Playtika acquires mobile game maker SuperPlay for up to $1.25B

The deal is a sign that mobile game acquisition activity is coming back to life.

Mobile gaming giant Playtika has agreed to acquire Israeli mobile game maker SuperPlay for a price that could range from $700 million to $1.25 billion, depending on whether SuperPlay hits financial targets over three years.

The acquisition, which is expected to close in the second half of 2023, will add a team that has launched two successful games. SuperPlay is known for making Dice Dreams, a coin looter game that quickly became a top grosser after its 2021 launch, and Domino Dreams, a board game that also became a hit. Both games are played by millions of people around the world.

The acquisition price also includes a potential earnout of up to $550 million, payable in cash or Playtika shares, at Playtika’s discretion, if SuperPlay achieves certain revenue targets in 2024, 2025, and 2026.

Founded in 2019 by former Playtika employees Gilad Almog and Eyal Netzer, along with industry veteran Elad Drory, SuperPlay is focused on making free-to-play hypercasual games with simple yet engaging gameplay that can appeal to a mass audience.

Almog, Netzer, and Drory are all veterans of the Israeli mobile game industry. They previously worked together at Playtika, where they were part of the team that launched successful games such as Slotomania and Bingo Blitz.

After leaving Playtika, the trio founded SuperPlay with the goal of creating a new generation of hypercasual games. They raised $10 million in seed funding from Playtika and other investors in 2020.

SuperPlay’s games have been downloaded more than 100 million times worldwide. And they have generated more than $200 million in revenue in less than two years since the launch of Dice Dreams.

The acquisition of SuperPlay is a sign that mobile game acquisition activity is coming back to life. In 2022, there were fewer acquisitions than in recent years, as the economy slowed down and companies became more cautious about spending.

But with the mobile game market still growing and companies sitting on a lot of cash, we can expect to see more acquisitions in 2023. And Playtika, which has a lot of experience in acquiring and integrating game studios, is likely to be a major player in this market.

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