Playtika

{{Infobox company

| name = Playtika Holding Corp.

| type = Public

| traded_as = {{ubl|class=nowrap|{{NASDAQ|PLTK}}|Russell 1000 component}}

| industry = Video games

| logo = Logo playtika.png

| image = Playtika HQ, Herzliya.jpg

| founded = {{Start date and age|2010}}

| founders = {{ubl|Robert Antokol|Uri Shahak}}

| hq_location_city = Herzliya

| hq_location_country = Israel

| num_locations = 15

| num_locations_year = 2025

| key_people = Robert Antokol

| products = Online games, Mobile games

| revenue = {{down}} US$2.55 billion

| revenue_year = 2024

| net_income = {{down}} US$162 million

| net_income_year = 2024

| num_employees = 3,500

| num_employees_year = 31 December 2024

| website = {{URL|playtika.com}}

| footnotes = {{Cite web |title=Playtika 2024 10K|url=https://www.sec.gov/Archives/edgar/data/1828016/000182801625000011/playtika-20241231.htm|access-date=27 February 2025}}

}}

Playtika Holding Corp. is an Israeli digital entertainment company specializing in the development and publication of mobile games. In 2021, Playtika had over 35 million monthly active users.[https://en.globes.co.il/en/article-israel-gaming-co-playtika-holds-nasdaq-ipo-at-11b-valuation-1001357262 Israeli gaming co Playtika holds Nasdaq IPO at $11b valuation], Haaretz

History

The company was founded in 2010 by Robert Antokol and Uri Shahak (son of former Chief of Staff of the Israel Defense Forces and Israeli Minister Amnon Lipkin-Shahak).{{Cite web|title=Playtika's young founders win big on casino acquisition – Globes|url=https://en.globes.co.il/en/article-1000646702|date=18 May 2011|website=en.globes.co.il|language=he|access-date=24 May 2020}} In May 2011, the company was bought by Caesars Entertainment Corporation.{{Cite web|title=Playtika CEO explains how games have arrived in Israel|url=https://venturebeat.com/2015/11/18/playtika-ceo-explains-how-games-have-arrived-in-israel/|date=18 November 2015|website=VentureBeat|language=en-US|access-date=24 May 2020}} Antokol remained the CEO of Playtika, and the company remained an independent unit within Caesars.{{Cite web|title=Israeli Startup Playtika Bought For $4.4B {{!}} News Briefs|url=https://nocamels.com/2016/07/israeli-gaming-startup-playtika-acquired-4-billion/|date=31 July 2016|website=nocamels.com|language=en-US|access-date=24 May 2020}}

In July 2016, the company's operations were acquired by a Chinese consortium,{{Cite news |last=Mozur |first=Paul |url=https://www.nytimes.com/2016/08/01/business/dealbook/china-caesars-mobile-games-playtika.html |title=Chinese Group to Pay $4.4 Billion for Caesars' Mobile Games |date=31 July 2016 |work=The New York Times |access-date=22 March 2020 |language=en-US |issn=0362-4331}} valued at 4.4 billion dollars.{{Cite news |last1=Loo |first1=Daryl |url=https://www.bloomberg.com/news/articles/2016-07-30/shanghai-giant-led-group-buys-caesars-playtika-for-4-4-billion |title=Chinese Group to Buy Caesars' Games Unit for $4.4 Billion |date=30 July 2016 |work=Bloomberg News |access-date=22 March 2020 |last2=Naughton |first2=Keith |language=en}}

Headquartered in Herzliya, Israel, the company has over three thousand employees in offices worldwide including Tel-Aviv, Belarus, Ukraine and Canada.{{Cite web |title=Office Locations for Playtika |url=https://www.glassdoor.com/Location/All-Playtika-Office-Locations-E584487.htm |access-date=8 September 2023 |website=Glassdoor}}

Playtika started off in the casino-style genre of "Social Casino Games". This genre uses the central elements of popular casino games but players cannot use real cash within the gameplay, nor can they win real money.

