What CrazyLabs does

CrazyLabs (legal entity Crazy Labs Ltd., formerly TabTale) is an Israel-headquartered mobile game publisher and developer founded in 2010 and ranked among the top three mobile game publishers globally, with over 7 billion cumulative downloads and 250 million+ monthly active users across a portfolio of 50+ published titles in the hyper-casual, hybrid-casual, and casual gaming segments. The company operates a B2B publishing platform that onboards indie game developers through the CrazyHubs accelerator network (8 physical hubs in Istanbul, Hanoi, Ho Chi Minh, Mumbai, Hyderabad, Tel Aviv, Novi Sad, and Cape Town) and supports them with marketability testing, creative ideation, monetization, user acquisition, and distribution across Google Play, Apple App Store, Nintendo Switch, PlayStation, Xbox, and Steam. Underlying the publishing service is a proprietary technology stack including the CLIK Dashboard and CLIK SDK (real-time analytics and transparency for developers), CLOK (A/B testing optimization), CrazyAds (monetization automation), CrazyBids (automated user acquisition across ad networks), and Apps DB (cloud-based multi-platform build system).

The company's revenue model combines in-game advertising (rewarded videos, interstitials, banners) on mobile, revenue-share agreements with developer partners, and one-time-license distribution on console and PC platforms. The proprietary CLIK stack serves as both internal optimization infrastructure and a transparency tool for partner developers, and the company has integrated third-party MMPs (Adjust, AppsFlyer, Singular) and major ad networks (Meta, Google, TikTok, Facebook) for attribution and UA operations. CrazyLabs is a wholly-owned subsidiary of Swedish gaming conglomerate Embracer Group, and expanded its India presence in August 2021 by acquiring Mumbai-based Firescore Interactive. The company's 2026 design partnership with ManaMind and dedicated AI Director role signal ongoing investment in AI-driven game testing, asset generation, and UA/monetization automation, positioning the publishing infrastructure for potential productization as an external platform.

Name

CrazyLabs

Legal name

Crazy Labs Ltd.

Website

https://crazylabs.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

251–500 employees

Short description

CrazyLabs is a top-3 global mobile game publisher (7B+ downloads, 250M+ MAU) that partners with indie developers worldwide through a proprietary publishing platform, 8-city accelerator network, and console distribution across Nintendo, Xbox, PlayStation, and Steam.

Ownership category

akta.pro rank

Product category

Mobile Game Publishing

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Casual/Hypercasual Game Studios (MPAFAAAG)

akta.pro secondary industry

Mobile Game Publishing & App Game Stores (BPAMAKAB)

Keywords

• Mobile game publishing
• Casual game development
• Game publishing services
• User acquisition platform
• Console game distribution

Headquarters

HQ city

Tel Aviv

HQ country

Israel

HQ region

Middle East

Offices8 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Mobile Game Publishing (Advertising): Revenue generated through in-game advertising including rewarded videos, interstitials, and banners. CrazyLabs operates as a hyper-casual and hybrid-casual game publisher monetizing through ad placements within games.
2. Console/PC Game Distribution: Revenue from publishing games on premium platforms including Nintendo Switch, Xbox, PlayStation, and Steam, generating additional revenue streams for partner developers.
3. Publishing Revenue Share: Formal revenue-share agreements with game developers under official publishing contracts, with developers retaining share of game earnings while CrazyLabs provides publishing infrastructure.

Go-to-market motion2 records

Distribution channels7 records

Marketing channels8 records

Core offering

CrazyLabs is a top #3 mobile game publisher and developer that partners with indie game studios worldwide to develop, publish, and monetize hyper-casual, hybrid-casual, and casual games across mobile (iOS/Android) and console (Nintendo Switch, PlayStation, Xbox, Steam) platforms. The company provides end-to-end publishing services including marketability testing, creative ideation, user acquisition, monetization, LiveOps, and access to proprietary technology (CLIK Dashboard, SDK, CLOK, CrazyAds, CrazyBids). It also distributes its own published game portfolio of 50+ titles generating 7+ billion downloads and 250+ million monthly active players.

