New Agreement Will Be Key to Unlocking Future Player and Revenue Growth for PLAYSTUDIOS and The Tetris Company
PLAYSTUDIOS today announced that it has extended its exclusive mobile licensing agreement with The Tetris Company for the iconic TETRIS® game. The initial five-year extension, which includes an additional three-year option (for up to eight years total), comes at a time when user acquisition for new games is increasingly challenging due to market saturation, rising advertising costs, and shifting player preferences. By keeping the globally-recognized TETRIS brand within the PLAYSTUDIOS portfolio, the company strategically positions itself for sustained organic growth and cost-efficient audience development within key mobile gaming categories, such as puzzle and strategy.
Jason Hahn, PLAYSTUDIOS’ Executive Vice President of Corporate and Business Development, stated, “The extension of our exclusive license with The Tetris Company isn’t just about continuing a successful partnership. It also opens up new strategic opportunities, allowing us to make long-term investments in growing the TETRIS brand. We believe that this opportunity will prove pivotal in expanding our player network, bolstering our playAWARDS platform, and navigating the complexities of growth in today’s market. We also appreciate the vote of confidence it signals from The Tetris Company.”
In the two years that PLAYSTUDIOS has been the TETRIS mobile publisher of record, the company has injected new features and introduced the brand to a new generation of mobile gamers. The most significant of PLAYSTUDIOS’ enhancements has been the integration of the company’s proprietary myVIP loyalty program that offers engaged players real-world rewards in exchange for their in-app engagement. This introduces an entirely new dimension to the game play experience and the company has seen increases in a number of key performance metrics, including player retention and monetization.
Maya Rogers, President of The Tetris Company, added, “Working with PLAYSTUDIOS has been an incredible journey. They have been exceptional stewards of the TETRIS brand, respecting its legacy while steering it in promising new directions. They have repeatedly demonstrated their dedication, creativity, and understanding of what makes TETRIS so special to so many people. We are thrilled to continue this partnership and are excited to see how PLAYSTUDIOS will further elevate the TETRIS experience.”
