Updated h 3 with more information from . 

has unveiled several strategies this week to help game developers sell their wares to ay Store shoppers, but now it’s looking to exp those efforts outside the app store as well. A new initiative will let developers who advertise their games with allow users to try out the games, without being directed to download or install anything.

Announced at GDC today, is calling the new service ayables. As first reported by st, Sissie Hsiao, director of product management for mobile advertising, outlined the new venture, which utilizes HTM to create fully playable versions of games right inside of ads. In an accompanying blog post, says ayables will being rolling out in the coming months.

Targeting mobile users, the ad format seems similar to the occasional Doodle that lets us play lightweight games right in our browsers. ayables will be compatible with Universal App Campaigns built through b Designer or third-party agencies, is an effort to gain more qualified installs from users who try the game in the ad chose to download it. “ayables help you get more qualified installs from users who tried your game in the ad made the choice to download it for more play time,” the company said. “By attracting already-engaged users into your app, playables help you drive the long-term outcomes you care about—rounds played, levels beat, trophies won, purchases made more.”

In addition to a limited, but still fully playable game experience, developers also have access to a new auto-flip feature that “uses ‘s machine learning technology to identify the most important objects in every frame of your horizontal video creative.” That means developers can design their in-game ads for portrait phones they will dynamically rotate for lscape users, intelligently cropping zooming to enhance the experience.

How it will play out: This isn’t just good for developers—it’s great for users too. Our phones are littered with games that we’ve downloaded, played once, never launched again, now we’ll be able to try out the latest craze with taking up any space on our phone. And it’ll help us discover new ones, too. It would be pretty great if could exp this concept beyond games, or bring it into the ay Store listing itself, but even in its current form, it’s a great idea. And while it’s only for ad purposes now, it portends a future along with Instant Apps ogressive b Apps where we don’t have to constantly worry about the storage on our phones.