Moon Active
Last updated: May 9, 2026
Israeli mobile gaming publisher renowned for Coin Master, a best-in-class casual game generating $6+ billion lifetime revenue and demonstrating world-class game design, live operations, and monetization at scale.
Visit WebsiteCompany Overview
Moon Active is a Tel Aviv-headquartered mobile gaming company founded in 2011 that has built one of the most profitable and durable casual gaming franchises globally. Coin Master, released in January 2016, combines three proven casual game mechanics—slot machine gameplay, persistent village-building progression, and asynchronous social raiding—into a highly engaging loop that sustains player engagement and monetization over 9+ years of live operation. The game's design achieves exceptional virality through social features, allowing friends to raid villages and collaborative events that encourage retention and word-of-mouth acquisition.
Coin Master's commercial performance is extraordinary: the game generated approximately $100 million in gross revenue in 2018, $550 million in 2019, $1.25 billion in 2020, and has exceeded $6 billion in cumulative lifetime revenue as of August 2024. This scale places it among the top 5 highest-grossing mobile games of all time. The game's monetization model combines free-to-play mechanics with cosmetics, battle passes, time-accelerators, and randomized loot mechanics that drive consistent annual revenue reinvestment. Coin Master's user retention curves are notably strong for a casual title—evidenced by sustained revenue during mature market phases—suggesting deep engagement and repeat spending rather than reliance on declining new user acquisition.
Moon Active's corporate evolution demonstrates disciplined scaling. Founded in 2011 as a bootstrapped startup, the company achieved profitability without significant dilution. Insight Partners' 10% stake purchase in early 2020 valued the company at $1.25 billion (unicorn status). By November 2021, a $300 million secondary transaction valued Moon Active at approximately $5 billion, indicating that subsequent shareholder valuations significantly exceeded earlier investment rounds. The company operates with approximately 1,300 employees across Tel Aviv headquarters, London offices, and Kyiv development infrastructure. Strategic acquisitions including Melsoft Games (Family Island, My Cafe franchises) in December 2020 for $100+ million signal Moon Active's portfolio expansion strategy, though Coin Master remains the dominant revenue contributor.
Moon Active's live operations discipline is noteworthy. Nine years of sustained revenue growth in a single title reflects exceptional game balance, seasonal content cadence, event design, and player monetization optimization. This longevity contrasts with typical casual game lifecycles (2-5 years) and requires continuous A/B testing, data analytics, and design iteration. The company has built IP differentiation through character development (the Coin Master protagonist and supporting characters) and cross-media expansion including partnerships with streaming platforms and merchandise opportunities. Revenue sustainability at scale suggests sophisticated player acquisition economics, retention forecasting, and user lifetime value optimization.
Strategic Fit Assessment
Moon Active is strategically inaccessible to external investors despite exceptional commercial performance. The company is a mature, highly profitable private gaming publisher with a $5 billion valuation, limited historical capital raises, and no public acquisition signals. The founder and controlling shareholders retain majority control, and recent secondary transactions at 4x earlier valuations suggest founders' confidence in long-term value creation. Critically, Moon Active lacks any credible defense or dual-use technology relevance—it is a pure consumer entertainment company. Gaming mechanics, live operations expertise, and server infrastructure have no meaningful strategic alignment with the site's defense/deep-tech thesis. The company remains a notable example of Israeli gaming innovation but falls outside strategically relevant scope for technology-focused defense investment.
Strategic Value to U.S.-Israel Alliance
Moon Active demonstrates Israeli expertise in consumer gaming at significant scale and profitability, contributing to the broader Israeli tech ecosystem's reputation for product innovation and execution discipline. The company's ability to sustain engagement and monetization in a single title for 9+ years reflects sophistication in game design, live operations, and player psychology. However, strategic value to defense-focused investors is minimal. Gaming design principles (behavioral psychology, engagement loops, monetization mechanics) are orthogonal to defense applications. Server infrastructure and analytics pipelines use standard commercial solutions. No intellectual property, talent base, or technical capabilities transfer to autonomous systems, intelligence, secure communications, or defense applications. Moon Active's value remains purely entertainment-sector focused.
Key Technologies
- Real-time multiplayer game server infrastructure (200M+ monthly active users)
- Causal game design and behavioral engagement optimization
- Live operations, player analytics, and monetization optimization
- Cross-platform mobile development (iOS/Android)
- In-app purchase systems, payment processing, and fraud detection
- User acquisition and retention forecasting
Use Cases & Applications
- Casual mobile gaming entertainment and engagement
- Free-to-play monetization and in-app purchase optimization
- Live service game operations and seasonal content
- Player acquisition and retention at massive scale
- Social gaming mechanics and viral loop design
- Cross-platform game portfolio management
- Gaming IP development and IP extension
Sources and verification
This profile is based on public-source research, Claw & Talon curation, and editorial judgment. Inclusion does not imply endorsement, partnership, investment, or a recommendation to transact. Readers should still confirm current status, customers, funding, and product claims before relying on this profile.
Public sources
The links below are visible public references used for source discipline around company identity, status, funding, customer, acquisition, public-company, or other material claims where available.
- Official website Primary public reference for company identity, positioning, and current web presence.
- Profile update timestamp Last updated in the Claw & Talon database on May 9, 2026.
Investor Lens
What this entry is
Private startup
Why it may matter
Moon Active may matter as a Enterprise & Vertical SaaS entry with not currently an investable standalone company for Israeli technology research.
How an independent investor should read this
Not currently an investable standalone company. Read this profile as a starting point for independent verification, not as a recommendation or suitability assessment.
Evidence to verify
- Verify current status
- Verify traction
- Verify cap table/funding
- Verify customer concentration
Main investor questions
- Is the company currently active, independently financeable, and raising or not raising on terms you can verify?
- What customer, revenue, product, and technical evidence supports the company story?
- What valuation, cap table, rights, and follow-on assumptions would govern any private exposure?
- What evidence would change the thesis or show that the profile is stale?
What not to infer
- Inclusion does not imply endorsement.
- Inclusion does not imply allocation availability or current fundraising.
- Scores do not indicate investment suitability or expected returns.
- Strategic importance does not automatically imply venture return potential.
Diligence questions
- What evidence verifies Moon Active's current customer traction, deployment status, and revenue concentration?
- Which technical claims are independently demonstrable today, and which remain roadmap or pilot-stage assertions?
- Is there a credible national-security or public-sector use case, or is the company primarily a commercial technology asset?
- What regulatory, procurement, and buyer-adoption constraints could slow deployment in strategic or government-adjacent markets?
- Is the company a live venture opportunity, a mature strategic reference, an acquired asset, or primarily a market-mapping entry?
Related sector
This company is grouped under Enterprise & Vertical SaaS in the Israeli Startup Database.
Related companies
Need a diligence readout?
Use the profile and related checklists as a starting point. If the decision needs more context, request a company screen, founder-call prep, diligence memo, or sector readout.