AdFab.io
Ad tech, evolved.
A new engine for playable advertising — small enough to fit anywhere,
capable enough to run the real game.
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Why this exists
01 / Premise
Most playables approximate the game.
On a good day, they resemble it.
Playable ads have settled into a vocabulary of gestures: match three of these, drag the pin into the slot,
tap the glowing thing. The best examples are still approximations of mechanics the runtime can't actually run.
And the marketing and creative teams can't even try their best ideas. They ship what fits.
Players install one thing. They meet another.
02 / The cost
Playables are the best-performing ad format — they convert 8–16x more installs than other formats.
But within playables, the performance increase of ads that represent the game is measured in multiples.
2.3x
higher D1 retention
real vs misleading
7x
higher D7 retention
real vs misleading
5x
higher LTV per user
real vs misleading
Sources — Liftoff 2025 Mobile Ad Creative Index (ITI), ironSource (retention, LTV)
Performance advertising runs on… performance.
03 / Engineering
Our engine is small, tight, and purpose-built for the modern web. Designed to win on runtime performance —
and for the ad performance that depends on it.
TTFF
Time to first frame
We treat first interactivity as a hard budget. Every millisecond before play is a millisecond closer to bounce.
Payload
Bytes over the wire
Our engine takes a small share of the payload. The rest is yours — for reach, iteration, identity, or the actual game.
Stability
Runtime consistency
Stable frame rates and consistent performance across all targets.
Devices
Real-world hardware
Tuned for the phones your users actually carry. Compatibility and Performance where the volume lives.
We redefined the runtime. The engine inside an AdFab playable is a real game engine — small enough to fit the ad,
capable enough to run the game it's selling. Same envelope. Different thing inside.
The engine opens four real opportunities.
04 / Opportunities
Each one lets your team do something real. Test ideas you couldn't before. Optimize the metrics that
decide whether the ad converts. Align the ad with what product and marketing are actually running.
01 / Reach
Facebook and Meta. Open.
Facebook, Instagram, and Meta Audience Network cap playable ads at 2MB. Most playable
runtimes spend that budget on themselves. Ours takes a fraction — leaving the rest of the cap for your
creative. That opens the largest performance advertising inventory… in the world.
The placements where the biggest UA budgets already live.
02 / Iteration
Iterate fast. Test in parallel.
Two paths for A/B testing: multiple variants packaged inside a single playable, tested in
real time against the same audience — or variants shipped as separate ads, the traditional way.
Either path moves fast: our engine is built for rapid iteration.
03 / Identity
Be the game you actually are.
Most games never advertise themselves — they advertise an approximation. A puzzler's puzzle, a builder's
base, a roguelike's run — none of it fits a standard playable. The ad gets to
be the game it's selling: your mechanic, your art, your moment. We let you be you.
04 / Reality
The real game, in the ad.
When the runtime stops approximating, the actual game fits in the slot. Real mechanics, real progression,
real difficulty — 2D or 3D, with real geometry and lighting. The player who clicks install is the player
who keeps playing. The ad earns the install.
— Who's behind this
The founding team has 70+ years of combined experience building games and the technology behind them.
Engines & tools
Designed and built custom proprietary game engines and authoring pipelines that have shipped titles
to hundreds of millions of players.
Studio leadership
VP, GM, founder, and senior production roles. Built and ran mobile game studios end-to-end —
team, tech, live ops, P&L.
Design & publishing
Designed, shipped, and grew hit titles including Gummy Drop and EverMerge,
across decades of work at studios you've heard of.
Performance marketing
Worked alongside UA teams running $14M+ a month in performance ad spend.
We've sat next to the buyer this product is for.
LucasArts · Maxis · EA · Zynga · Microsoft · Big Fish · Unity
People who've sat on both sides of the ad and the game.