Tamatem, one of many main cell video games publishers within the MENA area, introduced on 21 April 2026, the complete acquisition of Playable Manufacturing unit, one of many world’s most superior and extensively deployed playable advertisements platforms, serving high 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 expertise. This expertise permits sport builders and publishers to scale person acquisition by way of interactive advert codecs, delivering as much as 8x larger set up conversion charges, 40% larger retention, and considerably stronger lifetime worth.
The acquisition positions Tamatem to combine one of the crucial highly effective advert tech capabilities within the gaming {industry}, bringing best-in-class world expertise into its platform.
“As we speak is a defining second for Tamatem,” mentioned Hussam Hammo, CEO of Tamatem. “With Playable Manufacturing unit, we’re bringing one of the crucial superior playable advertisements applied sciences on this planet into our platform. This permits us to mix content material, distribution, funds, and now world-class promoting expertise to construct a totally built-in gaming ecosystem.”
Based in 2013, Tamatem has constructed its management in MENA by specializing in culturally related content material and fixing key infrastructure challenges within the area. The corporate has printed over 70 localized video games, reaching greater than 300 million downloads and over 3 million month-to-month lively customers.
A core a part of Tamatem’s infrastructure is Tamatem Plus, its funds community, which integrates over 45 native fee strategies right into a single API, enabling tons of of gaming and app firms to monetize successfully throughout the area.
“Playable Manufacturing unit has constructed a platform trusted by main gaming firms throughout Europe and the US,” mentioned Berat Oguz, founder and CEO of Playable Manufacturing unit. “Becoming a member of Tamatem permits us to scale this expertise globally, whereas persevering with to ship high-performance options to our companions.”
With this acquisition, Tamatem is coming into a brand new part as an AI-first gaming platform. The corporate is actively investing in AI throughout all layers of its enterprise, from creating video games sooner and extra effectively, to producing and optimizing promoting creatives at scale, to enabling new types of interactive and customized participant experiences.
The long-term imaginative and prescient is to leverage AI to basically rework how video games are constructed, marketed, and skilled, unlocking sooner manufacturing cycles, smarter progress, and fully new gameplay codecs. The announcement comes as Tamatem welcomes Subsequent Ventures and Sq. Enix as new buyers, with present investor Krafton rising its dedication, bringing whole funding raised by 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 group of 180 staff. The corporate plans to broaden past MENA into new markets, combining content material, infrastructure, advert tech, and AI to construct a worldwide gaming platform originating from the area.
