Fruity Playable Ads Fuel Installs: How Tile Merge Broke the Mold with Mindworks

Archie

2025-08-27

BrainWave Games is a mobile game developer known for its portfolio of casual puzzle titles such as Tile Merge – Match Puzzle. The game has gained global popularity thanks to its colorful fruit visuals and simple yet addictive mechanics. To sustain its growth momentum, the UA team began exploring innovative advertising formats that could better engage new audiences.

The Challenges

Before collaborating with Mindworks, BrainWave Games faced hurdles in launching playable ads for Tile Merge. While eager to leverage this high-engagement ad format, their team lacked in-house developers dedicated to creating playable ads. This limited their ability to test the format at scale and slowed down campaign execution. They needed a partner who could handle the technical work and design playable ads that felt fresh, immersive, and true to the spirit of Tile Merge.

The Solution

BrainWave Games partnered with Mindworks for a one-time buyout of custom playable ads crafted via Playturbo. The Mindworks team initiated the process with a thorough analysis of Tile Merge's gameplay, identifying the fruit icons as a distinctive visual element. Instead of simply replicating the in-game interface, they designed an original ad experience.

This custom playable ad reimagined the game's tiles as fruit pieces stacked freely rather than arranged in rigid grids, immediately creating a sense of novelty. The interactive design featured eight progressive stages, allowing viewers to experience gameplay flow before being prompted with a call-to-action. This thoughtful approach combined creativity with effectiveness, ensuring the ad was both engaging and optimized for conversions.

The Results

The high-quality playable ads produced by Mindworks attracted strong user attention and delivered a clear uplift in installs for Tile Merge. More importantly, the campaign strengthened BrainWave Games' confidence in playable ads as a long-term UA strategy. With engaging design and smooth execution, the campaign proved that well-crafted playable ads can become a sustainable driver for future UA strategies.

“Working with Mindworks has been a big relief for our UA team. They took care of the heavy lifting in ad production, saving us valuable time and resources. The playable ads not only looked great but also allowed us to explore this format without adding extra workload to our developers. Seeing the positive impact, we're motivated to continue experimenting with more playable ads in the future.”
— Mia Chen
CEO, BrainWave Games

BrainWave Games' collaboration with Mindworks highlights how custom playable ads can transform UA campaigns by blending creative innovation with efficient production. Mindworks helped the team unlock a new ad format that engaged players and delivered measurable growth.

If you're seeking scalable, impactful creative solutions, Mindworks offers both the expertise and technology to make it happen. Contact our team to see it in action. Don't forget to also follow us on LinkedIn for the latest updates and insights!

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