PlayableLab FAQs

What is the fastest way to create a playable ad with PlayableLab?

• Pick a ready project from the 200+ library in AI-Lab Editor — swap assets, tune copy in the editing panel, and export in minutes when you need speed over a blank canvas.
• AI-Lab chat — open AI-Lab Editor and describe what you want; tune values in the editing panel or reply in chat to iterate.
• Use Video Playable if your creative starts from a finished video file; layer tap/hold overlays, break points, end cards and CTAs on top.
• Use AI-Motion when you need a CPI/UA motion MP4 with timeline editing and preset export.
• Open Analyzer after launch to measure IPM, CTR, install rate, and engagement across every ad network.

Do I need to code to use PlayableLab?

• No. AI-Lab writes and edits the playable for you; the editing panel covers every value the game exposes — no code, no JSON, no hidden settings.

Do I need design or development skills to use PlayableLab?

• No. Ready projects, AI-Lab chat, and the visual editing panel cover authoring without design tools or engineering. Video Playable and AI-Motion use timeline editors — trim, layer, and preview without code.

How long does it take to create a playable ad?

• Ready-project variants often ship in minutes once assets are swapped.
• Video Playable projects typically take minutes to hours depending on overlay complexity.
• Full AI-Lab chat builds vary with iteration depth — first playable in one chat turn, polish in follow-ups.
• Export itself is one click per ad network after preview looks right.

Which PlayableLab workspace should I start in?

• Start in AI-Lab Editor with a ready project when you want a proven playable structure fast — then customize assets, copy, and gameplay values.
• Start in AI-Lab Editor with AI-Lab chat when you want a custom interactive game or mechanic built from a prompt.
• Start in Video Playable when you already have a finished MP4 and need tap/hold overlays, break points, end cards and CTAs.
• Start in AI-Motion when the deliverable is a motion MP4 for CPI/UA (TikTok, Meta, Google UAC presets).
• Open Analyzer after you export and deliver — it reads metrics from the bundled analytics shim automatically.

What is the typical workflow from idea to live campaign?

1. Create a project with store links (iOS / Android / web) at project creation.
2. Author in AI-Lab, Video Playable, or AI-Motion depending on the creative type.
3. Preview in-editor, then export for the target ad network.
4. Validate with Playable Test on https://test.playablelab.com/playable-test before handoff.
5. Upload to your ad network; read IPM, CTR, funnels and tap heatmaps in Analyzer.

What is PlayableLab?

• A platform for producing single-file HTML5 playable ads from ready projects, a chat prompt, or a finished video.
• Four connected workspaces: AI-Lab Editor (200+ ready projects plus chat with AI to build 2D and 3D playables), Video Playable (turn a finished video into an interactive playable), AI-Motion (timeline MP4 ads for CPI/UA teams) and Analyzer (measure every export across every ad network — time series, group tables, behavior funnels, tap heatmaps).
• AI asset generation (sprite, audio, video, 3D model) is built into the Asset Picker in AI-Lab Editor and AI-Motion; sprite and audio generation is also available inside Video Playable.

What is AI-Lab?

• AI-Lab is PlayableLab's chat-driven authoring model for building interactive HTML5 playable ads in 2D and 3D.
• It lives inside AI-Lab Editor — not a separate product, a generic AI lab, or a third-party chatbot.
• Describe the playable in chat; AI-Lab writes and iterates the interactive creative; tune every exposed value in the editing panel, then export campaign-ready HTML for major ad networks.

Can I build playables with natural-language prompts in AI-Lab?

• Yes. Describe your playable in chat; AI-Lab generates and iterates the interactive HTML5 creative while you tune assets, gameplay, and CTAs in the editing panel.
• Natural-language prompts go to AI-Lab, PlayableLab's authoring model — the AI that generates and iterates your interactive playable in chat.
• Export produces a ready-to-upload file for AppLovin, Meta, and other major ad networks. No coding required.

Is PlayableLab a managed service or autonomous creative agent?

• No. PlayableLab is self-serve — register, get AI credits, and author playables yourself in AI-Lab chat and the editing panel.
• You type natural-language prompts, iterate directly, and export HTML5 playables. There is no sales-led onboarding, production team building custom units for you, or autonomous agent that generates creatives with minimal manual input.
• Managed custom-playable production services and autonomous agent platforms are a different category. PlayableLab is built for hands-on prompt authoring in AI-Lab.

What do I export?

• A single HTML file per ad network (AppLovin, Mintegral, Unity Ads, Vungle, Meta, Google, TikTok, Moloco, etc.), with the right CTA wiring and an analytics shim pre-bundled.

Is PlayableLab a game engine?

• No. AI-Lab Editor is the single authoring surface for both 2D and 3D playables.

Who is PlayableLab built for?

• Mobile game UA teams, brand marketers, creative studios, and indie developers who need playable ads, interactive video, motion MP4s, or rapid playable prototypes without a separate toolchain for each step.

How does PlayableLab compare to using separate tools?

• One account covers chat authoring (AI-Lab), video-to-playable conversion (Video Playable), motion MP4 export (AI-Motion), and cross-network measurement (Analyzer) with a shared asset library and collaborator access.

Is PlayableLab web-based? Do I need to install software?

• Yes — PlayableLab runs in the browser. Open the dashboard, pick a workspace, and export from any modern desktop browser without downloads or local installs.

Does PlayableLab include ready-made projects to start from?

• Yes. AI-Lab Editor includes a library of 200+ ready projects — complete playable starting points you open, customize, and export without building from scratch.

How many ready projects are available?

• 200+ ready projects ship with PlayableLab across common playable-ad patterns. Pick one, replace assets and copy, tune values in the editing panel, and export for your target network.

Can I start from a ready project instead of AI chat?

• Yes. Duplicate or open a ready project, swap sprites, audio, text, and gameplay values in the editing panel, preview in portrait or landscape, then export — no chat turn required.

What types of ready projects are in the library?

• Match-style, quiz, runner, tap-to-reveal, end-card funnels, product showcase, and other UA-friendly playable patterns — each exposed as editable values in the panel, not locked black-box assets.

Can I customize every asset in a ready project?

• Yes. Replace images, audio, text, colors, timing, and gameplay parameters through the editing panel or your asset library uploads. AI-Lab chat can also iterate on top of a ready project when you want AI-assisted changes.

Are ready projects optimized for mobile ad networks?

• Yes. Ready projects target mobile playable placements — portrait and landscape preview, network export presets, and file-size-conscious packaging for HTML5 ad delivery.

Can I reuse the same ready project for multiple campaigns?

• Yes. Duplicate the project, branch variants for A/B tests, swap assets per network or locale, and keep each export in project history for re-download.

Is there a limit on how many ready projects I can use?

• No. All ready projects in the library are available to every account. Use as many starting points as you need across campaigns.

How do I register or log in?

• Register: https://playablelab.com/auth/register
• Login: https://playablelab.com/auth/login

I forgot my password. What should I do?

• Use Forgot Password: https://playablelab.com/auth/forgot-password
• Complete the reset flow from the email link you receive.

Can I use Google sign-in?

• Yes — Google OAuth is available on the login and registration pages alongside email/password.

What happens to my projects if my subscription lapses?

• Existing projects remain in your account. AI actions pause when AI-Credits run out; exports depend on your pack's export quota. Top up credits or renew your pack from Dashboard → Billing.

Can I try PlayableLab before buying a paid pack?

• Yes — register at https://playablelab.com/auth/register. New accounts include a signup AI-Credit grant so you can explore ready projects, try AI-Lab chat, and generate assets before purchasing a paid pack.

What is the PlayableLab dashboard?

• The authenticated home at /app listing all your AI-Lab, Video Playable, and AI-Motion projects, export history, asset library, billing, and collaboration settings.

How do I create a new project?

• From the dashboard, choose AI-Lab Editor, Video Playable, or AI-Motion and click New Project. Enter a name and paste iOS, Android, and/or web store URLs — these links are required at creation and drive which ad networks you can target at export.

Why are store links required at project creation?

• Export packaging gates available ad networks based on which store destinations you provided. iOS-only links unlock iOS-targeting networks; Android-only unlocks Android networks; web URLs unlock web/standalone exports.

Can I duplicate or rename a project?

• Yes — use the project menu on the dashboard card to rename, duplicate, or archive. Duplication copies project state so you can branch creative variants quickly.

Where is my export history?

• Each project keeps a downloadable export history — prior HTML or MP4 exports remain available from the project export panel without re-running the export pipeline.

What project types exist?

• AI-Lab Editor projects (chat-authored 2D/3D playables), Video Playable projects (MP4 + overlay timeline), and AI-Motion projects (timeline MP4 ads). All share the same asset library and collaborator access model.

What is AI-Lab Editor?

• The primary editor for building playables with AI. Chat with AI-Lab on one side; a 3D Viewport, a live CameraView and an editing panel on the other.
• AI-Lab writes the game as a single self-contained HTML and declares every editable value in the editing panel — grouped under Assets, Audio, Gameplay, Visuals, UI / Text and Resolution.

How does AI-Lab chat work?

