Path of Exile 2 — Playable Ad Design
Design document for a 60–90 second roguelike mobile playable advertisement for Path of Exile 2, covering gameplay flow, encounter design, upgrade pacing, and conversion funnel.
Path of Exile 2 — Playable Advertisement Design
Format: Mobile Playable Ad (Roguelike)
Target Runtime: 60–90 seconds
Platform: iOS / Android (interstitial ad placement)
Objective: Maximize time-in-ad engagement; convert at boss defeat via App Store CTA
Overview
This document outlines the design of a self-contained playable advertisement for Path of Exile 2. The ad format is a condensed roguelike loop that communicates PoE2’s core identity — dark fantasy aesthetic, weapon upgrades, and escalating combat — within a strict 90-second window.
The primary design constraint is that players cannot lose. The ad must feel exciting and empowering without the frustration of failure, which means all difficulty tuning targets spectacle over challenge.
Design Goals
| Goal | Approach |
|---|---|
| Communicate PoE2’s aesthetic | Graveyard setting; undead enemy archetypes; gothic weapon names |
| Demonstrate core fantasy | Visible power spikes via weapon upgrades; satisfying ability effects |
| Maximize completion rate | No death state; enemy density calibrated for constant action |
| Drive installs | Portal CTA fires at peak engagement — immediately after boss defeat |
Gameplay Flow
The ad is divided into 7 timed phases, each with a defined objective and transition trigger:
| Phase | Duration | Objective | Transition |
|---|---|---|---|
| 1. Character Select | 5–7 sec | Choose Warrior, Sorcerer, or Ranger | Auto-advances or player tap |
| 2. First Wave | 10 sec | Clear initial skeleton/imp spawn | All enemies defeated |
| 3. Merchant + Upgrade | 7–10 sec | Auto-sell loot; upgrade weapon at Blacksmith | Player taps upgrade |
| 4. Second Wave | 10–12 sec | Heavier spawn including Fallen Paladins and Witches | All enemies defeated |
| 5. Merchant + Upgrade | 7–10 sec | Second weapon upgrade | Player taps upgrade |
| 6. Third Wave + Mini-Boss | 12–15 sec | Wave with Necromancer mini-boss | Necromancer defeated |
| 7. Final Upgrade + Boss | 7–10 sec + 10–12 sec | Upgrade to Max tier; defeat Grave Tyrant; portal spawns | CTA: “Continue Playing” |
Total: 58–84 seconds (fits within 90-second max)
Characters
Three archetypes cover the primary PoE2 playstyle pillars:
| Character | Weapon | Primary Attack | Special Ability |
|---|---|---|---|
| Warrior | Longsword | Frontal sword swing (cone AoE) | Shockwave (ground slam, AoE stun) |
| Sorcerer | Staff | Chain lightning (hits 4 enemies) | Expanding/contracting lightning ring |
| Ranger | Longbow | Arrow spray (wide spread) | 4-arrow volley burst |
Design Note: All three characters feel meaningfully different in the ad’s ~60 seconds. The Warrior’s melee pushes players toward enemies; the Ranger’s ranged attack encourages kiting; the Sorcerer’s chain lightning rewards grouping enemies. This variety increases replayability and time-in-ad if players want to try a second class.
Enemy Roster
Standard Enemies
| Enemy | Type | Spawn Rate | Max Count | HP | Behavior | Loot |
|---|---|---|---|---|---|---|
| Reanimated Skeleton | Melee | Every 0.25 sec | 20 | 1 hit | Crawls toward player | 1–3 Bones |
| Bloody Imp | Ranged | Every 0.55 sec | 15 | 1 hit | Slow fireball arc | 1–2 Demon Horns |
| Fallen Paladin | Melee | Every 1.1 sec | 8 | 4 hits / 2 abilities | Hammer approach | Rusty Sword |
| Cursed Witch | Ranged | Every 1.25 sec | 8 | 4 hits / 2 abilities | Corruption balls; puddle zones | Staff |
Mini-Boss: Necromancer
| Property | Value |
|---|---|
| Spawn Rate | Every 10 sec |
| Max Count | 2 |
| HP | 8 hits + 4 abilities |
| Behavior | Revives each surrounding mob ×2 every 5 seconds |
| Loot | Necromancer’s Ears |
The Necromancer’s revival mechanic is the ad’s first moment of escalated difficulty — it briefly overwhelms the player with revived enemies before they clear it, creating a satisfying reversal.
Final Boss: Grave Tyrant
| Property | Value |
|---|---|
| HP | 16 hits + 8 abilities |
| Behavior | Pursues player; alternates melee strikes with Soul Chains (root effect) |
| Loot | Tyrant’s Crown |
| On Defeat | Portal spawns → CTA fires |
The Grave Tyrant is designed as a spectacle moment: it’s visually imposing, it telegraphs clearly readable attacks, and defeating it triggers the conversion CTA at peak emotional satisfaction.
Weapon Upgrade System
Three upgrade tiers, each with a visible power increase and cost escalation:
| Upgrade | Cost | Effect |
|---|---|---|
| Upgrade 1 | Low | Moderate damage increase |
| Upgrade 2 | Medium | Significant damage increase + visual FX change |
| Max | High | Maximum damage; weapon name and appearance change |
The upgrade UI fires automatically when players enter the merchant zone (auto-sell on entry) to minimize friction. Players experience the Blacksmith interaction as a reward beat, not a menu.
Map Design
Environment: Graveyard surrounded by stone fences
Layout: Compact and enclosed — prevents players from losing enemies off-screen
Key Zones:
- Open spawn area (initial waves)
- Merchant hut + Blacksmith (between-wave upgrade zone)
- Boss arena entrance (final phase)
The enclosed layout ensures enemy density remains high without complex AI pathing requirements, and keeps the player’s attention naturally centered.
Controls
| Input | Function |
|---|---|
| Left virtual joystick | Movement |
| Right attack button (holdable) | Primary attack |
| Right ability button (with cooldown indicator) | Special ability |
Controls are intentionally minimal. The ad targets players with no existing PoE2 familiarity — the two-button combat layout communicates the game’s depth of feel without requiring any tutorial.
Conversion Funnel
The CTA fires at the single highest-engagement moment in the ad — the frame immediately after the boss defeat animation completes. At this point:
- The player has just experienced visible power growth (3 upgrades)
- The most visually impressive enemy is defeated
- Emotional satisfaction from the fight is at peak
CTA: “Continue Playing — Visit Game Page →“
Action: Redirects to App Store listing
A secondary passive CTA (“Skip to Game Page”) is available throughout but de-emphasized to avoid pulling players out of the experience prematurely.
Design Pillars
- Empowerment Over Challenge — Players must always feel powerful. Enemies are plentiful but not threatening; the upgrade system ensures visible progression within 90 seconds.
- IP Authenticity — Dark aesthetic, gothic enemy names, and escalating boss design reflect PoE2’s identity without requiring franchise knowledge to enjoy.
- Frictionless Conversion — The CTA fires at maximum emotional peak; all upgrade interactions are streamlined to maintain flow state.
- Replayability — Three distinct character archetypes invite a second play, increasing time-in-ad metrics.