Tamatem, a leading mobile game publisher in the MENA region, has fully acquired Playable Factory, a global platform known for creating interactive game ads. The platform serves top gaming companies and delivers over 30 billion ad impressions.
Playable Factory, founded in Istanbul in 2018, has created more than 90,000 playable ads. Its technology helps game developers attract more users through interactive ads leading to up to 8x more installs, 40% better user retention, and higher overall value from players.
With this acquisition, Tamatem plans to use this advanced ad technology in its own platform, strengthening its capabilities and bringing top global tools into its ecosystem.
“Today is a defining moment for Tamatem,” said Hussam Hammo, CEO of Tamatem. “With Playable Factory, we’re bringing one of the most advanced playable ads technologies in the world into our platform. This allows us to combine content, distribution, payments, and now world-class advertising technology to build a fully integrated gaming ecosystem.”
Tamatem was founded in 2013 and has become a leading gaming company in the MENA region by creating content that matches local culture and solving regional challenges. The company has launched over 70 localized games, with more than 300 million downloads and over 3 million monthly active users.
An important part of its system is Tamatem Plus, a payment network that connects more than 45 local payment methods into one simple API. This helps many gaming and app companies easily earn money across the region.
“Playable Factory has built a platform trusted by leading gaming companies across Europe and the US,” said Berat Oguz, founder and CEO of Playable Factory. “Joining Tamatem allows us to scale this technology globally while continuing to deliver high-performance solutions to our partners.”
With this acquisition, Tamatem is moving into a new phase as an AI-first gaming platform. The company is using AI to create games faster, improve ads, and offer more personalized experiences to players.
Its long-term goal is to use AI to completely change how games are made, marketed, and played—making development quicker, growth smarter, and gameplay more innovative.
At the same time, Tamatem has brought in new investors like Next Ventures and Square Enix, while existing investor Krafton has increased its investment. This brings the company’s total funding to over $25 million.
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