How to retry Ansible task that may fail?

I don't understand your claim that the "first command execution fails whole play". It wouldn't make sense if Ansible behaved this way.

The following task:

- command: /usr/bin/false
  retries: 3
  delay: 3
  register: result
  until: result.rc == 0

produces:

TASK [command] ******************************************************************************************
FAILED - RETRYING: command (3 retries left).
FAILED - RETRYING: command (2 retries left).
FAILED - RETRYING: command (1 retries left).
fatal: [localhost]: FAILED! => {"attempts": 3, "changed": true, "cmd": ["/usr/bin/false"], "delta": "0:00:00.003883", "end": "2017-05-23 21:39:51.669623", "failed": true, "rc": 1, "start": "2017-05-23 21:39:51.665740", "stderr": "", "stderr_lines": [], "stdout": "", "stdout_lines": []}

which seems to be exactly what you want.

Not sure if this is Ansible tower specific, but I am using:

- command: /usr/bin/false
  register: result
  retries: 3
  delay: 10
  until: result is not failed