How Game Studios Choose a Creative Automation Vendor for UA and LiveOps (2026 Guide)

Best Creative Automation Software for Game Studios: UA & LiveOps Vendor Guide (2025)

Learn how to evaluate and select a creative automation platform for UA and LiveOps. Includes a vendor comparison, pilot brief, and 30/60/90 rollout checklist for game studios in North America, Europe, and Asia-Pacific.

The Creative Arms Race Is Already Here

Game studios in North America, Europe, Japan, South Korea, and Southeast Asia are producing more UA and LiveOps assets than ever before. According to a 2025 industry report, video creatives now account for nearly 81% of all mobile game ad formats, and the combination of video and playable formats outpaces image-only campaigns by more than 10:1. Our customers & friends at Zynga & Dream games simply puts "Static is near zero" except App Store Optimisation Assets.

Meanwhile, the global AI game asset generation market is projected to grow from $1.73 billion in 2025 to $8.92 billion by 2034 with Asia-Pacific leading adoption and North America close behind. Based on Sensor Tower or Appmagic this data is easily validated when you filter by Top Grossing Games and you'll see Asia Developers are responsible for more than 50% of App Store revenues.

The pressure is real: studios that cannot iterate their creative fast enough get out-tested by competitors who can. One widely cited case, Idle Lumber Empire, tested over 1,850 ad creatives before finding a concept that scaled past $1 million in independent daily spend. That kind of creative velocity is no longer possible with manual workflows alone.

At Layer, we see this every day across the 300+ entertainment brands we work with. Our 2026 team offsite identified UA and marketing asset production as the area of highest traction for studios using our platform, with teams specifically asking for faster video iteration, more creative control, and less overhead in scaling pipelines. As we put it internally: our tools are designed to give studios leverage, speed, and new capabilities — but never to remove the role of artists, designers, or creative leads.

Yet most vendor guidance forces a false choice: boutique fidelity or bulk scale. Studios need a third option. One that preserves brand fidelity, hits production throughput targets, and meets enterprise governance standards across all of their markets.

This guide gives you a structured vendor selection rubric, a one-page comparison across three vendor categories, a copy-ready 2–4 week pilot brief, and a 30/60/90 rollout checklist so you can make the right decision without sacrificing final art approval.

Why Current Vendor Guidance Fails Studios

Boutique fidelity shops deliver hero art but struggle to scale. Scale distribution networks produce volume but risk brand drift, limited editability, and weak IP controls. The real costs of choosing the wrong vendor aren't the vendor fees — they're the higher CPI from underperforming ads, increased UA ops time correcting off-brand assets, and LiveOps content gaps during seasonal events.

For studios operating globally, the stakes are even higher. In Japan and South Korea, where cinematic storytelling, premium art direction, and IP brand integrity are non-negotiable for audiences, brand drift in your ads is a direct threat to D7 retention. In SEA markets like Indonesia and Thailand, where TikTok-first UA and fast creative iteration drive performance, throughput and localisation speed matter more than ever. In North America and Europe, where compliance, SOC 2, SSO/SCIM, and data residency controls are increasingly standard enterprise requirements, security governance is a hard filter.

Real studios are already feeling this. Gamegos, the studio behind Adventure Bay, Manor Cafe, and Cafeland, initially approached AI with skepticism — but once they integrated Layer into their live-ops and marketing pipelines, they found they could generate near game-ready assets at a fraction of the time, freeing their art team to focus on refinement rather than production from scratch. Studios need a creative automation platform that solves fidelity, throughput, and governance together — not just one.

A Practical Vendor Selection Checklist

Use this checklist to score vendors at both the RFP and pilot stages. Weight each criterion based on your studio's current bottleneck.

1. Brand Fidelity Controls Ability to train studio-specific visual styles, lock character and pose rules, and require art director sign-off before assets reach ad networks. This maps directly to D7 retention and IPM by preventing creative drift across high-volume campaigns. Layer's custom style training allows studios to train the AI on their own artwork, ensuring every generated variant stays on-brand — with studios on the platform averaging four custom styles trained per game project.

