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Key people at CrazyLabs.
Based in Tel Aviv-Yafo, Israel, CrazyLabs is a leading developer and publisher of casual, hyper-casual, and hybrid mobile games, including massive hits like Super Stylist, Phone Case DIY, and Acrylic Nails. The company operates a portfolio of lightweight, instantly playable titles that generate revenue through app downloads, in-app purchases, and advertising, achieving more than seven billion total downloads across global mobile users. Operating with an estimated 249 to 269 employees, the enterprise generates approximately $14,800,000 in annual revenue and previously secured $13,500,000 in early venture funding. The publisher expanded its international footprint by investing $500,000 in the Indian game accelerator CrazyHub and subsequently entered into an acquisition agreement with Embracer Group. Originally operating under the name TabTale, the organization was founded in 2010 and ranked as the third largest global mobile game publisher during 2020.
Key people at CrazyLabs.
CrazyLabs is a leading mobile games developer and publisher specializing in hyper-casual and casual games, with over 7 billion downloads across titles like "Phone Case DIY," "Acrylic Nails," "Tie Dye," "ASMR Slicing," and "Soap Cutting."[1][2][5] Originally focused on kids' games, it pivoted to target teenage girls with simulation games (e.g., dress-up and fashion) and fast-paced hyper-casual experiences, serving a global audience of casual mobile gamers seeking quick, playable entertainment on iOS and Android.[1][2] The company solves the demand for accessible, trend-responsive games by rapidly prototyping and publishing hits, achieving top rankings like #1 kids' publisher on the App Store in 2013 before its reinvention; it now operates up to 300 employees across hubs in Israel (HQ in Tel Aviv), China, Macedonia, Bulgaria, Germany, Ukraine, India, Turkey, Serbia, and South Africa, driving strong growth momentum post-acquisition by Embracer Group in 2021.[1][2][3][4][5]
Founded in 2010 as TabTale by Sagi Schliesser (current CEO), CrazyLabs began as a publisher of children's interactive e-books, games, and educational apps in Israel, raising $13.5M from investors like Magma Venture Partners, Vintage Investment Partners, and Qualcomm Ventures.[1][2][3] Early success came by 2013, when it became the #1 kids' publisher on the App Store with tenfold revenue growth in 2012 and sevenfold in 2013, achieving profitability.[1] A market shift—kids playing parental games—shrunk its audience, prompting a pivot: it launched the CrazyLabs sub-brand for casual simulations aimed at teenage girls (leveraging strong female teams) and "super casual" (now hyper-casual) prototypes, eventually rebranding fully and dropping kids' games.[1] This reinvention sustained nearly 15 years of operation, culminating in its 2021 acquisition by Embracer Group, expanding its reach within a global gaming powerhouse.[3][5]
CrazyLabs rides the hyper-casual mobile gaming boom, a segment defined by simple, addictive mechanics that exploded with smartphone penetration and short-attention-span users, influencing the $100B+ mobile games market by prioritizing virality over complexity.[1][2] Its timing was pivotal: post-2013 pivot aligned with hyper-casual's rise (pre-labeled as "super casual"), filling gaps left by shrinking kids' segments amid generational play shifts.[1] Market forces like low-barrier entry, UA efficiency via prototypes, and global demand for casual escapes (e.g., ASMR-style games) favor it, amplified by Embracer's ecosystem of 240+ franchises and 69 studios.[5] It shapes the landscape by pioneering scalable publishing models, inspiring indie devs, and bridging mobile to Embracer's PC/console portfolio, boosting hybrid genre exploration.[2][3][5]
CrazyLabs is poised for accelerated growth within Embracer Group, potentially exceeding 10 billion downloads by leveraging cross-platform synergies and AI-driven prototyping for emerging trends like hybrid-casual blends or Web3 integrations. Rising mobile ad revenues, AR/VR casual experiments, and global expansion into untapped markets (e.g., via its hubs) will shape its path, evolving its influence from hyper-casual pioneer to multi-genre mobile leader. As gaming democratizes further, its adaptive spirit—reinventing from kids' apps to billions of downloads—positions it to redefine casual innovation.[1][2][5]
