Game Publisher Tamatem Acquires Playable Factory to Expand Ad Tech

Tamatem, a MENA-based mobile games publisher, has acquired Playable Factory, an Istanbul-founded platform specialising in playable advertising.

Playable Factory has developed more than 90,000 playable ads and generated over 30 billion impressions, with its technology designed to support user acquisition through interactive formats that improve conversion and retention.

Founded in 2013, Tamatem has published more than 70 localised games, reaching over 300 million downloads and more than 3 million monthly active users. A core part of its infrastructure is Tamatem Plus, a payments network integrating more than 45 local payment methods through a single API.

The acquisition marks an expansion into advertising technology, bringing playable ads into Tamatem’s broader platform across content, distribution and monetisation.

“Today is a defining moment for Tamatem,” Hussam Hammo, CEO, says. “With Playable Factory, we’re bringing one of the most advanced playable ads technologies into our platform.”

Tamatem said it is also investing in artificial intelligence across game development, advertising creative generation and optimisation, and personalised player experiences.

The announcement comes alongside new investment from Next Ventures and Square Enix, with Krafton increasing its existing stake, bringing total funding raised to more than $25 million.

The company operates across offices in Amman, Riyadh, Abu Dhabi, Cairo, Istanbul and Baghdad, with plans to expand beyond the MENA region.