Playtika acquires Israeli mobile gaming studio Innplay Labs for up to $300 million


Mobile gaming provider Playtika Holding has entered into a definitive agreement to acquire Innplay Labs, a mobile gaming studio based in Israel. This deal will have an upfront consideration of $80 million with a maximum consideration of $300 million.

“The acquisition of Innplay Labs, our second transaction this quarter, represents another strategic expansion of our portfolio with a promising and innovative growth franchise in the Luck Battle genre, and presents another opportunity for us to further utilize our expertise in leveraging LiveOps and proprietary technology to drive sustained, long-term growth,” said Robert Antokol, Chief Executive Officer of Playtika.

“As a fellow Israeli-based company recognized for innovation, Innplay’s talented team shares our culture of focus, speed, and agility. We are excited to embark on this journey together and to rebrand Animals & Coins alongside Innplay.”

The deal extends Playtika’s string of purchases. In August, the company announced the acquisition of European digital advertising and entertainment media platform Azerion Group to acquire the Youda Games portfolio of games. The offering includes titles like the social card-themed game “Governor of Poker 3.

In 2019, Innplay Labs formed with the goal of shaping the next generation of mobile gaming,” said Ore Gilron, Chief Executive Officer of Innplay Labs. “Four years later, our robust team of talented high-skilled game operators have put their passions together to create an outstanding game product with rich engaging content, providing our audience with a uniquely entertaining gaming experience.”

“Looking ahead, we believe becoming a part of Playtika’s strong portfolio of Casual titles will take Innplay Labs to new heights,” Gilron added.

As reported by CT Tech, Innplay Labs specializes in creating mobile games, particularly in the arcade and puzzle animation genres. They have developed games like “Water Ride,” “Brix Master,” and “Animal Kingdom.” The company has raised investments from vgames and Fusion LA.

“I couldn’t ask for a better outcome,” said Eitan Reisel, founder of vgames, one of Innplay Labs’ largest investors. “My vision for vgames has always been to advance the thriving gaming ecosystem and this deal marks a significant milestone in this journey. This acquisition is a testament to Innplay’s incredible talent, focus and rapid growth and I’m thrilled they are joining forces with Playtika, a powerhouse in our industry.”

Playtika, known for its social gaming expertise, had earlier this year attempted to acquire Rovio Entertainment, the company behind the popular Angry Birds series, but the deal did not materialize.