Is Segwise playable generation self-serve?

No. Segwise says playable generation is currently a managed service. Its analytics platform is self-serve with a 7-day free trial.

How much does Segwise cost?

Growth is $499/month for up to $250K monthly ad spend; Pro is $1,699/month for $250K to $500K. Playable generation pricing is not published.

What is the closest alternative to Segwise?

For analytics plus building in one place, Craftsman+. For managed generation, Sett.

Can I keep Segwise for analytics and build playables elsewhere?

Yes. Segwise tags playables you connect from your ad accounts, so playables built in another tool can still be analyzed once they run.

How do I know if my playable is working?

Start with IPM, CVR and post-install quality per network. See is my playable ad working.

Segwise alternatives for playable generation (2026)

Q: Which networks does Segwise build playables for?

Its playable FAQ lists AppLovin, Meta, Unity Ads, Mintegral, ironSource and Moloco, with more in development.

If you want playable data and playable production in one place but built by your own team, Craftsman+ is the nearest alternative to Segwise. If you want to keep your analytics where they are and only replace the playable generation, Genie Playable (self-serve, built from your game) or Sett (managed) are the main options. Segwise is a creative analytics platform first; its playable generation is a managed service layered on top. Most teams who look elsewhere want to run production themselves or need networks Segwise doesn't list for playables.

We make Genie Playable. We've tried to be fair; tell us if something is out of date.

Key takeaways

Segwise tags every element of your playables (mechanic, tutorial, hook, end card, CTA) and ties them to IPM, CPI and ROAS. That analysis is the product's core.

Playable generation at Segwise is managed: their agents and team build and polish each playable.

Platform pricing is published and tied to monthly ad spend; playable generation pricing is not.

Teams look for alternatives when they want to build playables themselves, need TikTok, Google or Liftoff for playables, or want analytics and production from separate vendors.

Pick by what you're replacing: the analytics, the production, or both.

Genie Playable replaces the production half: your team builds from your own APK or HTML build, without a developer, and exports for eight networks.

What is Segwise good at?

The honest read: Segwise does something few tools in this category do. Its agents play each connected playable start to finish and tag the parts that matter to a UA manager: core mechanic, tutorial style, hook scene, end card and CTA. Those tags are matched to IPM, install rate, CPI, ROAS and post-install events. The page gives an example of the kind of finding this surfaces: tap-to-steer beating swipe-to-steer on ROAS.

Generation sits on top of that data. Segwise's agents build new playables from elements that performed, a team polishes and tests them, and once live, those playables are tagged too. Change requests are rebuilt and retested before delivery.

Around that, Segwise offers creative tagging, fatigue tracking, competitor tracking, pre-flight testing, static and video generation, plus free tools including a video-to-playable converter. It lists SOC 2 Type II compliance.

Who should stay with Segwise?

Stay if your main question is "why did this playable work?" and you want the answer to feed the next build without your team running production. If you spend enough that element-level tagging changes your decisions, and AppLovin, Meta, Unity Ads, Mintegral, ironSource and Moloco cover your playable spend, Segwise is a coherent setup. Splitting it across vendors would add work.

Why do teams look for Segwise alternatives?

Reason	What Segwise publishes	What to look for instead
You want to build playables yourself	Playable generation is "currently a managed service, not another tool for your team to run"	A self-serve builder
You need a playable price	Platform from $499/month by ad spend tier; playable pricing not listed	Published playable pricing
Your playable spend includes TikTok, Google, Liftoff or Pangle	Playable FAQ lists AppLovin, Meta, Unity Ads, Mintegral, ironSource, Moloco; wider integrations list doesn't say which support playables	Confirmed playable exports for those networks
You already have analytics you trust	Generation is built around Segwise's own tagging	A production tool that works next to your existing stack
Your team works in Unity and wants real game code in the ad	Not described	An engine route such as Unity Playworks

We have no data on Segwise's output quality or turnaround, so we don't rate them.

How we compared

We read each vendor's live product and pricing pages on 26 Oct 2026. Because Segwise combines two jobs, we rated each alternative on both: does it give you playable performance data, and does it produce playables, and who does the work. We also recorded published networks and pricing. "Not published" means exactly that. This is a review of what each product offers, not a paid performance test.

The six Segwise alternatives

1. Craftsman+: analytics and building, self-serve or studio

Best for: teams that want playable data and production together but want to run the platform themselves.

What it is: an AI platform that builds MRAID and HTML5 ads on a game engine and records pre-click data on every tap, plus a studio for playables, video and UGC, art direction and dynamic creative. The site cites 200+ templates, a 15-minute brief-to-build claim and 31 export partners.

