Jordan-based mobile game publisher Tamatem announced today it has raised $11 million in a Series B led by KRAFTON, a South Korean game developer behind PUBG, marking its first investment in the Middle East and North Africa (MENA). Venture Souq, Endeavor Catalyst, and existing investors also participated in the round. 

The Series B round brings its total raised to over $17 million and values Tamatem at around $80 million, Hussam Hammo, CEO and founder of Tamatem told TechCrunch. 

Tamatem publishes games relevant to Arabic users and customizes its games to fit the culture.  

“The users need to feel that the game was made for them, not just translated from one language to another. Tamatem makes the games culturally relevant to the end-users,” said Hammo. “The demand for relatable and enjoyable mobile games is higher than ever and our mission is to provide our region with the best gaming experience possible.”

Tamatem will use the latest funding to amplify its efforts by bringing various games with more popular titles to the Arabic-speaking market. The startup will hire local talent in Saudi Arabia to expand further. The gaming industry is booming in Saudi Arabia, with about 70% of Tamatem’s users, Hammo noted. 

“Big things are happening for the mobile games industry in the region. We are reaping the rewards of our past successes and pushing forward with more experience and more grit. We are at the tip of the iceberg when it comes to the massive potential of mobile games in MENA, and I am always super elevated when more people invest in the industry and the region,” Hammo said. 

The startup also plans to launch a gaming academy to train, educate and elevate employment in the industry in pursuit of pushing the market’s growth and maturity. 

It has published more than 50 games since 2013, including its four main games: VIP Baloot, VIP Jalsat, Fashion Queen and Clash of Empire. Tamatem has over 120 million downloads across its portfolio and 3.5 million daily active users on its top games. 

The company has 75 employees, and is planning on doubling in size in the next six months, Hammo noted. 

Tamatem plans to continue expanding globally and hiring all kinds of talent from all over the world. 

“We have employees in the U.S., India, Egypt, Saudi Arabia, Germany, Hungary and Jordan. We opened an office in Saudi and Egypt last year and are planning to open more regional offices in different countries,” Hammo said.

“We see huge potential in the MENA region and are happy to have started our investment journey here with a prolific publisher like Tamatem. We are committed to the MENA region and are willing to take more bets in the overall media and entertainment sector. This investment is aligned with our efforts to strengthen our commitment to the startup ecosystem. This is just the beginning of our many investments in this region,” said Anuj Tandon, head of corporate development (India and MENA) at KRAFTON. “As we continue our focus to provide the best experience for our MENA users of our various games including PUBG: NEW STATE, Tamatem’s deep understanding of the local landscape and this collaboration will be very helpful.”

Article by Kate Park, Tech Crunch

We are wrapping up the year with a brand new look! Don’t worry! We’re still the same at heart, but we felt that our company has evolved so much over the years that the time has come for us to create an identity that reflects the tremendous growth we’ve gone through and we’re so excited to share it with you! 

Our old brand has served us massively since our establishment in 2013. For eight years it embodied our mission and what we stood for. But a lot of things have happened since then, eight years is a long time and especially in an industry as fast-paced as ours. So we decided to create something that was more with the times, something that illustrates how much we’ve matured while also echoing our unwavering commitment and love for entertaining people with the best ever Arabic mobile games! 

Over the past year, we poured our hearts and souls into building a brand that perfectly depicts who we are. Let’s dive right in and show you the design process we undertook! Our new logo is most definitely still a Tomato! We are Tamatem. The reason behind our symbol and name is that the word ‘Tomato’ is actually the same in a lot of different languages. Tomato, Tomatti, Tomate, and Tamatem all mean the same thing! We felt that having a name that is understood in so many different languages is pivotal in representing our mission and purpose of creating relatable and approachable content no matter the language you speak. The tomato is a perfect depiction in both name and design. Bright, colorful, approachable, and relatable is who we are and what we always will be! 

