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. Playable Factory says its technology can deliver up to eight times higher install conversion rates and about 40% higher retention.
That gives Tamatem more direct control over one of the most expensive and competitive parts of the mobile gaming business: user acquisition. It also fits the company’s effort to build more infrastructure around the gaming lifecycle, including payments and advertising.
PocketGamer.biz reported that Playable Factory’s platform has powered more than 90,000 interactive ad experiences and generated more than 30 billion impressions. Other recent reports based on the company’s announcement also described Playable Factory as trusted by more than 250 global clients.
What Tamatem and Playable Factory said
Hammo described the acquisition as a structural shift for Tamatem’s business.
“Today is a defining moment for Tamatem. With Playable Factory, we’re bringing one of the most advanced playable ads technologies in the world into our platform.”
In comments reported by PocketGamer.biz, Hammo said playable ads sit at the intersection of gaming, advertising, and user experience, and called the acquisition a way to vertically integrate a key part of the company’s value chain.
Playable Factory founder and CEO Berat Oguz also said the platform had built relationships with major gaming companies across Europe and the United States, and that joining Tamatem would help it scale globally while continuing to serve partners with high-performance ad tools.
The deal comes with fresh funding
The acquisition arrived alongside a new investment round for Tamatem. Recent reports and Hammo’s public statement said the round was led by Next Ventures, with participation from Square Enix and Krafton. Tamatem said the new capital brings its total funding to more than $25 million.
PocketGamer.biz separately reported the new round at $10 million. That outlet said Tamatem plans to invest further in AI and ad tech as it scales operations.
The company also said it now operates across six offices in Amman, Riyadh, Abu Dhabi, Cairo, Istanbul, and Baghdad, with a team of 180 employees. Hammo’s LinkedIn announcement added that 65 Playable Factory team members are joining Tamatem through the transaction.
What the acquisition signals for MENA gaming
The acquisition says as much about Tamatem’s ambitions as it does about Playable Factory’s technology. Tamatem built its name as a publisher focused on Arabic-language mobile games and localisation. Now it is moving deeper into the infrastructure that supports game growth, monetisation, and distribution.
That matters in MENA, where game companies often face two linked challenges: reaching users efficiently and monetising them through local payment systems. Tamatem already runs Tamatem Plus, which the company says integrates more than 45 local payment methods into a single API. Adding playable ads gives it another layer of control over how games reach users and convert them.
The broader strategic direction is also explicit. Tamatem now describes itself as an AI-first gaming platform and says it is investing in AI across content creation, user acquisition optimisation, ad creative generation, and interactive player experiences. That language places the company closer to a platform play than a pure publishing model.
Tamatem’s latest move stands out because it goes beyond adding another game or entering another market. The company is trying to own more of the tools that shape how mobile games are marketed, paid for, and scaled. For a regional publisher that started with Arabic localisation, that is a much bigger strategic bet.