Pros: tap and drop-off analytics inside the ad, which is a different and complementary view to Segwise's post-click metrics. You can self-serve or hand work to the studio. Export list covers Pangle, Liftoff, Google, Snapchat and DSPs such as The Trade Desk.

Cons: pricing not published. Self-serve starts from templates. The "Trust the numbers" section showed placeholder values when we checked, so no performance claims are cited here.

Pricing: not published; demo-led. See Craftsman+ alternatives.

2. Genie Playable: replace the production half

Best for: teams that keep their analytics stack and want their own UA or creative team to build and iterate playables.

What it is: Genie Playable builds from your APK or HTML build plus the assets in Genie, from a format that's already working, or from scratch from a brief to Genie Agent. Each new version starts from the last one.

Pros: self-serve, without a developer. Starts from your real game rather than generic elements. Optimized exports for Meta, AppLovin, Unity Ads, Liftoff, Google Ads, TikTok Ads, Pangle and Mintegral; Moloco coming soon. Published pricing.

Cons: no element-level tagging like Segwise. You decide what to change from your network and MMP data. Playables only.

Pricing: self-serve from $490/month, or $249/month for startups, with a free sign-up that covers your first two playables. Custom plan for larger companies with a one-month onboarding pilot.

Your data says the hook works. Now what? When analytics tells you which element to change, the next step should take hours of your team's time, not a ticket in someone else's queue. Genie Playable lets you change the hook, the tutorial or the end card on the version that's already running.

Try Genie

3. Sett: managed, wider creative scope

Best for: teams that like the managed model but want strategy, video and playable concepts from one partner.

What it is: an agentic AI platform for UA creative. Sett's team runs agents for strategy, analysis, and video and playable generation; your team approves. It connects to Meta, Google, AppLovin, Unity and Mintegral for performance data.

Pros: concept volume as a service. Logos include Zynga, Scopely and Playtika.

Cons: also managed, so it doesn't solve a control problem. Video-to-playable and deployment are marked coming soon.

Pricing: not published. More in Sett alternatives.

4. Unity Playworks: real game code plus Insights

Best for: Unity studios with engineers who want the ad to run their actual game code, with analytics.

What it is: a Unity Editor plugin that converts your project into a browser playable. Playworks Insights adds creative analytics on the Pro plan.

Pros: real gameplay. Lite is free with unlimited exports. Pro covers 25+ networks with Insights and creative testing.

Cons: Unity only, and every change runs through an engineer. Lite exports to Unity Ads only.

Pricing: Lite free; Pro $15K/month.

5. Playable Factory: studio with its own data

Best for: teams that want custom studio work from a provider with a large playable data set.

What it is: a custom playable studio with products named Playable, Flex, Ready and Data. Tamatem acquired it in April 2026 (PocketGamer.biz). An AI generator that produces ten data-backed playables in one click was described in closed beta in March 2026.

Pros: long track record; PocketGamer.biz reports 90,000+ interactive ad experiences and 30 billion+ impressions. Its own data product.

Cons: custom work runs on studio timelines. Prices not listed. The AI generator's availability was not confirmed on the site when we checked.

Pricing: not published.

6. Layer: self-serve agent, no analytics layer

Best for: teams that want a cheap self-serve start and already use Layer.

What it is: an AI agent that builds MRAID HTML5 playables from a store link, prompt, key art, gameplay clip, brief or your own HTML.

Pros: free account with a one-time grant of Creative Units. No per-export fee.

Cons: no playable analytics comparable to Segwise. Plan prices not on the playable page.

Pricing: included in Layer plans.

How do the Segwise alternatives compare?

Tool	Playable analytics	Who builds	Networks for playables (published)	Pricing
Segwise	Strong: element tags tied to IPM, CPI, ROAS	Segwise (managed)	AppLovin, Meta, Unity Ads, Mintegral, ironSource, Moloco	Platform from $499/mo; playables not published
Craftsman+	Pre-click taps and drop-off	You or their studio	31 listed partners	Not published
Genie Playable	None built in; use your network and MMP data	Your team	Meta, AppLovin, Unity Ads, Liftoff, Google Ads, TikTok Ads, Pangle, Mintegral; Moloco coming soon	From $490/mo; $249/mo startups
Sett	Creative analysis agents	Sett (managed)	Data from Meta, Google, AppLovin, Unity, Mintegral	Not published
Unity Playworks	Insights (Pro)	Your Unity engineers	Lite: Unity Ads; Pro: 25+	Free / $15K per month
Playable Factory	Data product	Their studio	Mobile and web networks (not itemized)	Not published
Layer	Not described	Your team	AppLovin, Meta, TikTok, Google UAC, Unity, ironSource	In Layer plans

Do you need playable analytics and production from one vendor?

