Moon Active
Moon Active is an Israeli mobile gaming company that develops and publishes a portfolio of free-to-play games across social casino, simulation, merge-puzzle, and casual puzzle genres, distributed globally via Apple App Store and Google Play, serving millions of casual gamers worldwide.
- Company typePrivate
- Founded2017
- HeadquartersTel Aviv, Israel
- Headcount1,001–5,000
- GTM typeB2C
- OfferingSoftware
What Moon Active does
Moon Active is a private Israeli mobile gaming company headquartered in Tel Aviv, operating a portfolio of free-to-play mobile games distributed globally through Apple App Store and Google Play. The company serves individual consumers in the casual mobile gaming segment with titles spanning multiple genres including social casino (Coin Master), farming simulation (Family Island), merge-puzzle (Travel Town, Merge Adventure, Merge Hotel Empire), puzzle (Zen Match, Hole Stars, Jelly Busters), and restaurant management (My Cafe). Founded in 2011, the company has grown to between 1,001 and 5,000 employees across offices in Israel, Spain, Ukraine, and Poland.
The company's product strategy is centered on standalone game titles rather than a unified platform, with each game operating independently on iOS and Android. Monetization is purely freemium, generating revenue through in-app purchases of virtual goods, cosmetics, and gameplay advantages. Moon Active publicly emphasizes the integration of AI-driven insights into its game development process and player experience optimization, describing an approach that combines 'human creativity with next-gen AI' across its portfolio. Coin Master serves as the flagship franchise, with extensions like Coin Master Board Adventure extending the brand into adjacent formats, while Melsoft Games (acquired in 2020) brought Family Island and My Cafe into the fold.
Moon Active reached unicorn status with a reported $5 billion valuation and $2 billion in 2024 revenue, placing it among Israel's largest gaming companies. The company has raised $425M+ across disclosed funding rounds, led primarily by Insight Venture Management, with additional participation from Andalusian Private Capital, Velo Partners, and Vintage Investment Partners. Strategic acquisitions have centered on expanding the merge-puzzle vertical, which has become a significant growth driver alongside the legacy Coin Master franchise. Note: one data source claims a Playtika acquisition in 2021, but this conflicts with independent $300M Insight-led fundraising in November 2021; the funding round data is treated as authoritative.
Moon Active firmographics
Firmographics- Name
- Moon Active
- Legal name
- Moon Active Ltd.
- Website
- https://moonactive.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Moon Active is an Israeli mobile gaming company that develops and publishes a portfolio of free-to-play games across social casino, simulation, merge-puzzle, and casual puzzle genres, distributed globally via Apple App Store and Google Play, serving millions of casual gamers worldwide.
- Ownership category
- akta.pro rank
Moon Active industry classification
Industry- Product category
- Mobile Gaming
- NAICS
- Amusement Parks and Arcades (7131)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Mobile Game Publishing & App Game Stores (BPAMAKAB)
- akta.pro secondary industry
- In-Game Wallets, Stored Value & Virtual Currency Issuance (MPAFAJAB)
Keywords
Where Moon Active is headquartered
LocationHeadquarters
- HQ city
- Tel Aviv
- HQ country
- Israel
- HQ region
- Middle East
Offices4 records
Markets served
Moon Active business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Mobile Gaming In-App Purchases: Freemium mobile gaming model with in-app purchases for virtual goods, cosmetics, and gameplay advantages. Players download games for free and purchase virtual currency or items to enhance their gaming experience.
- Game Monetization: Generated $2B in revenue in 2024, demonstrating strong monetization through virtual goods and in-game purchases across their portfolio of mobile games.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels1 record
Moon Active product offering
Product offeringCore offering
Moon Active develops and publishes a portfolio of free-to-play mobile games for iOS and Android, including flagship title Coin Master along with Family Island, Travel Town, Zen Match, My Cafe, Merge Adventure, Merge Hotel Empire, Coin Master Board, Hole Stars, and Jelly Busters. Games are monetized through in-app purchases of virtual currency, items, and gameplay advantages, and the company leverages AI-driven insights to optimize development and player engagement.
Product overview
Moon Active is a mobile game developer operating as a portfolio of individual game titles rather than a unified platform. The company develops and publishes multiple standalone mobile games across various genres including slot/casino games (Coin Master), farming simulations (Family Island), merge/puzzle games (Travel Town, Merge Adventure, Merge Hotel Empire, Zen Match, Hole Stars, Jelly Busters), and restaurant management (My Cafe). Coin Master is the flagship title generating significant revenue, while newer titles like Coin Master Board leverage the brand's popular IP in new formats. Each game operates as an independent product available on iOS and Android platforms via the App Store and Google Play.
