- Acquisition supports Tamatem’s expansion strategy and strengthens its vision to build an AI-driven gaming platform
- Deal enables Tamatem to enter the interactive advertising space and reinforces its leadership in mobile gaming
- This milestone demonstrates Abu Dhabi’s growing attractiveness as a destination for innovative gaming companies, publishers, and digital entertainment leaders, building on ADIO’s partnership with Tamatem
Tamatem, the leading mobile games publisher in the Middle East and North Africa (MENA), has announced the full acquisition of Playable Factory, one of the world’s most advanced and widely adopted interactive advertising platforms, serving top gaming companies and delivering over 30 billion ad impressions.
Founded in Istanbul in 2018, Playable Factory has developed more than 90,000 interactive ads. The company provides cutting-edge solutions that help game developers acquire new users more effectively through playable ads, allowing users to trial the game before downloading it, resulting in higher conversion rates and stronger long-term player engagement.
This acquisition marks a strategic milestone for Tamatem, enabling the integration of advanced interactive advertising technology into its platform. It also expands Tamatem’s service offering beyond publishing and operations to include advertising, strengthening its ability to deliver a fully integrated, world-class gaming ecosystem.
Commenting on the acquisition, Hussam Hammo, CEO of Tamatem, said:
“This is a defining moment in Tamatem’s journey. With Playable Factory, we are bringing one of the most advanced interactive advertising technologies in the world into our platform, enabling us to integrate content, distribution, payments, and now global ad tech to build a fully unified gaming ecosystem, with Abu Dhabi as our strategic base for international growth.”
Since its establishment in 2013, Tamatem has established a strong presence in the regional mobile gaming sector by focusing on culturally relevant content tailored to Arabic-speaking audiences. The company has published over 70 localized games, achieving more than 300 million downloads and over 3 million monthly active users.
Tamatem also operates Tamatem Plus, a digital payment platform that integrates over 45 local payment methods through a single API, enabling hundreds of game developers and apps to effectively monetize across the region.
Berat Oğuz, Founder and CEO of Playable Factory, commented:
“Playable Factory has built a trusted platform serving leading gaming companies across Europe and the United States. Joining Tamatem allows us to scale this technology globally while continuing to deliver high-performance solutions to our partners.”
With this acquisition, Tamatem enters a new phase as an AI-first gaming platform. The company is actively investing in artificial intelligence across its operations, from accelerating game development to producing and optimizing ads at scale, and enabling more personalized and interactive player experiences.
In 2024, Tamatem entered a strategic partnership with the Abu Dhabi Investment Office (ADIO) to support the relocation of its headquarters to Abu Dhabi, as part of broader efforts to strengthen the emirate’s gaming ecosystem and develop specialized talent in the sector.
Abu Dhabi is rapidly emerging as a destination of choice for gaming publishers, studios, ad-tech platforms, AI gaming ventures and digital media leaders, supported by its world-class infrastructure, strategic location, access to growth capital, progressive regulatory environment and long-term commitment to the digital economy. The emirate is actively developing a fully integrated gaming ecosystem spanning publishing, game development, esports, monetisation, payments, AI-powered tools and specialist talent development.
Hasan Al Hashmi, Head of the Media, Entertainment, Gaming and Sports Sectors, ADIO: “Abu Dhabi is focused on establishing itself as one of the world’s most competitive and forward-looking hubs for gaming companies, publishers and technology innovators. The growth of companies like Tamatem reflects the strength of our ecosystem and our ability to support ambitious, high-growth businesses as they scale regionally and globally. By enabling access to capital, talent and advanced infrastructure, we are creating the conditions for gaming companies to innovate and lead from Abu Dhabi.”
The company’s long-term vision is to leverage AI to transform how games are developed, marketed and experienced, enabling faster production cycles, smarter growth and new gameplay models.
This announcement coincides with the addition of new investors, including Next Ventures and Square Enix, alongside increased investment from Krafton, bringing Tamatem’s total funding to over $25 million.
Tamatem currently 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 the MENA region into global markets by combining content, infrastructure, advertising technology, and AI to build a globally competitive gaming platform originating from the region.
