Microsoft is adding support for Playable Ads to Windows 10, a new feature that allows you to experience an app without needing to download and install the bits on your computer.
The way it works is simple, as advertisers begin to take advantage of the feature, you’ll be able to click “Try Now” to stream an app or game to your device for three minutes as if it was fully installed on your device.
According to Microsoft, the new approach with Playable Ads should help users to make better judgment on whether or not to buy on an app it’s being advertised. The best part is that as a developer, there is no additional code to add to an app. You simply check the option to enable Playable Ads on your Windows Store app and users will be able to try an app without installing it first.
While this is something new for Windows 10 users, this is similar to Android Instant Apps, which enables users to get into an app quickly removing the friction of having to tap multiple times to download and install an app.
On Windows 10, Playable Ads is a feature in preview, and Microsoft hasn’t share any details on when it’ll be available to everyone, but it should be soon.