Now that we covered our relatability and approachability by basically being the best fruit this world has to offer. We still felt that our logo needed something more, something that exhibits our unmatched experience and maturity in the gaming industry! This is where the fun part comes in. The most recognized shapes in gaming are the plus sign ‘➕’ and circle ‘⭕’. Whether it’s on a gamepad, a mobile screen, or a dual shock the ➕ and ⭕ are extremely recognizable and easily affiliated with our industry. So in that sense, we used the most noticeable symbols in gaming and merged them together with the colorful, youthful, and approachable tomato to create our new and upgraded identity! Adding a little vibrance to our color pad, boom! The new Tamatem is born and entirely demonstrates our commitment to being the leading mobile game publishers in the region with an unmatched experience and a youthful colorful team that is growing and blossoming every single day!

GAME GLOBAL PLAY LOCAL 

Its logo is a tomato, not an apple, but in just eight years Jordanian company Tamatem has already bitten a chunk out of the lucrative market for Arabic mobile games.

“Less than one percent of internet content is in Arabic, even though there are 400 million Arab users,” said the company’s founder and CEO Hussam Hammo.

“There is a very big gap in this market that we are trying to fill,” added the 38-year-old entrepreneur, sitting in his elegant Amman offices.

Hammo founded Tamatem, which means tomato, in 2013 and it was the first Arab company to win investment from the “500 Startups” program based in Silicon Valley, California.

Eight years on the company has grown to about 80 staff who convert mobile phone games into Arabic, also adapting content to fit Arab culture.

“Language was a barrier to mobile games growth” in the region, said Nour Khrais, founder and chief executive of games developer Maysalward.

“The Arabic language connects (the player) emotionally.”

With offices now in the United Arab Emirates and Saudi Arabia, Tamatem has published more than 50 mobile games, which have been downloaded more than 100 million times on Apple and Google Play stores.

“Seventy percent of smartphone users in the Arab world have set their phones in Arabic, which means they like to use content in their mother language,” said Hammo.

“Sadly when you search in English for a game in app stores you will find millions of games, but when you search in Arabic there are only a few thousand,” he added.

‘Billion-dollar industry’

But competition is fierce, and Khrais said the Middle East and North Africa region was “the largest growing region in the world in the field of electronic games”.

Market analysts Mordor Intelligence said the global gaming market in 2020 was valued at $174 billion and was expected to reach $314 billion in 2026.

Tamatem, which has partnerships with companies in the US, China, France, South Korea, Bulgaria, and Croatia, converts games by replacing characters’  voices and names, adapting music and clothing, adding Muslim holidays’ like Ramadan, and even changing car license plates.

“We don’t only do translation, we do the most important thing, which is educating by making the content relevant to the Arab culture,” said chief operating officer Eyad Al Basheer.

“Hollywood Story” from Nanobit.com, in which players can become movie stars, strut the red carpet, hang out with fans and even shoot blockbusters, was renamed “Malekat al Moda”, or “Queen of Fashion”.

Instead of locations in New York and Los Angeles, the avatars travel between Dubai, Beirut, and Cairo, in an Arabic game that has now been downloaded more than 15 million times.

Strategy multiplayer and civilization-building game “Clash of Empire” from developer Leme Games launched its Arabic version “Tahadi Al-Molouk” or “Challenge of Kings” this year.

‘Next industrial revolution’

To fit Arab audiences, the figure of the notorious crusader Richard the Lionheart has been replaced by legendary dynastic Muslim leader, Salah al-Din al-Ayubi.

One of the company’s biggest hits is “Shake the Metal” which taps into the popular sport of drifting. Featuring car models beloved in the Arab world, it has now been downloaded five million times.

The most popular of Tamatem’ s Arabic mobile games however, is “VIP Belote”, which is based on the French card game and has been downloaded more than 20 million times.

In a 2019 report by the World Economic Forum, Tamatem was chosen as one of the best 100 Arabic companies “shaping the fourth industrial revolution”.

And the Covid-19 pandemic has proved a boon, with the number of mobile gamers soaring by 150 percent, Hammo said.

