Zynga Strengthens Mobile Publishing Platform Through Storemaven Integration

The gaming and interactive entertainment sector witnessed a significant strategic move as Zynga, Take-Two Interactive’s publishing label, revealed the finalized integration of Storemaven, an industry-leading mobile growth and App Store Optimization (ASO) technology provider. This combination marks a pivotal moment for Zynga’s expansion of technical capabilities in the competitive mobile gaming landscape.

Strategic Vision Behind the Deal

At the heart of this integration lies a shared commitment to excellence in data-driven decision-making. Alex Tremblay, Executive Vice President and Chief Data Officer at Zynga, articulated the company’s vision: the organization has consistently prioritized publishing technology, experimentation, and analytics to deliver engaging experiences to global players. By incorporating Storemaven’s world-class optimization and intelligence capabilities, Zynga solidifies its competitive edge in reaching mass audiences and scaling successful game launches globally.

The synergy between these entities extends beyond technology integration. Zynga’s expansive global portfolio, combined with Chartboost’s advertising and monetization platform, creates a comprehensive ecosystem for mobile game publishing. This unified approach enables developers to optimize creatives, conduct sophisticated growth experiments, and measure performance with unprecedented precision.

The Storemaven Legacy and Innovation

Founded in Tel Aviv during 2015 by Gad Maor (CEO), Adam Rakib (President), and Eldad Abel (CPO), Storemaven revolutionized industry standards for mobile growth strategies. The company’s innovative approach transformed how leading mobile enterprises and game developers approach creative optimization and performance measurement. With approximately 50 professionals operating from its Tel Aviv headquarters, Storemaven has established itself as an essential player in the enterprise mobile app market.

Gad Maor emphasized the transformative potential of this partnership: Storemaven’s expertise, when combined with Zynga’s global influence and data-driven culture, creates opportunities to build a world-class publishing platform capable of launching international hits at scale. The Israeli technology hub has proven instrumental to this strategic growth.

Expanding Israel’s Role in Zynga’s Operations

This strategic expansion reinforces Israel’s prominence as a hub of technological innovation within the broader entertainment technology sector. Yaron Leyvand, Executive Vice President of Games at Zynga, highlighted that the integration grants the company meaningful presence in the region while enabling continued development of in-house technical capabilities. Access to the skilled talent community in Israel opens new possibilities for innovation across Zynga’s operational structure.

Market Context and Global Reach

Zynga maintains a formidable market presence, operating across more than 175 countries and regions globally. The company’s diverse portfolio of popular game franchises—including FarmVille™, Words With Friends™, Zynga Poker™, Toon Blast™, Merge Dragons™, and numerous others—has been downloaded more than 6 billion times on mobile platforms. This extensive reach provides an ideal foundation for deploying Storemaven’s advanced optimization technologies across hundreds of millions of players worldwide.

Building the Next-Generation Publishing Ecosystem

The integration represents more than a simple acquisition; it constitutes the construction of a next-generation publishing platform. By uniting Storemaven’s mobile growth expertise with Zynga’s distribution capabilities and Chartboost’s programmatic advertising infrastructure, the organization establishes comprehensive solutions for optimizing performance and monetization at scale.

This strategic combination addresses fundamental challenges in mobile game publishing: how to optimize creative assets effectively, conduct rapid growth experimentation, and measure impact with precision. The convergence of these capabilities positions the combined entity as a formidable force in shaping the future of mobile interactive entertainment.

Founded in 2007 and headquartered in San Mateo, California, Zynga maintains significant operational centers throughout North America, Europe, and Asia. Take-Two Interactive Software, Inc., listed on NASDAQ under ticker TTWO, continues to expand its portfolio through strategic acquisitions and organic development, reinforcing its position as a leading developer, publisher, and marketer of interactive entertainment on a global scale.