Tamatem Acquires Playable Factory to Expand into AI-Enabled Ad Tech Tamatem, the leading mobile games publisher in the MENA region, has completed the full acquisition of Playable Factory, a prominent playable ads platform based in Istanbul. The move strengthens Tamatem’s advertising technology capabilities and supports its strategy to build an AI-first gaming platform. Playable Factory, founded in 2021, has developed over 30,000 playable ads and generated more than 30 billion impressions globally. Its technology enables game developers and publishers to scale user acquisition through interactive ad formats, delivering up to eight times higher install conversion rates, 40% higher retention and significantly improved lifetime value. The acquisition integrates Playable Factory’s advanced ad tech directly into Tamatem’s ecosystem, combining content, distribution, payments, and now high-performance advertising tools under one platform. Hussam Hammo, CEO of Tamatem, described the deal as a “defining moment” for the company, emphasizing that it brings one of the most advanced playable ads technologies into its operations. Backed by $25 million in funding from investors including Next Ventures, Square Enix, and Krafton, Tamatem now has total funding exceeding $25 million. The company, which originated in Jordan and has achieved 300 million downloads and 3 million monthly users, aims to expand its reach beyond the MENA region through this strategic acquisition. The combined focus will be on leveraging AI to automate ad generation and scale content performance, positioning Tamatem at the forefront of innovation in mobile gaming and advertising technology.
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