01Installs
Impressions that turn into installs
They try before they buy, so the ones who convert already like it.
Impression-to-install rate
1×
Other formats
0×
Playable
Liftoff, game apps outside the top spenders
Turn your gameinto a playable ad
Our agents turn your game's art into playables for every network, then report installs per variant every day. The first one is free.
First playable free12 ad networksInstalls per variant, daily
Sample units:Free the brain · Puzzle gameTimber combo · Block puzzle gameClaim the village · Strategy game
Free the brain
Made in Make It Playable · AppLovin
Inside the studio
Watch the agent build your ad
A demo of the Make It Playable studio: a prompt goes in, the agent writes a brief, builds and tests the playable, and hands back a file to download.
Don't take our word. Play one.
Real exported files, running live. Hover a card to play it.
The ad people actually touch
Don't show it. Let them play it. More installs and better retention, for apps and products alike.
03Retention
People who played first stay longer
A player who has already beaten a level knows what they signed up for.
Players still playing, day 0 to day 7
+20–30% on day 7
Curve shape illustrative; the day-7 gap is Benly's, for games on TikTok
04Market
The format is growing
The score tracks how well a format drives downloads and revenue, and playables set a record.
A playable performance score of 191 in 2025, up 16% on 20243
AppAgent ↗Playable performance score
≈165
2024
0
2025
+16% · a record
AppAgent; 2024 worked back from the 16% rise
05Apps and products
Not just apps anymore
Shops can now optimise for purchases, not installs. Let shoppers try before they buy.
In July 2026 AppLovin opened its ad platform to every business, online shops included4
Common Thread ↗Streetwear · AppLovin
Optimise for installs✓ Optimise for purchases
Why not build them the old way?
The old way
$3–5k per ad2–4 weeksA ticket per changeRejected at uploadEndless back-and-forthNeeds a dev
With Make It Playable
99% cheaper per adMinutesA link is the briefEvery networkChecked before exportEdit it in chatTest 10 conceptsAlways on brandOne-click exportVersions kept
Agency cost and turnaround from AppAgent3.
Meet the team. No invoices.
Three agents make every playable: one builds it, one makes it look like you, one tells you if it's working. No kick-off call, no sprint, no “circling back”.
Developer
Kev
Turns your sentence into a working HTML5 ad before your coffee's cold. Has opinions about MRAID.
Art Director
Margo
Lifts your palette, logo and vibe straight off your site. Has never once said “make the logo bigger”.
Performance
Rio
Reads your campaign numbers and tells you, kindly, which ad is quietly eating your budget.
Try it for free.
Your first playable is free to plan, build and play. To download it for a network, pick a plan (under $20 an ad, and that first one is on us) or buy just that ad. Not for you? Cancel within 14 days for a full refund.
2 months free
Pay as you go
One ad at a time. No subscription.
$29$15one-off
1 new ad · $15 per ad
Sale ends 7 November
Buy 1 ad- 10 credits · 1 new ad
- No subscription or recurring payment
- Purchased credits never expire
- Brief, artwork, build and phone testing
- Export files for every network
- Subscribe within 7 days and your purchase comes off your first payment
On Starter, an ad is $9.80, 35% less.
Starter
For testing playables on one network.
$99$49per month
5 new ads a month · $9.80 per ad
Start with StarterFirst playable free14-day money-back
- 5 new ads a month
- Download for every network
- 1 network connected for direct send and results
- Every version saved
- 1 person
Studio
For teams running playables every month.
$499$249per month
30 new ads a month · $8.30 per ad
Start with StudioFirst playable free14-day money-back
- 30 new ads a month
- All networks connected
- Results import and ad fatigue alerts
- Saved brand profiles
- 3 builders, unlimited viewers
Agency
For agencies with many clients or titles.
$1,399$699per month
100 new ads a month · $6.99 per ad
Start with AgencyFirst playable free14-day money-back
- 100 new ads a month
- All networks connected
- A workspace for each client
- Client-ready quality reports
- 10 builders, unlimited viewers
Full pricing, yearly billing and credit packs →
Prices exclude sales tax and VAT, which is added at checkout where it applies.
Frequently asked questions
Everything you need to know about shipping a playable ad.
Start with a link. Ship a playable.
Your first playable is free: the plan, the build and phone testing. Pick a plan to download it for your network, and that first ad is on us.
