Playtika's employee bus.
Playtika is riding the IPO bus.
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Playtika’s rebranding is all about communicating — to players and employees

  • Posted byby Dean Takahashi
  • Updated
  • 5 min

Playtika grew up in Israel as a social casino game company, but it has expanded well beyond that category through a bunch of acquisitions. And so the company, now valued at multiple billions of dollars, has rebranded itself around the phrase “infinite ways to play.”

At its core, Playtika believes that life needs play and its job is to create infinite ways to play its games that span casual, hardcore, and social casino genres, Playtika CMO Nir Korczak said in an interview with GamesBeat.

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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.