Many studios are now building playables and for some it is their main ad format for UA. Playables, although already major, seem to be growing and developing more and more today. The talk will cover: - How have we evolved into such a playable driven UA world? - What are the options if you want to get started with playables? - How do you build playables (in-house vs. outsource)? - What is a good testing framework? - What is the future of playables and how does AI come into play? There will also be room for some questions at the end.