Adam Stevens

Editor’s Note: This article was originally published by Adam Stevens, Chief Product Officer at Luna Labs. You can read the original version of the second of this two-part series here. TL;DR Over the past two years, hypercasual studios found their way to make playable ads drive significant results. In doing so, they propelled this format to the main stage. However, the methods they found to be successful for this format cannot simply be “replicated” in other game genres — these studios must now find their own paths for success. And as playable ads evolve, studios need to also overcome some additional challenges, for the format to continue its growth and significance in the ecosystem. Creatives didn’t suddenly become important — for many years, the quality of the creatives you produce as well as your ability to analyse results and improve...