EndCard
The End Card is the final and arguably most crucial part of a playable ad. After the user has experienced the core gameplay, the end card serves to convert that engagement into action—usually by encouraging the user to install the app. This section is where the call-to-action (CTA) is presented, guiding the user to take the next step, whether that’s downloading the app, visiting a website, or continuing to play.
Purpose of the End Card
The primary goal of the end card is to seamlessly transition from the gameplay section into a clear and persuasive call-to-action. This is where you capitalize on the user’s engagement by providing an easy and direct path to install the app or take another desired action. The effectiveness of the end card heavily influences conversion rates, making it a critical element in any playable ad.
Key Elements of an Effective End Card
Clear and Prominent CTA
The CTA is the focal point of the end card. It should be bold, unmissable, and action-oriented. Common CTAs include phrases like “Install Now,” “Download,” or “Play More.” The language should be simple and direct, leaving no doubt about the next step the user should take.Visually Compelling Design
The design of the end card should be visually aligned with the game’s branding, while also ensuring that the CTA button stands out. High-quality visuals, animations, or even a short summary of the game’s highlights can reinforce the user’s decision to install. However, the design should not overwhelm the CTA—keep the layout clean and focused on driving action.App Store Integration
The CTA button should be directly linked to the app store or platform where the user can install the full app. The transition from the ad to the app store should be smooth and quick, reducing any friction in the conversion process.Reinforcement of Benefits
This is the perfect place to remind the user why they should download the game. Include a brief tagline or bullet points that highlight the key benefits or unique features of the game, such as “Epic battles await!” or “Join millions of players today!” This reinforcement helps solidify the user’s desire to continue the experience in the full game.Replay Option
Some users might want to replay the ad before making a decision. Providing a “Replay” button alongside the CTA gives users the option to interact with the ad again, which can lead to increased engagement and a higher likelihood of conversion on the second interaction.Smooth Transition from Gameplay
The transition from the gameplay to the end card should feel natural and not abrupt. Use a brief fade-out or animation to signal that the gameplay has ended and the next step is the CTA. This helps maintain the user’s immersion and keeps them focused on the action they need to take.
Why the End Card is Important
The end card is where the user’s journey in the ad culminates. After successfully engaging them through the tutorial and gameplay sections, the end card provides the opportunity to convert that engagement into a meaningful action. A strong, persuasive end card with a clear CTA can significantly boost conversion rates, turning curious users into dedicated players.
An effective end card does more than just ask the user to install the game—it reinforces the value of doing so and provides a smooth, frictionless path to the app store. By focusing on clear design, a prominent CTA, and a seamless transition from gameplay, you maximize the chances of turning engagement into app installs.