“Tamatem made games easier, and we understand things that we didn’t understand before because it was in English,” said player Khader Hamid, a 28-year-old civil engineer. Mona Rummaneh, a 30-year-old working in e-marketing, said Arabic games left her “confident that all the content is appropriate for our culture and morals”.

She recalled how after the Beirut port explosion in August 2020, she and other gamers voiced their solidarity with Lebanese players. “So it is more than just a game,” she said.

Article by BolNews

عمان – الأردن

فبراير ٢٠٢٢ – تعاونت ألعاب طماطم، ناشر ألعاب الهواتف المحمولة الرائد في الوطن العربي مع المؤثر السعودي “زياد بن نحيت” في شهر فبراير لإطلاق دوري البلوت الأول على الإطلاق على أرض الرياض وبالتزامن مع دوري بلوت اونلاين في تطبيق بلوت في اي بي، والذي يعتبر من أشهر تطبيقات البلوت على المستوى العربي وخاصة في المملكة العربية السعودية التابع لشركة طماطم.

شهدت شركة طماطم نجاحًا كبيرًا في إطلاق هذه الحملة في الرياض، حيث تواجد العديد من مؤثري سناب شات السعوديين داخل المخيم الخاص بالمؤثر زياد بن نحيت والذي عقد فيه الدوري، وقام المؤثرين كربيع ربيعان، الربع، زياد بن نحيت وخالد بن نحيت والعديد أيضًا من مشاهير المملكة العربية السعودية بتغطية الحدث على حساباتهم الخاصة على مواقع التواصل الاجتماعي والذي حصد العديد من المشاهدات والتي انعكست بدورها على عدد المشاركين في الدوري الاونلاين داخل تطبيق بلوت في اي بي، حيث شارك أكثر من ٧٠٠ لاعب في هذا الدوري

تضمن هذا التعاون تزويد كامل المتطلبات اللازمة لإحداث هذا الدوري على أرض الواقع من طاولة وورق اللعب، وواجهات تعريفية بلعبة بلوت في اي بي من قبل شركة طماطم، إضافة الى ذلك تم إطلاق دوري خاص للمؤثر زياد بن نحيت داخل التطبيق والذي تضمن إضافة ورق وأرضيات لعب ورموز تعبيرية خاصة بالمؤثر زياد بن نحيت

 استمر هذا التعاون لمدة شهر كامل، حيث تضمن دوريات اسبوعية داخل التطبيق وعلى أرض الرياض داخل مخيم المؤثر زياد بن نحيت وتم تقديم جوائز أسبوعية للفائزين

عن طماطم

طماطم هي الناشر الأول لألعاب الهواتف المحمولة في الوطن العربي. تم إطلاق الشركة في عام 2013 بهدف تقليل الفجوة الهائلة في المحتوى العربي المتاح في ألعاب الهواتف المحمولة في الوطن العربي. تعمل طماطم مع مطوري الألعاب العالميين لتعريب ونشر ألعاب الهواتف المحمولة في السوق الناطق باللغة العربية. تتصدر شركة طماطم السوق اليوم مع أكثر من 100 مليون تحميل لألعابها ومليون مستخدم نشط  يومياً وأكثر من 50 لعبة تم نشرها وتصدرت قوائم أفضل الألعاب في المنطقة على منصات الهواتف المحمولة

One of the best ways for any student to gain knowledge and skills, and to develop a better understanding of their real-life abilities within a professional work environment is to undertake an internship. An internship is also one of the key experiences recommended as part of the rigorous high school diploma program I am undertaking. Work experience is valued and is seen to increase chances of acceptance into a good university, especially so if the internship is related to your field of interest. That’s why, in the summer of 11th grade, I chose to intern at Tamatem. Their line of business, game development, and publishing, is one I am really interested in, and in all honesty, how could I turn down the opportunity to be part of one of the foremost, fastest-growing, and most exciting teams in the region?

