Tamatem, probably the most main cell video games publishers within the MENA area, introduced on 21 April 2026, the overall acquisition of Playable Manufacturing unit, probably the most international’s maximum complicated and extensively deployed playable advertisements platforms, serving best gaming firms globally and producing greater than 30 billion impressions.
Based in Istanbul in 2018, Playable Manufacturing unit has created over 90,000 playable advertisements and constructed industry-leading generation. This generation permits sport builders and publishers to scale consumer acquisition thru interactive advert codecs, turning in as much as 8x upper set up conversion charges, 40% upper retention, and considerably more potent lifetime price.
The purchase positions Tamatem to combine one of the crucial tough advert tech functions within the gaming {industry}, bringing best-in-class international generation into its platform.
“Today is a defining moment for Tamatem,” mentioned Hussam Hammo, CEO of Tamatem. “With Playable Factory, we’re bringing one of the most advanced playable ads technologies in the world into our platform. This allows us to combine content, distribution, payments, and now world-class advertising technology to build a fully integrated gaming ecosystem.”
Based in 2013, Tamatem has constructed its management in MENA by means of that specialize in culturally related content material and fixing key infrastructure demanding situations within the area. The corporate has revealed over 70 localized video games, achieving greater than 300 million downloads and over 3 million per month lively customers.
Symbol: Playable Factorya and Tamatem Authentic web pages
A core a part of Tamatem’s infrastructure is Tamatem Plus, its bills community, which integrates over 45 native fee strategies right into a unmarried API, enabling masses of gaming and app firms to monetize successfully around the area.
“Playable Factory has built a platform trusted by leading gaming companies across Europe and the US,” mentioned Berat Oguz, founder and CEO of Playable Manufacturing unit. “Joining Tamatem allows us to scale this technology globally, while continuing to deliver high-performance solutions to our partners.”
With this acquisition, Tamatem is getting into a brand new section as an AI-first gaming platform. The corporate is actively making an investment in AI throughout all layers of its industry, from developing video games quicker and extra successfully, to producing and optimizing promoting creatives at scale, to enabling new types of interactive and personalised participant reviews.
The long-term imaginative and prescient is to leverage AI to essentially change into how video games are constructed, advertised, and skilled, unlocking quicker manufacturing cycles, smarter enlargement, and completely new gameplay codecs. The announcement comes as Tamatem welcomes Subsequent Ventures and Sq. Enix as new traders, with current investor Krafton expanding its dedication, bringing overall investment raised by means of the corporate to over USD 25 million.
Tamatem now operates throughout six places of work in Amman, Riyadh, Abu Dhabi, Cairo, Istanbul, and Baghdad, with a workforce of 180 workers. The corporate plans to extend past MENA into new markets, combining content material, infrastructure, advert tech, and AI to construct an international gaming platform originating from the area.
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