Moonactive

Moon Active was founded in 2011 by Samuel Albin. The company is headquartered in Tel Aviv, with additional offices in Kyiv, Warsaw, Bucharest, and London. It is a privately held mobile game developer; its last major financial milestone was a late 2021 secondary transaction led by Insight Partners that valued the company at roughly $5 billion. Moon Active employs over 2,000 people globally, with hundreds based in Israel. The company is best known for its massively successful mobile game Coin Master.

The company develops and publishes casual free-to-play mobile games. Its monetization model relies heavily on in-app purchases (IAP) driven by social mechanics, randomized reward systems, and rigorous live operations (Live Ops). Moon Active operates at an immense scale, requiring heavy financial investment in user acquisition (UA) marketing, sophisticated machine-learning-driven data analytics for monetization optimization, and robust backend engineering to support millions of daily active users concurrently.

The flagship title is Coin Master, which combines simple slot machine mechanics with casual village-building and social attacking/raiding loops. To diversify its revenue streams beyond a single title, Moon Active has made strategic acquisitions. In 2020, it acquired Melsoft Games, bringing the farming and simulation game Family Island under its umbrella. In late 2022, Moon Active acquired the puzzle game Zen Match from Turkish developer Good Job Games.

Moon Active competes with major mobile game publishers globally, including Playtika, Zynga, and Scopely. Its flagship Coin Master faces fierce direct competition from Scopely's Monopoly Go!, which launched globally in 2023 utilizing very similar social-casual raiding mechanics. Despite the competition, Moon Active has consistently maintained its position among the top-grossing applications on both the iOS App Store and Google Play for several years.

The Tel Aviv headquarters is the primary hub for Moon Active's management, product development, data science, and marketing operations. Typical Israeli hires include backend engineers, Unity developers, game economy designers, data analysts, and user acquisition specialists. While Tel Aviv is the strategic center, the company relies heavily on its Eastern European R&D centers. Originally concentrated in Kyiv, the company adapted to the war in Ukraine by expanding its engineering footprints into Warsaw and Bucharest.