Tamatem has acquired Playable Factory in a move that broadens the Jordan-founded company’s capabilities beyond game publishing and deeper into advertising technology. The deal gives Tamatem control of a playable ads platform that has been used by major gaming companies worldwide and has delivered more than 30 billion impressions. The announcement signals a wider strategic shift as the company positions itself as an AI-first gaming platform with ambitions that extend beyond the Middle East and North Africa.
Strategic Rationale
By bringing Playable Factory in-house, Tamatem is adding a performance marketing engine to its existing publishing, distribution, and monetization business. The acquired platform specializes in interactive ad formats designed to help developers and publishers improve user acquisition efficiency, with Tamatem citing results of up to eight times higher install conversion, 40 percent better retention, and stronger lifetime value. In practical terms, the acquisition gives the company a more complete operating stack for game growth, allowing it to connect content, payments, and ad technology under one structure.
Playable Factory’s Market Position
Playable Factory was founded in Istanbul in 2018 and has built a significant footprint in the global gaming advertising market. According to the announcement, the company has produced more than 90,000 playable ads and developed technology that has been adopted by leading gaming businesses across Europe and the United States. Its founder and chief executive, Berat Oguz, said the transaction will help scale the platform internationally while maintaining support for existing partners seeking high-performance ad solutions.
Tamatem’s Existing Business Foundation
Founded in 2013, Tamatem has built its reputation by localizing mobile games for audiences across the MENA region and addressing structural barriers that have limited market access. The company says it has published more than 70 localized titles, generated over 300 million downloads, and attracts more than 3 million monthly active users. That regional base has been supported by Tamatem Plus, a payments network that connects more than 45 local payment methods through a single API for gaming and app companies operating across the region.
AI and Expansion Ambitions
Tamatem is framing the acquisition as part of a larger transformation centered on artificial intelligence and platform integration. The company said it is investing in AI across game development, advertising production and optimization, and new interactive player experiences, with the goal of shortening production timelines and improving growth efficiency. That direction suggests the Playable Factory deal is not only about advertising performance, but also about building a technology foundation that can support automated creative generation and more personalized gameplay at scale.
Investor Backing and Regional Reach
The acquisition comes alongside fresh financial support, with Tamatem announcing new investment from Next Ventures and Square Enix, while existing investor Krafton increased its participation. With total funding now above $25 million, the company appears to be strengthening its balance sheet as it pursues a broader operating model and prepares for international growth. Tamatem currently runs six offices across Amman, Riyadh, Abu Dhabi, Cairo, Istanbul, and Baghdad, employing 180 people as it expands its regional footprint.
The purchase of Playable Factory marks a notable step in Tamatem’s evolution from a regional mobile publisher into a broader gaming technology company. Rather than relying solely on localized content and payment infrastructure, the business is now assembling a more integrated platform that combines publishing, monetization, ad tech, and AI capabilities. If execution matches ambition, the transaction could become a defining milestone in Tamatem’s effort to build a globally relevant gaming platform originating from the MENA region.