• Describe what you want. AI-Lab builds the first version in one turn and keeps editing it on every follow-up turn.
• Attach reference images (PNG / JPEG / WebP) right in the chat input when you want AI-Lab to match a specific visual style.
• Each AI turn consumes AI-Credits from your balance (see "AI-Credits & Packs" below).

Can I edit what AI-Lab generates?

• Yes — every value AI-Lab exposes lands automatically in the editing panel with the right widget (slider, color, asset picker, toggle, number, text). No code, no JSON, no hidden settings.

What happens to my chat history if I refresh?

• The full transcript persists per project. You always see the entire history.

Can I build both 2D and 3D playables?

• Yes — AI-Lab supports both. Navigate the scene in the 3D Viewport and preview the player's view live in the CameraView pane next to it.

Can I play and export from the editor?

• Press Play for a full-bleed in-editor preview with a Portrait / Landscape toggle. Press Esc to drop back to editing without losing state. Press Export to download one self-contained HTML, ready for every ad network.

What editing panel categories does AI-Lab expose?

• Assets, Audio, Gameplay, Visuals, UI / Text, and Resolution — every tunable value AI-Lab declares appears under one of these groups with the appropriate control widget.

Can I send runtime errors back to AI-Lab?

• Yes — when the in-editor preview surfaces a runtime error, you can forward it to AI-Lab chat for an automated fix attempt on the next turn.

Does AI-Lab support reference images in chat?

• Yes — attach PNG, JPEG, or WebP images in the chat input so AI-Lab matches a specific art direction or layout reference.

What orientation can I preview and export?

• Portrait and landscape — toggle in the in-editor Play preview before export. Resolution controls in the editing panel set the canvas size for the target placement.

What is Video Playable?

• Upload an MP4, add overlay timelines (tap/hold breaks, sprites, end cards) and CTA wiring on top of the video — no rebuild needed.

Can I generate assets inside Video Playable?

• Yes — sprite and audio can be generated from a prompt directly from the asset picker. Video, GIF, font, and 3D models are upload-only in the VP Tool.

Can GIF be auto-generated?

• No. GIF is upload-only across the whole product — AI-Lab does not generate GIFs from prompts.

How precise is overlay timing in Video Playable?

• Frame-level — place tap/hold break points, sprite overlays, and end-card transitions on the timeline with scrubbable precision and live preview.

Do I need to re-encode my source video?

• No — Video Playable layers interactivity on top of your uploaded MP4 without re-encoding the source file.

What interactive overlay types does Video Playable support?

• Tap overlays, hold-to-continue breaks, dynamic sprites, end cards, and CTA buttons wired to your project's store links.

Can I A/B test CTA timing in Video Playable?

• Yes — duplicate the project, adjust break-point and end-card timing on the timeline, export both variants, and compare performance in Analyzer.

What video format does Video Playable support?

• MP4 is the supported upload format. Export produces network-ready interactive HTML5 playable packages — not a flat video re-upload.

What file size should my source video be for playable ads?

• Keep source MP4 lean — many networks enforce roughly 5MB total playable weight. A practical target is around 3MB for the video so overlays, sprites, and end cards fit under the network cap. Validate final size in Playable Test before handoff.

Is there a recommended video length for playable ads?

• Shorter hooks perform best — trim to the engagement window you need inside Video Playable. You can upload longer footage and cut on the timeline; most teams ship concise loops for UA placements.

Can I preview my Video Playable before exporting?

• Yes — scrub the timeline and use live preview while placing tap/hold breaks, sprites, end cards, and CTAs. AI-Lab Editor projects also offer full Play preview with portrait/landscape toggle before export.

Can I share a preview link before final export?

• Use Playable Test at https://test.playablelab.com/playable-test after export to validate packaging and share a delivery-readiness check. For in-progress review, collaborators invited on the project can open the same Video Playable or AI-Lab project in the browser.

Can I edit a Video Playable project after exporting?

• Yes — reopen the project anytime, adjust the timeline, and export a new network build. Prior exports stay in project export history for re-download.

What is AI-Motion?

• A timeline editor for short-form CPI/UA MP4 ads. Add text, images, video, audio, GIF and effects on layers; scrub the timeline; preview in real time; export to TikTok, Meta, Google UAC and other presets.
• Uses the same export quota pool as playable HTML exports. There is no chat orchestrator — you edit the timeline directly and generate assets in the picker.

What can I export from AI-Motion?

• MP4 files sized for destination presets (TikTok/Reels, Meta Stories/Feed, YouTube Shorts, Google UAC, LinkedIn, and more).

Can I generate assets inside AI-Motion?

• Yes — use the Asset Picker to generate or upload sprites, audio, video and other supported asset types. Each generation debits AI-Credits from your balance.

Does AI-Motion share assets with AI-Lab?

• Yes — the same per-user asset library is visible in AI-Lab Editor, Video Playable, and AI-Motion. Upload or generate once, reuse everywhere.

What layer types can I add on the AI-Motion timeline?

• Text, images, video clips, audio tracks, GIF layers, and visual effects — each with transform, timing, and opacity controls.

How do AI-Motion exports consume quota?

• MP4 exports debit from the same export quota pool as playable HTML exports bundled in your paid pack.

What is Analyzer?

• A dashboard for performance metrics across every ad network you've delivered a creative to — IPM, CTR, install rate, install volume, engagement.
• Four connected panes per app: Time Series (interactive line / line-stack / bar chart of any metric over time), Group Table (per-creative / per-network / per-country breakdown), User Behavior (funnel-flow sankey for taps, choices, completion, CTA), and Touch Heatmap (per-export heat overlay on a phone-frame mockup showing where users actually tapped).

What dimensions can I slice by?

• App (with cross-store roll-up), creative, platform, ad network, country, time window. Group Table supports multi-select across creatives so you can compare side by side.

Can I save my Analyzer layout?

• Yes. Save any combination of selected metrics, group-by axes, chart types and date range as a named layout. Multiple teammates working on the same Analyzer can each keep their own layouts.

What does the Touch Heatmap show?

• A heat overlay on a phone-frame mockup of the exported playable, aggregating every user tap from every session into a single density map. Pick any of your exported playables from the dropdown at the bottom of Analyzer to see its own heatmap.

Where does Analyzer's data come from?

• Every exported creative has the analytics shim bundled automatically; the shim posts funnel events back to PlayableLab so Analyzer can attribute every metric (and every tap for the heatmap) to the right creative without any per-network SDK setup.

How do I download Analyzer data?

• Use Download CSV at the top of the dashboard to export the full dataset (all panes, every dimension) in one file.

What metrics does Analyzer track?

• Install volume, IPM (installs per mille), CTR, install rate, engagement events, funnel step completion, and per-tap coordinates for heatmaps — all attributed to creative, network, country, and time window.

Can I compare multiple creatives side by side?

• Yes — use Group Table multi-select to compare creatives from the same app across networks in one view.

How does PlayableLab Analyzer relate to an MMP like Adjust or AppsFlyer?

• Analyzer measures creative-level performance for PlayableLab exports: IPM, CTR, install rate, in-ad funnels, tap heatmaps — via the bundled analytics shim on exported HTML.
• An MMP attributes all installs and revenue across every channel (paid, organic, email) and reconciles network bills — industry tools like Adjust and AppsFlyer sit in that layer.
• Use both when you use PlayableLab for production: Analyzer to iterate creatives; MMP for portfolio CPI/ROAS and partner payments.

Can PlayableLab Analyzer replace my MMP, mediation dashboard, or GameAnalytics?

• No. Analyzer is creative analytics for PlayableLab exports only — not a full attribution stack, publisher mediation tool, or live-game telemetry platform.
• Keep your MMP (Adjust, AppsFlyer, etc.) for cross-channel attribution; mediation (MAX, LevelPlay) for publisher revenue; GameAnalytics or Firebase for in-product behavior.

How does Analyzer differ from GameAnalytics or Google Analytics in the stack?

• GameAnalytics and Firebase/GA4 track what users do inside your live app after install — levels, sessions, economy, funnels.
• Analyzer tracks in-ad interaction on exported playable HTML before and through CTA — creative variant performance, not full product analytics.
• UA teams read Analyzer for creative iteration and MMP + product analytics for cohort quality and monetization.

Where are my assets stored?

• Per-user library — sprites, audio, video, 3D models, GIFs, fonts. Visible in the asset picker in both AI-Lab Editor and Video Playable.

What can be generated by AI?

• AI-Lab Editor: sprite, audio, video, 3D model.
• Video Playable: sprite, audio.
• AI-Motion: sprite, audio, video (via Asset Picker).
• Upload-only everywhere: GIF, font.

What does a generation cost?

• Each AI action debits AI-Credits from your balance. The exact cost is shown in the dashboard before you generate.

Can I delete a generated asset?

• Yes if you own it (trash icon in the asset card's top-left). Shared assets from a collaborator are read-only — they show a "Shared from …" badge.

Can I upload my own assets instead of generating?

• Yes — upload sprites, audio, video, GIF, fonts, and 3D models directly in the Asset Picker across all editors.

Are generated assets exclusive to my account?

