What TabTale does

TabTale is a Tel Aviv-headquartered mobile game publisher, founded in 2010, that operates under the CrazyLabs brand as a Top #3 global publisher of hyper-casual, hybrid, and casual mobile games. Its core product is a publishing platform built around marketability testing, liveops, and growth tooling, with the proprietary CLIK dashboard providing real-time transparency to developer partners on test results, revenue breakdown, and creative performance. The company monetizes through a marketplace-commission model: independent developers submit games, CrazyLabs provides ideation support, trend-based concepting, testing methodology beyond CPI alone, liveops, and global distribution via mobile app stores, and revenue is shared on successful launches. Its customer base is overwhelmingly long-tail — individual developers and small studios — many of which are incubated inside the eight CrazyHubs located in Istanbul, Hanoi, Ho Chi Minh, Mumbai, Hyderabad, Tel Aviv, Novi Sad, and Cape Town.

The business has scaled to 7 billion+ cumulative downloads and 250 million+ monthly active users as of December 2024. Strategic positioning emphasizes close mentorship, responsive publishing support, and early trend discovery; named partner successes include Tie Dye (175 million+ downloads with Furious Avocado), Dessert DIY (Weloadin), Drawing Carnival (Yoyes Technology), The President (Mekan Games), DIY Makeup and Makeup Kit (Cameo Games), Multi Maze 3D (RoboFruits), and DIY Paper Doll (Crinkle Games, founded within CrazyHubs Istanbul). The company is expanding beyond mobile into console publishing and is broadening into hybrid-casual formats alongside its hyper-casual core.

The leadership team is anchored by co-founders Sagi Schliesser (CEO) and Oran Kushnir (Founder & co-owner), with Guy Tomer as COO. The company is privately held with 101-250 employees, raised a $12 million Series A in October 2013 led by Magma Venture Partners and Qualcomm Ventures, and historically pursued a roll-up acquisition strategy (Kids games club in 2013, Coco Play in 2014, Level Bit in January 2015, and Sunstorm Interactive in April 2015). Note: source data mixes TabTale (2010) and CrazyLabs (2017) identities; based on shared leadership, geography, and product overlap they are treated as a single continuity for analysis purposes.

Name

TabTale

Legal name

CrazyLabs

Website

https://tabtale.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Short description

TabTale (operating as CrazyLabs) is a Tel Aviv-based Top #3 global mobile game publisher serving independent developers through its CLIK publishing platform and eight global CrazyHubs, with 7 billion+ downloads and 250 million+ monthly active users.

Ownership category

akta.pro rank

Headquarters

HQ city

Tel Aviv-yafo

HQ country

Israel

HQ region

Middle East

Offices8 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Game Publishing: CrazyLabs publishes games from independent developers, providing marketability testing, liveops support, trend-based ideation, and growth platforms. Revenue is generated through successful game launches with developers receiving support and sharing in game success.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

TabTale (operating as CrazyLabs) is a top #3 global mobile game publisher and developer specializing in hyper-casual, hybrid, and casual games. The company partners with independent game developers to publish their titles, providing marketability testing, liveops support, trend-based ideation, mentorship, and growth platforms. It operates the CLIK dashboard for real-time publishing transparency and runs a global network of CrazyHubs to support developers.

Product overview

The source data describes CrazyLabs (www.crazylabs.com), a mobile game publisher and developer, not TabTale. No product information for TabTale was found in the provided source content.

Differentiator

Problem solved

Functional benefit

Brands

• CrazyHubs: Game development hubs located globally in Istanbul, Hanoi, Ho Chi Minh City, Mumbai, Hyderabad, Tel Aviv, Novi Sad, and Cape Town, designed to mentor and support independent game developers.

Products and services

• CLIK Dashboard
• Mobile Game Publishing Service
• CrazyHubs Developer Incubation Program
• Mobile Games Portfolio Portfolio of published mobile games across hyper-casual, hybrid, and casual genres distributed globally through major mobile app stores. Examples include Tie Dye, Dessert DIY, Drawing Carnival, The President, DIY Makeup, Makeup Kit, Multi Maze 3D, and DIY Paper Doll.

