Match 3D Playable Ad:
80s Theme Engagement Playable
Interactive Demo – Drag to Play!
Project Overview
M3D 80s Theme is a fast paced time limited matching puzzle playable designed to revive interest in an existing game already on the market. The experience recreates the core match mechanic with nostalgic 80s elements and vibrant feedback moments.
The goal is to re engage lapsed players, attract new users, and deliver a short but compelling slice of gameplay that drives App Store conversions.
Impact
After launch, the playable showed strong performance and ranked among the highest performing creatives in the client’s reboost effort.
28%
Lift in click through rate compared to earlier creatives
1.8X
Increase in ROAS (Return on Ad Spend) within the first week
210%
Increase in IPMs (Installs Per Mille) after launch
42%
Increase in ROV (Return on Value) across campaign performance
3.1x
Higher engagement rate compared to the game’s previous playable ads
Challenge
The game had been on the market for a while and the client wanted a fresh and compelling creative to reboost traffic.
The new playable needed to feel innovative and attention grabbing without repeating ideas from previous campaigns.
The advantage was that we had accumulated large amounts of performance data from older ads, which gave us a strong understanding of user psychology and what types of interactions motivate players.
The challenge was to take these insights and create a new experience that felt fast, clear, and visually rewarding while still staying true to the core gameplay.
My Role
• Researched previous ad performance and extracted key behavioral insights
• Designed the complete interaction flow for the matching mechanic
• Created all visual prompts and gameplay elements including trays, animations, glow effects, and timer feedback
• Directed how the countdown, urgency cues, and match rewards would appear
• Collaborated with developers to ensure smooth object movement, tray logic, and App Store redirection
• Led iteration reviews and refined the experience based on user flow clarity and testing feedback
Creative Process
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The opening interaction is designed to reduce friction and activate users within one second. By presenting a single clear action, players immediately understand the core mechanic, which increases the likelihood that they continue into the timed challenge rather than dropping off early.
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The timed matching flow is structured to sustain momentum through constant visual updates and a visible countdown. The goal is to create urgency and maintain user focus, since time pressure consistently drives higher engagement and encourages players to keep interacting without overthinking.
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The ending screen uses a comparative score to stimulate motivation. Showing the player’s result alongside a slightly higher top score makes the challenge feel achievable and nudges users toward replay or App Store conversion. This moment leverages natural competitiveness and keeps the user emotionally invested even after the timer ends.
Leadership and Scaling
This project became a success both in performance and in internal workflow.
I documented the full playable structure and turned it into a reusable template for future matching games with similar mechanics.
The template allowed the team to quickly adapt the timer logic, tray animations, and ending screen structure for other vendors.
This significantly reduced development time and helped our team ship new variations faster while keeping a consistently high creative quality bar.