MoonActive Ltd
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.
- Company typePrivate
- Founded-
- Headquarters—
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
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.
MoonActive Ltd firmographics
Firmographics- 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
MoonActive Ltd industry classification
Industry- Product category
- Mobile Gaming
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Mobile Game Publishing & App Game Stores (BPAMAKAB)
Keywords
MoonActive Ltd business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- 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
MoonActive Ltd product offering
Product offeringCore 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.
Companies that use MoonActive Ltd
Customer profileSegments1 record
Ideal customer profiles1 record
MoonActive Ltd technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
MoonActive Ltd partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights4 records
MoonActive Ltd competitors and assessment
Company assessmentDirect 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
MoonActive Ltd social profiles
Digital presenceMoonActive Ltd financial estimates
Financial estimateRevenue estimate
Valuation estimate
MoonActive Ltd leadership team
Management profileNumber of profiles
MoonActive Ltd funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MoonActive Ltd M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MoonActive Ltd
What does MoonActive Ltd do?
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.
Is MoonActive Ltd a public or private company?
MoonActive Ltd is a private company. It is classified as unknown and is currently operating.
When was MoonActive Ltd founded?
MoonActive Ltd was founded in -1. It employs 1 to 10 people.
How does MoonActive Ltd make money?
One revenue line is on record: mobile Gaming Revenue (In-App Purchases and Ads).
Who are MoonActive Ltd's main competitors?
Direct peers on record are King Digital Entertainment, Playtika, Zynga, Voodoo, Product Madness, Rovio Entertainment, SciPlay, Outfit7, Scopely and Peak Games.
Does MoonActive Ltd have an API?
No public API is recorded for MoonActive Ltd.
What industry is MoonActive Ltd in?
MoonActive Ltd's product category is Mobile Gaming. Its primary akta.pro industry code is BPAMAKAB, Mobile Game Publishing & App Game Stores. Its SIC code is 7990.