Tamatem, a mobile games publisher in the Middle East region, today announced the full acquisition of Playable Factory, a widely deployed playable ads platforms, serving top gaming companies globally and generating more than 30 billion impressions.
Founded in Istanbul in 2021, Playable Factory has created over 30,000 playable ads and built industry-leading technology. This technology enables game developers and publishers to scale user acquisition through interactive ad formats, delivering up to eight times higher install conversion rates, 40% higher retention, and significantly stronger lifetime value. The combined companies will focus on an AI-first game platform.
The acquisition positions Amman, Jordan-based Tamatem to integrate one of the most powerful ad tech capabilities in the gaming industry, bringing best-in-class global technology into its platform, the company said.
“Today is a defining moment for Tamatem,” said Hussam Hammo, CEO of Tamatem, in a statement. “With Playable Factory, we’re bringing one of the most advanced playable ads technologies in the world into our platform. This allows us to combine content, distribution, payments, and now world-class advertising technology to build a fully integrated gaming ecosystem.”
Founded in 2013, Tamatem has built its leadership in MENA (Middle East/North Africa) by focusing on culturally relevant content and solving key infrastructure challenges in the region. Tamatem has published over 70 localized games, reaching more than 300 million downloads and over 3 million monthly active users.
I asked Hammo why the deal was interesting.
“To be honest they are in the best in class in the industry we tried so many companies before. I liked their energy, honesty, and passion towards games. I am also fascinated by the success of the Turkish companies in general,” Hammo said in a message.
A core part of Tamatem’s infrastructure is Tamatem Plus, its payments network, which integrates over 45 local payment methods into a single API, enabling hundreds of gaming and app companies to monetize effectively across the region.
“Playable Factory has built a platform trusted by leading gaming companies across Europe and the US,” said Berat Oguz, founder and CEO of Playable Factory, in a statement. “Joining Tamatem allows us to scale this technology globally, while continuing to deliver high-performance solutions to our partners.”
With this acquisition, Tamatem is entering a new phase as an AI-first gaming platform.
The company is actively investing in AI across all layers of its business, from creating games faster and more efficiently, to generating and optimizing advertising creatives at scale, to enabling new forms of interactive and personalized player experiences.
The long-term vision is to leverage AI to fundamentally transform how games are built, marketed, and experienced, unlocking faster production cycles, smarter growth, and entirely new gameplay formats.
The announcement comes as Tamatem welcomes Next Ventures and Square Enix as new investors, with existing investor Krafton increasing its commitment, bringing total funding raised by the company 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. Playable Factory has 65 people in Istanbul.
The company plans to expand beyond MENA into new markets, combining content, infrastructure, ad tech, and AI to build a global gaming platform originating from the region. Playable Factory was started in 2021.