 In lieu of a possible cashout, players play Social Casino games solely for their entertainment value and so to maintain their engagement, Playtika focused on creating rich layers of constantly evolving content on top of the core game mechanic.At January 2018, Playtika set up a $400 million Israel investment fund.The fund plans to invest in Israeli mobile and Internet digital entertainment and consumer product companies

In October 2017, Playtika made its first foray into the casual games' genre with its acquisition of the Israeli-based games studio, Jelly Button.