Creative Producer (Playable Ads)

About Nexters
Nexters is an international game development company that strives to introduce the joy of core gaming experiences to casual players. In 2021 we went public and listed on the NASDAQ (GDEV). Nexters is part of the GDEV holding, which also includes Cubic Games, Royal Ark, Game Gear studios. Our people work worldwide from offices in Cyprus, Armenia, and Kazakhstan or remotely. We want brilliant professionals who love building great games in a team with one of the best cultures.
About your role
We are looking for a Senior Creative Producer with strong hands-on experience in playable ads to join our marketing team and take ownership of creative strategy across multiple formats.
Playable ads will be one of the key areas of responsibility in this role. We are looking for someone who understands how playables work as a creative and marketing format: how to turn a game mechanic into a clear and engaging interactive experience, structure the user journey, identify potential drop-off points, and improve performance through testing and iteration.
You will collaborate closely with UA, Production, Marketing Art, and playable development teams, analyze creative performance, identify patterns and opportunities, turn data into hypotheses, and develop concepts that can scale in user acquisition.
You will independently own creative directions: understand what worked and why, decide what to test next, and translate ideas into clear concepts and briefs for artists, animators, designers, and playable developers.
What you’ll be doing
Develop and own the creative strategy for playable ads
Generate playable concepts based on product mechanics, performance data, market insights, and user behavior
Design the core user experience of a playable, including its hook, mechanics, progression, pacing, interactions, fail and success scenarios, and transition to the store
Adapt gameplay mechanics into short, accessible, and engaging interactive experiences for advertising
Turn playable concepts into detailed briefs and clearly communicate the intended mechanics, logic, visual direction, and user flow to developers, artists, animators, and designers
Work closely with playable development and production teams throughout the full production cycle, from the initial concept and prototype to testing, launch, and further iterations
Review playable prototypes, identify issues in mechanics, pacing, clarity, and user experience, and provide actionable feedback
Analyze creative performance, historical results, trends, and correlations between key marketing metrics
Evaluate playable performance across the user journey and identify potential reasons for drop-offs, low engagement, or weak conversion
Develop and maintain a pipeline of creative hypotheses based on data, market insights, and your own expertise
Review test results, identify the reasons behind successes and failures, and define the next iterations
Research competitors, market trends, references, playable mechanics, and successful creative approaches
Use AI tools to prototype and develop gameplay concepts, locations, actions, combat scenarios, and other creative ideas
Participate in brainstorms, retrospectives, and creative reviews, sharing insights and learnings across teams
We hope that you have
3+ years of experience in Creative Production in GameDev
Proven practical experience producing playable ads and participating in their development from concept to launch and iteration
A strong understanding of how playable ads are structured and produced, including their mechanics, user flow, pacing, technical limitations, and performance drivers
Experience translating game mechanics into simplified, engaging interactive advertising experiences
The ability to create clear and detailed briefs for playable developers, artists, animators, and designers
Strong analytical skills and the ability to work with creative performance data beyond qualitative evaluation
A good understanding of