Moon Active
Moon Active is a mobile games publisher built on freemium titles and live-ops.
Analyst Perspective
Moon Active is a private Israeli mobile games developer and publisher focused on casual and hybrid-casual titles for iOS and Android. Its portfolio includes Coin Master, Family Island, Travel Town, Zen Match, My Cafe, Merge Adventure and Merge Hotel. The company earns most of its revenue from freemium mobile game mechanics, especially in-app purchases for virtual currency, energy and progression boosts, with advertising as a secondary revenue stream. Its customers are end-consumers rather than enterprise buyers: casual mobile players seeking social, puzzle, merge, simulation and progression-based gameplay. The company creates value by developing and operating long-lived game IP, running live-ops to sustain retention and spending, and using acquisitions and internal cross-promotion to broaden its portfolio and reduce user acquisition dependence.
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Key insights about Moon Active
Category Differentiation
Moon Active is a consumer mobile games developer and publisher, not an adtech vendor, SaaS platform or lunar-themed investment company. It should be understood as a gaming studio and portfolio operator centred on freemium mobile titles.
Moon Active: About
Moon Active operates a freemium mobile gaming model. It develops, acquires, publishes and operates mobile game titles, distributes them through app stores, acquires users, and then monetises retained players over time through repeat in-app purchases and ad exposure. Value creation depends on game design, live operations, event cadence, content updates, social mechanics and portfolio-level cross-promotion between titles.
How Moon Active Works & Monetises
Business model analysis and core revenue streams
The company primarily uses a freemium monetisation strategy. The main revenue stream is in-app purchases, especially sales of virtual currency, spins, energy and progression boosts inside its games. A secondary stream comes from in-app advertising, including rewarded and integrated ad placements for non-paying users. The provided product synthesis also indicates Moon Active is increasing use of direct-to-consumer web stores to reduce app store fees and improve margins, while cross-promotion across its portfolio lowers acquisition costs and supports monetisation efficiency.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Media Channel
Technology
Recent Signals (Moon Active)
46 Mobile Games in Soft Launch (July 6, 2026)
PocketGamer.biz published an updated list of 46 mobile games currently in soft launch, ordered by their soft-launch release date. The roundup — last updated July 6, 2026 — highlights new and soft-launched titles across multiple developers and publishers, noting markets, platforms, and recent version updates. The feature is produced in association with Jam City and includes entries from major games companies such as Rovio, Zynga, Supercell, Playrix, ByteDance, AppLovin, Voodoo and many indie studios. The list is intended as a tracking resource for developers, publishers and industry observers to monitor soft-launch activity, learnings and trends in mobile game development and monetization.
Read original sourceSoft-launch mobile games from major publishers
MobileGamer.biz published a roundup (updated biweekly) of mobile games currently in soft launch or testing from major developers and publishers, including EA/PopCap, Hoyoverse (Mihoyo), Playrix, Supercell, Zynga/NaturalMotion and many others. The article lists individual titles, the regions where they are testing (e.g., Philippines, UK, Canada, Australia, India), and brief descriptions of gameplay and status. It also notes the column is sponsored by FastSpring. The piece acts as a catalogue of live tests and early-access releases rather than reporting a single event or corporate announcement. Publication date: 2026-07-06.
Read original sourceCoin Master Earned $280M Through Influencer Campaigns
The mobile game Coin Master, developed by Israeli company Moon Active, has driven massive downloads and in‑app spending through a large influencer and paid‑ads campaign across Facebook, Instagram and YouTube. OMR reports that Priori Data estimates Coin Master has generated about $280 million in revenue to date, with German players spending roughly $6 million in June 2019 alone. Moon Active ran hundreds of targeted ads in Germany and amplified them by having influencers (including well‑known TV personalities and YouTubers) post the ads organically. The game's monetization centers on slot‑machine mechanics and purchasable virtual currency (coins) plus paid consumables (including pet food), a structure typical of social‑casino apps. The article highlights concerns about addictive mechanics, high player spending, and the potential to attract underage users via influencer marketing.
Read original sourceMoon Active: Frequently Asked Questions
What is Moon Active?
Moon Active is a private Israeli mobile games developer and publisher best known for Coin Master and a broader portfolio of casual mobile titles.
Who uses Moon Active?
Its users are consumer mobile players, especially casual gamers on iOS and Android who engage with puzzle, merge, simulation and social progression games.
How does Moon Active make money?
It primarily earns money from in-app purchases inside its freemium games, with additional revenue from in-app advertising and emerging direct web store sales.
Company Facts
- Founded
- 2011
- Headquarters
- Tel Aviv, Israel
- Core Segment
- Publisher & Media Owner
- Company Size
- 1,001–5,000
- Official Link
- moonactive.com