Product overview

CrazyLabs is a top #3 mobile game publisher and developer with over 7 billion downloads and more than 250 million monthly active players, specializing in hyper-casual, hybrid-casual, and casual gaming. The company's core offering combines a comprehensive publishing platform with proprietary technology tools. The publishing platform provides marketability testing, mentorship, and access to the CLIK Dashboard for real-time performance tracking. Key proprietary technologies include the CLIK Dashboard (real-time analytics), CLIK Plugin/SDK (game integration), CLOK (A/B testing optimization), CrazyAds (monetization automation), CrazyBids (automated UA at target ROAS), and Apps DB (cloud-based builds). CrazyHubs is a global accelerator program with physical hubs in 8 cities. The portfolio includes over 50 published games with major titles such as Phone Case DIY (350M downloads), AMAZE! (170M), Miraculous Ladybug (215M), Sculpt People (220M), Super Stylist (150M), Run Sausage Run! (160M), and Acrylic Nails! (200M). In August 2021, CrazyLabs acquired Mumbai-based Firescore Interactive to expand its India presence.

Differentiator

Problem solved

Functional benefit

Brands

• CrazyHubs: Hyper & Hybrid-Casual game acceleration programs for developers worldwide with locations in Istanbul, Hanoi, Ho Chi Minh, Mumbai, Hyderabad, Tel Aviv, Novi Sad, and Cape Town.
• CLIK Dashboard

Products and services

• CrazyLabs Publishing Platform End-to-end mobile game publishing service for indie game developers offering marketability testing, mentorship, financial support, creative ideation, user acquisition, monetization, LiveOps, and access to premium platforms (Nintendo Switch, Xbox, PlayStation, Steam) under formal revenue-share agreements.
• CLIK Dashboard Real-time transparency dashboard for game developers to track marketability tests, revenue breakdowns, A/B test results, creative performance, CPI, CVR, CTR, Day 1/Day 3 retention, ARPU, and level funnel metrics across mobile games.
• CLIK Plugin / SDK Proprietary SDK that integrates attribution, analytics, ads, in-app purchases, A/B testing, and privacy compliance into games with a minimalist API deployable in 10 minutes. Provides granular data including level funnel, churn charts, time-to-complete, fail rate analysis, and cross-version performance comparison.
• CLOK (CrazyLabs Optimization Kit) Data science-driven A/B testing system enabling seamless optimization of game-level design and ad profile configuration at scale through testing across thousands of data points.
• CrazyAds Monetization technology platform that automates day-to-day UA operations, optimization, and A/B testing at mass scale, automatically maintaining monetization setup and increasing operational efficiency.
• CrazyBids User Acquisition Technology Automated user acquisition platform that maximizes scale at target ROAS by optimizing campaigns across all major ad networks and thousands of app IDs, operating systems, and geographic regions.
• CrazyHubs Accelerator Program Global hyper-casual and hybrid-casual game development accelerator program with physical hubs in Istanbul, Hanoi, Ho Chi Minh, Mumbai, Hyderabad, Tel Aviv, Novi Sad, and Cape Town, offering mentorship, training, funding, office space, and access to CrazyLabs' publishing technology and resources.
• Apps DB (Cloud Build System) In-house cloud-based system connecting to game Git repositories to build games for Android, iOS, and different Unity versions regardless of developer workstation configuration.
• Phone Case DIY DIY mobile game with 350M downloads, ranked #1 in 114 countries, available on mobile platforms.
• AMAZE! Flagship maze-drawing game with 170M downloads, ranked #1 in 127 countries, generating 17B minutes of play time, available on mobile, Nintendo Switch, PlayStation, and Steam.
• Miraculous Ladybug & Cat Noir Branded adventure game with 215M downloads, generating 20B minutes of play time, based on the Miraculous Ladybug animated TV series.
• Sculpt People 3D sculpting game with 220M downloads, ranked #1 in 96 countries, generating 8B minutes of play time.
• Super Stylist Fashion Makeover
• Run Sausage Run!
• Acrylic Nails!
• Console Publishing Service (Nintendo Switch, Xbox, PlayStation)
• Publishing For All (PFA) Program

Quantifiable outcome

• 7 billion+ total mobile game downloads
• +4 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability8 records

