Playtech targets casual games market with Funtactix purchase

ShimonPlaytech has unveiled a strategic plan to significantly increase its market share of the IP-based casual games market. This initiative follows the acquisition of Funtactix, an award-winning publisher of film and television-based games.

Funtactix has built a reputation in Hollywood and with gamers for delivering casual game experiences based on the most popular entertainment franchises including The Hunger Games, Mission: Impossible, Power Rangers and Rocky.

The completion of the acquisition forms a central pillar of Playtech’s long-term casual games strategy. This began with the creation of development studio Plamee in 2014 and continued with the acquisition of Game Maker: StudioTM developer, YoYo Games, last year.

Funtactix is comprised of industry veterans with experience of launching successful titles for many of the publishers in the games industry including Microsoft, Sony, Ubisoft, and LucasArts and entertainment names including MGM and WME.

As part of Playtech, the Funtactix team will continue to facilitate partnerships with leading entertainment property owners as well as publish in-house and externally developed titles under the FTX Games publishing division.

Shimon Akad, COO for Playtech, said: “The Playtech casual games division has a clear strategy and direction and we’re very confident it will continue to go from strength-to-strength.

“The acquisition of Funtactix, in addition to Plamee and YoYo Games, enables us to offer a complete suite of content and software to players, designers and third parties including some of the largest studios and brands in the world.”

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