The acquisition positions Tamatem to integrate one of the most powerful ad tech capabilities in the gaming industry, bringing the best-in-class global technology into its platform.
Founded in 2021 in Istanbul, Playable Factory has created over 30,000 playable ads and built industry-leading technology that enables game developers and publishers to scale user acquisition through interactive ad formats, delivering up to 8x higher install conversion rates, 40% higher retention, and significantly stronger lifetime value.
In 2025, Playable Factory secured a strategic investment from Ludus Ventures. The funding accelerated the company’s expansion beyond gaming, enabling Playable Factory to bring its interactive ad technology to new verticals while strengthening its core platform with AI.
“Today is a defining moment for 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.”
Hussam Hammo, CEO of Tamatem
Founded in 2013, Tamatem has built its leadership in MENA 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, enabling hundreds of gaming and app companies to monetize effectively across the region.
“Playable Factory has built a platform trusted by leading gaming companies across Europe and the US.
Joining Tamatem allows us to scale this technology globally, while continuing to deliver high-performance solutions to our partners.”
Berat Oguz, Founder and CEO of Playable Factory
With this acquisition, Tamatem is entering a new phase as an AI-first gaming platform.
The company is actively investing in AI across all layers of its business, from creating games faster and more efficiently, to generating and optimizing advertising creatives at scale, to enabling new forms of interactive and personalized player experiences.
The long-term vision is to leverage AI to fundamentally transform how games are built, marketed, and experienced, unlocking faster production cycles, smarter growth, and entirely new gameplay formats.
The announcement comes as Tamatem welcomes Next Ventures and Square Enix as new investors, with existing investor Krafton increasing its commitment, bringing the total funding raised by the company to over $25 million.
Tamatem now 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 AI to build a global gaming platform originating from the region.
