Tamatem Acquires Playable Factory to Transform MENA Gaming Ecosystem with AI and Ad Tech

Mohammed Fathy

Last updated 17-04-2026

4 min

Tamatem has acquired Playable Factory, a leader in “playable ads” technology.

The tech claims “eight times higher” installs and stronger retention.

Founded in 2013, Tamatem has 300 million downloads and 3 million monthly users.

It now aims to merge content, payments, ad tech and AI.

Backed by $25 million funding, Tamatem is targeting global expansion beyond MENA.

Tamatem, the Jordan-born mobile games publisher that has become a household name in MENA’s gaming scene, is making a serious move into advertising technology. The company has acquired Playable Factory, an Istanbul-based platform widely regarded as one of the most advanced players in the “playable ads” space.

If you’ve ever tried a mini-version of a game inside an advert before downloading it, that’s a playable ad. And according to figures shared by the companies, Playable Factory’s tech can drive up to eight times higher install conversion rates, boost retention by 40%, and significantly improve lifetime value. In a market where user acquisition costs are spiralling, that’s not a small tweak, that’s a game changer.

Founded in 2018, Playable Factory has built more than 90,000 playable ads and delivered over 30 billion impressions globally. Its clients include major gaming companies across Europe and the US. With this acquisition, Tamatem is plugging that engine directly into its own platform.

Hussam Hammo, CEO of Tamatem, described the deal as a “defining moment” for the company, saying the move brings one of the most advanced playable ads technologies into its ecosystem. The ambition is clear: combine content, distribution, payments and now high-performance ad tech under one roof.

From where I stand, watching the MENA ecosystem evolve over the years, this feels like a natural next step. I remember when many regional startups struggled just to localise content properly, let alone build deep infrastructure. Tamatem did the hard yards early on, focusing on culturally relevant games and solving payment bottlenecks that international publishers often ignored. That groundwork is paying off now, and not by accident.

Founded in 2013, Tamatem has published more than 70 localised games, generating over 300 million downloads and reaching upwards of 3 million monthly active users. A big part of its backend strength comes from Tamatem Plus, its payment network, which integrates more than 45 local payment methods through a single API. For developers trying to monetise in fragmented markets, that’s spot on.

Playable Factory’s founder and CEO, Berat Oguz, said joining Tamatem would allow the platform to scale further while continuing to support its global partners. On the flip side, it also signals that MENA-based companies are no longer just regional champions, they’re buying and integrating global tech to compete at a higher level.

And believe it or not, this isn’t only about ads. Tamatem says it is entering a new phase as an AI-first gaming platform. The company is investing in artificial intelligence across its operations, from speeding up game creation to generating and optimising ad creatives at scale, and even enabling more personalised player experiences. AI in gaming is sometimes treated like a buzzword (and I’m not a fan of hype for hype’s sake), but when applied to production cycles and marketing efficiency, it can definately shift the economics.

The timing is also interesting. Tamatem recently welcomed new investors including Next Ventures and Square Enix, while existing backer Krafton increased its commitment. Total funding raised now stands at over $25 million. With six offices across Amman, Riyadh, Abu Dhabi, Cairo, Istanbul and Baghdad, and a team of around 180 people, the company is clearly thinking beyond its original borders.

The broader plan? Expand outside MENA and build a global gaming platform that merges content, infrastructure, ad tech and AI, all rooted in the region. It’s an ambitious play, no doubt about it.

For readers of Arageek who have followed the region’s startup journey, this kind of move feels… well, a little inevitable. MENA founders are no longer just adapting global models. They are acquiring, integrating and exporting. And if Tamatem manages to stitch together culture, payments, advertising and AI in one seamless loop, it could be chuffed to bits with the outcome.

Of course, execution is everything. Acquisitions can be a bit of a faff if integration drags. But if this one lands smoothly, we may look back at it as the moment Tamatem shifted from regional leader to global contender.

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