Feature8 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Firescore InteractivecoreStrategic or Co-development Partner · 3 August 2021Mumbai-based game development studio with over 9 years of mobile game development experience, officially acquired by CrazyLabs in August 2021. Successfully developed Soap Cutting (115M downloads), Acrylic Nails (110M downloads), and Hair Dye (50M downloads). Currently runs the CrazyHubs hyper-casual gaming accelerator in Mumbai, India.
• EZ GamescoreStrategic or Co-development PartnerLeading hybrid-casual game developer based in Ho Chi Minh City, Vietnam. EZ Games specializes in games combining user interaction with simple fitness exercises. Partnered as exclusive official CrazyHubs acceleration program partner for Vietnam.
• Carry1stcoreStrategic or Co-development PartnerLeading publisher of social games and interactive content across Africa, providing full-stack solution for design, user acquisition, community, and monetization. Running the CrazyHubs hyper-casual gaming accelerator in Cape Town, South Africa.
• Street Lamp GamescoreStrategic or Co-development PartnerIndie game studio known for innovative games on mobile and PC. First Indian studio to win 2019 Indie Prize Casual Connect Europe 'Best Game of the Year' for BOMBARIKA. Studio collaborated with CrazyLabs and runs CrazyHubs hyper-casual gaming accelerator in Hyderabad.
• Bahçeşehir University Game Lab (BUG Lab)minorImplementation/ SI/ Consulting PartnerEducational training partner for CrazyHubs Istanbul program, providing supplementary educational programs alongside CrazyLabs' own training curricula for game developers.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Zynga (Take-Two Interactive): Zynga is a major mobile game publisher (acquired by Take-Two in 2022) with broad casual and social casino game offerings. Following its acquisition of Rollic and Gram Games, Zynga directly competes in the hyper-casual space where CrazyLabs operates, with significantly larger scale and resources.
• Outfit7: Outfit7 is a Slovenia-based mobile game developer and publisher (Talking Tom franchise) owned by Chinese conglomerate Zhejiang Jinke Peroxide. Both companies operate globally distributed casual mobile games with character-IP-driven titles and multi-platform presence.
• Playrix: Playrix is a Russia/Ireland-based mobile game developer and publisher of casual puzzle games (Homescapes, Gardenscapes), operating in the broader casual gaming category where CrazyLabs also competes. Both target similar consumer demographics with ad-and-IAP monetization, though Playrix focuses on higher-production-value casual games.

Direct peers

• Miniclip: Miniclip is a Switzerland-based mobile game publisher and developer (owned by Tencent) with a casual and hyper-casual portfolio competing for the same user base and developer talent. Both companies publish mobile-first casual games with similar ad-driven monetization and global distribution.
• Voodoo: Voodoo is a Paris-based hyper-casual mobile game publisher and the global #1 in the category, directly competing with CrazyLabs for indie developer partnerships and end-user downloads. Both operate hit-driven publishing models with similar UA-heavy monetization and accelerator-like developer programs.
• Azerion: Azerion is a Netherlands-based digital entertainment and media platform that publishes casual and hyper-casual mobile games and operates integrated ad-tech. Both companies combine publishing with proprietary monetization/UA technology and target global casual gaming audiences.
• Rollic Games: Rollic Games is a Turkey-based hyper-casual game publisher acquired by Zynga (now Take-Two Interactive), competing directly with CrazyLabs for indie talent, particularly in the Istanbul/Turkey developer ecosystem. Both companies run hyper-casual publishing programs targeting the same developer demographic.
• Supersonic Studios: Supersonic Studios is a Unity-owned hyper-casual mobile game publisher headquartered in Israel, competing directly with CrazyLabs in the same genre, geographic talent pool, and developer-recruitment model. Both target the same indie developer pipeline and operate comparable testing and UA infrastructure.

Others

• AppLovin: AppLovin is a mobile advertising and gaming technology platform that provides UA and monetization infrastructure to many of the same developers CrazyLabs publishes. While not a direct publisher competitor, AppLovin's SparkLabs and ad-tech stack overlap with CrazyAds/CrazyBids functionality and serve similar publisher-side needs.

Emerging players

• Carry1st: Carry1st is a South Africa-based mobile game publisher focused on the African market, partnering with CrazyLabs to operate the Cape Town CrazyHubs accelerator. Both companies target emerging-market mobile gamers with casual/hyper-casual games, though Carry1st is earlier-stage and geographically focused.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/CrazyLabsGames
• YouTubeyoutube.com/CrazyLabsGames
• Facebookfacebook.com/crazylabsgames
• LinkedInlinkedin.com/company/crazylabs
• Instagraminstagram.com/crazy_labs

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments1 record

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

Frequently asked questions about CrazyLabs