The collaboration between GameGeek - A hub connecting Vietnam’s gaming ecosystem and The One Studio introduces Playable Labs, aiming to showcase Vietnam’s technological capabilities in game advertising to the world.
GameGeek and The One bring advertising products to the world - Playable Labs
The Playable Ads “Crunch”
The global mobile games market is fiercely competitive. According to Newzoo, the worldwide games industry is projected to reach US$188.9 billion in 2025, with over US$100 billion coming from mobile. Traditional video ads are saturating, making room for Playable Ads - a format that lets users try a game right inside the ad without downloading.
Playable Ads are rapidly becoming the “king” of ad formats, delivering eCPMs up to 50% higher than standard video and conversion rates (CVR) up to 7x compared to static banners (and significantly higher than passive video). Crucially, users acquired via Playable Ads tend to have day-7 retention rates 10-15% higher than other channels because they’ve already experienced real gameplay they enjoy before installing.
Despite strong demand driven by superior conversion, many publishers still struggle to find high-quality, cost-efficient Playable Ads at scale.
A “Made in Vietnam” Answer for the International Market
More than a tool, Playable Labs is positioned as a leading Playable Ads solution for global markets. Alongside The One’s entertainment tech strengths, GameGeek will distribute Playable Labs through a broad international partner network especially in major publishing and distribution hubs such as the United States, France, Turkey, South Korea, Japan, and China so that Playable Labs isn’t just an excellent piece of technology, but a trusted advertising solution adopted by international studios.
Hybrid playable-ads platform and managed service that lets UA teams create, customize, and export network-ready variants with transparent workflows and cost-efficient production.
Concretely, Playable Labs lets teams customize without rebuilding. Every delivery includes an intuitive dashboard where users can adjust play time, number of moves, background music, language, call-to-action buttons, and more quickly generating multiple versions to find the most compelling ad without extra production cost.
Playable Ads products have the ability to optimize in many different variations. Refer to the website: https://playablelabs.studio
Playable Labs follows a smart hybrid model: a managed, end-to-end service when you need large-scale production, and a self-serve toolkit when you want hands-on control. Thanks to high automation that trims manual steps combined with the cost advantages of operating in Vietnammany projects have been produced at around one-third the cost of top global vendors.
Cost efficiency does not compromise quality. Output is safeguarded by multi-layer QA, runs smoothly across devices, and is fully compatible with 14 major ad networks such as Facebook, Google, TikTok, and Unity. The workflow is highly transparent: clients own their data, can track progress daily, and benefit from strict information security.
A roster of renowned global publishers like Voodoo, Moonee, Load Complete, Bagel Code, Lihuhu, and Apero already trust Playable Labs for their user acquisition strategies.
Some typical products of Playable Labs
In an era where the mobile games industry is battling rising user-acquisition costs, Playable Labs acts as a strategic partner that helps studios optimize resources. Beyond cost savings, the Vietnamese team brings a disciplined, transparent product mindset. At the same time, Playable Labs is actively creating high-quality jobs, contributing to the growth of Vietnam’s gaming industry and the global ecosystem at large.