At January 2018, Playtika set up a $400 million Israel investment fund. The fund plans to invest in Israeli mobile and Internet digital entertainment and consumer product companies.{{Cite news |last=Yablonko |first=Yasmin |url=https://en.globes.co.il/en/article-playtika-sets-up-400m-israel-investment-fund-1001221503 |title=Playtika sets up $400m Israel investment fund |date=29 January 2018 |work=Globes |access-date=25 February 2020 |language=en}}

In October 2017, Playtika entered the casual games niche with its acquisition of the Israeli-based games studio, Jelly Button. In December 2018, the company took another step in its new diversification strategy with the acquisition of Berlin-based casual games studio, Wooga.{{Cite news |last=Shahaf |first=Tal |url=https://en.globes.co.il/en/article-playtika-buys-german-co-wooga-1001263194 |title=Playtika buys German games co Wooga |date=3 December 2018 |work=Globes |access-date=25 February 2020 |language=en}} In January 2019, the company acquired a Vienna-based casual games studio, Super treat.

In May 2019, the company launched an independent division dedicated to the creation and rapid development of casual games which plans to launch several new games every year.{{Cite news |last=Takahashi |first=Dean |url=https://venturebeat.com/2019/05/20/playtika-doubles-down-with-a-new-casual-games-lab/ |title=Playtika doubles down with a new casual games lab |date=20 May 2020 |work=VentureBeat |access-date=11 September 2019 |language=en-US}}

The announcement introducing the new independent division was made at the company's Global Summit in Ibiza, where over 2,500 employees from Playtika's then 16 locations around the world gathered for a company event.{{Cite news |last=Pick |first=Adi |url=https://www.calcalistech.com/ctech/articles/0,7340,L-3762547,00.html |title=Playtika Sets Up New Team to Create the Next Candy Crush |date=21 May 2019 |work=Calcalist |access-date=25 February 2020}}

In August 2019, Playtika acquired Finnish mobile game company Seriously, publisher of Best Fiends, a cartoon-style mobile game that launched in 2014.{{Cite news |last=Takahashi |first=Dean |url=https://venturebeat.com/2019/08/26/playtika-acquires-best-fiends-mobile-game-publisher-seriously/ |title=Playtika acquires Best Fiends mobile game publisher Seriously |date=26 August 2019 |work=VentureBeat |access-date=11 September 2019 |language=en-US}}

In March 2020, Playtika donated its catered meals and food to local communities to provide relief for the COVID-19 pandemic.{{Cite news |last=Partleton |first=Kayleigh |url=https://www.pocketgamer.biz/news/72886/playtika-is-donating-catered-meals-to-local-communities/ |title=Playtika is donating its catered meals to local communities to help against the coronavirus |date=19 March 2020 |work=PocketGamer.biz |access-date=22 March 2020}}

In January 2021, Playtika filed for an IPO.{{Cite news|url=https://www.reuters.com/article/us-playtika-holding-ipo-idUSKBN29K032|title=Playtika prices $1.88 billion IPO above target range |date=16 January 2021 |work=Reuters |access-date=5 April 2021|language=en-US}} On 20 January 2021, Playtika completed its initial public offering of approximately 80M shares of common stock at $27 per share.{{Cite news|url=https://reorg.com/playtika-flexibility/|title=New Coverage: Playtika Has Significant Flexibility to Incur Additional Secured Debt, Access to Leverage-Based Restricted Payments and Investments After IPO, Refinancing, Amendments |date=17 June 2021 |work=Reorg |access-date=22 June 2021|language=en-US}}

In March 2022, Playtika announced the company had acquired the Israel-based, online building and shooting simulator software development company JustPlay.LOL, most known for creating the multiplayer game 1V1.LOL.{{cite journal |date=24 March 2022 |title=Playtika pursues diversification with JustPlay.LOL acquisition |url=https://igamingbusiness.com/playtika-pursues-diversification-with-justplay-lol-acquisition/ |url-status=live |journal=IGaming Business |archive-url=https://web.archive.org/web/20220504092354/https://igamingbusiness.com/playtika-pursues-diversification-with-justplay-lol-acquisition/ |archive-date=4 May 2022 |access-date=4 May 2022}} On 12 December 2022, Playtika announced it would undergo a 15% reduction in staff, amounting to 615 employees being laid off.{{Cite web |last=Lunden |first=Ingrid |date=12 December 2022 |title=Playtika lays off 610 workers, shuts down three online gaming titles amid broader restructure |url=https://techcrunch.com/2022/12/12/playtika-lays-off-610-workers-shuts-down-three-online-gaming-titles-amid-broader-restructure/ |access-date=4 March 2024 |website=TechCrunch |language=en-US}}

