AI playable builder for UA teams

AI playable ads in minutes, not weeks.

Drop in your game assets, pick a format that's working, and direct the build in plain English. 7play generates missing creative, spins up variants, and exports the winner before spend gets committed.

Get early accessSee how it works
✓ AI build agent✓ Variant testing✓ MRAID export
SCORE0
×1
+0
TAP TO DROP
AI patch: "make explosion bigger"
variant_b - IPM 38.4
Winner detected
Variant C
↑ 47%
Time to ship
11 min
vs. 21 days
push to AppLovin
The playable production loop, inside one workspace
01 Game assets in
02 AI playable build
03 Plain-English edits
04 Missing assets generated
05 A/B variants rendered
06 Winner surfaced
07 MRAID ZIP export
08 AppLovin push
01 Game assets in
02 AI playable build
03 Plain-English edits
04 Missing assets generated
05 A/B variants rendered
06 Winner surfaced
07 MRAID ZIP export
08 AppLovin push
The pipeline is broken

You're accountable for winners, but stuck waiting on creative.

Three vendors, six revision rounds, and a five-figure invoice can land before the first impression. By then the format you briefed against may already be stale.

Today's pipelineUA team's calendar

Brief3 days
Concepting5 days
Build9 days
Revisions6 days
QA + ship2 days
7play~11 min
$8–15k
Per playable, agency rates
3 wks
Avg time-to-first-impression
UA managers are the ones being asked to find winners. But the build usually sits outside their hands, behind briefs, tickets, and vendor timelines.
7play moves that loop into the UA workspace. The team can test the mechanic, the hook, the CTA, the palette, and the audience angle before budget gets committed.
The result is not one precious creative. It is a set of variants with engagement feedback attached, so the next spend decision has evidence behind it.
How it works

From game assets to live variant set in five steps.

The agent ingests your game, starts from a proven playable format, patches edits in plain English, generates variants, and packages the winner for your ad network.

STEP 01

Drop your game in.

Characters, logos, UI kit. We tag everything in seconds.

+
drop assets here
Start building →
STEP 02

Pick a format that's hitting.

Live library, ranked by IPM. Tap-rage, runner, merge, all of them.

IPM 42.1
IPM 38.4
IPM 35.0
IPM 31.8
Start building →
STEP 03

Edit in plain English.

"Move the CTA up." Patched in 0.4s. No ticket. No round-trip.

make the explosion bigger
✨patched fx_burst.scale 1.0 → 1.6+0.4s
move the CTA up
Start building →
STEP 04

Render 24 variants.

Pick the dimensions. We render every combination.

A
B
C
D
E
F
Start building →
STEP 05

Push to every ad network.

AppLovin, IronSource, Mintegral, Meta. Engagement data flows back. The winner surfaces itself.

7
winner_v3
A
AppLovin
Status● Live
Impressions2.4M
IPM47.2 ↑
Start building →
01 / 05

Drop your game in.

Drag every character, logo, screenshot, and UI screen into the workspace. Everything gets tagged. Ready to brand.

Surgical editing

Tell the agent what to change. It patches the playable.

Every prompt becomes a scoped code, asset, or timing change. You see the diff, preview the playable, and roll back anything that does not improve the variant.

  • ✓Surgical patches. Only the part you asked for changes.
  • ✓Undo edits, fork baselines, and branch variants without a handoff.
  • ✓Generate missing assets and audio inline. No more asset round-trips.
  • ✓Co-pilot suggests the edits viral playables in your category are using right now.
gem-quest · build #14
YOU
make the explosion bigger and move the CTA up
12:41 · sent
7P
scanning fx_burst.scale, ui.cta.y
Patched fx_burst.scale 1.0 → 1.6 and moved cta.y from 92% → 78%. Live preview ready.
+0.4s · 2 nodes · revert
YOU
add a level-2 fail state where the gem cracks
12:42 · sent
7P
generating crack_fx, wiring fail_state.l2
Live template library

Proven playable formats, already built and ready to reskin.

Start from mechanics UA teams recognize: tap-to-rage, merge, runner, pull-pin, bridge, decision, and more. The agent adapts the format to your game assets and brand rules.

Hot
2,140 0:08
CASUAL · 6s

Tap-to-rage

IPM 42.1 · ↑ 18% w/w
Top 5
×184 LV 3
RUNNER · 12s

Endless lane swap

IPM 38.4 · stable
3,820 moves 6
MERGE · 10s

3-match cascade

IPM 31.8 · ↑ 4%
New
★ ★ ☆ Lv 4
PUZZLE · 8s

Pull-pin escape

IPM 29.2 · ↑ 31% w/w
3 / 5 aim
SHOOTER · 9s

Aim-the-line

IPM 26.7 · stable
Top 5
12,400 ×3
PUZZLE · 11s

Block burst

IPM 35.0 · ↑ 12%
×7 stretch
PHYSICS · 7s

Bridge stack

IPM 24.1 · stable
Hot
23% vote
CHOICE · 5s

2-button decision

IPM 40.6 · ↑ 22%
FAQ

Questions UA leads ask us.

Do I need to know how to code?+
No. The whole workspace is built around natural-language editing. You describe what you want changed; we patch the build. There's a JSON view for power users who want to peek under the hood, but you'll never need it.
How does the variant engine actually work?+
You pick the dimensions (hook, character pose, palette, CTA copy, etc.) and the values you want to test on each. We render every combination (the math is just the cartesian product) and serve them as a creative set. Engagement data per variant flows back in.
Which DSPs and ad networks do you support?+
Direct push to AppLovin, IronSource, and Mintegral. Universal MRAID 2.0 ZIP export works with any other DSP that accepts playable ads (Meta, Unity, Liftoff, etc.).
What about my existing assets and brand kit?+
Drop your characters, logos, screenshots, and UI kit into the reference pack. We auto-tag everything and use it as the source of truth. Every template skin and every variant is forced to stay on-brand. You set authenticity to "true-to-game" and it stays there.
Can I generate assets if I'm missing them?+
Yes. Character poses, FX, audio stings, and missing UI states can all be generated inline. Each generation has a fixed cost charged against your session budget cap, and you approve before it spends.
How fast is "minutes, not weeks"?+
The target workflow is a first playable preview in one session, then a multi-variant creative set after the first few edits. The exact time depends on asset readiness, brand constraints, and how many variants you want to test.
What happens if my brand team needs to approve creative?+
Every session has a shareable read-only preview link with comments. Brand can review variants, leave notes per-frame, and approve before anything is pushed live. Approval state is tracked per variant.
What does it cost?+
We're in design partner mode right now, working closely with a small number of studios on their launches and creative scaling. Pricing follows the conversation, not the other way around. Drop us a line and we'll figure out what makes sense for you.

Stop briefing.
Start shipping.

Join the design partner queue. We'll prioritize studios with active UA creative needs and playable ads already on the roadmap.