MoonActive Ltd

What MoonActive Ltd does

MoonActive Ltd, operating under the trade name Moon Active, is a privately held mobile game developer and publisher headquartered in Israel (Tel Aviv District), with its legal entity domiciled as Moon Active Ltd. in the United Kingdom. The company develops, publishes, and live-operates a portfolio of ten mobile games distributed globally on Google Play and Apple App Store, spanning slot (Coin Master), farming simulation (Family Island), merge-and-adventure (Travel Town, Merge Adventure, Merge Hotel Empire), puzzle (Zen Match, Hole Stars, Jelly Busters), life simulation (My Cafe), and board-adventure (Coin Master Board Adventure) genres.

The studio's stated core technology is an 'AI-powered mobile game development platform' that blends human creativity with next-generation AI to produce more engaging entertainment experiences. It monetises exclusively through a freemium model, with revenue derived from in-app purchases and in-game advertising across its free-to-download titles. The customer base is a horizontal segment of mobile gamers worldwide, with the company describing its reach as 'millions of players across the globe.'

The go-to-market is app-store-native: discovery relies on app store optimisation and marketplace listings rather than outbound sales, with no enterprise or B2B channel evidence. The company has an active employer brand and careers site supporting ongoing hiring, and it positions itself as one of the world's fastest-growing mobile game companies, while making 'next-gen AI' a central pillar of its public narrative.

Name

MoonActive Ltd

Legal name

Moon Active Ltd.

Website

https://moonactive.net

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

MoonActive Ltd is a privately held Israeli mobile game publisher that develops and operates ten freemium titles — including Coin Master, Family Island, Travel Town, and Zen Match — distributed globally via Google Play and Apple App Store to millions of casual mobile gamers, monetised through in-app purchases and ads.

Ownership category

akta.pro rank

Product category

Mobile Gaming

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Mobile Game Publishing & App Game Stores (BPAMAKAB)

Keywords

• Mobile game development
• Casual mobile games
• Free-to-play games
• In-app purchases
• Mobile game publishing

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Mobile Gaming Revenue (In-App Purchases and Ads): As a mobile game company, MoonActive generates revenue through free-to-play mobile games with in-app purchases and advertising monetization models. Players can download games for free and purchase virtual goods or view advertisements within the games.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

MoonActive develops and publishes free-to-play mobile games for iOS and Android, distributed through the Google Play Store and Apple App Store. Its portfolio includes ten titles across slot, farming simulation, merge, puzzle, and restaurant management genres — notably Coin Master, Family Island, Travel Town, Zen Match, My Cafe, Merge Adventure, Merge Hotel Empire, Coin Master Board Adventure, Hole Stars, and Jelly Busters — monetized via in-app purchases of virtual goods and in-game advertising.

Product overview

MoonActive Ltd is a mobile game publishing company that operates a portfolio of ten distinct mobile games across multiple genres. The company specializes in casual and mid-core gaming experiences including slot games (Coin Master), farming simulations (Family Island), merge mechanics (Merge Adventure, Merge Hotel Empire), puzzle games (Zen Match, Hole Stars, Jelly Busters), life simulation (My Cafe), and adventure games (Travel Town). The company describes itself as blending 'human creativity with next-gen AI' to create engaging entertainment experiences. Games are distributed primarily through Google Play Store and Apple App Store, with no information available on an API or developer platform integration.

Differentiator

Problem solved

Functional benefit

Brands

• Coin Master: Mobile slot machine and village-building social game
• Family Island
• Travel Town
• Zen Match
• My Cafe
• Merge Adventure
• Merge Hotel Empire
• Coin Master Board
• Hole Stars
• Jelly Busters

Products and services

• Coin Master A Viking-themed social slot machine mobile game in which players spin slots to earn coins, attack friends, and raid their villages. Players build and upgrade their own Viking villages while interacting with friends.
• Family Island A tropical farming and island adventure game in which players explore a deserted island, grow crops, build shelters, and craft items to survive and thrive.
• Travel Town A merge and adventure game in which players explore a town, merge items to create new products, and complete quests to rebuild and expand the settlement.
• Zen Match A relaxing tile-matching puzzle game designed for stress relief and mindfulness, featuring calming visuals and simple matching mechanics.
• My Cafe A restaurant and cafe management simulation game in which players run their own coffee shop, serve customers, upgrade equipment, and expand their business.
• Merge Adventure A merge-style puzzle adventure game in which players combine items to create new objects and progress through an adventure storyline.
• Merge Hotel Empire A merge-based hotel design and management game in which players merge items to build and design their hotel empire.
• Coin Master Board Adventure A board game-style adventure companion to Coin Master, featuring board game mechanics and challenges.
• Hole Stars A puzzle game in which players navigate holes through obstacles to collect stars and complete levels.
• Jelly Busters A colorful puzzle game featuring jelly characters that players match and pop to clear levels.

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

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• King Digital Entertainment: Mobile casual gaming publisher behind Candy Crush Saga, owned by Activision Blizzard / Microsoft. Direct peer in the casual mobile puzzle/match genre with similar freemium/IAP economics and app-store-led distribution.
• Playtika: Israel-based mobile game publisher specializing in social casino (Slotomania, House of Fun, Bingo Blitz) and casual titles. Directly comparable to MoonActive as a fellow Israeli mobile gaming company with slot-machine-inspired titles and a similar freemium/IAP monetization model.
• Zynga: Mobile casual and social game publisher (Words With Friends, FarmVille, Zynga Poker), now part of Take-Two Interactive. Comparable as a long-running casual mobile publisher with a portfolio approach spanning puzzle, social, and casino-style mechanics.
• Voodoo: French mobile casual and hyper-casual game publisher (Block Blast, Helix Jump). Comparable as a high-volume mobile casual publisher distributing predominantly through Apple App Store and Google Play with advertising-led monetization.
• Product Madness: Social casino slot publisher (Heart of Vegas, Lightning Link) owned by Aristocrat Leisure. Closely comparable to MoonActive's Coin Master franchise given overlapping slot-machine gameplay mechanics and target audience.
• Rovio Entertainment: Finnish mobile game publisher best known for the Angry Birds franchise, now owned by Sega. Comparable as a mobile-first casual game publisher with a portfolio built around flagship IPs and freemium monetization.
• SciPlay: Social and mobile casino game publisher (Jackpot World, Quick Hit Slots) owned by Light & Wonder. Directly comparable to MoonActive's slot-inspired casual portfolio in terms of target audience and monetization model.
• Outfit7: Mobile game studio behind the Talking Tom franchise (Talking Tom Gold Run, My Talking Tom). Comparable as a multi-title casual mobile game publisher reliant on Google Play and Apple App Store distribution and global consumer reach.
• Scopely: Mobile game publisher operating multiple live-service casual titles (Monopoly GO!, Stumble Guys, WWE Champions). Closely comparable portfolio-driven approach, freemium model, and reliance on Google Play / App Store distribution.
• Peak Games: Turkish-origin casual mobile game studio (Toon Blast, Toy Blast), now part of Zynga/Take-Two. Comparable as a puzzle/merge focused mobile publisher with global app store distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/moonactive-ltd

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about MoonActive Ltd