Gamification in advertising is no longer a novelty. It has become a proven method to improve performance, increase user engagement, and lower acquisition costs. When Codeway, a global developer of AI-powered mobile apps, decided to test interactive ad formats, they chose Ready by Playable Factory to lead the way.

This is the story of how gamification in AI apps helped Codeway achieve better results than ever before using playable ads.

Why Gamification in AI Apps Matters

AI apps are powerful, often feature-rich, and sometimes hard to explain in a single visual. Traditional static ads and even short-form videos can struggle to demonstrate the full value of such apps.

This is where gamified ad experiences come into play. By allowing users to interact with the product before downloading, you reduce friction and give them a clearer sense of what they are getting. It is no surprise that gamification in performance marketing is rapidly gaining traction.

The Challenge Codeway Faced

As a company that builds smart tools for mobile, Codeway already had solid growth through traditional user acquisition strategies. But they began to see diminishing returns from static and video creatives. Their growth team wanted to:

  • Improve click-through and conversion rates
  • Lower CPI across key markets
  • Deliver a more engaging ad experience that mirrors their app quality

To achieve this, they needed a new format. One that was fast to build, easy to test, and didn’t rely on engineering resources.

The Solution: Gamified Creatives Built on Ready

Ready is Playable Factory’s no-code platform for building playable ads. It empowers marketing teams to create interactive ad formats without any development experience. Codeway used Ready to quickly design and launch playable ads across social channels and ad networks.

These ads were built around real app functionality and offered a mini experience that mimicked the app’s core use case. With this approach, users could understand the product’s value before installing.

📊 Playable Ad vs. Other Ad Formats: What the Data Shows

After comparing their new interactive ads with existing static and video formats, Codeway recorded significant improvements:

  • Click-through rate increased by 25 times
  • Engagement rate was 1.5 times higher
  • Cost per install dropped by 30 percent

These numbers underline how gamification in mobile advertising can outperform traditional approaches. Not only did users interact more, but the installs were also of higher quality, leading to better downstream metrics like retention.

Why Playables Work for AI Apps

Playable ads deliver value through interaction. For AI apps, this is especially important because many of their features require demonstration. A video can show, but a playable lets users try.

In addition, gamification in user acquisition creates emotional engagement. Tapping, swiping, or making choices builds a connection between the user and the product — long before they hit install.

No-Code Workflow, Fast Results

One of the most powerful aspects of Ready is its simplicity. Codeway’s marketing team was able to build, iterate, and scale creatives in-house. This eliminated bottlenecks and allowed for faster A/B testing.

Here’s what made it work:

  • Ready’s drag-and-drop interface required no coding
  • Templates aligned with key app categories
  • Instant preview features sped up the feedback loop
  • Fast export to ad networks like TikTok, Meta, and Google Ads

This made it possible to go from idea to launch in a matter of days.

The Bigger Picture: Gamification in Performance Marketing

This campaign is not just about one brand’s success. It reflects a growing shift across industries. Whether you are working in finance, gaming, education, or AI, gamification in advertising is quickly becoming a top strategy for driving attention and action.

Brands that adopt interactive ad formats early often enjoy lower CPIs, higher engagement rates, and stronger ROAS.

Final Thoughts

Codeway’s experience shows that gamification in AI apps is not just effective — it is essential for modern performance marketing. With tools like Ready, brands can create interactive experiences that inform, entertain, and convert.

If your team is still relying on outdated formats, now is the time to explore a more dynamic path forward.

🎯 Get started with Ready and bring your next campaign to life
👉 Try Ready now