Differentiator
Problem solved
Functional benefit
Brands
- Coin Master: A Viking-themed slot machine-style social casino game
- Family Island
- Travel Town
- Zen Match
- My Cafe
- Merge Adventure
- Merge Hotel Empire
- Coin Master Board Adventure
- Hole Stars
- Jelly Busters
Products and services
- Coin Master
Quantifiable outcome
- $2B revenue generated in 2024
- +1 more outcomes
Companies that use Moon Active
Customer profileSegments1 record
Ideal customer profiles1 record
Moon Active technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Moon Active partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
Moon Active competitors and assessment
Company assessmentDirect peers
- Playtika: Playtika is Moon Active's parent company and one of the world's largest mobile social casino and casual game publishers. It is directly comparable as a freemium mobile gaming operator with overlapping live-ops, UA, and portfolio management capabilities.
- Zynga: Zynga is a leading mobile social and casual game publisher (now under Take-Two) behind hits like Words With Friends and CSR Racing. It is comparable to Moon Active as a portfolio-based free-to-play mobile publisher monetizing via in-app purchases.
- King Digital Entertainment: King, owned by Activision Blizzard, operates Candy Crush and other top-grossing casual mobile games. Comparable to Moon Active in freemium puzzle/casual mobile gaming at global scale.
- Scopely: Scopely is a major mobile game publisher (Monopoly GO, Stumble Guys) with strong live-ops and portfolio diversification. It competes with Moon Active in the casual/social mobile gaming category and shares a similar freemium monetization model.
- Metacore (Merge Mansion): Metacore develops Merge Mansion, one of the most successful merge puzzle games globally. It directly competes with Moon Active's Travel Town, Merge Adventure, and Merge Hotel Empire titles.
- Tripledot Studios: Tripledot is a fast-growing mobile casual and puzzle game publisher (Wordscapes, Solitaire). It is comparable to Moon Active as a venture-backed mobile publisher scaling aggressively through portfolio expansion.
- Rovio Entertainment: Rovio, the creator of Angry Birds and now owned by Sega, is a major mobile game publisher. Comparable to Moon Active in mobile-first casual game publishing, IP-driven brands, and global distribution.
- Playrix: Playrix is a leading casual mobile game developer (Homescapes, Gardenscapes) with strong merge/puzzle portfolio. Comparable to Moon Active in casual mobile game publishing with similar genre focus and monetization model.
- Outfit7: Outfit7, creator of Talking Tom and now owned by Embracer, is a major mobile casual game publisher. Comparable to Moon Active as a portfolio-based mobile game studio with global IP recognition.
- Peak Games: Peak Games (acquired by Zynga) develops casual mobile games including Toon Blast and Toy Blast. Comparable to Moon Active in casual puzzle mobile gaming with strong freemium mechanics and global reach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Moon Active social profiles
Digital presenceMoon Active financial estimates
Financial estimateRevenue estimate
Valuation estimate
Moon Active leadership team
Management profileNumber of profiles
Profiles5 records
Moon Active funding detail
Funding detailFunding overview
Funding rounds4 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Moon Active M&A and investment
M&A and investmentM&A1 record
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Moon Active
What does Moon Active do?
Moon Active develops and publishes a portfolio of free-to-play mobile games for iOS and Android, including flagship title Coin Master along with Family Island, Travel Town, Zen Match, My Cafe, Merge Adventure, Merge Hotel Empire, Coin Master Board, Hole Stars, and Jelly Busters. Games are monetized through in-app purchases of virtual currency, items, and gameplay advantages, and the company leverages AI-driven insights to optimize development and player engagement.
Is Moon Active a public or private company?
Moon Active is a private company. It is classified as corporate owned and is currently operating.
When was Moon Active founded?
Moon Active was founded in 2017. It employs 1,001 to 5,000 people.
Where is Moon Active based?
Moon Active is headquartered in Tel Aviv, Israel, in the Middle East region.
How does Moon Active make money?
Two revenue lines are on record. Mobile Gaming In-App Purchases are the primary driver. The others are game Monetization.
Who are Moon Active's main competitors?
Direct peers on record are Playtika, Zynga, King Digital Entertainment, Scopely, Metacore (Merge Mansion), Tripledot Studios, Rovio Entertainment, Playrix, Outfit7 and Peak Games.
Does Moon Active have an API?
No public API is recorded for Moon Active.
What industry is Moon Active in?
Moon Active's product category is Mobile Gaming. Its primary akta.pro industry code is BPAMAKAB, Mobile Game Publishing & App Game Stores, with a secondary code of MPAFAJAB, In-Game Wallets, Stored Value & Virtual Currency Issuance. Its NAICS code is 7131 and its SIC code is 7990.