The deal provides a platform chargeable for over 30bn impressions and 90,000 playable adverts
The acquisition marks Tamatem’s shift from writer to full-stack video games platform
Backed by Sq. Enix and Krafton, Tamatem is scaling past MENA into international markets
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MENA writer Tamatem has acquired Istanbul-based Playable Manufacturing unit in a transfer that sees the corporate step into the advert tech area.
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The Jordan-based writer mentioned the playable adverts platform has powered over 90,000 interactive advert experiences for international gaming shoppers with greater than 30 billion impressions.
The deal marks what Tamatem is looking a brand new part for the corporate as an AI-first gaming platform. It now employs 180 employees throughout Amman, Riyadh, Abu Dhabi, Cairo, Istanbul and Baghdad.
The corporate confirmed to PocketGamer.biz it has additionally just lately raised $10 million in a brand new funding spherical led by Subsequent Ventures, with participation from strategic traders together with Sq. Enix and Krafton.
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The agency plans to speculate additional into AI and advert tech, in addition to scale its operations. So far, Tamatem has raised $25m in complete.
“At Tamatem, we’ve always been focused on growing and scaling mobile games in emerging markets, particularly the Arabic-speaking world,” Tamatem CEO Hussam Hammo informed PocketGamer.biz. “Because the business evolves, person acquisition and monetisation have gotten more and more pushed by extra partaking and data-driven codecs.
“Playable adverts sit on the intersection of gaming, promoting, and person expertise. They’re probably the most efficient codecs for each buying and retaining customers, and we see them as a pure extension of our core enterprise.
“Playable Factory stood out to us as one of the leading platforms globally in this space, with strong AI-driven technology and a highly experienced team. This acquisition allows us to vertically integrate a key part of the value chain, moving from being purely a publisher to becoming a more comprehensive gaming and adtech company.”
Continous progress
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Hammo mentioned the acquisition would broaden its capability to ship extra related and interesting experiences to Arabic-speaking audiences. Because it was based in 2013, the writer has amassed greater than 300 million downloads throughout 70 localised video games with over three million month-to-month energetic customers.
“By combining Playable Factory’s technology with Tamatem’s deep understanding of local culture, language, and player behaviour, we can significantly improve how games are introduced and adapted for the region,” he mentioned.
“It also allows us to support global developers looking to enter the Arabic market with more effective, localised user acquisition strategies.”
Because it shifts to grow to be an AI-first enterprise, Hammo mentioned the corporate is actively integrating the tech throughout a number of areas of the enterprise. This contains content material localisation, person acquisition optimisation, artistic era, and, with Playable Manufacturing unit, the creation and optimisation of playable adverts at scale.
“AI is fundamentally transforming how games are built, marketed, and optimised. From automating parts of game development to personalising user experiences and improving ad performance, the impact is already significant and will only accelerate,” he mentioned.
“We believe companies that effectively leverage AI will have a strong competitive advantage in the coming years, and we are positioning ourselves accordingly.”
Tamatem took residence three accolades on the MENA Video games Business Awards 2025, hosted on the Dubai GameExpo Summit powered by Pocket Gamer Connects. The corporate gained Greatest Writer, MENA Sport of the 12 months and Greatest Arabic Localisation.
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Extra reporting by Craig Chapple.
