# Playable Ads Without the Engineering Backlog

> AI playable ad generation from a brief and your project assets: a dedicated agent builds and refines HTML5 playables — no engineering backlog. Coming soon.

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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.

## Frequently Asked Questions

### What is Playable Generation?

Playable Generation creates playable HTML5 games and playable ads from a brief and your project assets. A dedicated agent generates the playable and then iteratively refines it.

### Why playables?

Playables are the ad format with the highest intent — users who try a slice of gameplay before installing convert with real interest. The catch has always been the engineering cost; Playable Generation removes it.

### Do I need engineers to build playables with Layer?

No. You provide the brief and project assets; the dedicated playable agent handles generation and refinement. Interactive ad production stops competing for engineering time.

### When can I get access?

Playable Generation is coming soon, with early access available via sales. Reach out and we'll get your team in as it rolls out.

### Will playables use my game's actual assets?

Yes. Playables generate from your project assets, so the ad experience looks and feels like your game — not a generic template with your logo on it.

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Playable Generation is coming soon — contact sales for early access, or start free on Layer today.

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