Playtika launches $400m investment arm
Playtika Growth established to leverage the firm’s expertise in digital consumer businesses to help grow new companies
Playtika has established a new investment arm with the goal of investing up to $400m in Israeli digital entertainment and consumer businesses.
The so-called Playtika Growth will target companies that are already profitable or near breakeven and have proven business models and products.
Playtika said companies receiving investment would also gain access to Playtika’s “world-leading” marketing, monetization, analytics, technology and product teams to help improve company performance.
“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,” Robert Antokol, co-Founder and CEO of Playtika, said.
“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.”
In addition to Playtika’s operational know-how, portfolio companies will can Playtika’s financial and transactional expertise.
The social casino firm has spent more than $300m acquiring more than 10 companies since its inception and in was sold to Giant for $4.4bn in 2016.
Eric Rapps, who will lead Playtika Growth, added: “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.”