Playtika to strengthen mobile gaming leadership with $700m SuperPlay buyout

Playtika Holding Corp., a mobile gaming titan, has made waves with its latest announcement: a $700 million deal to acquire SuperPlay, an Israeli-based gaming studio known for its rapid rise in mobile game development. This acquisition, which includes the possibility of up to $1.25 billion in performance-based payments, highlights Playtika’s aggressive expansion strategy in the gaming sector. The total potential value of the deal could reach a staggering $1.95 billion, solidifying its place among the most notable mobile gaming transactions in recent years.

SuperPlay’s stellar success fuels the deal

SuperPlay, founded in 2019 by Gilad Almog, Eyal Netzer, and Elad Drory, has carved out a strong niche in mobile gaming with hit titles Dice Dreams and Domino Dreams. These games, which boast an impressive 1.7 million average daily users, have been pivotal to SuperPlay’s swift rise. Their rapid growth and the studio’s demonstrated ability to engage a large global audience make this acquisition a strategic masterstroke for Playtika.

With the mobile gaming market flourishing, this acquisition enables Playtika to tap into SuperPlay’s successful formula while reinforcing its leadership in key genres such as coin loot games and board games. Both Playtika and SuperPlay will work together to scale their operations further, as the two companies have clear cultural and strategic synergies.

Financial structure: A calculated risk

Playtika will pay $700 million upfront, with an additional contingent payment of up to $1.25 billion, based on SuperPlay’s financial performance between 2025 and 2027. This performance will be measured through revenue and adjusted EBITDA metrics. The structured deal not only minimises risk but also ensures that SuperPlay is incentivised to continue its success under Playtika’s umbrella.

Robert Antokol, CEO of Playtika, remarked that SuperPlay’s proven talent and expertise align seamlessly with their growth strategy, highlighting how the acquisition will unlock new opportunities and propel both companies forward.

SuperPlay’s leadership, including Almog and Netzer, will remain in place, running the studio independently under Playtika. Both founders have expressed their excitement about the acquisition, noting that Playtika’s support will allow them to continue growing their portfolio of successful and innovative games.

Strategic implications for Playtika

This acquisition provides Playtika with an immediate boost in two high-growth gaming categories while expanding its talent base. The combined power of Playtika’s resources and SuperPlay’s development expertise is expected to fuel new game launches and cement Playtika’s dominance in mobile gaming.

Experts in the gaming industry see this move as a clear indication that the mobile gaming space is intensifying, with companies like Playtika positioning themselves to lead the sector’s next phase of growth. With SuperPlay’s robust player base and proven track record, Playtika is poised for significant gains in both market share and revenue growth.

The deal, pending regulatory approval, is expected to close in the fourth quarter of 2024, with both companies preparing for a seamless integration.