Playable Factory

A leading self-serve no-code playable ad creation platform, now operating as the ad-tech arm of Tamatem's AI-first gaming platform

Playable Factory, now part of Tamatem — the leading MENA mobile games publisher — is an Istanbul-based AdTech company founded in 2018 that specializes in no-code creation of playable ads, interactive HTML5 experiences, and gamified marketing content. The platform enables mobile marketers, game studios, and brands to build and publish high-performing playable ad units across major ad networks without requiring engineering resources, dramatically reducing the time and cost of creative production. The company's core product is a drag-and-drop, no-code editor that allows users to design interactive 3D and 2D playable experiences, mini-games, and simulations that can be deployed as mobile ad creatives. Playable ads — which let users interact with a lite version of a game or product before clicking through — consistently outperform static and video ad formats on key metrics such as click-through rate, install rate, and return on ad spend. Playable Factory has positioned itself as a self-serve solution that democratizes access to this high-performing format for studios and brands of all sizes. In April 2026, Tamatem announced its acquisition of Playable Factory, integrating the platform into its AI-first gaming and advertising strategy. As Tamatem's ad-tech arm, Playable Factory is expected to accelerate the publisher's expansion beyond game publishing into the broader mobile advertising ecosystem, leveraging AI-enhanced creative tooling to serve the fast-growing MENA market and beyond. The acquisition underscores the increasing strategic value of interactive ad formats as the mobile gaming industry intensifies its focus on user acquisition efficiency.