Using Emotional Response Analysis to Optimize Playable Ads - part 1

Understanding

74.2%

non-converting users

Do you want to understand why users don't convert into players?

Sensemitter helps you understand your game's audience, their motivations, and preferences. We'll identify which creatives capture attention and evoke positive emotions, resulting in impactful ads that drive installs. Contact us using the form below to learn how our tests can benefit your project.

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Recent tests on the Sensemitter platform involved analyzing users' emotional responses to playable ads for our regular client. The focus was on identifying content elements that drive engagement and their impact on install conversion rates (CR) and cost per install (CPI).

We learned that one group of players, united by a particular motivation, was happy to go to an app store and install the game. More on players’ motivation and what can lead to better conversion rates — in this case study.

How we designed the test

— For the test, we selected an audience aligned with the game’s players' portrait. 150 respondents for each playable ad.

— To assess real user interaction, the Sensemitter platform simulated an interactive module of a game, a playable ad, and the App Store.

— Respondents entered the survey, followed by a gaze calibration (19 seconds) and a baseline emotional state measurement (10 seconds).

— The objective was: "You’ve played a mobile game and failed. You want to continue but don’t want to spend resources. Please choose an option to continue by watching an ad." We provided an option to close the ad, making the synthetic test as close to real interaction as possible.

— The ad was a playable and led to the “Install” button.

Audience Segmentation

The testing revealed four main user behavior patterns:

Not interested in watching ads: About 10% waited for the close button and left the creative immediately.
Interested but not transitioning to the store: Approximately 75% actively engaged with the gameplay but didn’t transition to the store for installation.
Interested users leaving the store: These users reached the store but didn’t install the game.
Users installing the game: This group was the most engaged and completed the installation.

Why do 75% of players close the playable ad?

The largest group that interacted with a playable but didn’t open an app store is particularly interesting for conversion. While some players left immediately after seeing the close button (on the 20th second), many engaged for up to 1.5 minutes. We believe this group will most likely convert into a store transition and game installation.

Main motivators: Process vs. Result

What matters more to players: satisfying gameplay mechanics or the feeling of accomplishment? Responses varied widely. During the test, two key gameplay mechanics significantly influenced emotional engagement:

Progression Mechanic: Attracted players who visited a store and installed a game.
Stacking Mechanic: Engaged players, but many left the creative afterward.

Those who are most impressed by the purchase of upgrades and progression features are more likely to visit the store and install the game.

Conversely, players who engage longer with the satisfying mechanics, delaying upgrades and focusing more on the enjoyment of the process rather than the outcome, are less likely to visit a store and install a game.

So, why users don't click the "Install" button in a store? The study revealed that players drawn to the stacking mechanic — who enjoy the process of collecting objects — were irritated after realizing the gameplay shown in the ad didn’t match the app store visuals, leading to lost potential installs.

How to Engage Players with Both Motivations?

Aside from the unclear initial objective and a lack of clear navigation at the start of the playable, which was indicated by mediocre arousal, we identified problems in emotional engagement. These are the scope of recommendations we suggested for a client.

Optimizing Interactive Modules: Focus on both mechanics, stacking, and progression in the first 10-20 seconds. This time is crucial, as we can influence the entire audience at this stage.
Shorten purchase intervals to accelerate player progress. Since the cohort of players who enjoyed progression is most likely to go to store and install the game. We recommended to make progression more dynamic. By the time the close button appears (20 seconds), players should be so absorbed that they don’t notice it.

After identifying the motivations that engage users who are most likely to install the game, we recommended creating two additional playables:

One focused on fans of satisfying mechanics that interrupts gameplay to offer a continuation.
A more dynamic version of the tested playable ad, featuring shorter intervals between progress points and clearer feedback (animations, sounds, text).

This test will provide deeper insights into audience expectations, help us align better with their preferences, and provide before-and-after results regarding CPI and CR. Follow our blog for part 2 of this survey.

It doesn’t matter if your player is a Sagittarius or Cancer, ESTJ or INFP. What matters is their emotional response and what drives them. Sensemitter can help you understand your game’s audience, their motivations, likes, and dislikes. With our help, you’ll identify which creatives capture attention and evoke positive emotions, leading to high-impact ads that drive installs. Contact us via the form below to understand how our tests can be applied to your project.