All the specs your creative team needs, per platform, in one place. Videos, banners, playables, and HTML5 across the 9 platforms mobile gaming studios actually spend on. Bookmark it, share it in briefs, refer to it before you produce.
Vertical (1080×1920) is strongly preferred across mobile-first platforms. Landscape (1920×1080) still runs on YouTube and some rewarded placements.
| Platform | Resolutions (px) | File Formats | Max File Size | Notes | Source |
|---|---|---|---|---|---|
| Meta | 1080×1920 (9:16) · 1080×1350 (4:5) · 1080×1080 (1:1) · 1920×1080 (16:9) | MP4, MOV | Up to 4 GB | 4:5 recommended for Feed (mobile-optimized). 9:16 for Stories & Reels. 1:1 for Instagram Feed. 16:9 for landscape placements. Auto-cropped across placements. | Meta Ads docs ↗ |
| Google Ads | 1920×1080 · 1080×1920 · 1080×1080 | MP4 | Up to 100 MB | Rewarded or interstitial. Vertical for mobile-first ads. | Google Ads docs ↗ |
| TikTok Ads | 1080×1920 preferred · 1920×1080 · 1080×1080 | MP4, MOV, MPEG | Up to 500 MB | 9:16 native. Duration 5-60s (up to 3 min supported). First 3 seconds matter most for hook rate. | TikTok docs ↗ |
| AppLovin | 1080×1920 (9:16 portrait only) | MP4, MOV | Up to 1 GB · 60s max | Portrait-only. AppLovin reprocesses videos into a standard format for mobile playback. MIME: video/mp4, video/quicktime, or video/x-m4v. | AppLovin creative specs ↗ |
| Snap Ads | 1080×1920 | MP4, MOV | Up to 1 GB | Vertical only. Full-screen. Duration 3-180s. Sound on by default. | Snap docs ↗ |
| Unity Ads | 1920×1080 · 1080×1920 | MP4 | ~100 MB | Skippable & rewarded. Vertical strongly recommended. | Unity docs ↗ |
| ironSource | 1920×1080 · 1080×1920 | MP4 (H.264 + AAC) | Up to 100 MB | Supports skippable, non-skippable & rewarded videos. | ironSource docs ↗ |
| Mintegral | 1920×1080 · 1080×1920 · 1080×1080 | MP4 | Up to 100 MB | Supports VAST and vertical/horizontal flexibility. | Mintegral docs ↗ |
| Moloco | 1920×1080 · 1080×1920 | MP4 | Up to 100 MB | VAST/VPAID support depending on the exchange. | Moloco docs ↗ |
Interactive HTML5 mini-experiences. Best-performing format for many casual gaming genres. Higher production cost, higher conversion rate.
| Platform | Resolutions (px) | Format | Max File Size | Notes | Source |
|---|---|---|---|---|---|
| Meta | Not supported | — | — | Playables not natively supported on Meta placements. | Meta Ads docs ↗ |
| Google Ads | 1920×1080 · 1080×1920 · 1080×1080 | ZIP (HTML5 bundle) | Up to 5 MB | MRAID required, delivered via SDK. | Google Ads docs ↗ |
| AppLovin | 1920×1080 · 1080×1920 | ZIP (HTML5) | Up to 5 MB | Must follow MRAID 2.0. | AppLovin creative specs ↗ |
| Unity Ads | 1920×1080 · 1080×1920 | ZIP (HTML5 bundle) | Up to 5 MB | MRAID 2.0 support. | Unity docs ↗ |
| ironSource | 1920×1080 · 1080×1920 | ZIP (HTML5, MRAID) | Up to 5 MB | Must follow ironSource playable SDK. MRAID 2.0+. | ironSource docs ↗ |
| Mintegral | 1920×1080 · 1080×1920 · 1080×1080 | ZIP (HTML5) | Up to 3 MB | Smaller size limit than most. | Mintegral docs ↗ |
| Moloco | 1920×1080 · 1080×1920 | ZIP (HTML5) | Up to 2 MB | Support depends on exchange. | Moloco docs ↗ |
Rich media / display banners with interactive elements. Different from playable ads (which are mini-games); HTML5 is more banner-like with animation and light interactivity.
| Platform | Resolutions (px) | Format | Max File Size | Notes | Source |
|---|---|---|---|---|---|
| Meta | Not supported | — | — | Rich media HTML5 not supported on Meta placements. | Meta Ads docs ↗ |
| Google Ads | 300×250 · 1080×1920 · 320×50 | ZIP (HTML5) | Up to 5 MB | Must pass Google validator. | Google Ads docs ↗ |
| AppLovin | 300×250 · 1080×1920 | ZIP (HTML5) | Up to 5 MB | Include polite loading. | AppLovin creative specs ↗ |
| Unity Ads | 300×250 · 1080×1920 · 320×50 | ZIP (HTML5) | Up to 5 MB | MRAID 2.0/3.0. | Unity docs ↗ |
| ironSource | 300×250 · 1080×1920 · 320×50 | ZIP (HTML5) | Up to 5 MB | Similar to playable setup. Polite loading required. | ironSource docs ↗ |
| Mintegral | 300×250 · 1080×1920 | ZIP (HTML5) | Up to 3 MB | Requires manifest.json. | Mintegral docs ↗ |
| Moloco | 300×250 · 1080×1920 | ZIP (HTML5) | Up to 2 MB | Via exchange support. | Moloco docs ↗ |
Required by most SDK-based networks (AppLovin, Unity, ironSource, Mintegral). App-store networks (Meta, Google Ads, TikTok, Snap) pull the app icon from the App Store / Play Store — no separate upload needed. VERIFY tag = spec not confirmed against current docs; verify with the source link before production.