2. Production Throughput Time-to-first-usable-asset, parallel generation capacity, and template-based iteration for fast creative cycles. Faster throughput enables more A/B tests per campaign cycle, which drives CPI down over time. LBC Studios, for example, used Layer to complete in 40 hours what normally took 320+ hours for a character illustration an 8× productivity gain. Tripledot Studios reported tripling their production speed while elevating quality.

3. Pipeline Integrations Native or plugin support for Unity, Unreal, Photoshop, and Blender, plus export presets for major ad networks and playable SDKs. Smooth exports reduce engineering overhead and time-to-live for new ad formats. Layer has been a Unity Verified Solution since 2023, with integrations validated by Unity engineers for compatibility with the latest editor versions. It also supports Blender, Maya, Photoshop, and all major game engines out of the box via rich export options.

4. Security and Enterprise Governance Workspace/tenant isolation, SSO (SAML/OIDC) and SCIM provisioning, role-based access controls, exportable audit logs, and contractual IP protections. Layer is the world's first SOC 2-compliant gaming AI provider, having achieved both SOC 2 Type I and Type II certification. These controls are essential for studios operating across multiple geographies and under GDPR (Europe), APPI (Japan), or PDPA (Thailand/SEA) compliance requirements. As Layer's Principal Engineer Jacques Lemire put it: "SOC Type 1 and 2 compliance was just the start. We want to make sure game studios can trust their data is always secure and confidential with us."

5. Output Quality and Editability Delivery of editable source files (PSD, FBX, USD, GLTF, PNG, WEBM), layered video timelines, and in-platform refinement tools so artists can iterate without starting over. Layer's 3D generation supports T/A pose generation, PBR textures, and GLB/OBJ exports directly compatible with Blender, Maya, and game engines. Batch Refine tools allow teams to upscale, vectorize, or remove backgrounds from multiple assets at once cutting down manual editing time at scale.

6. Measurement and Analytics Built-in cost and usage dashboards, creative performance hooks (IPM, CPI), and the ability to feed winning creative signals back into production loops. Layer's Activity Feed gives art directors and admins a searchable view of every generation across sessions, with filtering by user — giving enterprise teams the pipeline visibility they need to track KPIs and manage creative output at scale.

7. Deployment Scale Pricing model and operational SLAs that accommodate both high-volume campaigns and seasonal LiveOps bursts. Layer moved to consumption-based Creative Unit (CU) pricing in September 2025, removing per-seat pricing entirely so teams can add collaborators freely and only pay for what they create — a model purpose-built for the spiky, seasonal demand patterns of LiveOps calendars.

Three Vendor Categories: Pick the Right Mix

Boutique Fidelity Shops

Strengths: Bespoke hand-crafted hero art and trailers; precise creative control for brand-defining moments.

Weaknesses: High per-asset cost, low throughput, limited templating, and poor pipeline integrations. Not suited for LiveOps cadences or multi-market scale.

Checklist scores: Brand fidelity = High | Output quality = High | Throughput = Low | Integrations = Low | Security = Variable | Measurement = Low | Scale = Low

Best for: Launch hero creatives, one-off narrative cinematics, or bespoke trailers where craft takes precedence over volume.

Scale Distribution Networks

Strengths: Fast, inexpensive creative volume; useful for high-variant ASO campaigns or reach-first testing.

Weaknesses: Limited brand governance, few editable source outputs, weak IP controls, and minimal enterprise security features.

Checklist scores: Throughput = High | Scale = High | Brand fidelity = Low | Output editability = Low | Security = Low–Medium | Measurement = Medium

Best for: High-variance reach campaigns or early-funnel creative testing where speed matters more than pixel-perfect brand alignment.

Production-Grade Platforms

Layer is an artist-first creative automation platform purpose-built for game studios and high-velocity entertainment brands. It accelerates 2D, 3D, video, and audio asset production while preserving brand and art direction through studio-style model training and enterprise-grade governance.

