The State of Playables in UA: What Winning Teams Actually Do
Playables are eating UA strategy alive. 50x growth in 24 months. 56% of top-performing creatives now use playables, up from 30% a year ago. The top revenue-generating games are launching 64 new playables per month. The winners moved first. Everyone else is playing catch-up. At Sett we're obsessed with getting closer to the truth of what winning in UA actually looks like. This is the first of our Sett Labs series, research you can use to make better decisions about how you're going to win in 2026 and beyond. Less opinions. More data. Let's dig in. The Growth Is Undeniable Here's what the data shows: October 2023: Less than 1,000 new playable creatives spotted globally. Most not even on AppLovin. October 2025: 50,000-60,000 new playable creatives per month. Across all games. All networks. The data is based on AppMagic and as many […]