Veut du Fromage - mobile personality test

3. Convert new customers, online or in retail (drive-to-store)

A well-designed personality test can be used to guide participants towards products or services that match their needs. The results of the test will be used to make highly targeted product recommendations, increasing the chances of conversion.

This format (distributed via media campaigns on social networks) can enable brands to redirect users to their sales channels. Depending on their strategy, they can direct them to their e-commerce site or in-store as part of a drive-to-store strategy. This marketing game can be used as a lever for upselling/cross-selling when it is shared post-purchase (in the order confirmation email).

Example: Altarea Cogedim launched the Summer test campaign to energise its shopping centres during the summer sales period. The aim of this personality test was to generate traffic and stimulate purchases. At the same time, it engaged the community and boosted the brand’s visibility. The result was the recruitment of new fans, leads and opt-ins. All of which contributed to enriching the database and maximising the impact of the summer highlight.

Altarea Cogedim - personality test sales

4. Customer satisfaction and loyalty: strengthening long-term relationships

Finally, the personality test extends the interaction between the brand and its customers, reinforcing their commitment beyond the act of buying. This fun format enhances the value of users by enabling them to identify their needs, sharing resources (advice, ebooks, etc.) and personalised discounts.

In this way, brands improve customer satisfaction and loyalty by offering them an enriching experience.

Example: With its ‘Which series character are you? test, the VOD platform Netflix was able to create a fun interaction and engage its subscribers. All this while gathering data on their content preferences to refine its recommendations and increase satisfaction.

Our tips to create a personality test

To create an impactful personality test, it’s important to design a campaign that’s tailored to your objectives. Here’s our advice on how to optimise this format and turn it into a more effective marketing tool!

1. What results and objectives to aim for with a personality test

The first step is to identify the objectives that the brand wants to achieve (data collection, visibility, improving conversion rates, etc.). Depending on these objectives, the questions asked and the channels through which the test will be distributed will not be the same. For a conversion objective, the mechanics will be more important in-store on an interactive kiosk or integrated into the purchase path on the brand’s e-commerce site/application.

2. How to personalise a personality test?

Pour qu’un test soit impactant, il doit s’intégrer dans l’univers de la marque et répondre aux attentes de son audience. Il est important de bien :

Personnaliser les questions : en adaptant la thématique et la tonalité afin que le format soit immersif et engageant ;
Offrir des résultats sur mesure : proposer des profils personnalisés qui correspondent aux catégories d’utilisateurs ciblés. La marque peut associer chaque résultat à une recommandation.
Adapter le design de la mécanique en respectant la charte graphique de l’entreprise pour garantir une expérience cohérente avec son image de marque.

3. What types of questions should be included in a personality test?

To ensure user engagement, it is advisable to vary the question formats:

Single or multiple choice questions to collect product preferences;
Rankings or associations to measure tastes or purchasing behaviour;
Open-ended questions to incorporate more specific opinions (optional).

4. How to manage prizes to boost participation?

The prizes on offer play a key role in boosting participation in the test. Think about :

Choose rewards that correspond to the target audience and are in line with the brand’s universe or the marketing highlight;
Opt for automatic distribution to make prize management easier. With Adictiz, it is possible to configure the delivery of rewards (promotional codes, vouchers), which makes the user experience much smoother;
Establish clear rules for participants, such as session limits per person, winning conditions, etc.

5. Can I track and analyse the results of my campaign?

Yes, most tools, like Adictiz, include a reporting module that allows you to :

Real-time monitoring of the data collected
Analyse shared responses to refine customer knowledge.
Export the data to your CRM (via a suitable connector) for future marketing actions: personalised emailing sent from the same platform, targeted advertising on social networks, etc.

6. Can someone take charge of my campaign?

Companies that lack the time or expertise to design and manage their marketing campaign can outsource it to a specialist team. At Adictiz, our team can take care of :

Design of the marketing game (questions, results, graphics).
Putting the campaign online and setting its parameters;
Publicising and publicising the campaign;
Performance monitoring and analysis.

7. How to ensure the success of a personality test?

Pour finir, voici quelques conseils pour maximiser l’impact du test de personnalité.

Diffuser le test sur plusieurs canaux (site web, réseaux sociaux, newsletters).
Privilégier un message clair et un parcours utilisateur simple pour inciter à la participation.
Mesurer les performances et ajuster la campagne si nécessaire.

Conclusion

Online personality testing is a powerful marketing tool that will enable your company to engage its audience at every stage of the customer journey. With a solution like Adictiz, you have the tools and expertise you need to design high-impact campaigns that are tailored to your needs and memorable for your users.

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

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