The platform supports custom model training on studio-specific styles, 3D model generation with PBR textures and FBX/GLTF export, video generation via leading models including Veo 3.1, Seedance, Kling and Wan, and audio generation powered by ElevenLabs. Layer is model-agnostic — meaning teams aren't locked into a single AI model, and the platform continuously integrates the best new models as they emerge across 2D, 3D, video, and audio.

On the enterprise side, Layer supports SSO/SCIM and role-based permissions, exportable audit logs, and is SOC 2 Type II compliant — a requirement that is increasingly expected by enterprise studios in both North America and Europe. For teams managing multiple projects and users, the Activity Feed and workspace roles system give art directors and admins enterprise-level pipeline visibility.

Checklist scores: Brand fidelity = High | Throughput = High | Integrations = High | Security = High | Output quality = High | Measurement = High | Scale = High

Best for: Teams that require high throughput and compounding creative efficiency for UA and LiveOps, while preserving branded look, editable sources, and enterprise security controls.

Vendor Comparison at a Glance

What Studios Are Saying: Real Results

Before looking at geo considerations and the pilot framework, it's worth grounding the above in what Layer customers have actually achieved:

• Tripledot Studios tripled their art creation speed while elevating quality. Per their VP of Creative, Andriy Matviychuk: "Layer supercharged Tripledot's art creation, tripling our production speed."

• LBC Studios went from 320+ hours to 40 hours per character illustration an 8× boost while producing 10 characters, vehicles, and props in a single workweek. The ability to export to Photoshop for final tweaks meant quality was maintained throughout.

• Gamegos integrated Layer into the pipelines of Adventure Bay, Manor Cafe, and Cafeland for both marketing visuals and live-ops artwork, using Layer's built-in game styles and Prompt Enhancer to maintain IP consistency at scale.

• Wixot (Journey Home: Merge & Stories) leveraged Layer to supercharge their live-service art pipelines, bringing gen-AI directly into a small but ambitious London-based studio's production workflow.

• Merge Cruise developer Peerplay found that what used to take weeks now happens in days, allowing the team to focus on creative challenges rather than execution.

These aren't edge cases they reflect the core pattern across Layer's customer base: compounding efficiency gains that grow as teams build custom styles, templates, and pipelines into their workflow.

Geo-Specific Considerations by Market

North America (US & Canada)

North American studios are under pressure to scale creative velocity while meeting increasingly strict enterprise procurement requirements. SOC 2 Type II compliance, SSO/SCIM provisioning, data residency, and contractual IP assignment are now standard asks in enterprise RFPs. Layer meets all of these and more, check Layer's most up to date FAQ section on Data, IP, Governance. Important to note Layer has also been the first gaming AI provider to achieve SOC 2 Type II. Studios here are also leading in playable ad adoption; confirm your vendor can export playable SDK packages compatible with major US ad networks, and that Unity/Unreal export pipelines are validated and ready-to-use. Layer team is currently building these options. Layer is not an agency but is the leading self-service platform to build best creatives.

Europe (UK, Germany, France)

European studios must account for GDPR when evaluating vendors that train models on studio assets or process user data as part of ad analytics. Require data processing agreements (DPAs) and confirm data residency options. The European mobile market also skews toward premium creative quality on Meta and YouTube making brand fidelity controls and layered PSD/video exports table-stakes. Layer's workspace roles and permissions system and exportable audit logs give European compliance teams the documentation trail they need. Layer has also partnered with WePlay HUB, a gaming accelerator focused on studios in Europe, Central Asia, and Turkey.

Japan & South Korea

In Japan, over 51% of game studios now use AI in their development pipelines, but adoption is cautious and governed by internal IP review processes. Brand integrity is paramount: off-model characters or style drift in UA creatives can directly harm IP reputation and D7 retention. Layer's custom style training and art director sign-off workflows are purpose-built for this requirement. South Korean studios — including major publishers like DoubleUGames (Acquired Paxie Games), NHN, Krafton, Nexon, and NCSOFT who are rapidly integrating AI into content production. Layer's rich creative suite supports fast concepting that matches the cinematic quality standards Korean audiences expect, with immediate iteration from art director feedback.

