Introducing Playables: Your Layer Agent Now Builds Fully Production-Ready Ads
No hidden fees. No black box. Just playables ready to ship.
Playable ads work. Studios already know that: better retention, lower CPI, higher intent than static or video creative. The problem was never conviction. It was economics.
"Advertisers spending ~$1K a day ship about 17 ads a month. At ~$20K a day, that jumps to 141, nearly 4 versus 35 new ads a week," AppLovin's Raphael Vivas shares for studios that want to scale on AppLovin. More creative shots on goal is the most direct way to find the winners that scale at your target ROAS or CPA.
A traditionally produced playable costs thousands of dollars and takes one to three weeks to build, and that cost multiplies across every title and every market. Smaller teams feel a lighter version of the same problem: without a dedicated playables function, most just skip the format.
Starting today, your Layer Agent builds full, production-ready playables, real mechanics, real fail states, real pacing, from whatever you already have. In-house. On the plan you're already on.
Start From Whatever You've Got
You don't need a finished game design, or even a prompt, to start:
- Name a game you want to draw from
- Write a single-line prompt
- Upload a screenshot or a gameplay video and let the agent build from what's already there
- Remix a playable you already own
- Hand over a reference set with your own characters and IP
- Submit a creative brief
- Just name a genre: "match-3," "idle clicker," "hypercasual runner"
Whatever you start from, what comes back is a single HTML file, built to run on AppLovin, Meta, Unity/Ironsource, TikTok, Liftoff, Moloco or any MRAID-compatible network without extra conversion work. A full interactive experience, ready to convert.
No Engineering Required
Building a playable used to mean pulling an engineer off the roadmap for weeks, or paying an agency to do it instead. With Layer, the person who actually understands the campaign, often a UA manager, not a developer, can go from idea to a finished, production-ready playable directly. No ticket, no dev queue, no translation loss between what marketing wants and what gets built.
Your Art Style. Your Characters. Your World.
A playable only works if it feels like it belongs to your game. Before the Layer Agent designs a single mechanic, it studies your project's existing style guide: your characters, your established art, your visual language. The result reads as an extension of your game, not a generic template with your logo dropped on top.
A Conversation, Not a One-Shot
You're not locked into the first version. You can play it or watch the playtest agent's recording, then keep directing the agent: reshape the mechanic, tune the difficulty, swap the end card, until it plays exactly the way you meant it to.
Remix Your Winners. Don't Rebuild From Zero.
Playable ads age fast. Mechanics that felt fresh six months ago stop converting, and trends move quickly. Instead of rebuilding from scratch, ask the Layer Agent to remix a playable you already have: retexture it, retune the difficulty, reskin it for a seasonal event, or add a new mechanic entirely.
Trends (Beta) is built directly into the platform, so you don't have to go looking for what's working: the agent surfaces what's converting across ad networks right now, so every remix, or every new build, starts from current context instead of a guess.
Build the Mini-Game. Own the Creative.
Some of the highest-performing playable creative doesn't start as an ad, it starts as a real feature built into the game itself. If you're adding a mini-game mechanic to your app, the Layer Agent builds that too: a real, embeddable interactive experience, designed to your brief and tuned to keep players engaged. Embed it, and run the creative you actually want to run, with the legitimate gameplay to back it up.
Agent Harness Built by Game Developers, for Game Studios
None of this comes from a general-purpose model's guess at what a game should be. It's built on 50+ years of collective game development experience on the Layer team: the pacing, the fail states, the feel of a satisfying first move. A playable that a network will accept and a player will actually finish is a different discipline than one that merely looks like a game, and it's the discipline the team came from. Here is how the Layer agent is designed to perform:
It's Yours, Start to Finish
Every playable you build or remix in Layer belongs to you outright: modify it, remix it, reuse pieces of it elsewhere, whatever you need. Playable ad creation runs on your current Layer plan: no new pricing to learn, no add-ons, no per-export fees.
We've been building toward this for a while, and the early playables coming out of it have genuinely surprised us with how compelling they are for a first pass. We can't wait to see what you build.
Creative Analytics (Beta) Built In
Every playable you make in Layer comes with built-in tap tracking, so you can see exactly how players interact with your ad. Click heatmaps show where players tap, where they hesitate and which moments grab their attention, and you can view them right inside Layer on UA networks that support it. If your team already runs reporting through AppLovin, you can send the same interaction data straight there and keep it next to your campaign metrics. Either way, you learn which parts of a playable are working and which to change, and you can make better versions without guessing.
What the Industry's Saying
"Anyone not using Layer is 2.5 steps behind."
— Matej Lancaric, UA consultant
We built Layer so studios can make playables in hours instead of weeks, without the cost and back-and-forth of outsourcing.
Make your first playable with Layer today.
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