While you could think of it as fancy advertisement, a new feature for Windows lets you try out apps before installing them. Called Playable Ads, you can tap on an app install ad on Windows and have three minutes to try out the app without leaving the existing page you’re in. An inline app streaming window will show you the app as if you have it installed on your device. And once you’re done streaming, you can opt to install the app or not. You don’t even need to finish streaming to decide if you don’t want to get the app.
Developers don’t even need to do anything to get Playable Ads to work. But here’s a guide from Microsoft on how to enable it. The feature is currently open under limited preview, though, so it may or may not show up for you.