CrossInstall, a creator of programmatic and playable ads, has partnered with Google to launch CrossInstall’s Instant Playables on the Google Play platform. Instant Playables is a free feature for CrossInstall’s Creatives as a Service (CaaS) clients and allows Google Play users to test out games and apps without having to download them, using Google Play Instant. The app has a Try Now button that plays a short game demo, allowing customers to explore what games they have the most interest in before purchasing them.

Along with Google Play Instant, CrossInstall has helped build video platforms for Facebook, Google UAC, and Snap. The partnership aims to give app publishers the ability to produce a trial-version of their game, optimize the app discovery process, increase user retention and monetization based on user feedback and data. CrossInstall’s CaaS clients will also be able to track every user interaction across all platforms, via data points throughout all versions of the game demo.

“Were thrilled to partner with CrossInstall by bringing their playables to the Google Play Instant App experience. Google is invested in helping developers promote their apps in ways that ensure high-quality engagement and leveraging playables in the App Store accomplishes just that. CrossInstall offering this as an added free bonus to their Creative as a Service program makes it even more exciting for developers” said Ben Frenkel, Android product manager at Google.

“Google’s Try Now demo is a standout option for app developers to promote their apps to the end user with a rich interactive playable experience. CrossInstall has worked with hundreds of app developers for years to develop playable ads that deliver unrivaled ROAS, LTV, and KPIs,” said CrossIntall’s chief executive officer Jeff Marshall. “Now, with our Instant Playables, we are able to leverage our track record as a pioneer in playable technology to help advertisers achieve the same success on the Google App Store.”