In January 2023, Playtika offered a proposal to acquire the Finland-based, mobile game developer Rovio Entertainment, most known for creating the Angry Birds series of games and media for US$736 million ($9.84 per share).{{Cite web |last=Rasmussen |first=Louise |date=22 March 2023 |title=Angry Birds maker Rovio and Playtika end talks |url=https://www.reuters.com/markets/deals/angry-birds-maker-rovio-says-talks-with-playtika-have-ended-2023-03-22/ |access-date=5 September 2023 |website=Reuters}}{{Cite web|url=https://www.businesswire.com/news/home/20230119005244/en/Playtika-Announces-Premium-All-Cash-Proposal-To-Acquire-Rovio-Entertainment-For-EUR-9.05-Per-Share|title=Playtika Announces Premium, All Cash Proposal To Acquire Rovio Entertainment For EUR 9.05 Per Share|website=www.businesswire.com|date=19 January 2023|access-date=20 January 2023}} Rovio later publicly responded on 20 January that their board of directors were made unaware of the offer and that shareholder and regulatory approvals would be needed.{{Cite web|url=https://www.gamesindustry.biz/playtika-tries-to-buy-rovio|title=Playtika tries to buy Rovio|first=Brendan|last=Sinclair|website=www.gameindustry.biz|date=19 January 2023|access-date=20 January 2023}} The discussions between Playtika and Rovio ultimately concluded without an agreement on 22 March 2023.{{Cite web|url=https://www.hollywoodreporter.com/business/business-news/rovio-playtika-sale-talks-end-angry-birds-1235358201/|title='Angry Birds' Maker Rovio's Sale Talks With Israel's Playtika End, Strategic Review Continues|website=www.hollywoodreporter.com|date=22 March 2023|access-date=19 April 2023}}

In August 2023, Playtika announced its definitive agreement to pay $89.4 million to $165 million to acquire Azerion‘s Youda Games portfolio of games.{{Cite web |last=Takahashi |first=Dean |date=31 July 2023 |title=Playtika acquires Youda Games for up to $165M |url=https://venturebeat.com/games/playtika-acquires-youda-games-for-up-to-165m/ |access-date=21 September 2023 |website=VentureBeat}} In the subsequent weeks, Playtika completed the purchase of Youda Games' portfolio of games from Azerion.{{Cite press release |last=Group NV |first=Azerion |date=28 August 2023 |title=Azerion completes sale of Youda Games Portfolio to Playtika |url=https://www.globenewswire.com/news-release/2023/08/28/2732333/0/en/Azerion-completes-sale-of-Youda-Games-Portfolio-to-Playtika.html#:~:text=Amsterdam%2C%2028%20August%202023%20%E2%80%93%20Further,3%2C%20to%20Playtika%20Holding%20Corp. |access-date=28 September 2023 |website=GlobeNewswire}}

In September 2023, it was announced that Playtika would acquire the Tel Aviv-headquartered mobile games studio Innplay Labs for an upfront fee of $80 million and as much as $300 million.{{Cite web |last=Takahashi |first=Dean |date=14 September 2023 |title=Playtika will buy mobile game maker Innplay Labs for up to $300M |url=https://venturebeat.com/games/playtika-will-buy-mobile-game-maker-innplay-labs-for-up-to-300m/ |access-date=28 September 2023 |website=VentureBeat |language=en}} Shortly thereafter, Playtika announced that it acquired Innplay Labs.{{Cite web |last=System |first=Ice |date=28 September 2023 |title=Playtica on its second acquisition this quarter: this is the successful gaming company it bought |url=https://www.ice.co.il/finance/news/article/982214 |access-date=28 September 2023 |website=ICE}} In January 2024, Playtika reduced its headcount by 10%, amounting to 300-400 layoffs. Those affected were workers located outside of Israel.{{Cite web |last=Sinai |first=Allon |date=11 January 2024 |title=Playtika cutting 300-400 jobs in new round of layoffs |url=https://www.calcalistech.com/ctechnews/article/skb6elt006 |access-date=4 March 2024 |website=ctech |language=en}}

Games

The company operates the following games, among others:

1V1.LOL – Third person shooter {{Cite web |last=O'Boyle |first=Daniel |date=24 March 2022 |title=Playtika pursues diversification with JustPlay.LOL acquisition |url=https://igamingbusiness.com/strategy/ma/playtika-pursues-diversification-with-justplay-lol-acquisition/ |access-date=5 September 2023 |website=iGamingBusiness}}
Best Fiends – puzzle video game{{Cite web|url=https://www.gamedeveloper.com/business/playtika-acquires-i-best-fiends-i-developer-publisher-seriously|title=Playtika acquires Best Fiends developer-publisher Seriously|first=Chris|last=Kerr|website=www.gamasutra.com|date=27 August 2019 }}
Best Fiends Star – puzzle video game{{Cite web |last=Chapple |first=Craig |date=27 August 2019 |title=Playtika acquires Best Fiends developer Seriously |url=https://www.pocketgamer.biz/news/71458/playtika-acquires-best-fiends-developer-seriously/ |access-date=7 September 2023 |website=PocketGamer.Biz}}
Bingo Blitz – bingo{{Cite web|url=https://venturebeat.com/2021/05/11/playtika-grows-q1-revenue-19-6-and-cuts-debt-costs-but-stock-falls-5-as-it-misses-expectations/|title=Playtika grows Q1 revenue 19.6% and cuts debt costs, but stock falls 5% in early trading|date=11 May 2021}}
Board Kings – casual game / board game style{{Cite web|url=https://www.bloombergquint.com/business/playtika-acquires-israel-s-jelly-button-to-expand-game-offerings|title=Playtika Acquires Israel's Jelly Button to Expand Game Offerings|website=BloombergQuint|date=2 October 2017 }}
Caesars Slots – slot machines{{Cite web|url=https://www.wsj.com/articles/mobile-game-company-playtikas-shares-rise-24-in-debut-trading-11610733995|title=Playtika's Shares Jump in Market Debut as IPOs Remain Hot|first=Sarah E. Needleman and Allison|last=Prang|date=15 January 2021|via=www.wsj.com}}
House of Fun – slot machines
June's Journey – hidden object game{{Cite web|url=https://venturebeat.com/2018/12/03/playtika-acquires-casual-mobile-game-maker-wooga/|title=Playtika acquires casual mobile game maker Wooga for over $100 million|date=3 December 2018}}
Pearls Peril – hidden object game{{Cite web |last1=Chapple |first1=Craig |date=3 December 2018 |title=Social casino giant Playtika acquires Pearl's Peril dev Wooga |url=https://www.pocketgamer.biz/news/69575/playtika-acquires-pearls-peril-dev-wooga/ |access-date=7 September 2023 |website=pocketgamer.biz}}
Pirate Kings{{Cite news|url=https://www.haaretz.com/israel-news/business/playtika-buys-israeli-firm-jelly-button-games-1.5455180|title=Chinese-owned Playtika buys Israeli firm Jelly Button Games|newspaper=Haaretz}}
Poker Heat – Texas hold 'em online poker{{Cite web|url=https://venturebeat.com/2016/12/21/gardenscapes-by-russias-playrix-is-facebooks-game-of-the-year/|title=Gardenscapes by Russia's Playrix is Facebook's game of the year|date=21 December 2016}}
Redecor – home design game {{Cite web |last=Partis |first=Danielle |date=1 September 2021 |title=Playtika acquires developer Reworks in deal worth up to $600m |url=https://www.gamesindustry.biz/playtika-acquires-developer-reworks-in-deal-worth-up-to-usd600m |access-date=7 September 2023 |website=Games Industry.biz}}
Slotomania – slot machines{{Cite web|url=https://venturebeat.com/2021/01/15/mobile-game-maker-playtika-goes-public-at-11-billion-valuation/|title=Mobile game maker Playtika goes public at $11 billion valuation|date=15 January 2021}}
Solitaire Grand Harvest – solitaire card game{{Cite web|url=https://venturebeat.com/2019/01/17/playtika-acquires-casual-card-game-developer-supertreat/|title=Playtika acquires casual card game developer Supertreat|date=17 January 2019}}
Vegas Downtown Slots – slot machines{{Cite press release|url=https://www.prnewswire.com/news-releases/mobile-games-leader-tripledot-studios-bolsters-leadership-team-with-key-hires-301323104.html|title=Mobile Games Leader Tripledot Studios Bolsters Leadership Team With Key Hires|first=Tripledot|last=Studios|website=www.prnewswire.com}}
World Series of Poker – Texas hold 'em online poker based on the TV series of the same name{{Cite web|url=https://venturebeat.com/2017/12/18/world-series-of-poker-how-playtikas-montreal-team-has-kept-the-mobile-game-on-top/|title=World Series of Poker: How Playtika's Montreal team has kept the mobile game on top|date=18 December 2017}}