According to some embodiments, an application launcher of a media player device launches an application bundle, the application bundle including a binary code. In response, a first server is accessed based on a universal resource locator (URL) specified by the application bundle to download an executable script. The executable script is parsed to configure a script runtime environment based on a predetermined template associated with the executable script. A first application programming interface (API) and a second API are enabled, where the first API is used to access a predetermined library maintained by the media player device and the second API is used to communicate with the binary code. The executable script is executed within the script runtime environment to render content, including rendering standard content by invoking the predetermined library via the first API and rendering customized content by invoking the binary code via the second API.