Playtika
Playtika
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Playtika doubles down with a new casual games lab

Playtika said it is launching an independent division dedicated to the creation and rapid development of casual games. The Playtika Casual Games Lab plans to launch several new games every year.

This move means that Playtika, the big social games casino company based in Tel Aviv, Israel, that’s valued in the billions of dollars, will double down on its strategy of expanding in casual games. The company recently bought casual game makers Wooga and Supertreat, and it said the new lab is based on its acquisition of Jelly Button two years ago. The lab brings together 150 developers in Tel Aviv and London.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.