Tamatem Acquires Playable Factory in Regional Ad Tech Push

Tamatem has fully acquired Playable Factory, an Istanbul-founded playable ads platform, for an undisclosed amount. The deal pushes Tamatem deeper into ad tech, adding playable ad infrastructure to its existing publishing, localisation, and payments business. Playable Factory says its platform has delivered more than 30 billion impressions and built thousands of playable ads for gaming clients globally. Tamatem is pairing the acquisition with fresh funding, with Next Ventures leading a new round and Square Enix and Krafton participating, bringing total funding to more than $25 million. The strategic message is clear: Tamatem wants to evolve from a regional publisher into a broader gaming and ad tech platform with stronger AI capabilities. Tamatem buys Playable Factory as it expands beyond publishing Jordan-based gaming company Tamatem has fully acquired Playable Factory , an Istanbul-founded playable ads platform, in a move that strengthens its position in mobile game marketing, user acquisition, and ad technology. Financial terms were not disclosed. The acquisition gives Tamatem ownership of technology that helps game publishers run interactive ads designed to improve installs, retention, and ad performance. The company framed the deal as a step toward becoming a more integrated gaming platform rather than remaining only a regional publisher of Arabic-localised titles. Tamatem, founded in 2013 by Hussam Hammo, says it has published more than 70 localised games, reached over 300 million downloads, and surpassed 3 million monthly active users. Playable Factory was founded in Istanbul in 2018, according to recent deal coverage and company background material. Why this gaming acquisition matters The deal matters because playable ads have become an important tool in mobile gaming. Unlike static or video ads, playable ads let users try a stripped-down version of a game before installing it. That format can improve both conversion and user quality when it works well. Playa