Playtika to invest $400 million in Israeli digital entertainment businesses


by Ifi Reporter Category:Hitech Jan 30, 2018

Global mobile game leader Pllaytika announced the establishment of its new investment arm, Playtika Growth Investments, which plans to invest up to $400 million in Israeli digital entertainment and consumer internet businesses. Playtika Growth will target companies that are already profitable or near breakeven and have proven      business models and products

A key differentiator of Playtika Growth is its Optimization Services team. All portfolio companies will gain access to Playtika’s world-leading marketing, monetization, analytics, technology and product teams to improve company performance.

Robert Antokol, Co-Founder and CEO of Playtika, said: “For the past eight years, Playtika has gained unparalleled expertise in how to monetize and grow mobile and web products used by tens of millions of people around the world. Sharing that expertise with tomorrow’s Israeli Internet leaders will be a powerful differentiator in creating not just Israel’s, but also the world’s, next big Internet companies.”

Eric Rapps, Managing Director of Playtika Growth, said: “Playtika’s operational teams oversee hundreds of millions of dollars in marketing budgets, the processing and analysis of more than 6 terabytes of data daily, and more than a billion dollars of revenue. They have been instrumental in Playtika’s success from a 10-person startup to a global market leader with 1,700 employees across 14 offices in 10 countries. For the first time, their expertise will be made available to other companies and will help drive exceptional company performance and investment returns.”

In addition to Playtika’s operational know-how, portfolio companies will leverage Playtika’s financial and transactional expertise. Playtika has spent more than $300 million acquiring more than 10 companies since its inception and in 2016 was sold to a Chinese private equity consortium led by Giant Network Group for $4.4 billion.

“While our company DNA is notably Israeli, we have been owned by affiliates of two American private equity giants, Apollo Global Management, LLC and TPG Capital, L.P., and are today owned by affiliates of some of the most prominent Chinese institutional investors. Understanding how to manage a global business with sophisticated multinational partners is part of the skillset required for Israel to build world-leading companies and not just innovative startups; we now offer that knowledge”, said Antokol.




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