Almost every playable ad has five parts: a hook that stops the scroll in two to three seconds, a tutorial hint that shows the first move, a short interaction, a win or fail moment, and an end card that sends the player to the store. The data behind each part is surprisingly consistent. About eight in ten new playables open with video, about 85% include a tutorial hint, most end in a win, and successful playables hold players for 70 to 80 seconds against an average of 35 to 40. Get the first three seconds wrong and nothing after them matters.
- Five parts: hook, tutorial hint, interaction, win or fail, end card.
- The first three seconds decide most of the result. Median drop-off there is about 47% without guided interaction.
- A tutorial hint cuts time to first interaction by about 40%.
- Most playables end in a win. Around 40% of top playables stop mid-game on purpose to drive the install.
- Genie Playable builds all five parts from your game's own art, narrative and live events.
What are the parts of a playable ad?
| Part | Job | Time | What the data says |
|---|---|---|---|
| 1. Hook | Stop the scroll and set up a problem | Two to three seconds | About eight in ten new playables open with video; nine in ten embed it somewhere |
| 2. Tutorial hint | Show the first move | One to two seconds | About 85% of new playables include one; it cuts time to first interaction by about 40% |
| 3. Interaction | Let the player do something satisfying | 15 to 60 seconds | Average play time is about 35 to 40 seconds; successful playables reach 70 to 80 |
| 4. Win or fail | Resolve the moment and create the urge to install | A few seconds | About 86% of completed playables end in a win; around 40% of top playables stop mid-game deliberately |
| 5. End card | Turn interest into a tap on the store button | Until the player taps or closes | About 85% include the game's logo |
Figures from AppAgent's 2025 analysis of Apptica data and Sett's study of 3.5 million playable sessions.
1. The hook: what happens in the first three seconds?
The hook decides whether the player starts at all. Sett found median drop-off of about 47% in the first three seconds when there's no guided interaction, and about 29% with a strong first-time experience. Good hooks do one of three things: show a problem ("save the character"), show a near-miss ("most players get this wrong"), or show a satisfying result that invites a first try. Most now use a short lead-in video, which is also why the hook is usually the heaviest part of the file.
2. The tutorial hint: how do players know what to do?
A hand, an arrow, a pulsing target. It sounds trivial, and it's one of the details that moves results most. Sett puts the median time to first interaction at about 8.8 seconds, and a good tutorial cuts it by about 40%. Keep it to one gesture. If the hint needs text, the mechanic is probably too complex for a playable.
3. The interaction: how long should the playable be?
Two formats coexist in 2026, according to Matej Lancaric's trend series: short playables that get to the fun in one to three seconds and finish in under 30, and longer 60 to 90 second loops that pre-qualify players who stick around. Both work. What doesn't work is a long playable with a slow start. Two to five satisfying actions is the sweet spot for most mechanics.
"Looks clever and almost always tests worse."
4. Win or fail: which ending works better?
Most playables let the player win, and about 86% of completed playables end that way. Winning feels good and makes the game look approachable. A near-miss fail works differently: it creates the urge to try again, and the only place to try again is the store. Around 40% of top playables stop mid-game on purpose for the same reason. There's no universal winner. Test both, and measure CTA clicks after a win against CTA clicks after a fail.
5. The end card: what should it say?
The end card has one job: get the tap. Keep it simple: your logo, a character the player just met, one line of copy and a clear store button. Match it to the ending. After a win, "Keep going." After a fail, "Try again." The end card is also one of the cheapest parts to vary, which makes it a good early test when a playable starts to fatigue.
What are the most common anatomy mistakes?
- A hook that explains instead of shows. Text in the first two seconds loses players.
- No tutorial hint. Players don't know where to tap, and drop-off nearly doubles.
- Too many actions. The playable becomes a level, and players leave before the payoff.
- A redirect on the first tap. Against most network policies, and it brings low-quality installs.
- An end card that doesn't match the ending. "You won" followed by a generic banner breaks the moment.
- A hook the game can't deliver. If the moment isn't in your game, it's a misleading ad. See Fake vs real playable ads.
How do I use this anatomy to iterate?
Each part is a variable. When a playable fatigues, change one part at a time, starting from the top: hook first, then the tutorial hint, then difficulty, then the ending, then the end card, then the skin. Track each part with in-playable events (displayed, first interaction, challenge started, solved or failed, end card shown, CTA clicked) so you can see exactly where players leave. See How to iterate a winning playable and What to track inside a playable ad.
Where does Genie fit?
Genie Playable builds playables from your game (your APK or HTML build plus the assets, narrative and live events in Genie), from a format that's already working, or from a brief. Each part of the anatomy stays on brand through Genie Core, and each one can be changed on its own in the next version: a new hook, a different ending, this week's event skin. Every version exports for ten networks from one source. Try it free on your game.
FAQ
What are the parts of a playable ad?+
A hook, a tutorial hint, an interaction, a win or fail moment, and an end card.
How long should a playable ad be?+
Most run 30 to 60 seconds. Short playables finish in under 30 seconds; longer loops run 60 to 90. Successful playables hold players for about 70 to 80 seconds.
Should a playable ad end in a win or a fail?+
Most end in a win, but a near-miss fail can drive more installs for some games. Test both.
Do playable ads need a tutorial?+
Yes. A simple tutorial hint cuts time to first interaction by about 40% and reduces early drop-off.
What should a playable end card include?+
Your logo, a character or visual from the playable, one line of copy that matches the ending, and a clear store button.