Playable Ads
End-to-end 2D & 3D playables with Luna Playable and Cocos Creator — concept, prototype, A/B variants, optimize, release.
Available for new projects
Đỗ Như Phong
Senior Playable Ads Developer aka Wi
I build high-performing 2D & 3D playable ads for user acquisition — from concept to prototype, polish, optimization and release.
4+Years Exp.
3Studios
LunaPlayable
30+Playables
Find me onphongdo0211ph@gmail.com
Playable Ads
30 playable ads shipped. Click "Play" to try them directly in your browser.
30+Total Games
<5MBEach
PlayableIn Browser
What I Do
Playable ads for UA teams — fast to load, smooth to play, built to convert.
Shaders & Optimization
Unity ShaderLab/HLSL → Cocos Effects/GLSL conversion, draw-call batching, atlasing, memory and load-time tuning.
Build Tools & Web Games
Build tools for Cocos Creator 2.4 → 3.8 and HTML5 games shipped to GameDistribution, CrazyGames and more.
Tech Stack
Engines, languages and tools I use to ship high-performing playables.
Luna Playable
Templates, lifecycle, packaging and tracking hooks for Luna playables.
Cocos Creator
Cocos Creator 2.x / 3.x — scene architecture, prefabs and asset pipeline.
TypeScript
Typed, maintainable gameplay code that ships fast and stays small.
GLSL / HLSL
Unlit/basic lighting, masking, dissolve/outline, UV animation — performance-friendly effects.
Tools & Workflow
- JavaScript
- HTML5
- Unity
- C#
- Git
- Chrome DevTools
- Profilers
- AI Workflow
Performance
Targets every playable is built and profiled against — batching, atlasing, memory and loading strategy.
- Target FPS
- 60FPS
- Bundle size
- <5MB
- Engines
- 2.x& 3.x
- Load time
- <3s
Metrics & Gameplay Evaluation
A playable is only as good as its numbers. I build with UA metrics in mind, test variants, and review gameplay against a clear rubric.
IPM
Installs per Mille
installs ÷ impressions × 1000The north-star for UA: does the playable actually turn views into installs?
CTR
Click-Through Rate
clicks ÷ impressionsHow strong the hook and end card are at pushing players to the store.
CVR
Conversion Rate
installs ÷ clicksWhether the ad sets honest expectations of the real game, or just baits clicks.
Engagement
First-interaction rate
players who interact ÷ startsIs the first 3 seconds clear enough that players touch the screen at all?
Completion
End-card reach
reached end card ÷ startsTells me if difficulty and pacing keep players in until the CTA.
Drop-off
Step-by-step funnel
tracking events per stepPinpoints the exact moment players leave, so fixes target the real problem.
Data-driven iteration loop
01Analyze
Read IPM / CTR / funnel data per network and variant.
02Hypothesize
Find the weak point: hook, tutorial, difficulty or CTA.
03Build variants
Ship V1 / V2 / V3 that change one thing at a time.
04A/B test
Run variants side by side with tracking hooks on every step.
05Iterate
Keep the winner, feed the learning into the next concept.
Gameplay evaluation rubric
How I weigh each criterion when reviewing a playable before it ships.
- Hook in the first 3 seconds25%
- Clear tutorial hand / zero-text onboarding20%
- Near-win moment & fail-to-retry tension20%
- Satisfying feedback (VFX, sound, haptics)15%
- CTA timing & end-card clarity12%
- Faithful to the real game (protects CVR)8%
My Journey
4+ years building playable ads for UA teams — from developer to leading playable development.
AdOne GameStudio
Jul 2024 - PresentLeader Playable Ads Developer
- Lead playable ads development with Luna Playground.
- Work closely with UA and video editors to produce gameplay videos using Unity.
- Build and improve the in-house build tool for Cocos Creator 3.7 and 3.8.
Luna PlaygroundCocos Creator 3.xUnityBuild Tooling
IceBear GameStudio
Apr 2024 - Jul 2024Playable Ads Developer
- Full-time development of 2D and 3D playable ads using Cocos Creator.
- Refined the build tool for Cocos Creator 2.4.9 and 3.4.2 to optimize performance and streamline development.
Cocos Creator 2.4Cocos Creator 3.42D / 3DBuild Tooling
RocketGame Studio
Jul 2022 - Mar 2024Playable Ads Developer
- Developed high-performing playable ads using Luna Playground and Cocos Creator.
- Built engaging 2D and 3D experiences tailored for short-form ad formats.
- Shipped in-house games to GameDistribution, CrazyGames and other web game platforms.
- Contributed to product R&D to improve ad performance and user engagement.
Luna PlaygroundCocos CreatorHTML5GameDistributionCrazyGames
TOEIC (Reading & Listening)
2025Certification
- Score: 720
English
contact
Let's build something great together!
Get in touch
Open to full-time, contract and freelance playable ads projects.
LocationHanoi, Vietnam