Tamatem Acquires Playable Factory to Boost AI-Powered Game Ads

Mobile game publisher Tamatem has announced its acquisition of Playable Factory. This move aims to boost Tamatem's technical capabilities and expand its AI-powered interactive advertising solutions. Playable Factory, founded in Istanbul in 2018, specializes in developing interactive ad tools used by gaming companies worldwide. These tools help developers improve user acquisition and retention rates through data-driven and directly interactive ad experiences. This acquisition is part of Tamatem's strategy to shift from a traditional publishing model to a comprehensive ecosystem that includes game development, distribution, and advertising solutions, all while integrating AI technologies across various operational stages. Tamatem believes that bringing Playable Factory on board will enhance the efficiency of marketing campaigns and improve the performance of the games it publishes. Hussam Hammo, CEO of Tamatem, stated that this step reflects the company's direction towards achieving greater integration between content production and technical tools, which supports game development and reaching a wider user base. On his part, Berat Oğuz, founder of Playable Factory, expressed his team's eagerness to leverage Tamatem's regional presence to expand the reach of interactive advertising technologies and access new markets. Tamatem recently succeeded in attracting investments from prominent companies like Next Ventures and Square Enix, in addition to an increased investment from Krafton, bringing the company's total funding to over $25 million. Tamatem continues its expansion through its offices in the Middle East and Europe.