Tamatem, the leading mobile games publisher in the MENA region, has announced the full acquisition of Playable Factory, a world-class playable ads platform based in Istanbul. This strategic move integrates advanced advertising technology into Tamatem’s growing portfolio, positioning the company to transition into an AI-first gaming platform. The acquisition follows a fresh influx of capital from new investors Next Ventures and Square Enix, alongside increased commitment from existing investor Krafton, bringing Tamatem’s total funding to over $25 million.
Strengthening the MENA Gaming Infrastructure
By acquiring Playable Factory, Tamatem is bringing high-performance ad tech to the regional market. Playable Factory has generated over 30 billion impressions and created more than 90,000 playable ads for top global gaming companies. This technology enables developers to achieve significantly higher engagement, with interactive ad formats delivering up to eight times higher install conversion rates and 40% better retention compared to traditional video ads. This integration allows Tamatem to offer a fully vertically integrated ecosystem that combines localized content, distribution, and advanced monetization tools.
Pivoting to an AI-First Future
The acquisition marks a pivotal shift for the Amman-headquartered company as it moves toward becoming an AI-driven platform. Tamatem plans to leverage artificial intelligence to optimize every stage of the gaming lifecycle, from rapid content creation and automated ad generation to personalized player experiences. By utilizing AI to shorten production cycles and enhance user acquisition, Tamatem aims to scale its operations globally, moving beyond its core MENA markets into new international territories.
Expanding a Regional Powerhouse
Since its inception in 2013, Tamatem has successfully localized over 70 games, amassing more than 300 million downloads. A critical component of its success has been Tamatem Plus, a payment network that simplifies monetization in MENA by integrating over 45 local payment methods into a single API. With the addition of Playable Factory’s team and technology, Tamatem now operates with 180 employees across six regional offices, including Riyadh, Abu Dhabi, Cairo, and Istanbul.
About Tamatem
Tamatem is the leading mobile games publisher in the MENA region, specialized in delivering culturally relevant and localized gaming experiences. The company provides a comprehensive suite of publishing, distribution, and infrastructure solutions, including the Tamatem Plus payment network. Through its focus on solving regional market fragmentation and its recent expansion into ad tech and AI, Tamatem enables global and local games to thrive in the Middle East’s rapidly growing gaming economy.
Source: Zawya
