How Playberry boosted UA performance up to +25% and accelerated playable-ad production 5x using Code Maestro

Here’s how a mid-size casual/puzzle studio cut reskin + variation work from ~7 days to ~1 day, shipped 2–3 seasonal themes per cycle, and produced 5–8 playable-ad variants per concept — all without adding headcount.
By speeding up iteration and testing more angles, the team achieved a clear UA performance uplift (higher installs, lower CPI, improved ROAS).
In this case, you’ll learn the workflow that made it possible.

“We always had more ideas than hands.”
Michael Roe, Head of Playables

Situation

Each LiveOps cycle, Playberry planned to:
• Release 3–4 seasonal themes
• Test 5–10 playable-ad variants

In reality:
• Only 1 seasonal theme shipped
• Only 1–2 variants tested

Manual UI/icon swaps, asset relinking, and packaging consumed developer + tech-artist hours.
This slowed playable-ad iteration, limited creative angles for UA teams, and caused missed seasonal windows — reducing campaign efficiency.

Challenges

Creative & Production

• Manual reskins + repetitive swaps
• Variations required full prep every time

UA & Growth

• Too few angles → slow CPI learning
• Less ability to scale winners

Product & Tech

• Dev + tech artists pulled into repetitive plumbing

“The bottleneck wasn’t ideas — it was turning them into something testable.”
Amelia Tran, Technical Producer

Goals

After a short discovery session, both teams aligned on four priorities:
• Ship 2–3 seasonal themes per cycle
• Increase playable-ad variations per concept
• Reduce engineering & art overhead
• Accelerate CPI learning + overall UA performance

Approach

Code Maestro connected to Playberry’s existing Unity + major JS frameworks in a day.

New workflow:

1. Start from existing event build
2. Import new theme packs
3. CM automatically swaps visuals (UI, icons, color palettes) while core logic stays intact
   Quick validation
   Export → game + ad networks
   
   

Teams could now explore multiple themes + variations in parallel — instead of waiting on engineering or tech-art time.

“Parallel production was the breakthrough.”
Sara Patel, Creative Lead

Results

Business impact

• More variations → faster CPI signal
• Seasonal concepts shipped on time → better capture event demand
• Developer + artist time freed for roadmap work

“Now we evaluate hypotheses instead of servicing production bottlenecks.”
Daniel Phelps, Director of UA

Why it worked

• Operates on top of existing builds — no logic rewrite
• Removes repetitive visual plumbing
• Faster path: idea → variation → live test
• Reusable configs compound speed every cycle

“CM doesn’t rebuild the game — it removes repetitive steps.”
Leon Harris, Tech Lead

Measurable UA impact

Rapid variation unlocked more hooks + thematic angles → increasing odds of finding top performers.

As a result:
• Installs increased ~18–25% during event periods
• CPI improved ~10–18% through stronger creative resonance
• ROAS lifted ~8–15% as winners scaled earlier

Small seasonal theme shifts often drove the strongest gains when delivered fast enough to hit timing windows.

Try Code Maestro with your team

To see whether CM can help your production velocity, choose one of the options below:

• Book a short workflow demo — we’ll walk through how CM integrates into Unity/JS and answer role-specific questions (UA, Creative, Tech).
  
  
• Start a free trial — your team uses CM internally to create 2–3 themed variations and evaluate results in your own workflow.

If useful, we can also run a brief joint session with your Creative / UA teams to map current bottlenecks and suggest where accelerated iteration has the strongest performance impact.

We’d be glad to help your team move from
idea → variation → live test
faster and with less engineering effort.

Let’s talk.