Every UA team wants playables. They're the ad format with the highest intent — a user who plays a slice of your game before installing is a user who actually wants it. But playables are interactive software, and that means engineers, and engineers have a backlog. So most studios ship a fraction of the playables they'd like to, and iterate on them almost never.
Playable Generation removes the bottleneck. Give it a brief and your project assets, and a dedicated agent generates a playable HTML5 game or playable ad, then iteratively refines it — no engineering ticket required. Playable Generation is coming soon, with early access available via sales.
Key Capabilities
Playables from a brief Describe the experience — the hook, the mechanic, the moment of your game it should capture — and get a working HTML5 playable, not a storyboard for someone else to build.
Built from your project assets Playables generate from the assets in your Project, so the characters, art, and style in the ad are the ones in your game. What players try is what they'll install.
A dedicated playable agent A specialist agent owns the job end to end: it generates the playable, evaluates it, and iteratively refines it until the experience holds up.
Iteration without a backlog Because refinement is agent-driven, changing a mechanic, difficulty curve, or call to action is a new instruction — not a new sprint. Playables finally become creative you can iterate like any other format.
The highest-intent format, unlocked When playables cost a brief instead of an engineering cycle, you can test them like you test video and static — many concepts, fast, informed by what wins.
How It Works
Brief the playable Describe the gameplay moment and the goal, and attach the Project whose assets and instructions the playable should draw from.
The agent builds it The dedicated playable generation agent produces a working HTML5 playable from your brief and assets.
Refine until it converts Review the playable and direct changes; the agent iterates — tuning the experience through rounds of refinement until it's ready to ship to your ad networks.
Built for Game Production
UA's most wanted format, at creative-team speed Playables have been gated by engineering capacity at almost every studio. Moving production to an agent puts the format in the hands of the people who run campaigns.
True-to-game ad experiences Because playables draw on real project assets, the ad sets honest expectations — which is exactly what makes the format convert on intent.
Trend-responsive interactive creative Pair with Trends to remix winning playable structures with your own game. When an interactive format takes off, you can answer in days.
Part of the full pipeline Playables live alongside your images, video, 3D, and audio in one workspace — same Projects, same references, same agent, 149+ models behind it all.
Playable Generation brings the best-converting ad format within reach of every team on Layer. Talk to sales for early access.