Jordan-based mobile games publisher Tamatem has acquired ad-tech firm Playable Factory as part of its shift toward an AI-first strategy in gaming and user acquisition.
The acquisition will enable Tamatem to integrate Playable Factory’s technology, which focuses on interactive and playable ad formats, into its publishing and marketing stack. These ad formats allow users to experience a game before downloading, improving conversion rates and user engagement.
By combining ad-tech capabilities with artificial intelligence, Tamatem aims to optimise performance marketing, enhance targeting, and streamline user acquisition across its portfolio of mobile games. The move reflects increasing competition in the gaming industry, where efficient acquisition and monetisation strategies are critical to growth.
Tamatem has been expanding its presence across the Middle East and North Africa, focusing on Arabic-language content and localised gaming experiences. The acquisition strengthens its ability to scale distribution and improve marketing efficiency in a highly competitive global market.
The deal also highlights the growing importance of AI and data-driven tools in gaming, particularly in areas such as advertising, monetisation, and user retention.
Editor’s Note:
AI-driven ad-tech is becoming central to growth strategies in mobile gaming. Tamatem’s acquisition signals a shift toward deeper control over user acquisition and monetisation in an increasingly competitive market.
