Playable ads are no longer just for mobile games. In a recent project, we collaborated with Tooplay and a major airline brand to show how interactive ad experiences can drive real-world results, including a measurable increase in ticket sales. This case study outlines the steps we took, the tools we used, and the insights we gathered throughout the campaign.

Objective

The primary goal was simple. We needed to build an ad that did more than attract attention. The ad had to guide users toward an action and generate a measurable uplift in ticket purchases. For a non-gaming brand like an airline, the challenge was to combine engaging gameplay with clear performance outcomes.
We built the campaign using Ready, Playable Factory’s no-code platform. It allowed us to quickly produce and refine the creative without writing a single line of code. Through Ready, we could adjust everything from mechanics to visuals, and push new iterations based on data in real time.

Creative Concept: Maze-Style Game

The core mechanic was a maze-style mini-game. Users helped a character navigate a path toward a selected destination. This light and intuitive gameplay model provided enough challenge to keep users engaged, while directly integrating the airline’s core offering: flights to various cities.

Every destination within the game map corresponded to a real-world flight route. By gamifying the selection process, we created an experience that was both entertaining and commercially relevant.

Data Tracking: Heatmaps and Behavior

We tracked in-game behavior using heatmaps and performance analytics. These tools helped us answer key questions:

  • Which destinations were users selecting most often?
  • Where were they dropping off during the experience?
  • Which visual or gameplay elements triggered more interactions?

The answers shaped our next moves. When certain destinations emerged as favorites, we realigned the visual weight of other routes. This ensured that commercial priorities were better represented without altering the game’s integrity.

Results

The campaign delivered on its promise. Key outcomes included:

  • A measurable increase in ticket sales directly attributed to the ad
  • High engagement rates across the playable experience
  • Clear behavioral patterns based on heatmap data
  • Shorter feedback loops and faster creative turnarounds

This case proved that playables are effective for non-gaming sectors. They can convert engagement into action, especially when combined with real-time data analysis and smart iteration.

Conclusion

Interactive ads are no longer a novelty. They are a performance tool. In this case, we used a simple game to drive a complex goal: real bookings for an airline. Through a combination of creative strategy, live data, and quick execution, we turned gameplay into a growth channel.