Essay
The click was never the interaction
We spent twenty years measuring the moment someone left an ad, and called it engagement. A playable measures the part before that.
1 min read
Resources
Notes on an ad format nobody has finished thinking about.
Mechanics, compliance, and the difference between an audience that watched and an audience that did something. Written by the people building the studio.
Technical
Why Mintegral still wants ES5
A tour of the PlayTurbo WebView's refusals — no clamp(), no flex gap, no safe-area insets — and how to build a fixed scaled stage that survives them.
2 min read
Craft
Eight mechanics for brands that don't sell games
Baskets, sliders, matches, reveals. Each one maps to a decision the customer already makes, and each one tells you something when they make it.
1 min read
Compliance
The sentence you must not paraphrase
Network disclaimers are quoted, not written. What each one requires, when it is required, and what happens when a designer tidies it up.
1 min read
Essay
Against generated slop
Generation is a production technique, not an aesthetic. What we refuse to ship, and why the brief is shown to you before the build exists.
1 min read
Primer
What is a playable ad?
A plain definition, the anatomy of a unit, where it runs, and how it differs from video, interactive end cards and rich media.
2 min read
Reference
Playable ad specs, network by network
File size, packaging, entry point, click handler and the one requirement each network fails you on. A working reference rather than a marketing page.
1 min read
Guide
How to make a playable ad with AI
From a URL to four network-ready packages: brand analysis, brief review, build, deterministic QA and handoff. What the model does and what you must still decide.
2 min read
Business
What a playable ad actually costs
Agency quotes, in-house hours, per-network variants and the cost of a rejection. Where the money goes and which parts are genuinely fixed.
1 min read
Vertical
Playable ads for retail and ecommerce
The basket mechanic, why choice distribution beats click-through for merchandising, and the three ways retail units usually fail.
1 min read
Vertical
Playable ads for fintech and subscriptions
Sliders, scratch cards and the compliance sentences you cannot touch. What works when the product is a number and a promise.
1 min read
Measurement
Reading playable ad metrics without fooling yourself
Start rate, completion, time to first interaction, choice distribution and CTR — what each one diagnoses, and the order to read them in.
1 min read