Playtika’s newly-formed investment arm plans to invest $400m in Israeli digital entertainment, consumer companies

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Playtika’s newly-established growth investment arm is planning to invest up to $400m in Israeli digital entertainment and consumer companies.

It will targeting businesses that are already profitable or near breakeven and have proven business models and products.

The companies must also have strong management teams, the ability to invest across the capital structure and business models involving frequent consumer transactions and high consumability of goods and services.

Each company that the firm invests in will gain access to Playtika’s marketing, monetisation, analytics, technology and product teams to improve their performance.

Managing director of Playtika Growth Eric Rapps 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.”

The firm has spent more than $300m acquiring more than 10 companies since its inception, and was sold to a Chinese private equity consortium led by Giant Network Group for $4.4bn in 2016.

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