Free-to-play mobile and social games developer Playstudios announced that it is expanding into the puzzle game genre as the exclusive developer and publisher of the iconic Tetris game franchise for mobile devices.
Through a strategic partnership with The Tetris Company and N3TWORK, PLAYSTUDIOS has assumed the exclusive global, multi-title mobile rights (excluding China) for the Tetris game.
Las Vegas-based PLAYSTUDIOS said it will continue to operate and advance the current Tetris mobile products, while reimagining and eventually launching a new and improved version of the game that incorporates the company’s unique playAWARDS loyalty platform. The current version of the Tetris game, which was introduced in early 2020 by N3TWORK, has generated more than 30 million downloads to date.
“For nearly forty years, Tetris has appealed to a broad, multi-generational audience,” says PLAYSTUDIOS Founder, Chairman, and Chief Executive Officer Andrew Pascal. “Breaking into the puzzle genre with a storied brand like Tetris fits our strategy perfectly. It affords us the opportunity to integrate an iconic game into our playAWARDS loyalty program and drive meaningful growth.”
“PLAYSTUDIOS’ expertise in developing and operating compelling and beautifully executed games on top of their unique loyalty marketing platform make them an ideal partner to create a richer, more engaging experience for our loyal Tetris fans, old and new,” says Maya Rogers, President and CEO of Tetris. “We’re confident that PLAYSTUDIOS will be a wonderful steward of our brand.”
By adding Tetris games to its portfolio, Playstudios aims to introduce millions of its players worldwide to playAWARDS, its loyalty marketing program allowing engaged fans to earn loyalty currency during free gameplay that they can exchange for real-world rewards from more than 275 celebrated entertainment, retail, travel, leisure, and lifestyle brands.