Havas Play taps gaming ad platform iion for new playable advertising offering across ANZ + APAC
Havas Play has partnered with gaming technology firm iion to launch 'Havas Play:able,' a platform for creating interactive, playable advertisements. This initiative aims to shift advertising from passive viewing to active engagement by integrating mini-games into brand campaigns.
Why it matters
This reflects a broader industry shift toward gamified marketing as brands seek to combat ad fatigue and increase consumer interaction in digital spaces.
The partnership will see iion become Havas Play’s exclusive technology partner and platform for playable and mini-game builds, integrating its Playable Creator Studio into Havas Play’s offering across the region. The offering, Havas Play:able, will combine the agency’s culture and entertainment expertise with iion’s technology to create branded experiences that encourage audiences to actively participate, rather than passively view an ad.
The launch reflects Havas’ Deliberately Different approach, helping brands engage audiences through immersive experiences that blur the lines between content, entertainment and commerce Through iion’s Playable Creator Studio, Havas Play will be able to generate bespoke, pitch-ready interactive concepts and previews before moving into production and deployment.
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