Tamatem acquires Playable Factory, the leading mobile games publisher in the MENA region announced on April 21, 2026. Playable Factory is one of the world’s most advanced playable ads platforms, serving top gaming companies globally and generating more than 30 billion impressions annually.
Founded in Istanbul in 2018, Playable Factory has created over 90,000 playable ads and developed technology that enables game developers and publishers to scale user acquisition through interactive ad formats. The platform delivers up to 8x higher install conversion rates, 40% higher retention, and stronger lifetime value for users.
Strategic Integration and Platform Expansion
The acquisition positions Tamatem to integrate advanced ad tech capabilities into its existing platform. Hussam Hammo, CEO of Tamatem, said the deal represents a defining moment for the company. “With Playable Factory, we’re bringing one of the most advanced playable ads technologies in the world into our platform,” Hammo stated. “This allows us to combine content, distribution, payments, and now advertising technology to build a fully integrated gaming ecosystem.”
Tamatem has built its leadership in MENA since 2013 by focusing on culturally relevant content and solving key infrastructure challenges in the region. The company has published over 70 localized games, reaching more than 300 million downloads and over 3 million monthly active users. A core part of Tamatem’s infrastructure is Tamatem Plus, its payments network, which integrates over 45 local payment methods into a single API.
AI-First Gaming Platform Strategy
With this acquisition, Tamatem enters a new phase as an AI-first gaming platform. The company is actively investing in artificial intelligence across all layers of its business, from creating games faster and more efficiently to generating and optimizing advertising creatives at scale. The long-term vision involves leveraging AI to transform how games are built, marketed, and experienced, unlocking faster production cycles, smarter growth, and entirely new gameplay formats.
Berat Oguz, founder and CEO of Playable Factory, said the partnership enables global expansion. “Playable Factory has built a platform trusted by leading gaming companies across Europe and the US,” Oguz stated. “Joining Tamatem allows us to scale this technology globally, while continuing to deliver high-performance solutions to our partners.”
Funding and Global Expansion Plans
The announcement comes as Tamatem welcomes Next Ventures and Square Enix as new investors, with existing investor Krafton increasing its commitment. Total funding raised by the company now exceeds 25 million dollars. Tamatem operates across six offices in Amman, Riyadh, Abu Dhabi, Cairo, Istanbul, and Baghdad, with a team of 180 employees.
The company plans to expand beyond MENA into new markets, combining content, infrastructure, ad tech, and artificial intelligence to build a global gaming platform originating from the region. This expansion strategy positions Tamatem to compete on an international scale while maintaining its regional expertise and cultural focus.
