Layer launches AI playable ad generator to speed up mobile marketing

Layer, a generative creative platform for game studios, has launched Playables, an AI feature that builds complete HTML5 playable ads in hours rather than weeks. The system addresses a longstanding bottleneck in mobile user acquisition: playable ads rank among the highest-converting formats but traditionally require one to three weeks of specialised development and thousands of dollars per iteration.

The feature is available immediately to all existing Layer subscribers at no additional cost. It generates campaign-ready interactive ads from basic inputs including a game title, one-line prompt, creative brief, screenshots or raw gameplay capture. The system analyses the game's art direction and design rules, proposes core mechanics and produces functional HTML that works with major ad networks including AppLovin, Meta, TikTok, Google App Campaigns, Unity Ads and ironSource.

Layer CEO Volkan Gürel said: "We're committing to a world where no game launches without a playable ever again. Today, playables are a luxury for the biggest titles because they're too slow and expensive to build. With Playables, any team can put a working playable behind every launch and every concept, and iterate on it as fast as they do on video."

The tool operates as an integrated creative pipeline rather than a generic code generator. Marketers and artists can adjust mechanics, reskin visuals or modify difficulty settings via chat prompts when click-through rates decline, without needing engineering resources. Layer uses custom reference sets, fine-tuned models and automated quality assurance scoring to maintain visual consistency with studio style guides and network compliance.

Supported genres include match-three, idle clickers, endless runners, merge games, puzzles, card titles, slots, tycoons, tower defence and visual novels. The system can also generate mini-games, in-game interactive events and supplementary video and static creative variants. Layer exports self-contained, single-file HTML5 packages built to MRAID specifications.

The platform has already been deployed in commercial campaigns. Matej Lancaric, mobile growth consultant and co-host of the Two and a Half Gamers podcast, used Playables to develop interactive creatives for One Mage Army. According to Lancaric: "Anyone not using Layer is 2.5 steps behind."

Co-founder and chief revenue officer Burcu Hakguder added: "Every studio we work with has games that deserved a playable and launched without one. Studios shouldn't have to decide which games get a playable. Now the brief is the only thing standing between a game and its playable." Layer's existing generative platform is currently used by King, Zynga, SciPlay, Huuuge Games and Wildlife Studios.