Quantifiable outcome

• 7 billion+ total downloads
• +3 more outcomes

Named customers7 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered core.

• Crinkle GamescoreStrategic or Co-development PartnerTwo individual developers met at CrazyHubs Istanbul and founded Crinkle Games within the Hub. Received experience, training, and publishing support from CrazyLabs crucial to success and launch of hit game DIY Paper Doll.
• WeloadincoreStrategic or Co-development PartnerPublished Dessert DIY through CrazyLabs. CrazyLabs provides exceptional fast support while giving space for creativity and experimentation, enabling building of two-hit games.
• Yoyes TechnologycoreStrategic or Co-development PartnerPublished Drawing Carnival. CrazyLabs is described as #1 publisher in simulation genre and experts at gamifying social trends. Ideation support and supportive feedback instrumental to game success. Created three worldwide top hits in two years.
• Mekan GamescoreStrategic or Co-development PartnerPublished The President. CrazyLabs provided all 3 game ideas worked on, each becoming a worldwide hit. Publishing team's guidance and industry insights shaped the games.
• Cameo GamescoreStrategic or Co-development PartnerPublished DIY Makeup. CrazyLabs discovered makeup trend before any other publisher and provided the initial strong trend-based idea. Creative team executed fast to stay first in market.
• Furious AvocadocoreStrategic or Co-development PartnerPublished hyper-casual mega-hit Tie Dye generating over 175 million downloads. Success attributed to CrazyLabs' unique approach to hyper-casual marketing and LiveOps team expertise.
• RoboFruits GamescoreStrategic or Co-development PartnerPublished Multi Maze 3D. CrazyLabs' game-testing methodology considers various metrics beyond CPI, recognized potential by testing other metrics and reduced CPI at later stage.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• AppLovin: Public mobile tech and gaming platform that owns Lion Studios, MAX mediation, and SparkLabs. A broader incumbent whose publishing arm competes directly with CrazyLabs while its ad-tech stack also serves as infrastructure for hyper-casual monetization.
• Zynga: Major mobile and social game publisher (now part of Take-Two). Zynga owns Rollic and competes with CrazyLabs both as a publisher and as a buyer of hyper-casual studios; broader portfolio offers more diversified genre exposure.

Direct peers

• SayGames: Top global hyper-casual mobile publisher, widely cited as the #2 publisher by downloads. Competes head-to-head with CrazyLabs for indie developers and ad-monetized mobile games across the same casual genre.
• Kwalee: UK-based mobile game developer and publisher specializing in hyper-casual and casual games. Directly competes in the same genre and developer-acquisition playbook as CrazyLabs.
• Voodoo: World's #1 hyper-casual mobile game publisher headquartered in Paris. Directly comparable as a publisher-and-developer that acquires and scales indie-developed hyper-casual/hybrid hits — the same model as CrazyLabs but at larger scale.
• Playgendary: Berlin-based mobile game developer and publisher with a hyper-casual/casual portfolio. Comparable in scale and publishing model, targeting the same global indie developer ecosystem.
• Homa Games: Paris-based hyper-casual and hybrid mobile game publisher offering publishing, UA, and live-ops tooling to indie developers — directly overlapping with CrazyLabs' publishing model and target developer audience.
• Rollic: Zynga-owned hyper-casual publisher acquired in 2020. Closely comparable to CrazyLabs in publishing hyper-casual hits, with the added resources of Zynga's broader gaming portfolio.
• Supersonic Studios: Unity's mobile game publishing label (formerly Supersonic Studios) focused on hyper-casual titles. Competes with CrazyLabs for indie developer deals and benefits from Unity's broader game-tech ecosystem.
• Lion Studios: AppLovin's dedicated mobile game publishing arm focused on casual and hyper-casual titles. Direct competitor with the backing of a larger public parent (AppLovin) and competing for the same indie developer partnerships.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/tabtale
• YouTubeyoutube.com/CrazyLabsGames
• Facebookfacebook.com/TabTale
• LinkedInlinkedin.com/company/1522212
• Instagraminstagram.com/crazy_labs

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds4 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A4 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TabTale