Company Overview
About Moon Active
Moon Active is a Tel Aviv-based mobile gaming studio founded in 2012 that became one of the most successful mobile game developers in the world through its flagship title Coin Master. The company was largely unknown outside Israel until Coin Master exploded in popularity in 2018-2019, reaching the #1 position in Apple and Google Play charts simultaneously across the US, UK, Germany, and 100+ other countries. Moon Active reached a $5 billion valuation and generates over $400 million in annual revenue — putting it in the elite tier of mobile gaming companies globally, though unlike most of its peers, it has remained private.
Business Model & Competitive Advantage
Coin Master is a deceptively simple game that combines slot machine mechanics with base-building and social features. Players spin a virtual slot machine to earn coins, then use those coins to build and upgrade their Viking village. The social elements — raiding other players' villages and attacking them — create a viral loop where players invite friends both to defend against attacks and to have allies to raid. This social architecture, combined with deeply satisfying slot machine feedback loops, drove Coin Master's extraordinary retention and monetization: players spend real money to buy spins for a chance at more coins, raids, and attacks.
Competitive Landscape 2025–2026
The game's marketing approach was equally innovative — Coin Master became one of the largest spenders on Facebook, Instagram, and YouTube advertising, using celebrity-endorsed video ads featuring stars like Jennifer Lopez, Cardi B, and Tom Hanks. This performance marketing approach helped Moon Active acquire users at scale while maintaining positive unit economics. The game has been downloaded over 200 million times and ranked as one of the highest-grossing mobile games globally for multiple consecutive years.
Additional Context
Moon Active has grown to 1,500+ employees in Tel Aviv and has expanded its game portfolio, though Coin Master remains the dominant revenue driver. The company's success demonstrates the extraordinary revenue potential of well-designed casual mobile games with strong social mechanics and effective performance marketing — a playbook that Moon Active has executed more effectively than almost any other studio outside of the US and China.
Key Differentiators
Market Leader
Moon Active is recognized as a market leader in the Entertainment & Gaming sector, demonstrating strong industry presence and customer trust.
Growth Stage
Moon Active has achieved $400M in revenue, demonstrating strong product-market fit.
Frequently Asked Questions
Estimated Visibility Trend (Beta)
Simulated 8-week rolling score
Based on estimated brand signals. Historical tracking coming soon.
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