Southeast Asia (Indonesia, Thailand, Vietnam, Philippines)

SEA is the fastest-growing mobile gaming market globally. The region is TikTok-first for UA, with vertical video, short-form storytelling, and localized creatives driving performance. Layer supports multi-language prompting across the platform, and video generation via models like Wan 2.1, Kling, and Veo 3.1 as well as Seedance 2 enables fast iteration on the vertical video formats that dominate UA in the region. Multi-format exports (9:16 vertical, 16:9 horizontal, 1:1 square) are supported natively, making it easier to test across TikTok, Meta, and Google without full production remakes.

2–4 Week Pilot Brief

Use this brief to run an apples-to-apples comparison across one boutique studio, one scale distribution partner, and Layer.

Pilot Scope

Week 0: Kickoff. Provide each vendor with your brand kit, style guide, analytics hooks, and playable SDK requirements. For Layer, this is when you begin custom style training — the sooner you train, the faster the iteration cycle.

Weeks 1–2: First deliverables. Each vendor must deliver: one playable or mobile game video ad asset; three modular video variants sized for Meta, Google, and TikTok (30s/15s/6s); editable source files (PSD layers, FBX/GLTF, WEBM/MP4 with layered timelines and separate audio stems); Unity/Unreal export packages for playable testing* (Coming soon)

Weeks 3–4: Iteration and final validation. Revise based on early UA signals and art director feedback. Complete acceptance testing and integration checks.

Deliverables Required from Each Vendor

• Brand-trained samples or style-consistent assets demonstrating fidelity to your IP

• One playable/in-game ad or playable SDK export for immediate measurement

• Three modular videos with layered timelines and separate audio stems

• Editable source files (PSD, FBX, GLTF) and Unity/Unreal export packages

• A handoff document covering export steps, engine versions, and shader requirements

Pilot Metrics

• Primary UA: IPM and CPI over a 7–14 day micro-test window

• Retention: D7 retention delta across user cohorts acquired by each creative

• Creative analytics: Watch-through rates, click-throughs, and progression funnels

• Production metrics: Time-to-first-usable-asset, artist iterations to sign-off, editable source revisions

• Security checks: Evidence of SSO/SCIM configuration, audit log exportability, and IP contractual terms

• Integration friction: Time to import exports into Unity/Unreal and compile a playable ad

Acceptance Criteria (QA Checklist)

• Visual fidelity: Assets match style guide; no off-model characters

• Editability: PSD layers intact, or FBX includes correct rig/UVs, or GLTF includes PBR textures, or video timelines export with separate stems

• Pipeline compatibility*: Unity package imports with working prefabs; materials map to engine shaders without manual texture remapping

• Security: Signed IP assignment and confidentiality terms; SSO/SCIM confirmed; audit logs enabled

• Instrumentation: Creative variant IDs embedded in ad tracking tags; attribution hooks present

Delivery Schedule

30/60/90 Rollout Checklist

0–30 Days: Pilot and Onboarding

• Complete pilot deliverables and capture baseline KPIs (IPM, CPI, D7 retention). Owner: UA Lead/ Creative Producer

• Confirm enterprise onboarding: workspace setup, SSO/SCIM, roles and permissions, audit log access. Owner: Security/IT

• Run first round of style training or provide studio assets for custom model training. Owner: Art Director + Producer

• Establish final art-approval workflow: art director sign-off must be recorded in the audit log before assets stage to ad platforms.

• Record time-to-first-usable-asset and iteration counts to establish your baseline.

30–60 Days: Scale and Integration

• Create templated creative families and batch export presets for all active ad networks. Owner: Producer + Art Director

• Integrate exports into your CI/CD or asset pipeline (automated Unity/Unreal import). Owner: Engineering

• Embed creative variant markers into UA attribution tagging for end-to-end measurement. Owner: Analytics

• Implement automated QA gates: file format checks, texture size validation, engine compatibility verification. Use Layer's Batch Refine tools to accelerate this across large asset volumes.

