Under the terms of the agreement, Playtika will pay an initial $700 million for SuperPlay, with the potential for an additional $1.25 billion in contingent consideration over the next three years, subject to meeting certain financial targets. The transaction, expected to close in the fourth quarter of 2024, is poised to strengthen Playtika’s position in the competitive mobile gaming industry.
SuperPlay, founded in 2019 by former Playtika employees Gilad Almog and Eyal Netzer, along with industry veteran Elad Drory, has quickly established itself as a formidable player in the mobile gaming space. The company’s portfolio includes two successful titles: Dice Dreams, a fast-growing coin looter game, and Domino Dreams, a popular board game. As of August 2024, these games boasted a combined 1.7 million average daily active users, demonstrating SuperPlay’s ability to create engaging and widely adopted mobile gaming experiences.
Robert Antokol, CEO of Playtika, emphasized the strategic importance of the acquisition, stating, “We see the acquisition of SuperPlay as a key move in strengthening Playtika’s leadership in mobile gaming, driving growth with scaled titles, and unlocking new opportunities. SuperPlay’s proven talent and success in navigating complex environments align seamlessly with our team. Together, we’re expanding our ability to deliver exceptional experiences to players worldwide.”
The deal showcases the innovative spirit and rapid growth potential within Israel’s gaming industry. SuperPlay, headquartered in Rosh Ha’ayin, has taken a unique approach to game development, combining high artistic standards with a solid technological foundation. This strategy has allowed the company to reimagine familiar games like Solitaire and Dominoes with innovative twists, appealing to a broad audience of mobile gamers.
SuperPlay’s success story is particularly noteworthy given its relatively short history. Founded by childhood friends from Rosh Ha’ayin, the company has raised more than $50 million from prominent investors, including NFX, North83, vgames, General Catalyst, Eyal Ofer’s O.G Venture Partners and Key1.
Following the acquisition, Almog and Netzer will continue to lead SuperPlay as an independent studio within Playtika, ensuring continuity and fostering further innovation. The founders expressed their excitement about the deal, saying, “It is a testament to our amazing team who bring creativity and passion to everything we make. With Playtika’s backing and support, we’ll continue growing the most memorable and engaging games in their category, and exchange knowledge that will propel each other to new heights.”
Playtika, founded in 2010, has been a pioneer in free-to-play games on social networks and mobile platforms. With popular titles like Slotomania, House of Fun, and Bingo Blitz, the company has established a strong global presence. Employing over 3,000 workers, with about a third based in Israel, Playtika’s acquisition of SuperPlay further cements its commitment to fostering local talent and expanding its footprint in the mobile gaming market.
The deal also highlights the global nature of Israel’s tech industry. SuperPlay, while headquartered in Israel, has expanded its operations to include offices in Ukraine, Romania and India, tapping into a diverse pool of talent across Europe and Southeast Asia.
This acquisition follows Playtika’s earlier move to buy Israel-based Innplay Labs for up to $300 million in September of the previous year, demonstrating the company’s ongoing strategy to strengthen its position through strategic acquisitions of innovative Israeli gaming startups.
The transaction is subject to customary closing conditions and regulatory approvals. Playtika has stated that it remains committed to its quarterly dividend and capital return program, indicating confidence in the financial stability of the combined entity post-acquisition.
