Layer announces Playables for turning game assets into interactive ads

Layer outlined its Playables offering in a September 29, 2026 announcement: give its agent a game brief, existing art or a gameplay clip, then refine an interactive ad and export it as HTML. The workflow targets teams preparing small, playable introductions to their games.

Build around the game's existing art

The product page describes using reference sets of characters, art and UI to guide a build. After the first version, the team can play it and ask for changes to difficulty, pacing or mechanics. An existing playable can also provide the starting point for a new visual theme or gameplay variation.

For a seasonal campaign, that could mean keeping a short puzzle while changing its characters and scenery. The brief still needs to specify the interaction players should experience and how the ad ends.

Export an HTML file, track generation costs

Layer's help guide describes the output as one HTML file under 5 MB, with a Download As option for different ad networks. It also allows teams to bring in their own playable made elsewhere and revise it inside Layer. Export targets listed on the product page include AppLovin, Meta, TikTok and Unity/ironSource, with MRAID-compatible HTML5 output.

Playables use the platform's Creative Units (CUs). The pricing FAQ explicitly includes playable-ad work among the agent actions that consume units; subscriptions currently start at $10 a month for 300 CUs. The announcement says there is no separate export fee. That does not make repeated generation free, and the published material gives no fixed CU cost per finished ad. The chat's usage indicator provides the accumulated cost while a team iterates.

Teams can use the Layer tool page for the wider asset workflow. For an initial ad, a useful scope is one recognizable interaction, followed by a check of controls, ending and exported file on the intended placement.