Moon Active
Mobile games publisher built on freemium titles and live-ops.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Moon Active Ltd.
- Entity type
- COMPANY
- Founded
- 2011
- Headquarters
- Tel Aviv, Israel
- Company size
- 1,001–5,000
- Market role
- Publisher & Media Owner
- Official website
- moonactive.com
What Moon Active does
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.
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.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
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.
Company news briefing
Briefing updated:
Moon Active emerged as a notable mover in mobile in-app purchase revenue rankings for July 2026, demonstrating sustained commercial performance across its title portfolio. This market momentum is supported by ongoing talent acquisition, with the firm making several key hires in August 2026. These updates underscore Moon Active’s consistent market presence and investment in human capital to maintain its competitive position in the casual gaming sector.
Business model & monetisation
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.
- In-app purchases of virtual currency, spins, energy and boosts
- One-time Sale
- In-app advertising to non-paying users
- Ad-Supported
- Direct web store purchases outside app stores
- One-time Sale
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Media Channel
Technology
Competitors & alternatives
- Playrix
Free-to-play mobile games publisher with global casual franchises.
- Miniclip
Mobile games publisher and studio group with portfolio monetisation scale.
- Good Job Games
Turkish mobile game studio focused on free-to-play puzzle titles.
- Streamplay Studio
Listed digital entertainment group spanning gaming, mobile content and music.
- Tilting Point
Mobile games publisher with live-ops and user acquisition funding.
Side-by-side comparisons
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
No sufficiently sourced and dated signals are available for this view.
Explore company relationships
Questions about Moon Active
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.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
21 publicly documented primary sources and citations linked across the market graph.
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