Tamatem expands ad tech footprint with Playable Factory acquisition

MENA-based publisher Tamatem has acquired Istanbul-founded Playable Factory, bringing large-scale interactive advertising capabilities into its operations as it shifts toward an AI-led platform model.

The deal, with financial terms undisclosed, adds a technology stack responsible for more than 30 billion ad impressions and tens of thousands of playable ad creatives. Playable Factory’s platform has been used by over 250 clients globally, enabling developers to deploy interactive ad formats designed to improve user acquisition efficiency and post-install engagement.

Founded in 2021, Playable Factory has focused on playable advertising—a format that allows users to interact with a game experience before installing. The company reports having produced over 30,000 to 90,000 playable ads, depending on campaign scope, with performance metrics indicating higher conversion rates and improved retention compared to traditional ad formats.

For Tamatem, the acquisition marks a structural shift from a regional publisher to a vertically integrated gaming platform. The company plans to embed Playable Factory’s capabilities across its user acquisition and monetisation stack, aligning ad tech with its existing content pipeline and distribution infrastructure.

Tamatem, established in 2013, has published more than 70 localized titles, generating over 300 million downloads and maintaining a user base exceeding three million monthly active users. Its ecosystem also includes Tamatem Plus, a payments solution integrating over 45 regional payment methods, which has been positioned as a key component in monetising users across MENA markets.

The company indicated that the integration of Playable Factory will be closely tied to broader investments in artificial intelligence. AI is being deployed across multiple layers, including content localisation, creative generation, campaign optimisation, and game development workflows. The addition of playable ads is expected to extend these capabilities into automated and personalised advertising at scale.

The acquisition follows a recent $10 million funding round led by Next Ventures, with participation from Square Enix and Krafton, bringing Tamatem’s total funding to approximately $25 million. The company currently operates across six offices in the Middle East and Turkey with a workforce of around 180 employees.