AppOnboard has raised $15 million for playable demos and games that let people experience an app before choosing to download it from an app store. AppOnboard calls these “full-fidelity” mobile demos for apps and games.

Korea Investment Partners, Mirae Asset Management, Mantaray, MTG, and Runa Capital led the round, with additional investment from existing investors London Venture Partners, Troy Capital Partners, and Ophir Capital Group. To date, the company has raised $20 million.

Jonathan Zweig, CEO of Los Angeles-based AppOnboard, believes his company has an interesting way to demo apps within ads that will counteract the ineffectiveness of mobile advertising.

“We’re creating a new category called demos,” he said in an interview with GamesBeat. “The notion of a playable ad was more like a mini game. We are creating something more that changes the way mobile users discover content.”

Zweig was a cofounder of AdColony, which built its business around video ads on smartphones. Opera bought that company in 2014 for $350 million. Zweig took time off to travel the world, and then he came back and started studying the ad business (at GamesBeat Summit 2016).

While watching his niece skip ads, he felt that advertisers wasted a lot of money on ads to get users who weren’t that interested in using apps. Zweig’s idea was to take the onboarding experience out of the app and turn it into an ad to draw in new users. He started AppOnBoard with Adam Piechowicz, and the company spent two years developing its tech for creating simple demos of mobile games and apps. Zweig’s team built a mini…