Tamatem

Heading into the experience, I was aware that not all companies are created equal, and not all internships ultimately meet the goals of the intern and the team they are a part of. My involvement with Tamatem began with me reading about the company and further familiarizing myself with their products and services. Tamatem is one of the leading game publishers in the MENA region, also specializing in game Arabization and localization. Excited at the prospect of interning, I eagerly took to their blog and read their latest posts, impressed at the quality of the writing. My first proper interaction with the company began with my meeting the founder and CEO, Hussam Hammo. Although the meeting was intended to be informal and relaxed, I was intimidated and nervous, having read about his accomplishments and seen the immense success of Tamatem. I shook his hand, feeling apprehensive, and sat down. Once we began speaking, though, I felt my worries wash away. We discussed our favorite video games and spoke about my interests. I dropped my formal tone, quickly became acquainted with him, and left feeling more confident than I had been when I entered. His passion for the industry and his business was evident in his tone, his demeanor, and in the way, he spoke about his “family,” and I was all the more excited to be embarking on this challenging journey!

What Makes a Good Internship Program

On the first day of my internship program, and as we drove up to the business park, I began to sweat. Big buildings with even bigger names, I was wondering what it is I could contribute to such an organization as Tamatem. Did they really want me there? How could a high schooler like me, used only to working on the user-end of mobile games, add any value or be taken seriously by such an experienced and advanced team? We walked into their offices where I was greeted by the woman who was to be my manager and mentor, Elena. Professionally, and as if speaking to a peer, she saw me to my desk and asked me to install Slack, a business communication platform. Promptly, and as though I were a proper employee, I was given my first task, which was to work on summarizing industry-related articles and blogs. I was then asked to create a comprehensive list of industry terminology and summarize and describe the company’s departments. Writing this, I realize now how easy it is for me to speak as a member of the team even so early on into the journey.

It would be remiss of me not to mention the physical environment of the company. I remember several years back, visiting the Google headquarters in New York and feeling awe mixed with some innocent 13-year-old jealousy at the setup of their office spaces. The social spaces availed to employees, all the fun and engaging corners on each floor, the relaxed atmosphere… I felt like a kid in a candy store – and yet these people created the best programs and applications across the global industry! Never did I imagine that I would relive this feeling in another organization, let alone one so close to home. Going into Tamatem offices is nowhere near the daunting experience I thought it would be and I am much more comfortable in the office than I had expected. The work environment is one of camaraderie; one that is easygoing yet focused and very engaging. There is great chemistry between employees, who schedule regular social meetings into their weekly routines to catch up and are as such tuned to each other’s professional as well as personal endeavors.

I consider my experience at Tamatem my first step into real life; I have learned as much about myself as I have about the industry and have begun building a network of colleagues and mentors. I have seen the real value in working as one team, one big family whose members look out for one another and for their organization. Very early on in my internship program, I am happy to say that I have gained a new sense of professionalism and a better view of what it means to work in a professional environment of passionate, talented individuals. I would advise everyone if given the opportunity, to undertake an internship, as there is so much to gain on both the professional and personal levels.

Article by Kareem Naseredein

AMMAN — Tamatem Games has officially launched a full gaming experience with Royal Jordanian! Arcade machines, charging stations, and gaming tablets are now available at the RJ Crown Lounge for the enjoyment of travelers!

The region’s leading mobile games publisher and Royal Jordanian signed a partnership deal earlier this month to provide in-flight entertainment and an enhanced travel experience for passengers. “We are immensely excited and proud of this fully local partnership! More companies and organizations alike should look towards promoting local businesses with the goal of growing together and not apart. We are very happy to play a small part in entertaining and enhancing the travel experience of all RJ flyers”  CEO & Founder of Tamatem Games, Hussam Hammo

Tamatem Games is the region’s leading mobile games publisher. Since its launch in 2013, it leveraged over 150 million game downloads, published over 50 games, and grew to 100 employees with the goal of entertaining the region with Arabic mobile games.

Article By Jordan Times

We were chosen to be a part of the ‘Jordan Growth Program’. The Ministry of Digital Economy and Entrepreneurship in Jordan launched an incentive program that offers grants of up to $100,000 to companies working in the Jordanian digital sector. Tamatem was handpicked to be a part of this program that provides grants and incentives to help connect companies with potential clients and partners in the region and globally. We are massively proud and excited to be a part of such a promising program to achieve our expansion plans in the very near future! 

