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In July , the company's operations were acquired by a Chinese consortium,  valued at 4. Playtika started off in the casino-style genre of "Social Casino Games".
This genre uses the central elements of popular casino games but players cannot use real cash within the gameplay, nor can they win real money.
In lieu of a possible cashout, players play Social Casino games solely for their entertainment value and so to maintain their engagement, Playtika focused on creating rich layers of constantly evolving content on top of the core game mechanic.
The fund plans to invest in Israeli mobile and Internet digital entertainment and consumer product companies. In October , Playtika made its first foray into the casual games' genre with its acquisition of the Israeli-based games studio, Jelly Button.
In December , the company took another step in its new diversification strategy with the acquisition of Berlin-based casual games studio, Wooga.
In May , the company launched an independent division dedicated to the creation and rapid development of casual games which plans to launch several new games every year.
The announcement introducing the new independent division was made at the company's Global Summit in Ibiza , where over 2, employees from Playtika's 16 locations around the world gathered for a company event.
In August , Playtika acquired Finnish mobile game company Seriously, publisher of Best Fiends, a cartoon-style mobile game that launched in From Wikipedia, the free encyclopedia.