Although Playable Ads, one of the forms of mobile advertising, is drawing keen attention from the overseas advertising industry, there is a dearth of research in Korea, including verification of practical effects. Only when users have a good understanding of the new mobile ad service and the factors that use the ad technology can they improve the quality of service to their customers, and also believe related research should be active to spread the effectiveness and value of the playable advertisement. This study assumed that the perceived usefulness and perceived ease of use variables of the technology acceptance model are independent variables and the perceived severity of the protective motivation theory as controlling variables in order to predict the factors of intent to accept game download-inducing advertisements that were encountered through the form of the playable advertisement, and that the degree of use of game apps was set as dependent variables to confirm statistical significance among each variable through the adjustment return analysis. The results of this study, conducted through online surfacing for 258 smart phone users, found that the perceived usefulness had a positive effect on intention to use the game apps, but the perceived ease of use did not have a significant impact. The perceived severity of the use of game apps (download/use/remove) has a positive effect on the intent of using game apps while interacting with perceived usefulness for playable advertising. However, the perceived ease of use and perceived severity of the use of game apps (download/use/remove) have not been identified. We believe that this study is significant in that it has explored the initial implications of player ads that have not been actively discussed in Korea.