Tamatem acquires Playable Factory to bolster its AI-driven interactive ad platform

Jordan-based mobile games publisher Tamatem has fully acquired Playable Factory, an Istanbul-based specialist in interactive advertising tools, in a strategic move to bolster its AI-driven advertising platform and expand beyond regional markets. The deal, announced this week, integrates Playable Factory's technology—which has created over 90,000 playable ads and delivered more than 30 billion impressions for global gaming clients—directly into Tamatem's ecosystem, according to reports from Pocket Gamer and Arageek.

Founded in 2013 by CEO Hussam Hammo, Tamatem has established itself as the leading Arabic-language mobile games publisher in the MENA region, with over 70 localized titles achieving 300 million downloads and more than 3 million monthly active users. The company, backed by investors including Square Enix and Krafton following a recent $10 million funding round, already operates Tamatem Plus, a payment network supporting 45 local methods via a single API. As reported by Jawlah and Wamda, this acquisition adds ad tech capabilities, enabling Tamatem to handle user acquisition more effectively with playable ads that reportedly deliver up to 8x higher conversion rates and better retention.

Playable Factory, established in 2018, focuses on AI-based interactive advertising that allows game developers worldwide to enhance user engagement. Its founder and CEO, Berat Oguz, noted that partnering with Tamatem would accelerate scaling while maintaining support for existing global partners, per Arageek. Hammo described the acquisition as a "defining moment," emphasizing vertical integration of content, distribution, payments, and now high-performance ad tech to create more relevant experiences for Arabic-speaking audiences, as quoted in Pocket Gamer.

This move signals Tamatem's transformation from a pure publisher to a full-stack, AI-first gaming platform, employing 180 staff across offices in Amman, Riyadh, Abu Dhabi, Cairo, Istanbul, and Baghdad. Industry observers, including Isakaba, view it as a structural play to control more of the mobile game lifecycle—from localization to monetization—making MENA companies competitive on a global stage. Developers targeting fragmented Arabic markets stand to benefit from Tamatem's integrated tools, potentially streamlining entry and boosting revenue shares.

The acquisition comes amid Tamatem's push for international growth, plugging gaps in ad infrastructure to rival larger players. While financial terms remain undisclosed, as noted by multiple outlets like GamesBeat and Dealroom, it positions the company to leverage Playable Factory's proven track record with major European and U.S. gaming firms. Next steps likely involve merging technologies to roll out enhanced ad solutions, further solidifying Tamatem's role in the evolving MENA gaming ecosystem.