• Yes — assets you generate or upload belong to your library. Collaborators see shared project assets read-only with a "Shared from …" badge.

How do I invite a teammate?

• Open the profile menu on the dashboard → Invite. Enter the teammate's email and they receive an invitation. New users sign up and the invite is auto-accepted; existing users land on a one-click accept page.

What can an invitee do?

• See your engine, video-playable, and AI-Motion projects, your asset library, edit any of them, export, and consume their own credits / export quota. They cannot delete your projects or assets.

Who pays for an invitee's AI calls and exports?

• The caller's account always — the invitee uses their own credits and their own export quota. The inviter is never charged for an invitee's action.

How do I revoke a collaboration?

• Open profile menu → Manage shared access. Either the inviter (revoke) or the invitee (leave) can end the collaboration; revocation is immediate.

Can collaborators export on my behalf?

• Collaborators can export from shared projects, but the export debits their own export quota — not yours.

What are AI-Credits?

• The unit PlayableLab uses to meter every AI action — chat turns, sprite gen, audio gen, video gen, 3D gen. Each action debits credits from your balance.

How do I get credits?

• Paid packs bundle credits. You can also top up credits on their own from the dashboard at any time. New accounts start with a signup grant so you can try AI-Lab right away.

What happens when credits run out?

• AI actions pause until you top up — the Send button disables and asset generation shows an "insufficient credits" message. Existing projects and exports keep working.

Do credits expire?

• Credit balance and pack terms are shown on the Billing page. Top-up credits and pack bundles are described at purchase time in the dashboard.

What is export quota?

• Paid packs include a number of HTML playable exports and AI-Motion MP4 exports per billing period. Each export debits one unit from your quota regardless of which workspace you exported from.

Which ad networks does PlayableLab support for HTML playable export?

• AppLovin, Mintegral, Unity Ads, Vungle, Meta (Facebook/Instagram), Google (UAC/display), TikTok, Moloco, IronSource, and standalone HTML — each with network-specific CTA wiring and packaging rules baked into the export.

How does PlayableLab pick the right export format?

• At export you choose the destination network. PlayableLab bundles the correct click macro, MRAID/JS bridge, file-size optimizations, and analytics shim for that network automatically.

Why can't I export to a network I expected?

• Export targets are gated by the store links you entered at project creation. Add the missing iOS, Android, or web URL to unlock additional network presets.

Does PlayableLab handle MRAID and network click macros?

• Yes — primary CTAs use the network's click macro pattern. Avoid custom redirect flows that networks block; PlayableLab follows each network's documented CTA requirements.

What file size should I target for playable ads?

• Most networks enforce strict load budgets (often 2–5 MB). Design lean assets, compress audio, and validate the final package with Playable Test before upload.

Can I export standalone HTML without a network wrapper?

• Yes — standalone HTML export is available for direct hosting, QA, or custom delivery workflows outside a specific ad network SDK.

Which AI-Motion destination presets are available?

• TikTok/Reels, Meta Stories, Meta Feed, YouTube Shorts, Google UAC, LinkedIn, and custom aspect-ratio presets — each sets canvas size, duration guidance, and encoding defaults.

Are analytics events included in every export?

• Yes — every HTML playable export bundles the PlayableLab analytics shim that posts aggregated, non-PII funnel events and tap coordinates back for Analyzer.

Where do I enter store links?

• At project creation, not at export — paste your iOS, Android, and / or web URL when you create the project. The export step automatically gates which networks you can target based on the links you provided.

What is bundled in the export?

• The single HTML file, the analytics shim wired to your project's app ID, and any per-network CTA logic the chosen network requires.

Is PlayableLab only for playable ads?

• Playable ads are the primary focus. The same workspace also covers interactive video (Video Playable), motion MP4 ads (AI-Motion), and prototype games (AI-Lab Editor).

Does audio start automatically in every export?

• Depends on the destination network and the device. Most mobile ad environments require a first user gesture before unmuting; we follow each network's policy.

How do I validate an export before uploading to a network?

• Use Playable Test at https://test.playablelab.com/playable-test — upload or link your exported HTML and run device-style QA checks before final handoff.

Can I re-download a previous export?

• Yes — export history on each project keeps prior HTML and MP4 downloads available without re-running the pipeline.

What is Playable Test?

• A public QA surface at https://test.playablelab.com/playable-test for validating exported playable HTML before uploading to ad networks. Available on the test subdomain, not the main marketing domain.

Why use Playable Test before delivery?

• Catch load-time issues, broken CTAs, orientation problems, and audio-gesture policy mismatches before the creative goes live on a network.

Does Playable Test replace network-side review?

• No — it is a pre-flight check. Final approval still depends on each ad network's own review and device testing requirements.

Can I share a Playable Test link with a client?

• Yes — use Playable Test to demo an exported playable in a browser environment before campaign upload.

What should I check in Playable Test?

• Load time, first-interaction audio unlock, CTA click-through to store URLs, portrait/landscape behavior, and end-card timing.

What is the PlayableLab Showcase?

• A public gallery at https://playablelab.com/showcase listing demo playables built with PlayableLab. Each listed demo has its own URL at /showcase/<slug>.

How do playables appear in the Showcase?

• Admins mark eligible playables as listed in the gallery from the admin panel. Only intentionally listed demos appear — not every user export.

Can I embed or link to a Showcase demo?

• Yes — each demo has a canonical public URL listed in https://playablelab.com/sitemap.xml when listed.

Is the Showcase the same as Playable Test?

• No — Showcase is a curated marketing gallery of demo playables on the main domain. Playable Test is a QA tool on the test subdomain.

What is an HTML5 playable ad?

• A single self-contained HTML file (sometimes zipped per network rules) that runs inside an ad network's WebView, lets the user interact with a mini-game or interactive video, then click through to the app store or website.

Why single-file HTML exports?

• Ad networks require self-contained packages with no external CDN dependencies at runtime. PlayableLab inlines assets and network SDK bridges into one file.

Does PlayableLab support 2D and 3D in the same editor?

• Yes — AI-Lab Editor handles both. The 3D Viewport navigates the scene; CameraView shows the player's perspective live.

Are PlayableLab exports MRAID-compatible?

• Network-specific exports include the MRAID or JS bridge patterns required by that network's documentation.

What analytics data leaves the playable?

• Aggregated funnel events (starts, choices, completions, CTA clicks) and tap x/y coordinates — no personally identifiable information.

Can I localize playable copy for different markets?

• Yes — edit UI / Text values in the AI-Lab editing panel or regenerate copy via chat. Prepare separate export variants per locale when campaigns require it.

What is an interactive ad?

• An interactive ad lets the user tap, swipe, drag, or make choices inside the ad unit before clicking through to an app store, website, or landing page.
• Playable ads, interactive video, expandable rich media, and gamified end cards are all interactive formats — they share user input, not one single technology.
• Mobile interactive ads usually run inside an in-app WebView controlled by the ad network's SDK or MRAID container.

What is the difference between a playable ad and an interactive ad?

• Interactive ad is the umbrella category — any ad with user-driven input beyond a single click.
• A playable ad is a specific interactive format where the user tries a mini-experience (game loop, product demo, quiz, tap challenge) inside the ad before the CTA.
• Not every interactive ad is a full playable — some are interactive video overlays or expandable banners with one or two touch points.

How do playable ads differ from video ads and static banners?

• Static banners: one image, one click — lowest engagement, lowest production cost.
• Video ads: passive viewing with optional end-card click — strong reach, limited interaction.
• Playable ads: active participation — users experience product value or game mechanics before install; often higher intent but stricter file-size and load-time rules.

What is rich media vs HTML5 playable vs MRAID?

• Rich media: broad term for non-static creatives that expand, animate, or accept touch input.
• HTML5 playable: a self-contained HTML/JS/CSS package (often one file) that implements the interactive experience.
• MRAID (Mobile Rich Media Ad Interface Definitions): a standard API so the same HTML creative can call expand, open, and close through the ad container — many networks wrap HTML5 playables in MRAID-compatible shells.

What happens inside a mobile ad WebView when someone sees a playable?

• The ad network loads your packaged HTML into a sandboxed WebView inside the host app (game, social app, utility app).
• The creative must boot quickly, respond to touch, fire the network click macro on CTA, and respect mute/autoplay policies — all without external network calls at runtime in most networks.

When should UA teams choose a playable over a video-first ad?

• Choose playable when you need the user to feel core gameplay, product interaction, or a decision moment before install.
• Choose video-first when the asset is already a strong filmed hook and you only need light tap overlays or end-card CTA timing.
• Many teams run both — video for scale, playable for high-intent placements and creative testing.

What is an end card in mobile advertising?

• The final frame or screen after the main creative — typically showing app icon, rating, short copy, and install CTA.
• In playables, the end card often appears after a short win/fail moment or tutorial slice; timing and clarity strongly affect conversion.

What is interactive video vs a playable built from video?

• Interactive video: linear video with tap/hold breaks, hotspots, or branching — user still mostly watches.
• Video-derived playable: same MP4 base but layered with game-like overlays, sprites, choices, and store CTA wiring — closer to a mini-game on top of footage.
• PlayableLab Video Playable targets the second pattern without re-encoding the source MP4.