Not always. Teams we talk to often find the bottleneck isn't knowing what to change. Most UA managers can see from IPM, CVR and D7 retention in their network and MMP dashboards that a playable's hook is soft or its end card leaks. The bottleneck is how fast the change ships. If that's you, pair the analytics you already have with a production tool your team controls. If you genuinely can't tell why playables win or lose, element-level tagging like Segwise's is worth paying for. Our guide on what to track inside a playable covers the events worth instrumenting either way.

Eight networks from one build. Genie Playable exports optimized builds for Meta, AppLovin, Unity Ads, Liftoff, Google Ads, TikTok Ads, Pangle and Mintegral, with Moloco coming soon.

See the playable ad networks guide

Which Segwise alternative should you pick?

If you want to replace..	And you want..	Look at
Analytics and production	To run it yourself	Craftsman+
Production only	Your team building from your game	Genie Playable
Production only	Someone else to build, with video too	Sett
Production only	Real Unity code in the ad	Unity Playworks
Production only	Custom studio work	Playable Factory
Production only	The cheapest self-serve start	Layer
Nothing	Element-level tagging plus managed builds	Stay with Segwise

Where does Genie Playable fit?

Genie Playable replaces the production half of Segwise, not the analytics half. Your team builds the playable from your APK or HTML build plus the assets in Genie, from a format that's already working, or from a brief to Genie Agent, and keeps iterating from the last version without a developer. You keep reading results where you read them today.

Who it's not for: teams that want a vendor to tell them which playable elements drive ROAS, teams that want playables built for them, and teams that need static, video and UGC from the same tool. Segwise or Sett suit those better. Larger companies that want hands-on help can start with the custom plan's one-month pilot.

Build the next version yourself. Keep your analytics. Give your team a way to ship the change. Your first two playables are included on self-serve.

Try Genie

FAQ

Sources

A playable ad from your own game is a 30 to 90 second interactive slice of your game: your characters, your art and one clear mechanic, packaged as a small HTML5 file an ad network can run. You can't ship your game build as it is. Networks cap playables at about 5 MB in a single HTML file or ZIP, with strict rules on code and clicks. So you have three options: export a stripped-down scene from your engine, rebuild the moment in an HTML5 framework, or use a tool that builds the playable from your game's build and assets. This guide walks through all three.

Key takeaways

What does "a playable ad from your own game" actually mean?

It means the player sees your game, not a generic template with your logo on top. Studios that do this well keep three things fixed and treat the rest as open.

Keep fixed	Open to change
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This matches what UA and creative leads tell us. Brand fidelity is non-negotiable. Gameplay is often borrowed from whatever is trending. The catch is policy. The UK ASA now treats even a genuine but non-core mechanic as potentially misleading, and Google Play bans ads that don't represent the app. The closer your playable is to what players actually get, the safer it is, and the better it tends to retain.

Why can't I just ship my game build as a playable?

Ad networks run playables inside their own ad containers, not as apps. Every playable has to fit this box:

SizeAbout 5 MB on every major network (AppLovin, Meta, Google, TikTok, Unity, Mintegral, Moloco, Snapchat). A WebGL export of a real game is usually far bigger. An empty Godot export is already over the limit.

FormatOne self-contained HTML file with every asset inlined (AppLovin, Unity, Moloco), or a ZIP with an index.html (Google, TikTok, Mintegral, Snapchat). Meta accepts both.

No external callsNothing loads from your servers at runtime.

Click-out callmraid.open() on AppLovin and Unity, FbPlayableAd.onCTAClick() on Meta and Moloco, ExitApi.exit() on Google, window.openAppStore() on TikTok, window.install() on Mintegral.

Behavior rulesMuted until the first interaction, no store redirect on the first tap, no auto-redirects, works in portrait and landscape.

The full list lives in our Playable ad specs by network (2026).

What are the three ways to turn my game into a playable?

	1. Engine export	2. HTML5 rebuild	3. Build from your APK or HTML and assets
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Most studios mix routes: a hand-built hero playable for a launch, and faster tooling for the weekly variations that keep a campaign alive.

What buyers expect to pay and wait: roughly $3,000 to $8,000 and two to four weeks per new playable from an external studio, and roughly $600 to $2,000 in-house once the setup exists. Nobody has a clean source for these numbers, so treat them as market expectations. One mid-size studio we spoke to put it simply: the market norm is "two weeks onwards", and their target is under a week.

Your game is already the brief.

Upload your APK or HTML build. Genie Playable turns it into a playable ad with your own art, characters and live events, ready for 10 ad networks.

