Official Press Release

Social Gaming Leader Playtika Storms into Casual Games Genre with Acquisition of Tel Aviv-based Jelly Button

One year after being acquired for $4.4 billion by a Chinese private equity consortium led by Beijing game developer Giant Interactive, Playtika completes its tenth acquisition as part of its strategy to diversify its games portfolio and grow its leadership position in the broader social gaming industry.

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HERZLIYA, ISRAEL, October 2, 2017 — Playtika, one of the world’s leading social gaming companies, has entered into a definitive agreement with Jelly Button, a Tel Aviv-based casual games maker for social networks and mobile devices.

Jelly Button has a track record of operating successful casual games that attract large audiences, having been downloaded more than 80 million times. The company, founded in 2011, is based in Tel Aviv and has approximately 80 employees.

Playtika has a long and successful M&A history, having acquired three of its core titles shortly after their launch, notably Bingo Blitz, World Series of Poker, and House of Fun. All three games now regularly rank atop the Top Grossing charts on Facebook, the App Store, and Google Play.

“Since our first acquisition in 2012, Playtika has been successful at identifying promising products and teams and leveraging our marketing, monetization, and analytics capabilities to materially grow our acquired businesses,” says Robert Antokol, Co-Founder and CEO of Playtika. “Jelly Button has exactly that – a great team and great products – and we are excited to take Jelly Button’s games to the next level.”

The acquisition represents an important part of Playtika’s long-term vision to become the leading mobile gaming company in the world. To execute on this vision, Playtika is diversifying into new game genres beyond its core market of casino-themed games and Jelly Button and Casual games represent the first steps towards realizing this goal.

“As an Israeli company and a mobile games company, we have long been amazed by Playtika’s success. This is an incredible opportunity to leverage their resources and expertise in monetization and combine them with our creativity,” says Jelly Button CEO, Ron Saranga. “Ultimately, the biggest beneficiaries of this transaction are our players.”

Jelly Button will continue to operate from its offices in Tel Aviv and the transaction is expected to close in the fourth quarter.
Raz Dlugin & Co. served as legal advisor to Playtika.

Goldfarb Seligman & Co. served as legal advisor to Jelly Button.




About Playtika:

Playtika, a pioneer in free-to-play games on social networks and mobile platforms, is the creator of such popular titles as Slotomania, House of Fun, Caesars Slots, Bingo Blitz, WSOP, Vegas Words, and Poker Heat which consistently rank among the top-grossing games on Apple’s App Store, Google Play and Facebook. Playtika’s games have been downloaded by hundreds of millions of players in 190 countries, in 12 languages and on more than 10 platforms. Playtika was founded in 2010 and is headquartered in Herzliya, Israel with offices in the U.S., Canada, Australia, Japan, Argentina, Romania, Ukraine and Belarus. It has more than 1,600 employees globally.

About Jelly Button:

Jelly Button was founded in 2011 by Ron Saranga, Ron Rejwan, Alon Lev, Moti Novo and Mor Shani with the vision of developing high-quality, creative casual games for mobile platforms. Their titles have reached over 80 million players across the globe and the company has grown rapidly since launching its own games in 2014. Jelly Button has approximately 80 employees, all of whom are based in Tel Aviv.


Robert Antokol, Co-Founder and CEO of Playtika

Media Contact

Alona Stein