By : Business Editor
Jordan Daily - Tamatem said it has fully acquired Playable Factory, aiming to strengthen its advertising technology capabilities and accelerate its transition into an AI-first gaming platform.
Playable Factory, founded in Istanbul, has created more than 90,000 playable ads and delivers interactive advertising formats that help game developers boost user acquisition, with up to eightfold higher install conversion rates and improved retention, according to the companies.
“Today is a defining moment for Tamatem,” the founder and CEO of Tamatem, Hussam Hammo said. “With Playable Factory, we’re bringing one of the most advanced playable ads technologies in the world into our platform.”
The deal allows Tamatem to integrate global ad tech into its ecosystem, combining content, distribution, payments and advertising. The company has published over 70 localized games, reaching more than 300 million downloads.
Playable Factory founder Berat Oguz said, “Joining Tamatem allows us to scale this technology globally while continuing to deliver high-performance solutions to our partners.”
Tamatem said it is investing in artificial intelligence across game development, marketing and player experience, aiming to “fundamentally transform how games are built, marketed, and experienced.”
The acquisition comes as Tamatem adds investors including Square Enix and Next Ventures, with existing backer Krafton increasing its stake, bringing total funding 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 and plans to expand beyond the Middle East and North Africa.
