Microsoft recently introduced Playable Ads  in which, an end user can interact with ads and apps. Now, the user wouldn’t need to leave the current app. According to Microsoft, The ad click will result in inline expandable app streaming: for three minutes, the user can interact with the app as if it’s already installed on his/her device. At the end of this stream, the user can make a choice if they want to install the app or not.

Well, these Playable Ads have many pros too such as :

Users can experience the app live before installing it.

  • Users will not leave the current app context after ad click since these are inline expandable ads.
  • Users can abandon the app stream at any point of time based on the quality of the game. He/she is not blocked until the end of the game play.
  • Developers can create an engaging experience during the first few minutes of a game to better explain its capabilities compared to screenshots.
  • Users who install the game after three minutes of engagement are more inclined to use the game/app than those who just installed the app based on the product description page.
  • Creating these ads is a simple task too though it is a limited preview only. To use this capability, please contact the support at

    Create a new campaign here :
    Click on the “Dashboard” after your log in to your Windows Dev Center account.

  • Click on the “Promotions” tab under the Main menu.
  • Click on “New Campaign” to create a new user acquisition campaign.
  • Source : Windows Blogs
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