Mobile game publisher Tamatem announced that it has fully acquired the playable advertising platform Playable Factory. The financial details of the agreement have not yet been disclosed to the public.
With this acquisition, Tamatem plans to integrate advanced technologies into its platform. Aiming to expand into new markets beyond the MENA region, the company seeks to create a global gaming platform by combining content, infrastructure, and artificial intelligence elements.
Success and Future of Playable Factory
Founded in Istanbul in 2021, Playable Factory serves over 250 clients worldwide. The company has achieved over 30 billion ad impressions and developed more than 30,000 playable ads to date. Its technological infrastructure allows game developers and publishers to scale user acquisition processes through interactive ad formats. Playable Factory's solutions provide up to an 800% increase in loading conversion rates and up to a 40% rise in user retention rates.
In 2025, Playable Factory received a strategic investment from Ludus Ventures, strengthening its AI-supported infrastructure while bringing interactive advertising technology to various sectors.
Tamatem Founder and CEO Hussam Hammo stated that this collaboration incorporates the world's most advanced playable advertising technologies into their platforms. Hammo expressed that they are further advancing their vision of building an integrated gaming ecosystem by combining content, distribution, and payment systems with world-class advertising technologies.
Tamatem's history is also quite impressive; founded in 2013, the company has launched over 70 localized games and reached a total of 300 million downloads. The monthly active user count exceeds 3 million. One of the company's key components, Tamatem Plus, consolidates local payment methods under a single API, enabling many game companies to generate regional revenue.
Playable Factory Founder and CEO Berat Oğuz emphasized that this merger will accelerate technology on a global scale. Oğuz also highlighted that they will continue to provide high-performance solutions to their partners.
Tamatem's long-term vision is to fundamentally change the game development process by leveraging artificial intelligence; creating faster production cycles and innovative gameplay formats. This announcement coincides with Tamatem increasing support from its existing investor Krafton while bringing in new investors such as Next Ventures and Square Enix. Thus, the total investment amount for the company has exceeded $25 million.