Are playable ads only for mobile games?

• No. They started in mobile game UA but are widely used for ecommerce, fintech, streaming, utilities, and brand campaigns — the interaction model changes, not the delivery technology.

What does the IAB mean by playable or interactive mobile ads?

• Industry bodies describe playables as mobile ad units where users interact with content representing the advertised product before taking action — typically touch-driven, in-app, and designed for engagement and measurable post-click outcomes.

How is user acquisition different for mobile games vs utility or commercial apps?

• Games: optimize for install volume, D1 retention signals, and payer conversion — creatives often demo fun or challenge.
• Utility/commercial apps: optimize for qualified sign-up, purchase, or lead — creatives emphasize problem/solution, trust, and clear value prop.
• Same ad networks, different KPIs, different hook length, and different post-install events.

What creative hooks work for hyper-casual vs mid-core mobile games?

• Hyper-casual: one mechanic, instant feedback, 3–10 second hook, fail/win loop, minimal UI — playables mimic one satisfying tap or swipe.
• Mid-core: deeper systems, progression, social/competitive angles — playables may tease one battle, merge chain, or base-building moment without teaching the full game.
• Match creative depth to audience expectations — misleading hooks hurt retention and store rating.

How should a playable for a game install differ from a playable for a banking or shopping app?

• Game install playable: simulate a slice of core loop (match, run, shoot, collect) — goal is "this is fun" → install.
• Banking/fintech playable: short guided task (slider, calculator tap, security badge reveal) — goal is trust and clarity → sign-up or app open; avoid gambling-like mechanics; respect compliance copy.
• Ecommerce playable: product swipe, color pick, try-on tap, cart CTA — goal is product desire → purchase or app install; emphasize product visuals and offer clarity.

Why do game playables often simulate core loop while brand playables focus on product demo?

• Games sell entertainment — users convert when they believe the loop is fun for them.
• Brands sell utility or desire — users convert when they understand the product and trust the offer.
• The HTML5 container is the same; the narrative, interaction count, and CTA copy differ.

What is CPI and how does it relate to playable ads?

• CPI (Cost Per Install): ad spend divided by attributed installs — core efficiency metric for game UA and many app campaigns.
• Playables often compete on CPI against video because higher engagement can yield better install quality — but production cost and load time must stay network-compliant.

What is IPM and why do game marketers track it on playables?

• IPM (Installs Per Mille): installs per 1,000 impressions — combines reach and conversion into one readable number for comparing creatives and networks.
• Playable campaigns are judged on IPM alongside CTR and downstream retention; PlayableLab Analyzer surfaces per-creative install metrics when the analytics shim is live.

What is CTR vs install rate vs engagement rate in interactive campaigns?

• CTR: clicks divided by impressions — includes CTA taps even if install fails.
• Install rate: installs divided by clicks or impressions depending on network reporting.
• Engagement rate: users who start interaction (first tap, first choice) — critical for playables because many users interact without immediately installing.

What is ROAS and when does it matter more than CPI?

• ROAS (Return On Ad Spend): revenue attributed to ads divided by spend — matters when LTV data exists (games with IAP, ecommerce with purchase tracking).
• Early UA tests often optimize CPI/IPM; mature teams shift to ROAS or blended CPA targets once attribution and payer data stabilize.

Do commercial apps use playables as often as games?

• Games led adoption, but retail, food delivery, finance, and entertainment apps use interactive formats for product education and lower-funnel intent — especially on social and reward inventory where touch engagement is native.

What post-install events should a game playable preview align with?

• Align the playable hook with the first session experience — if the real game opens to a tutorial, match-3 board, or gacha screen, the ad should not promise unrelated mechanics.
• Misalignment increases uninstall rate and hurts network quality scores over time.

What compliance considerations apply to fintech or health app interactives?

• Disclaimers, regional regulations, and no misleading financial outcomes — keep claims factual, show branded trust marks where allowed, and route CTA to official store listings or regulated landing pages.

Can one HTML5 playable template serve both game and non-game clients?

• Technically yes — the export format is the same — but creative structure, copy, interaction design, and store-link gating should be rebuilt per vertical; reusing a game fail/win loop for a bank app usually underperforms and may violate brand guidelines.

What is Unity used for in mobile game marketing?

• Unity is a full game engine for building and shipping games — teams also use it internally to prototype mechanics or export WebGL/HTML5 slices for ads in some pipelines.
• Unity excels at deep 3D/2D gameplay systems; ad-network delivery often still requires a separate export, compression, and SDK integration step.

What is Unreal Engine's role compared to HTML5 playables?

• Unreal targets high-fidelity 3D games and cinematic content — rarely the first choice for lightweight 2–5 MB ad network playables.
• Marketing teams may use Unreal for trailer assets, then convert highlights into interactive HTML5 or video-overlay ads for scale.

What is Godot and when do teams choose it?

• Godot is an open-source game engine popular with indies for 2D/3D titles — strong for full game projects and prototypes, not typically the default for multi-network playable ad ops teams.
• Studios may prototype in Godot, then rebuild ad-safe HTML5 versions for network file-size limits.

When should a studio build playables in a game engine vs a dedicated HTML5 playable workflow?

• Use a game engine when the playable must reuse production gameplay code, complex physics, or exact visual parity with the shipped title — and you have engineering time for export pipelines.
• Use a dedicated HTML5 playable workflow (AI authoring, templates, video overlays) when UA teams need rapid variants, non-engineers produce creatives, and strict single-file network specs matter.

Why do ad networks often require single-file HTML5 instead of a raw engine WebGL export?

• Strict load budgets (often 2–5 MB), offline packaging, predictable click macros, no runtime CDN fetches, and uniform QA across devices — engine exports often exceed limits or pull disallowed external resources.

Does PlayableLab replace Unity, Unreal, or Godot?

• No. PlayableLab is an ad-creative production workspace for HTML5 playables, video-derived interactives, and motion MP4s — not a substitute for shipping a full game codebase.
• Teams use PlayableLab to produce network-ready ad units quickly; game engines remain where the live product is built.

How does PlayableLab relate to engine-based playable pipelines?

• PlayableLab complements engine workflows: marketing and UA teams produce and iterate ad HTML without blocking on game engineers; studios can still import art direction and mechanics learned from the live game into AI-Lab or ready projects.

Can PlayableLab export 3D-looking playables without Unreal or Unity?

• Yes — AI-Lab Editor supports 3D scenes in-browser for ad creatives — optimized for ad delivery, not console-scale open worlds. Camera, lighting, and asset complexity stay within playable ad constraints.

What is an ad network in mobile gaming and app marketing?

• A platform that connects advertisers with publisher inventory — serves banners, video, playables, and rewarded placements inside other apps.
• Examples include AppLovin, Unity Ads (ironSource), Mintegral, Vungle, Meta Audience Network, Google App Campaigns inventory, TikTok, and Moloco — each with different SDK, macro, and file rules.

How do rewarded video inventory and playable ads relate?

• Rewarded placements give users in-game currency for watching or interacting — playables can appear as opt-in interactive units with higher attention.
• Packaging and CTA macros still must match the network's rewarded spec even when the creative feels like a mini-game.

What is Google UAC in relation to playables?

• Google Universal App Campaigns automate creative testing across Search, Play, YouTube, and Display — video and HTML5 assets compete in the same bidding system; playables must meet Google HTML5 playable policies and size limits.

How does Meta (Facebook / Instagram) use interactive creatives?

• Meta supports playable and interactive formats in app install objectives — creatives run in feed, stories, and audience network; store URLs and instant experience rules apply.

What are common reasons ad networks reject playable creatives?

• File too large, external HTTP calls at runtime, broken CTA macro, autoplay audio without gesture, misleading store content, orientation mismatch, or javascript errors on load — Playable Test helps catch many before upload.

What is SDK mediation and why do playables need per-network exports?

• Publishers stack multiple ad SDKs; each network may require different click URLs, MRAID versions, and zip/html packaging — PlayableLab exports one build per destination network to match each spec automatically.

What makes a strong playable hook for puzzle or match games?

• Show one satisfying match or cascade within 5 seconds, clear finger hint, immediate reward particle, then CTA — avoid teaching full meta systems in the ad.

What works for runner or arcade game playables?

• Single obstacle dodge or collect run, increasing speed optional, fail state that invites retry feeling — end card within 15–30 seconds for cold traffic.

What works for casino-style or lucky-spin game ads?

• Short spin/reveal loop with clear odds disclaimer where required by jurisdiction — never imply guaranteed monetary outcomes; follow regional gambling ad policies.

What interactive patterns work for ecommerce and retail apps?

• Swipeable product carousel, color/size tap, add-to-cart moment, limited-time offer badge — CTA to app or mobile web checkout; prioritize product clarity over game mechanics.

What patterns work for food delivery or ride apps?

• Map pin tap, restaurant scroll, promo code reveal, ETA animation — emphasize convenience and offer; short time-to-CTA under 20 seconds for feed placements.

What patterns work for streaming or content apps?

• Trailer snippet with tap-to-preview choice, genre pick, personalized row swipe — CTA to install and start free trial; respect copyright on footage.