60–90 Days: Automate and Govern

• Automate campaign pipelines for scheduled LiveOps events and seasonal bursts; provision Creative Units for peak periods. Owner: UA Lead + Finance.

• Run high-volume A/B testing and feed creative winners into a reusable library to check how AI involved creatives perform against the ones produced without AI.

• Lock governance policies: workspace/tenant policies, model access controls, and art-approval SLAs documented in runbooks.

• Final gate: all production creatives require art director sign-off before upload to ad platforms or game builds.

Please notes, these processes can be much faster, if you like to dedicate full focus and energy and commit to learning the tools. Additionally Layer is gearing up for the agentic world and you'll be able to automate your Layer powered creative production via Layer MCP, Layer skills and more in 2026.

Roles Summary

Integration and Export Format Reference

Unity: Unity package, FBX, GLTF, PNG/TGA textures, prefab examples — Layer is a Unity Verified Solution Unreal: .uasset or FBX + PBR texture set, import instructions for UE5 Photoshop: PSD with layer groups and colour-corrected masks Blender/Maya: .blend or .fbx with PBR textures and pose presets — supported via Layer's 3D export pipeline Ad networks and playables: MP4/H.264, WEBM vertical/landscape; playable SDK packages compatible with major ad networks; network-specific size and bitrate presets. Video generation models on Layer include Veo 3.1, Kling 2.0, Wan 2.1, and Seedance.

Confirm engine versions, shader requirements, and post-process steps in your pilot acceptance criteria before kick-off*

*Layer is still improving in these areas, let us know your requirements and volumes needed processing and we'd be happy to evaluate.

Enterprise Security: What to Require in Every Contract

• Workspace and tenant separation with admin controls

• SSO (SAML/OIDC) and SCIM provisioning for centralized user management

• Role-based access control and exportable audit logs

• SOC 2 Type II compliance — Layer was the first gaming AI provider to achieve this certification

• IP assignment and confidentiality terms explicitly covering model training and derivative works

• For European studios: GDPR-compliant Data Processing Agreement (DPA) and data residency confirmation

• For Japanese studios: APPI-aligned data handling confirmation

Layer's Trust Center provides a live view of its compliance posture for enterprise procurement teams.

Production KPIs to Track During Pilot and Rollout

Measure these throughout both the pilot and at each phase of your 30/60/90 rollout:

• Time-to-first-usable-asset (set your target in days or hours at kickoff)

• Artist iterations to final sign-off (a proxy for rework cost and platform quality)

• Editable source deliverables: PSD, FBX, GLTF, layered video timelines, separate audio stems

• Prompt-editing and iterative tooling availability — Layer's Prompt Genie* and Batch Refine tools mean artists can refine at scale without full regeneration.

*The most advanced model specific prompting capabilities are coming to Layer in Q2.

These metrics directly reduce UA ops cost and compress your creative testing cadence which is the compound advantage that separates studios that scale from those that plateau.

How to Decide

Prioritise vendors that meet your brand fidelity controls, hit throughput targets with minimal artist rework, integrate natively with your production pipeline, and satisfy the enterprise security and compliance requirements of every market you operate in.

If you're still unsure, run the three-way pilot — boutique + scale distributor + Layer — and let the data decide. Pick the mix that delivers the highest KPI lift at the lowest integration friction, with the governance model your enterprise teams require.

For most studios scaling UA and LiveOps globally, the answer is a blended approach: Layer for production-grade throughput and governance across all markets, with boutique partners reserved for hero launch moments. This minimises risk, maximises ROI, and keeps your art directors in control of what goes live.

Start your free trial of Layer → Talk to the Layer enterprise team → See how studios are using Layer →

Layer is trusted by 300+ entertainment brands worldwide, including studios across North America, Europe, Japan, South Korea, and Southeast Asia. Layer is the world's first SOC 2 Type II certified gaming AI provider and supports SSO/SCIM, role-based access, and audit logs for enterprise deployments at layer.ai.