PLAYSTUDIOS, Inc. announced that it has extended its exclusive mobile licensing agreement with The Tetris Company for the iconic TETRIS® game. The initial five-year extension, which includes an additional three-year option (for up to eight years total), comes at a time when user acquisition for new games is increasingly challenging due to market saturation, rising advertising costs, and shifting player preferences. By keeping the globally-recognized TETRIS brand within the PLAYSTUDIOS portfolio, the company strategically positions itself for sustained organic growth and cost-efficient audience development within key mobile gaming categories, such as puzzle and strategy.

In the two years that PLAYSTUDIOS has been the TETRIS mobile publisher of record, the company has injected new features and introduced the brand to a new generation of mobile gamers. The most significant of PLAYSTUDIOS? enhancements has been the integration of the company?s proprietary myVIP loyalty program that offers engaged players real-world rewards in exchange for their in-app engagement.

This introduces an entirely new dimension to the game play experience and the company has seen increases in a number of key performance metrics, including player retention and monetization.