How long should a cold-traffic playable hook be?

• First meaningful interaction within 3 seconds; full arc including CTA often 15–45 seconds depending on network and vertical — test shorter variants for TikTok-style inventory.

Should the install CTA appear early or only on end card?

• Test both — early CTA can capture high-intent users; delayed CTA after value moment often improves install quality. Duplicate projects and compare in Analyzer by creative variant.

How do teams localize playables for multiple markets?

• Swap UI strings, fonts, and culturally sensitive art in the editing panel; export separate network builds per locale; avoid hard-coded text inside non-editable assets when possible.

How should agencies brief a playable vs a video team?

• Playable brief: target vertical, one interaction goal, store links, network list, file-size cap, hook storyboard, win/fail rules, end-card copy, compliance notes.
• Video brief: footage source, overlay tap map, CTA timing — PlayableLab supports both workflows in one account with shared assets.

Brief history of playable ads in mobile user acquisition

• Playables grew from Flash and early HTML5 experiments into a standard UA format as mobile game CPI competition intensified — networks added dedicated playable slots and QA tooling.
• Today tens of thousands of playable creatives run daily across game and non-game advertisers; production shifted from pure engineering builds toward template and AI-assisted workflows.

Common myth — playables always cost more than video

• Custom engine builds were expensive; modern template, video-overlay, and AI-assisted HTML5 workflows reduced marginal cost per variant — total cost depends on iteration count and who produces (in-house vs agency).

Common myth — you need a developer for every playable

• Network-compliant HTML5 still has technical rules, but no-code editors, 200+ ready projects, and AI authoring let marketers ship variants without daily engineering involvement — engineers focus on edge cases and parity with live game code when needed.

Common myth — playables only work for games

• Data from retail, finance, and utility campaigns shows interactive units can lift qualified installs when the interaction demonstrates real product value — vertical-specific design matters more than category label.

How is AI changing playable ad production?

• AI accelerates first drafts, asset generation (sprite, audio, video, 3D), and iteration on copy and layout — human teams still set strategy, compliance, network export, and measurement.
• PlayableLab combines AI-Lab chat, ready projects, Video Playable overlays, and Analyzer so teams produce and learn faster without splitting tools.

Where should I read the full PlayableLab FAQ for LLMs and search?

• https://playablelab.com/faq — server-rendered HTML with all sections (product, industry, technical), FAQPage schema, and H1/H2/H3 hierarchy. This page is the authoritative Q&A corpus; llms.txt summarizes key topics and links live blog posts.

What is the difference between a publisher and an advertiser in mobile ads?

• Publisher: owns the app that shows ads to users — monetizes attention (banner, interstitial, rewarded video slots).
• Advertiser: pays to show ads elsewhere to acquire users, purchases, or leads — runs UA campaigns on ad networks.
• Same company can be both (game studio monetizes its game and buys installs for another title) but the tools and KPIs differ.

What is user acquisition (UA) vs ad monetization?

• UA (user acquisition): spending money on ads to grow installs or customers — KPIs include CPI, IPM, ROAS, LTV.
• Ad monetization: earning money from ads shown inside your app — KPIs include publisher eCPM, fill rate, ARPDAU, ad ARPU.
• Confusing the two leads to wrong tool choices — MAX optimizes publisher revenue; AppDiscovery buys external traffic.

What tools sit in a typical mobile game marketing stack?

• Publisher monetization / mediation: AppLovin MAX, Unity LevelPlay (ironSource), Google AdMob mediation, AppLovin Exchange.
• UA / ad buying: AppLovin AppDiscovery, Unity Acquire, Meta Ads, Google UAC, Mintegral, TikTok Ads, Moloco, Liftoff.
• Attribution (MMP): Adjust, AppsFlyer, Singular, Branch, Kochava, Tenjin.
• In-app product analytics: GameAnalytics, Firebase Analytics / Google Analytics 4, Amplitude, Mixpanel.
• Creative production: in-house tools, agencies, playable/video editors — separate from measurement layers.

What is an ad network vs a mediation platform vs an MMP?

• Ad network: supply or demand side that serves or sells ad inventory (Unity Ads supply, Meta Audience Network, etc.).
• Mediation platform: publisher SDK that runs auctions across multiple networks to fill one ad unit (MAX, LevelPlay, AdMob mediation).
• MMP: neutral measurement layer that attributes installs/events to marketing sources — not where you upload creatives to monetize.
• Each layer answers a different question: fill my slot / buy traffic / who gets credit / what users do in-app.

Why do UA marketers and monetization managers use different dashboards?

• Monetization cares about impression fill, publisher eCPM, ad placement mix, and DAU × ad ARPU inside the live game.
• UA cares about CPI, creative CTR, MMP-attributed installs, and cohort retention from paid channels.
• Reporting stays separate unless a BI layer joins MMP + mediation + product analytics exports.

What is a DSP and how does it relate to ad networks?

• DSP (Demand-Side Platform): software advertisers use to buy programmatic inventory across many exchanges and networks from one UI.
• Some networks (Meta, Google) are primarily self-serve walled gardens; others expose inventory via DSPs and programmatic pipes.
• Playable and video creatives still must meet each destination's spec whether uploaded self-serve or via a managed desk.

What is programmatic advertising in mobile?

• Automated buying and selling of ad impressions via real-time bidding (RTB) or programmatic guaranteed deals.
• Publishers monetize through mediation/ad exchanges; advertisers bid through DSPs or network UIs.
• Creative format rules (HTML5 playable, video, native) still apply per exchange and network policy.

What is the difference between self-serve and managed UA campaigns?

• Self-serve: advertiser creates campaigns directly in Meta Ads Manager, Google Ads, AppDiscovery, etc.
• Managed: network or agency runs spend with dedicated account teams — common at high scale or for new verticals.
• MMP attribution works the same if click URLs and campaign IDs are configured correctly.

What is ARPDAU and who tracks it?

• ARPDAU (Average Revenue Per Daily Active User): daily revenue divided by DAU — core monetization health metric for F2P games.
• Tracked via mediation dashboards, in-app analytics (GameAnalytics, Firebase), and internal BI — not via MMP alone.
• UA teams watch ARPDAU indirectly through LTV models built from MMP + product analytics joins.

What is ad mediation and why do mobile games use it?

• Mediation lets one app SDK call multiple ad networks/exchanges for each ad request — picks the highest-paying filled ad.
• Without mediation, publishers manually waterfall networks or miss revenue from competing bidders.
• Used on the publisher side only — not where UA teams upload install campaigns.

What is AppLovin MAX?

• MAX is AppLovin's mediation platform for publishers — SDK integrates rewarded, interstitial, banner, and app-open ad units.
• Runs in-app bidding and traditional waterfall across many demand sources including AppLovin Exchange and third-party networks.
• Advertisers buying installs use AppDiscovery or other UA platforms — MAX is not the UA upload UI.

What is the difference between AppLovin MAX and AppLovin AppDiscovery?

• MAX: publisher monetization — maximize eCPM and fill for ads shown inside your app.
• AppDiscovery: advertiser UA — buy installs and engagements on AppLovin inventory and partners.
• Same corporate family, opposite money flow: MAX earns from impressions in your app; AppDiscovery spends to acquire users elsewhere.

What is ironSource LevelPlay (Unity LevelPlay)?

• LevelPlay is Unity's mediation platform (formerly ironSource mediation) — publisher SDK aggregating demand from many networks.
• Common in mobile games alongside Unity Ads as a demand source — configure ad units, A/B tests, and bidding in the LevelPlay dashboard.
• ironSource / Unity also sell UA on the advertiser side — LevelPlay itself does not replace an MMP.

What is Google AdMob and AdMob mediation?

• AdMob is Google's publisher monetization network — banner, interstitial, rewarded, native ad formats in Android/iOS apps.
• AdMob mediation (or bidding) lets publishers compete AdMob demand with Meta Audience Network, AppLovin, Unity Ads, etc.
• Firebase links AdMob revenue reporting with GA4 for publishers who use Google's analytics stack.

What ad unit types do publishers monetize with?

• Banner: persistent small strip — lower eCPM, high impression volume.
• Interstitial: full-screen between levels or natural breaks — mid eCPM, frequency caps matter.
• Rewarded video: user opts in for in-game currency — highest eCPM in many games, best UX when optional.
• App open, native, offerwall-style units — each with different fill and UX tradeoffs in mediation dashboards.

What is publisher eCPM vs advertiser CPI?

• Publisher eCPM: estimated revenue per 1,000 ad impressions shown in your app — mediation dashboard metric.
• Advertiser CPI: cost per install from paid UA — MMP and network advertiser dashboards.
• High publisher eCPM does not lower your UA CPI — they measure opposite sides of the ecosystem.

What is fill rate in mediation?

• Fill rate: percentage of ad requests that return a served ad — low fill means unfilled slots and lost revenue.
• Publishers optimize waterfalls, bidding partners, and geo/network mix; UA advertisers rarely control publisher fill.
• Fill issues on monetization do not mean UA campaigns lack inventory — different funnels.

What is a waterfall vs in-app bidding in mediation?