Try it free on your game

How do I make a playable ad from my game, step by step?

01\Pick the moment worth playing

Choose one mechanic a stranger understands in three seconds. Good sources: your core loop at its most satisfying, the live event running now, or a format already converting in your genre. If you can't explain the moment in one sentence, it's too complex. One mechanic beats two.

“Merge plus puzzle looks clever and almost always tests worse.”

Segwise

02\Script the arc

Almost every playable follows the same shape:

03\Prepare your assets

Export characters, backgrounds, UI and sounds from your game, then cut hard. Compress images, use sprite sheets, trim audio to short loops and subset fonts. Base64 inlining adds about a third to file size, so aim for 2 to 3 MB in total and treat 5 MB as the ceiling.

04\Build it

Whatever route you use, keep the logic in plain HTML and JavaScript, make the layout work in 9:16 and 16:9, and keep sound off until the first tap.

05\Package it for each network

This is where engineer time quietly disappears. "A unit that passes on AppLovin can bounce on Unity," as Segwise puts it. Each network needs the right file format, the right click-out call and any required hooks. Mintegral, for example, expects gameReady() and gameEnd() calls. Build once and generate network variants from one source. Hand-editing copies is how bugs creep in.

06\Test before you upload

Then test on a real low-end Android phone. A desktop browser hides most of the problems.

07\Launch and measure

Give each playable enough data before you judge it. A common rule of thumb is about 50 conversions in four days, or 100 in seven. Judge on D7 ROAS and retention, not CPI alone. If you can, add events inside the playable (start, first interaction, win or lose, CTA tap, drop-off point), because network dashboards only show the last step.

08\Plan the next version before this one fatigues

Top-grossing games ship dozens of new playables a month, and most of that volume is variations of a winner. Leading teams put roughly 70% of output into variations and 30% into new concepts. Decide now which single thing you'll change next: the hook, the fail state, the character, the event skin or the end card.

What should I keep from my game, and what can I borrow?

Keep everything that helps a player recognise your game after install: art, characters, UI language, sound. Borrow structure freely, whether that's a proven hook, a pacing pattern or a format working in another genre. Racing and narrative studios often tell us their game "isn't playable". The honest read: a playable doesn't need your full core loop. It needs one true moment from your world.

What are the most common mistakes?

Mistake	What happens	Fix
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The next version, not a new brief.

When a playable fatigues, Genie Playable lets your UA or creative team change the hook, the character or the event skin on the last version and ship it again. No dev queue.

Book a demo

Where does Genie fit?

Genie Playable takes the third route, and adds two more ways in. You can build from your game: your APK or HTML build together with the assets, narrative, mechanics and live events already in Genie. You can start from a format that's already working and rebuild it with your game inside. Or you can start from scratch and describe the playable to Genie Agent.

Genie Core keeps every version on brand, and Genie Playable exports network-ready variants for Meta, AppLovin, Unity Ads, Liftoff, Google Ads, TikTok Ads, Pangle and Mintegral from one source, with Moloco coming soon. No developer is needed at any step, and your team makes the final call on every version. Sign-up is free and covers your first two playables. Try it on your game.

Where to go next

First playable? Follow how to make a playable ad step by step, then run it through the playable ad best practices checklist. Once it's live, read how to know if your playable ad is working and how to A/B test playable ads.

What is Segwise good at?

Who should stay with Segwise?

Why do teams look for Segwise alternatives?

How we compared

The six Segwise alternatives

1. Craftsman+: analytics and building, self-serve or studio

2. Genie Playable: replace the production half

3. Sett: managed, wider creative scope

4. Unity Playworks: real game code plus Insights

5. Playable Factory: studio with its own data

6. Layer: self-serve agent, no analytics layer

How do the Segwise alternatives compare?

Do you need playable analytics and production from one vendor?

Which Segwise alternative should you pick?

Where does Genie Playable fit?

FAQ

Sources

Keep reading

What are the best Sett alternatives for playable ads?

What to track inside a playable ad

Best playable ad tools in 2026: every approach, compared honestly

Ready to ship playables from your game?

What does "a playable ad from your own game" actually mean?

Why can't I just ship my game build as a playable?

What are the three ways to turn my game into a playable?

How do I make a playable ad from my game, step by step?

01\Pick the moment worth playing

02\Script the arc

03\Prepare your assets

04\Build it

05\Package it for each network

06\Test before you upload

07\Launch and measure

08\Plan the next version before this one fatigues

What should I keep from my game, and what can I borrow?

What are the most common mistakes?

Where does Genie fit?

Where to go next

FAQ

Sources

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FAQ

Sources

Keep reading

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Ready to ship playables from your game?