Playtika ventures outside its core market with Jelly Button acquisition

Social casino game developer Playtika, itself the subject of a $4.4 billion acquisition by a Chinese business consortium last year (see previous report), has announced the acquisition of Tel Aviv-based casual games developer Jelly Button Games…its first venture outside of its core social casino gaming business.

Although he would not elaborate on the price paid for the enterprise, Playtika CFO Arik Sandler said the deal was worth “tens of millions” of dollars, whilst the company’s CEO Robert Antokol noted that Playtika has always been successful at identifying value additions to the business and staff.

Playtika previously acquired Bingo Blitz and House of Fun.

Jelly Button has launched two casual games – Pirate Kings and Board Kings –  that have been downloaded more than 80 million times.

Operating scale and capital, as well as access to technology and intellectual property, are enabling large online-game developers to succeed, according to a recent report by Bloomberg Intelligence.

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