Moon Active

Moon Active creates and publishes mobile casual games and operates them as long‑term live services. Value is created by designing engaging game loops, running constant live‑ops events, and managing user acquisition to build and retain a large global player base. The company extends its catalogue through internal development and targeted acquisitions of other mobile game studios and titles to diversify revenue beyond its flagship game.

Revenue is generated primarily from in‑app purchases in free‑to‑play games distributed via major app stores, which take a platform revenue share. The business model depends on optimising player conversion and retention, personalising offers to high‑value spenders, and maintaining a strong content pipeline and operations team to sustain recurring spending over time.

Moon Active Ltd. is a private Israeli mobile games publisher and developer best known for operating a top‑grossing casual title combining slot mechanics with village‑building and social features. It focuses on free‑to‑play games on iOS and Android, supported by intensive live operations, user acquisition and portfolio expansion through both internal development and acquisitions such as Melsoft.

The company generates the majority of its revenue from in‑app purchases of virtual currency, spins and progression accelerators within its games, rather than from advertising. Its direct customers are consumer players worldwide who download and spend within its mobile titles, making it a large‑scale business‑to‑consumer games operator with a strong emphasis on recurring spend from a global user base.