Tamatem Acquires Playable Factory to Build a Unified Global Gaming Ecosystem from Abu Dhabi
Tamatem, the leading mobile games publisher in the MENA region, has announced the full acquisition of Playable Factory, a world-class interactive ad technology platform. Based in Istanbul and serving global giants with over 30 billion ad impressions, Playable Factory has developed more than 90,000 playable ads since 2018. This acquisition marks a strategic pivot for Tamatem, enabling it to integrate cutting-edge interactive advertising into its existing publishing and payments infrastructure.
Husam Hammo, CEO of Tamatem, described the deal as a transformative milestone: "By integrating Playable Factory’s advanced ad tech, we are unifying content, distribution, payments, and global advertising into a single, seamless gaming ecosystem." With its headquarters now established in Abu Dhabi through a strategic partnership with the Abu Dhabi Investment Office (ADIO), Tamatem is leveraging the UAE’s world-class digital infrastructure to scale its AI-driven operations globally. The acquisition allows Tamatem to offer game developers a comprehensive suite of tools—from localization and payment processing via Tamatem Plus to high-conversion interactive marketing.