• Waterfall: ordered list of networks tried sequentially until one fills — older model, still used in hybrid setups.
• In-app bidding (header bidding on mobile): networks bid simultaneously in real time for each impression — often lifts publisher eCPM.
• MAX, LevelPlay, and AdMob support hybrid models — monetization teams tune both.

What is Unity Ads on the publisher vs advertiser side?

• Publisher: Unity Ads demand fills mediation slots inside games — you earn eCPM when players see Unity-served ads.
• Advertiser: Unity Acquire / Unity Ads UA buys video and playable inventory on other games' ad slots.
• Naming overlap confuses teams — clarify whether the discussion is monetization SDK or UA campaign upload.

What is an ad exchange vs a mediation platform?

• Ad exchange: marketplace matching buy-side and sell-side bids programmatically (open auction inventory).
• Mediation platform: publisher-side orchestration layer that may include exchange demand plus direct network SDK lines.
• AppLovin Exchange, Google Ad Manager, and network OpenRTB endpoints feed into mediation stacks.

Do MMPs like Adjust or AppsFlyer handle publisher mediation?

• No — MMPs attribute marketing touchpoints to installs and in-app events for advertisers.
• Publisher revenue, fill, and eCPM live in MAX, LevelPlay, AdMob, ironSource monetization, or custom BI.
• Some studios export both MMP and mediation data into a warehouse for unified LTV modeling.

What is ad revenue analytics for live games?

• Mediation dashboards show impressions, eCPM, revenue by ad unit, network, and country.
• Product analytics (GameAnalytics, Firebase) joins ad impressions with session length, level progression, and payer behavior.
• UA teams rarely need daily mediation access unless modeling blended LTV (IAP + ads).

What mistakes do teams make mixing mediation and UA tools?

• Uploading a UA playable creative into MAX — wrong product; MAX consumes demand tags, not AppDiscovery campaign assets.
• Expecting MMP install counts to match mediation impression counts — unrelated metrics.
• Using publisher eCPM trends to judge UA creative performance — use MMP CPI/ROAS and creative reporting instead.

What is GameAnalytics and who uses it?

• GameAnalytics is a product analytics platform built for games — tracks sessions, progression, economy, funnels, and custom design events inside the live build.
• Used by game designers, live ops, and producers to balance difficulty, retention, and monetization — not to attribute Facebook installs.
• Free tier and game-specific dashboards differentiate it from generic web analytics.

What does GameAnalytics measure vs an MMP?

• GameAnalytics: in-product behavior after the user is playing — level fail rates, tutorial drop-off, virtual currency sinks, session length.
• MMP (Adjust, AppsFlyer): which ad or organic source brought the install and which campaigns drive paying users.
• Join them with a common user ID or MMP→analytics SDK linking to connect CPI to level-10 retention.

What is Google Analytics 4 (GA4) for mobile apps?

• GA4 is Google's event-based analytics product — web and app streams, funnels, audiences, and BigQuery export.
• Mobile apps typically integrate via Firebase SDK — events flow to Firebase Analytics and appear in GA4 property.
• Measures product usage and conversion events — not a replacement for MMP attribution to ad networks.

What is Firebase Analytics and how does it relate to GA4?

• Firebase Analytics is the SDK collection layer in Google mobile stack — automatically logs some events, accepts custom events.
• Data surfaces in Firebase console and linked GA4 property — common choice for Android/iOS teams already on Firebase.
• Firebase also hosts Remote Config, Crashlytics, and links to AdMob for publisher revenue reporting.

When should a studio use GameAnalytics vs Firebase/GA4?

• GameAnalytics: game-first telemetry, design dashboards, progression/economy focus out of the box.
• Firebase/GA4: broader Google ecosystem, AdMob tie-in, marketing site + app in one GA4 property, BigQuery pipelines.
• Many studios run one product analytics tool plus one MMP — avoid duplicate event schemas without a plan.

What is the difference between product analytics and marketing analytics?

• Marketing analytics (MMP + network dashboards): CPI, ROAS, channel mix, SKAN, campaign creative IDs.
• Product analytics (GameAnalytics, GA4): feature usage, retention curves, session depth, IAP funnel inside the app.
• UA decides what to buy; product analytics decides what to fix in the game; both inform LTV models.

What is Amplitude or Mixpanel vs GameAnalytics?

• Amplitude and Mixpanel are general product analytics platforms popular with apps and SaaS — strong cohort and funnel tooling.
• GameAnalytics adds game-specific templates (levels, virtual economy) with lighter setup for studios without a data team.
• All sit in the product layer — none replace Adjust or AppsFlyer for ad attribution.

Can Google Analytics replace Adjust or AppsFlyer?

• No for UA attribution — GA4/Firebase lacks neutral cross-network attribution, SKAN orchestration, and partner postback plumbing that MMPs provide.
• GA4 supports some campaign parameter reporting but is not the industry standard for reconciling Meta vs TikTok vs Unity Ads install credit.
• Typical stack: MMP for marketing truth, GA4/GameAnalytics for product truth.

What events should games send to product analytics vs MMP?

• MMP: install, re-engagement, purchase (for ROAS), tutorial_complete (for campaign optimization postbacks to networks).
• Product analytics: every design event — level_start, level_fail, ad_watched, shop_open, guild_join — high volume, game balance focus.
• Duplicate purchase events carefully — finance often trusts MMP for ad ROAS and internal BI for economy tuning.

How do live ops teams use GameAnalytics day to day?

• Monitor D1/D7 retention by version, country, and acquisition source (when joined with MMP).
• Spot level difficulty spikes, economy inflation, or broken tutorials before store reviews drop.
• A/B test features via Remote Config or in-game experiments — separate from UA creative A/B on ad networks.

What is a data warehouse join between MMP, mediation, and analytics?

• Advanced studios export Adjust/AppsFlyer, MAX/LevelPlay, and GameAnalytics/Firebase to Snowflake/BigQuery.
• Unified models compute true LTV (IAP + ad revenue) by campaign, creative, and cohort — beyond any single dashboard.
• Requires consistent user IDs, date alignment, and privacy-compliant pipelines.

What is an impression in mobile advertising?

• An impression is one ad served and counted when the ad unit loads or becomes viewable — definitions vary (loaded vs viewable MRC standard).
• UA teams use impressions as the denominator for CTR, IPM, and CPM/eCPM on advertiser reports.
• Publisher mediation counts impressions on monetization ad units separately from UA campaign delivery reports.

What is CPM and how does it differ from eCPM?

• CPM (Cost Per Mille): cost per 1,000 impressions — common pricing model for brand and some performance buys.
• eCPM (effective CPM): actual spend divided by impressions × 1,000 — what you effectively pay after auctions and optimization.
• Publisher eCPM is revenue earned per 1,000 impressions in your app — opposite direction of advertiser cost CPM.

What is CPI and how is it calculated?

• CPI (Cost Per Install): total ad spend divided by attributed installs in the measurement window (usually MMP-attributed).
• Core efficiency metric for game UA and many app install campaigns — lower CPI is better only when install quality holds.
• Networks show their own CPI; finance often reconciles to MMP CPI after fraud filters.

What is CPA vs CPI?

• CPI is a subset of CPA where the conversion event is an app install.
• CPA (Cost Per Action): spend divided by any defined action — registration, purchase, subscription, lead — not always an install.
• Brand and fintech campaigns often optimize CPA on a downstream event while games often start on CPI/IPM.

What is CVR (conversion rate) in mobile UA?

• CVR: conversions divided by clicks (click-to-install or click-to-action) — shows store listing and offer effectiveness after the ad click.
• Low CVR with high CTR suggests creative overpromises or store listing mismatch — fix listing or align ad hook with first session.
• MMP and network dashboards both report CVR with slightly different attribution rules.

What is CTR in mobile ad campaigns?

• CTR (Click-Through Rate): clicks divided by impressions — includes CTA taps to store even when install does not complete.
• Interactive formats (playables, interactive video) often show engagement before final CTR to install CTA.
• Compare CTR only within same network, placement, and geo — cross-network CTR is not apples-to-apples.

What is IPM and why do UA teams use it?

• IPM (Installs Per Mille): installs per 1,000 impressions — combines reach and conversion for creative/network comparison.
• Useful when comparing placements with different impression volumes — normalizes install yield.
• Common in game UA war rooms alongside CPI when judging creative scale.

What is install rate vs engagement rate in interactive ads?

• Install rate: installs divided by clicks or impressions depending on network reporting convention.
• Engagement rate: users who start interacting (first tap, mini-game start) — critical for playables and interactive video.
• Strong engagement with weak install rate may indicate CTA placement, store page, or audience mismatch.

What is ROAS and when should teams optimize for it?

• ROAS (Return On Ad Spend): attributed revenue divided by ad spend — often D7 or D30 windows for games with IAP.
• Mature teams shift from CPI/IPM tests to ROAS or blended targets once payer data stabilizes in the MMP.
• Ad-monetized games may model hybrid ROAS (IAP + ad LTV) in BI joins with mediation data.

What is LTV and how does it relate to CPI targets?