AMMAN — Tamatem Games, a major mobile games publisher in the Middle East, vaccinated all of its 75 employees this week. Tamatem is a local Jordanian mobile publishing company that has been growing exponentially in recent years despite the current economic downturn. Tamatem places the health and well-being of its employees at the forefront and is adamant about creating an excellent work environment for its team. With that, the company is eager to move forward towards a better and brighter future by creating job opportunities for the Jordanian youth.

“It is vital for us to keep on pushing forward during these uncertain and difficult times. Our region has been going through an economic and political downturn so it is important for organizations and companies alike to remain hopeful and take any step, no matter how small, towards a better and healthier future,” said Hussam Hammo, CEO of Tamatem Games.

The Jordan Times

AMMAN — Mobile gaming has exploded in popularity as mobile phones have taken over the world. But according to Hussam Hammo, CEO and founder of the Jordan-based mobile gaming company Tamatem, there is a gap in the billion-dollar market.

“This is an industry that made $160 billion last year, but how much of this share belongs to Arabs? Nothing,” Hammo said in an interview with Jordan News. “We are missing out on a lot.”

Seizing the opportunity, Hammo established Tamatem in 2013. Working with international mobile app developers, the company localizes content and publishes it for regional audiences.

For example, Fashion Queen, one of the mobile applications localized by Tamatem, is loaded with culturally relevant details. Originally tailored to Western audiences, the characters of the story-based game now engage in familiar activities such as conversing in Arabic, traveling to Beirut and hanging out at local cafes. After Tamatem adapted the user experience to fit societal norms, the game, which was previously unknown in the region, is now approaching 10 million downloads.

“This company was created to tackle the issue of the lack of availability of content in Arabic for Arab users,” Hammo said. “We see the users’ comments and reviews; they can relate to (our) characters and their stories.”

Today, Tamatem is the leading mobile games publisher in the MENA market with around 70 employees, 14 different games, and 100 million downloads in the Arab world.

The COVID-19 pandemic and resulting lockdowns only highlighted the potential of the entertainment industry as a whole, according to Hammo. “Between March and May 2020, we saw a jump of maybe 200 percent in our games, a number we never could have imagined,” Hammo said. Indeed, the industry has proven its capacity for huge profits internationally. This week, CNN reported that one mobile apps and games platform, AppLovin, raised $2 billion in an initial public offering; AppLovin itself estimated that the mobile app ecosystem will expand to $283 billion by 2024.

Tamatem is not Hammo’s first journey into entrepreneurship. Eager to start his own company right after college, Hammo founded Faye3.com, an Arabic social network in 2006 that was soon after acquired by a local company. In 2009, he then co-founded Wizards Productions, an online gaming company that they eventually struggled to maintain and had to wind down.

By the time Hammo started Tamatem, he was well-versed with the nuances of the local market and the digital gaming industry.

Tailoring the project to the region not only addressed a gap in the market, but was also strategic; Tamatem did not need to compete with international companies, it just needed to occupy a niche — the Arabic market. But this strategic choice also provided its own challenges.

“We suffered a lot at the beginning while trying to make people understand the Arabic market,” said Hammo. “This posed a challenge for our company because we were not just marketing our company, we were marketing the market.”

Usually, governments promote rising industries through local campaigns and exhibitions, Hammo explained. The local environment must provide institutional support to create an ecosystem that is friendly to game developers.

Tamatem is working on hiring local talent and promoting the sector by collaborating with universities on training programs and curriculums. However, the lack of regional familiarity with the industry slows down this process.

In order to be well-prepared for the workforce, interested students should start focusing on learning mobile game development at design while still pursuing their studies, according to Hammo. The independent nature of the game development process, in addition to the demand in the market, makes this a financially attractive venture, he said.

“Many people who think about gaming want to become a pro gamer and play games,” Hammo explained. “But I want to encourage people to create games.”

Article by Nadine Daher, Jordan News