- Tomato company acquires Playable Factory and strongly enters the field of advertising technology
- Tomato's acquisition of Playable Factory enhances its capabilities in digital advertising and gaming
- Tomato announces its acquisition of Playable Factory to expand its solutions in interactive advertising
Khaberni - Tomato, a leading publisher of mobile games in the Middle East and North Africa, announced its full acquisition of Playable Factory, one of the most advanced and widespread interactive advertising platforms in the world, serving major gaming companies and achieving more than 30 billion ad impressions.
Playable Factory was established in Istanbul in 2018 and has developed more than 90,000 interactive ads, in addition to building advanced technology considered among the best in the industry. This technology enables game developers and publishers to expand their user acquisition through interactive advertising formats, which achieve download conversion rates eight times higher, 40% higher user retention, and significantly enhance the long-term value of users.
This acquisition represents a strategic step for Tomato to integrate one of the most powerful advertising technologies in the gaming sector into its platform, enhancing world-class solutions provision.
Tomato's CEO, Hossam Hammo, said:
"This day marks a milestone in Tomato's journey. With Playable Factory, we bring one of the most advanced interactive advertising technologies in the world to our platform, enabling us to integrate content, distribution, payments, and now global advertising technology, to build a fully integrated gaming ecosystem."
Since its founding in 2013, Tomato has established its leadership in the region by focusing on providing content that fits the local culture and addressing structural market challenges. The company has published more than 70 local games, achieving more than 300 million downloads and more than 3 million active monthly users.
"Tomato Plus" is a fundamental part of the company's infrastructure, representing a payment network that integrates more than 45 local payment methods through a single API, enabling hundreds of gaming and app companies to effectively monetize in the region.
Birat Oğuz, founder and CEO of Playable Factory said:
"Playable Factory has built a reliable platform for major gaming companies in Europe and the United States. Joining Tomato allows us to expand this technology globally while continuing to provide high-performance solutions to our partners."
With this acquisition, Tomato enters a new phase as an AI-based gaming platform, actively investing in AI technologies across various aspects of its business, from accelerating game development to producing and improving advertisements on a large scale, and enabling more interactive and personalized gaming experiences.
The long-term vision of the company involves using AI to radically transform how games are developed, marketed, and experienced, allowing for faster production cycles, smarter growth, and completely new gaming patterns.
This announcement coincides with the joining of new investors, including Next Ventures and Square Enix, along with an increased investment from Krafton, bringing the total funding raised by Tomato to more than 25 million dollars.
Tomato currently operates through six offices in Amman, Riyadh, Abu Dhabi, Cairo, Istanbul, and Baghdad, with a workforce of 180 employees.
The company intends to expand outside the Middle East and North Africa into new markets, by integrating content, infrastructure, advertising technology, and AI to build a global gaming platform originating from the region.
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About Tomato
Tomato is a leading company in publishing mobile games in the Middle East and North Africa, focusing on providing gaming experiences that match the local culture. Founded in 2013, the company offers integrated solutions including publishing, distribution, monetization, and infrastructure, enabling games to succeed in one of the fastest-growing gaming markets globally.
About Playable Factory
Playable Factory is one of the leading interactive advertising platforms globally, founded in Istanbul in 2018. The company has developed more than 90,000 interactive ads for a large number of clients, achieving billions of impressions, based on advanced technology in interactive advertising.
