Creative Producer (Playable Ads)

Hypercell Games is a mobile game studio behind some of the most downloaded hybrid-casual and puzzle titles on the market.

Our games reach millions of players worldwide.

What you can definitely know about us is:

• Sand Balls game –360 M+
• Rope and Balls – 62 M+
• Freaky Stan – 52 M+
• Garden Balls – 22 M+
• Unpuzzle – 22 M+
• Run&Gun – 13 M+

We’re looking for a Creative Producer (Playable Ads) to own the full lifecycle of playable ad hypotheses for our mobile games – from market research and creative strategy to production, launch, performance analysis, and iteration decisions. You will work closely with UA, Product, Analytics, Cocos Creator developers, and art teams to turn game mechanics into high-performing interactive ad experiences and build a scalable, data-driven playable production pipeline.

Responsibilities

• Develop the creative strategy and manage the Playable Ads hypothesis backlog, taking into account genre priorities, UA objectives, and each product’s stage;
• Regularly analyze internal test history, competitors, and market patterns; turn insights into original, testable hypotheses rather than copies of existing references;
• Develop mini-game concepts and production-ready scripts, including target audience/insight, hook, gameplay loop, user flow, core mechanic, progression, win/fail states, CTA, visual treatment, sound, references, and test variations;
• Define the objective, key variable, expected impact, success metrics, network/build constraints, and decision-making criteria for each hypothesis before production begins;
• Run brainstorms and follow-ups; align concepts with UA, Product, and Analytics before production and convert approved hypotheses into structured Asana tasks;
• Create tasks for Cocos Creator developers and art-pipeline contributors; provide complete asset lists, source files, sketches/storyboards, technical requirements, acceptance criteria, owners, deadlines, and review checkpoints;
• Partner with the Creative Technical Artist to define requirements for preparing and optimizing 2D/3D assets, enabling developers to start implementing mechanics without searching for or manually reworking source materials;
• Oversee production through intermediate reviews; validate alignment with the script, clarity of the first interaction, feedback/juice, pacing, CTA, and technical readiness for ad networks;
• Organize QA across devices, orientations, aspect ratios, and ad networks; ensure correct event tracking, clicks, install flow, and final deliverables;
• Analyze results together with UA and Analytics; decide whether to scale, iterate on, stop, or adapt a concept for another genre or product;
• Maintain a centralized library of hypotheses, references, versions, results, and learnings, making conclusions accessible to the entire Creative Team;
• Audit and improve the current workflow — Brainstorm → Notion follow-up → manual transfer to Asana — by introducing templates, mandatory fields, statuses, ownership, data-transfer automation, SLAs, and regular retrospectives.

Requirements

• 3+ years of experience in creative production, creative strategy, or performance marketing for mobile games, with proven Playable Ads cases;
• A portfolio of playable cases with a clearly defined personal contribution across the full cycle: hypothesis → script/brief → production → metrics → iteration decision;
• Strong understanding of game mechanics, onboarding, and the mobile UA funnel, with the ability to turn a product’s core loop into a short interactive experience;
• Ability to create production-ready scripts and technical briefs for Cocos Creator developers, covering the hook, sequence of screens and interactions, core mechanic, win/fail states, CTA, references, asset list, acceptance criteria, and iteration options;
• Experience briefing and managing playable ads developers, 2D/3D artists, and animators; strong creative-review skills and timely, actionable feedback;
• Confident use of creative-performance metrics, including CTR, IPM, CVR/IR, CPI, ROAS, Spend Share, and in-playable events such as engagement, completion, and CTA clicks, where available;
• Ability to distinguish signal from noise: compare cohorts and placements, account for data volume, and avoid declaring a winner based on a single test;
• A systematic approach to competitive research across direct competitors, adjacent genres, and mainstream mechanics, using tools such as AppMagic, Sensor Tower, Meta Ad Library, TikTok Creative Center, or similar platforms;
• Experience working within a mature creative pipeline: standardized brief templates, hypothesis backlogs, prioritization, statuses, review gates, Definition of Ready/Definition of Done, versioning, QA, a results database, and reuse of learnings;
• Technical literacy in Playable Ads: HTML5/WebGL and Web Mobile specifics, ad-network limitations, build and asset size, portrait/landscape formats and various aspect ratios, touch UX, loading, CTA/MRAID/SDK integrations, and cross-device QA;
• Understanding of the 2D/3D asset-preparation pipeline for Cocos Creator: formats, dimensions, compression, atlases/sprites, pivots/anchors, materials, naming conventions, and source-file handoff. Hands-on gameplay programming is not required;
• Ability to run several hypotheses and iterations in parallel, prioritize transparently with UA, and bring each cycle to a documented conclusion.

Nice to have:

• Practical experience specifically in Idle Tycoon or Idle Arcade; next in priority are Word Games, Hypercasual, and Puzzle games;
• Hands-on familiarity with Cocos Creator: opening a project, reviewing scenes and flow, assessing asset structure, and building a simple prototype or greybox;
• Basic understanding of JavaScript/TypeScript, Git, and the build/export pipeline to communicate effectively with developers;
• Experience implementing in-playable event tracking and collaborating with analysts on event taxonomy and dashboards;
• Experience automating the workflow from knowledge base → task tracker → reporting; confident use of Notion, Asana, Confluence, Jira, or similar tools;
• Experience managing external studios and freelancers: writing briefs, estimating timelines, conducting reviews, accepting deliverables, and building a reliable vendor base;
• Confident use of AI tools for research, ideation, storyboarding, variation generation, and faster documentation without compromising quality;
• Experience with playable platforms and ad networks such as AppLovin, Unity Ads, Google Ads, Meta, Mintegral, ironSource/Liftoff, or similar.

Conditions

• The opportunity to work on games played by millions of players;
• Implement your bold ideas;
• Paid vacation;
• Support for professional development (training, coaching, and more);
• Opportunity to grow and develop with the company;
• Supportive and warm working atmosphere within the team.