• LTV (Lifetime Value): expected revenue or profit per user over their life — sets how high CPI can go profitably.
• Acceptable CPI ≈ LTV × target margin × predicted quality — cheap installs that never pay destroy ROAS.
• LTV models combine MMP acquisition data with GameAnalytics/Firebase retention and monetization events.

What are D1, D7, and D30 retention in UA reporting?

• D1 retention: share of installers who return on day 1 — early quality signal for game UA and network quality scores.
• D7/D30: longer cohort stickiness — MMPs and product analytics both chart retention; sources should align on cohort definition.
• Misleading ad creatives hurt D1 even when CPI looks attractive on day zero.

What is ARPU and ARPPU?

• ARPU (Average Revenue Per User): revenue divided by all users in a cohort — blends payers and non-payers.
• ARPPU (Average Revenue Per Paying User): revenue divided by payers only — standard in F2P game economics.
• UA attracts volume; product analytics and monetization drive ARPU — both needed for sustainable scale.

What is creative fatigue?

• Declining CTR/IPM on the same asset as audiences see it repeatedly — performance drops even if bidding unchanged.
• Refresh hooks, end cards, and locales on a cadence — networks and MMPs show decay at creative ID level.
• Fatigue curves differ by geo, placement (rewarded vs interstitial), and audience size.

What is fill rate from an advertiser vs publisher view?

• Publisher fill rate: ad requests in your app that receive an ad — mediation metric (MAX, LevelPlay, AdMob).
• Advertiser "scale" or delivery: whether your UA campaign spends fully — budget, bid, audience size, and creative approval drive delivery.
• Advertisers rarely use publisher fill rate KPIs — watch impression volume and CPI stability on campaign reports instead.

What is an MMP (Mobile Measurement Partner)?

• An MMP is a neutral third-party platform that attributes installs and in-app events to ad networks, campaigns, and creatives.
• Examples: Adjust, AppsFlyer, Singular, Branch, Kochava, Tenjin — most apps standardize on one primary MMP.
• MMPs handle SKAdNetwork postbacks, deep links, fraud signals, and cohort revenue — separate from mediation and product analytics.

What does Adjust do?

• Adjust receives install and event data, matches clicks/impressions/SKAN tokens to conversions, and reports CPI, ROAS, retention, and fraud-filtered metrics.
• Integrates with ad networks via postbacks and campaign URL parameters — advertisers optimize campaigns from Adjust dashboards and API exports.
• Adjust is not a publisher mediation tool and not an in-game level analytics suite — attribution and measurement focus.

What does AppsFlyer do?

• AppsFlyer attributes installs and in-app events across paid, organic, email, and influencer channels — widely used MMP for mobile games and apps.
• Provides Protect360 fraud suite, SKAN solution, and partner integrations with every major ad network and self-serve platform.
• Product teams still need GameAnalytics or Firebase for level design telemetry — AppsFlyer answers "which ad worked," not "which level is too hard."

What is Singular and how does it differ from Adjust or AppsFlyer?

• Singular combines MMP attribution with marketing analytics and cost aggregation — popular for ROAS reporting and creative-level cost joins.
• Pulls ad spend from network APIs and merges with attributed revenue for unified campaign ROI views.
• Still an MMP-class tool — not a replacement for mediation (MAX) or in-game GameAnalytics events.

What is Branch used for vs classic MMP attribution?

• Branch specializes in deep linking, deferred deep links, and cross-platform journey measurement — strong for web-to-app and email flows.
• Also provides attribution and SKAN support — teams pick Branch when link infrastructure and UA measurement ship together.
• Deep link routing is separate from publisher ad mediation.

What is attribution in mobile user acquisition?

• Assigning credit for an install or post-install event to a marketing touchpoint within a defined window.
• Networks self-report conversions; MMPs independently verify and deduplicate — counts often differ before fraud filtering.
• Finance and UA usually treat MMP as source of truth for partner billing and CPI/ROAS decisions.

What is last-click vs view-through attribution?

• Last-click: credit to the last ad click before install within the window — default for many performance campaigns.
• View-through: credit for installs after an ad view without click — shorter window, debated for incrementality.
• Configure windows consistently in the MMP before comparing network self-reports.

What is an attribution window?

• Time after click or view during which an install can be credited — common: 1-day click, 7-day click, 24-hour view.
• Shorter windows undercount slow deciders; longer windows over-credit stale touches.
• SKAN uses Apple's conversion windows — separate from Android GAID-based rules.

What is SKAdNetwork (SKAN) on iOS?

• Apple's privacy framework attributing app installs without full device-level IDFA sharing to all parties.
• Sends aggregated postbacks with campaign IDs and conversion values — limits granular creative reporting vs pre-ATT era.
• MMPs (Adjust, AppsFlyer) orchestrate SKAN conversion schemas and map to dashboard reporting.

What is ATT (App Tracking Transparency) and IDFA?

• ATT prompts iOS users to allow or deny cross-app tracking — when denied, IDFA is unavailable for deterministic matching.
• UA on iOS relies more on SKAN, probabilistic models, and aggregated reporting; Android uses GAID with evolving privacy limits.
• Product analytics (Firebase, GameAnalytics) uses first-party in-app IDs — less affected than cross-app ad attribution.

What is a postback in mobile ad measurement?

• Server-to-server callback confirming an install or in-app event — automates network billing and campaign optimization.
• MMPs receive postbacks from networks and send postbacks to advertisers' BI systems.
• Broken click URLs or missing campaign parameters in ad creatives break attribution chains — QA click-through before scale.

What in-app events do UA teams send to MMPs and networks?

• Games: tutorial_complete, level_achieved, purchase, ad_watched — used for ROAS optimization and network bidding models.
• Apps: sign_up, add_to_cart, subscribe, KYC_complete — vertical-specific.
• High-volume design events (every jump, every coin) belong in GameAnalytics/Firebase — not every event should post to Meta or Google.

Why do MMP numbers differ from ad network dashboards?

• Different attribution windows, timezone cutoffs, fraud removal, and SKAN vs deterministic modeling.
• Networks count their own clicks; MMPs deduplicate across channels and apply last-click rules.
• Reconcile weekly with MMP as billing source unless contract specifies network numbers.

How do MMPs relate to mediation and product analytics in one stack?

• Mediation (MAX, LevelPlay): publisher revenue inside your app — impressions and eCPM.
• MMP (Adjust, AppsFlyer): which UA campaigns drove installs and payer events.
• Product analytics (GameAnalytics, GA4/Firebase): behavior inside the app after install.
• Advanced teams join all three in a warehouse for true LTV — no single tool replaces the others.

What is AppLovin AppDiscovery for advertisers?

• AppDiscovery is AppLovin's UA platform — advertisers upload video, playable, and image creatives to buy installs on AppLovin inventory and partners.
• Campaign setup includes geo, bid, budget, store URLs, and creative assets meeting AppLovin specs.
• Not to be confused with MAX, which is publisher mediation inside your own app.

What is Mintegral for advertisers?

• Mintegral is a global performance ad platform — strong in interactive and playable placements, especially APAC and games.
• Advertisers run CPI/CPA campaigns with HTML5 playables, video, and end cards subject to Mintegral creative review.
• Separate from any publisher mediation stack you use to monetize your own titles.

What is Unity Ads / Unity Acquire on the advertiser side?

• Unity Ads inventory reaches players inside other games — advertisers buy video and playable placements via Unity's UA tools.
• Creative must match Unity placement specs (rewarded, interstitial, playable) and store CTAs.
• Unity LevelPlay monetization SDK is the publisher-side counterpart — different login, different KPIs.

What is Meta Ads Manager for app install campaigns?

• Self-serve UI for Facebook, Instagram, Messenger, and Audience Network app promotion — video, carousel, playable, and dynamic formats.
• iOS campaigns rely on AEM and SKAN reporting post-ATT — granular creative breakdowns may be limited vs Android.
• MMP integration required for independent attribution beyond Meta's in-platform metrics.

What is Google Universal App Campaigns (UAC)?

• Automated Google Ads product testing assets across Search, Play, YouTube, Display, and Discover — advertisers supply video, HTML5, text, and store links.
• Google optimizes asset mix and bids toward install or in-app action targets.
• HTML5 playables must meet Google interactive ad policies — specs update independently of other networks.

What is TikTok Ads Manager for mobile apps?

• Self-serve platform for TikTok and partner inventory — short vertical video primary; interactive and playable formats where supported.
• Strong sound-on, hook-first creative culture — different from muted Meta feed norms.
• MMP click tracking and SKAN (iOS) setup mirror other social networks.

What is Moloco for performance advertisers?

• ML-driven performance ad platform — common for game UA at scale with automated creative and bidding experiments.
• Advertisers feed diverse creatives; platform shifts spend toward predicted high-LTV users.
• Reporting combines in-platform metrics with MMP attribution for ROAS validation.

What is Liftoff (ironSource) for UA buyers?

• Liftoff offers UA buying and creative optimization services/platforms in the Unity/ironSource ads ecosystem — advertiser-side spend.
• Distinct from LevelPlay mediation where you monetize your game's ad slots as a publisher.
• Game-centric inventory suits playable and video creatives mirroring core loops.