| Platform | Required | Resolutions (px) | File Formats | Notes | Source |
|---|---|---|---|---|---|
| Meta | Not needed | — | — | Meta pulls app icon from App Store / Play Store via app ID. | Meta Ads docs ↗ |
| Google Ads | Not needed | — | — | Google UAC pulls app icon from Play Store / App Store listing. | Google Ads docs ↗ |
| TikTok | Not needed | — | — | TikTok pulls app icon from store listing. Some ad formats accept optional brand logo overlay. | TikTok docs ↗ |
| AppLovin | Required | Min 50×50 · 1:1 | GIF, JPEG, PNG | IMG_ICON asset type. Square. Max file size 10 MB. | AppLovin creative specs ↗ |
| Snap | Not needed | — | — | Snap uses the app icon from store listing. | Snap docs ↗ |
| Unity Ads VERIFY | Required | Min 512×512 · 1:1 (typical) | JPG, PNG | Unity typically requires an icon for endcard/CTA display. Confirm current minimum with docs. | Unity docs ↗ |
| ironSource VERIFY | Required | Min 512×512 · 1:1 (typical) | JPG, PNG | Icon required for interstitial/rewarded endcard. Confirm current minimum with docs. | ironSource docs ↗ |
| Mintegral VERIFY | Required | Min 512×512 · 1:1 (typical) | JPG, PNG | Icon required for endcard. Verify current specs with docs. | Mintegral docs ↗ |
| Moloco VERIFY | Depends on exchange | Varies | Varies | Moloco is a DSP — icon requirements depend on the exchange delivering the impression. | Moloco docs ↗ |
Static or interactive screen shown after a video or playable ad completes. Used by rewarded/interstitial networks to drive install clicks. VERIFY tag = spec not confirmed against current docs; verify with the source link before production.
| Platform | Required | Resolutions (px) | File Formats | Notes | Source |
|---|---|---|---|---|---|
| Meta | Not separately required | — | — | Meta uses in-ad CTA overlay + destination page. No separate end card asset. | Meta Ads docs ↗ |
| Google Ads | Auto-generated (UAC) | — | — | UAC auto-generates end cards from your app store listing + creative assets. | Google Ads docs ↗ |
| TikTok | Not separately required | — | — | CTA + install prompt handled in-feed after video. | TikTok docs ↗ |
| AppLovin | Required | Min 270×480 · 9:16 · Additional: 320×480, 320×512, 640×1138, 768×1024 | GIF, JPEG, PNG | IMG_INTER_P asset type. Portrait 9:16. Max file size 10 MB. | AppLovin creative specs ↗ |
| Snap | Not separately required | — | — | Snap uses swipe-up CTA and app install attachment. | Snap docs ↗ |
| Unity Ads VERIFY | Required | 1080×1920 (portrait) · 1920×1080 (landscape) | JPG, PNG | Static image shown after video. Both orientations recommended. Verify current specs. | Unity docs ↗ |
| ironSource VERIFY | Required | 1080×1920 (portrait) · 1920×1080 (landscape) | JPG, PNG | Both orientations. Verify current specs with docs. | ironSource docs ↗ |
| Mintegral VERIFY | Required | 1080×1920 (portrait) · 1920×1080 (landscape) | JPG, PNG | Both orientations. Verify current specs with docs. | Mintegral docs ↗ |
| Moloco VERIFY | Depends on exchange | Varies | Varies | Depends on the exchange delivering the impression. | Moloco docs ↗ |
These two platforms have narrower format support but the strictest creative conventions. Get the format wrong and creative won't approve.
| Platform | What runs | Key spec | Creative conventions | Source |
|---|---|---|---|---|
| TikTok | Video only (In-Feed, Spark, TopView) | 1080×1920 · 9:16 · 5-60s | Native feel wins. Handheld, casual, first-person. Music-forward. Avoid heavy brand overlay in first 3 seconds — feels like an ad, gets scrolled. | TikTok docs ↗ |
| Snap | Video (Single Ads, Story Ads) · Collection · AR Filters | 1080×1920 · 9:16 · 3-180s | Full-screen, sound on by default. Explicit CTA button (Swipe up / Install). AR Filters have unique creative dev requirements — check dev docs. | Snap docs ↗ |
The full Creative Specs Reference as a spreadsheet (XLSX, 6 tabs). Videos, Banners, Playables, HTML5, TikTok & Snap — all with source links. Keep it in your team's Drive for quick reference.
These specs are just the starting line. The hard part is building the creative testing system that turns them into results. That's what the SCALE Method is for.
Take the SCALE Diagnostic →