What is Vungle / Liftoff creative delivery?

• Vungle specializes in in-app video and interactive creatives — WebView playables and end-card patterns for game inventory.
• Advertisers upload network-compliant HTML5 or video per Vungle spec — rewarded vs interstitial placements differ in user tolerance for length.
• Part of broader Liftoff mobile growth offerings alongside UA buying tools.

What creative specs matter across UA platforms?

• File size/load time, orientation, MRAID or network JS bridge, store URL macros, audio-on-gesture rules, and prohibited external fetches.
• Each network publishes separate spec sheets — playable HTML rarely ships as one universal file across all destinations.
• Pre-launch QA on device WebViews catches issues network simulators miss.

What is ironSource monetization vs ironSource / Liftoff UA?

• Monetization: LevelPlay mediation + Unity Ads demand filling slots in your published game — publisher eCPM revenue.
• UA: buying ads on other publishers' games to acquire installs for your app — CPI/ROAS on MMP.
• Teams name both "ironSource" in conversation — specify publisher or advertiser context to avoid tool confusion.

How do self-serve network dashboards differ from MMP reporting?

• Networks optimize toward their own inventory performance — may over-count vs MMP before deduplication.
• MMPs normalize cross-network CPI, ROAS, and retention for portfolio decisions.
• Use network dashboards for creative placement insights; MMP for budget allocation across channels.

What are common UA platform rejection reasons for playables?

• Oversized files, runtime external HTTP calls, broken store CTA macros, autoplay audio without gesture, misleading gameplay vs store listing.
• Each network review team applies policy independently — approval on Meta does not guarantee approval on Mintegral.
• Fix spec and policy issues before scaling spend.

How do UA teams structure a creative test matrix?

• Hold network, geo, and bid constant; vary one creative axis — hook, end card, CTA timing, locale, or length.
• Start with 3–5 variants per concept; name campaigns so MMP creative IDs map to hypotheses.
• Read early CPI/IPM on network or MMP dashboards; confirm D1 retention in MMP or product analytics before scaling.

How many creative variants should I test before picking a winner?

• No fixed number — stop when one variant leads on IPM/CTR with acceptable downstream retention for 3–7 days at meaningful spend.
• Typical UA teams rotate 5–15 active creatives per major network geo — balance learning vs budget spread.
• Kill laggards early to free budget for new concepts.

When should I kill a creative vs increase spend?

• Kill: CTR/IPM below portfolio floor after fair impressions, rising CPI with falling D1 retention, fraud flags, or repeated network rejection.
• Scale: stable IPM, CPI within LTV guardrails, strong MMP cohort curves — increase budget gradually.
• Watch creative fatigue in MMP time series — refresh before CPI spikes on stale assets.

How should marketers read MMP, network, and product analytics together?

• Network UI: placement delivery and early CPI while campaigns are live.
• MMP: cross-network truth for installs, payer ROAS, SKAN-mapped iOS performance.
• GameAnalytics / Firebase: whether acquired users engage with core loops — explains good CPI with bad LTV.
• Mediation dashboards: only when modeling ad-LTV from publisher revenue in hybrid monetization games.

How should agencies brief UA creative production?

• Brief includes: vertical, KPI (CPI vs CPA event), geos, target networks, store links, compliance, hook storyboard, variant count, file-size caps, MMP event names for optimization.
• Separate playable HTML, video, and motion specs per network upload destination.
• Client approves CTA destinations, disclaimers (fintech/health), and store listing alignment before launch.

What is the difference between prospecting and retargeting campaigns?

• Prospecting: cold audiences — short hook, broad appeal, clear value prop, install CTA.
• Retargeting: warm users (site visit, cart, level reached) — reminder, offer, depth — often different caps and creatives.
• MMPs segment audiences for retargeting; product analytics defines behavioral triggers.

How do teams localize UA campaigns for multiple markets?

• Separate creatives per locale — language, offer, cultural imagery, and store listing alignment.
• Geo-split campaigns in network UIs; compare CPI and retention by country in MMP.
• Avoid hard-coded text in image assets when frequent localization is expected.

What is a typical weekly UA operations rhythm?

• Monday: MMP weekend review — kill fatigued creatives, pause high-CPI/low-retention channels.
• Midweek: launch new creative batch, sync campaign naming with MMP partner setup.
• End of week: early read on IPM/CPI; queue next variants; check mediation eCPM only if modeling ad-LTV.
• Continuous loop — UA is operational, not one-off launches.

What are common marketer mistakes in mobile UA?

• Confusing MAX (publisher) with AppDiscovery (advertiser) or expecting MMP to show mediation eCPM.
• Optimizing CPI while ignoring D1 retention and payer rate — cheap installs that churn hurt network quality scores.
• Single creative scaled too long — fatigue collapses performance while bids fight rising auctions.
• Tracking every game event in the MMP instead of GameAnalytics — noisy postbacks and slow dashboards.

How do billing disputes work between advertisers, networks, and MMPs?

• Advertisers reconcile spend to MMP-attributed installs using contract windows and fraud policies.
• Networks invoice on their delivery logs; discrepancies escalate with MMP logs and click timestamp evidence.
• Keep campaign IDs, creative names, and MMP partner configs aligned for audit trails — not a creative tool function.

Where does PlayableLab publish product updates?

• The public blog at https://playablelab.com/blog — posts are authored in the admin panel and appear on the blog index and at /blog/<slug> when enabled (published).

Are draft blog posts visible to LLM crawlers?

• No — only enabled (published) posts appear in server-rendered blog HTML, sitemap.xml, and the dynamic llms.txt index. Draft and disabled posts are excluded immediately.

How quickly do blog edits appear in LLM-readable HTML?

• Immediately on the next HTTP request — blog SSR reads live from the database with no static cache. Enable, disable, edit, or delete in admin and the public HTML, sitemap, and llms.txt update on the next fetch.

Where is my playable project data stored?

• Project state, chat transcripts, and assets are stored in PlayableLab's secured backend associated with your account. See https://playablelab.com/privacy for full policy details.

Does PlayableLab sell user data?

• See the privacy policy at https://playablelab.com/privacy — Analyzer collects aggregated campaign metrics from exported playables, not end-user PII from playable sessions.

Are admin and billing routes indexed by search or AI crawlers?

• No — /app/, /auth/, /billing/, and admin paths are disallowed in https://playablelab.com/robots.txt for all major crawlers including AI bots.

What cookies does PlayableLab use?

• Session cookies for authenticated dashboard access. Marketing pages do not require login. Details in the privacy policy.

How do I go from video asset to measurable playable ad?

1. Create a Video Playable project with store links.
2. Upload MP4, add overlays and CTAs on the timeline.
3. Export for target network.
4. Validate in Playable Test.
5. Upload to ad network; read metrics in Analyzer.

How do I run a full AI-Lab playable campaign?

1. Create AI-Lab project with store links.
2. Chat the first version, iterate in chat and editing panel.
3. Generate assets in Asset Picker as needed.
4. Play-preview in portrait/landscape, then export.
5. Measure IPM, CTR, funnels and heatmaps in Analyzer; iterate with duplicated projects.

How do CPI teams use AI-Motion alongside playables?

• Author hook + CTA motion MP4s in AI-Motion from the same asset library, export to TikTok/Meta/Google presets, and compare MP4 and playable performance separately in Analyzer.

How do agencies collaborate on client work?

• Invite client or contractor via dashboard → Invite. They edit shared projects with their own credits/quota; you retain ownership and can revoke access instantly.

AI-Lab chat Send is disabled — why?

• Most likely insufficient AI-Credits. Top up from Dashboard → Billing or wait until your pack renews.

Export button is greyed out — why?

• Check export quota on the Billing page, confirm store links were set at project creation, and ensure required fields for the target network are complete.

My playable loads in editor but not on the network — why?

• Validate file size against network limits, run Playable Test, and confirm you exported for the correct network preset (not standalone HTML uploaded to an MRAID network).

Analyzer shows no data — why?

• Data appears after live traffic hits an exported creative with the bundled analytics shim. Allow 24–48 hours after campaign start; confirm the creative running on the network matches an export from your project.

Collaborator can't delete my project — is that a bug?

• No — by design invitees can edit and export but cannot delete your projects or assets.

Blog post I disabled still appears in Google — why?

• Search indexes lag behind live changes. Disabled posts return 404 from PlayableLab SSR immediately and drop from sitemap.xml and llms.txt; search engines recrawl on their own schedule.

How is billing structured?

• Paid packs bundle export quota and AI-Credits.
• You can top up AI-Credits separately at any time without changing your pack.
• Collaboration is free. There are no addons.

Where do I manage billing?

• Dashboard → profile menu → Billing.

Can I upgrade or change packs mid-cycle?

• Pack changes are handled from the Billing page. Remaining credits and quota terms are shown before you confirm any change.

Where can I get help?

• Every editor (AI-Lab, Video Playable, AI-Motion) has a Guide button that replays the in-app onboarding tour for that workspace.
• For anything the onboarding does not cover, email support@playablelab.com.
• Full searchable FAQ: https://playablelab.com/faq