Moon Active

To create exceptional mobile experiences by becoming the world's leading mobile gaming and entertainment company.

Moon Active SWOT Analysis

Updated: October 5, 2025 • 2025-Q4 Analysis

How to Use This Analysis

This analysis for Moon Active was created using Alignment.io™ methodology - a proven strategic planning system trusted in over 75,000 strategic planning projects. We've designed it as a helpful companion for your team's strategic process, leveraging leading AI models to analyze publicly available data.

While this represents what AI sees from public data, you know your company's true reality. That's why we recommend using Alignment.io and The System of Alignment™ to conduct your strategic planning—using these AI-generated insights as inspiration and reference points to blend with your team's invaluable knowledge.

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The Moon Active SWOT analysis reveals a classic dilemma: a company powered by an incredibly profitable, world-class asset (*Coin Master*) that also represents its greatest vulnerability. Its strengths in monetization and data-driven marketing are phenomenal, providing the financial firepower for ambitious moves. However, the weaknesses—extreme revenue dependency and a struggle to replicate success—are critical. The path forward is clear and urgent. Moon Active must leverage its financial strength to seize opportunities in M&A and AI-driven innovation. This isn't just about growth; it's about strategic survival and mitigating the existential threats of competition and market saturation. The conclusion priorities correctly identify that the company's future hinges on transforming from a one-hit wonder into a diversified entertainment powerhouse, a transition that must be executed with speed and precision.

Scopely Playtika Aristocrat Leisure AppLovin Take-Two Interactive

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To create exceptional mobile experiences by becoming the world's leading mobile gaming and entertainment company.

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Strengths

MONETIZATION: World-class IAP model in Coin Master drives huge profits
DATA: Sophisticated data analytics fuels efficient user acquisition
BRAND: Coin Master is a globally recognized, top-grossing mobile IP
MARKETING: Massive, celebrity-led campaigns maintain high visibility
FINANCIALS: Huge cash reserves enable aggressive marketing and M&A

Weaknesses

DEPENDENCY: Extreme revenue concentration on Coin Master is a huge risk
INNOVATION: Struggling to launch a second blockbuster hit internally
REPUTATION: Aggressive monetization tactics lead to poor user reviews
DIVERSIFICATION: Acquired titles haven't yet reached flagship scale
CULTURE: Reports of a high-pressure environment could impact talent

Opportunities

ACQUISITIONS: Use cash to buy proven studios/games for diversification
AI: Leverage generative AI to slash development time for new games
GENRE: Expand portfolio into adjacent casual genres (e.g., merge)
IP: License major entertainment IPs for new games to de-risk launch
PLATFORM: Explore PC/web versions of games to bypass app store fees

Threats

COMPETITION: Scopely's Monopoly Go! is a direct and powerful threat
REGULATION: Increased global scrutiny of social casino game mechanics
ATTRIBUTION: Apple's ATT policy increases user acquisition costs
SATURATION: Coin Master's player base may be nearing its peak size
COSTS: Soaring marketing costs across the entire mobile game industry

Key Priorities

DIVERSIFY: Aggressively launch or acquire new games to de-risk revenue
INNOVATE: Leverage AI to accelerate new game development & prototyping
DEFEND: Evolve Coin Master's core loop to retain users vs competition
ACQUIRE: Execute strategic M&A to buy new IP, tech, and talent pools

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Moon Active OKR

Updated: October 5, 2025 • 2025-Q4 Analysis

The Moon Active OKR plan is a focused and potent blueprint for strategic transformation. It correctly translates the core SWOT conclusion—the urgent need to diversify beyond *Coin Master*—into actionable, measurable objectives. The plan wisely balances defending the core ('FUTURE-PROOF CORE') with aggressive expansion through M&A ('EXPAND HORIZONS') and organic growth ('DIVERSIFY REVENUE'). The inclusion of 'ACCELERATE INNOVATION' with specific AI-driven key results is visionary, positioning technology as the central enabler of this transition. This OKR set provides exceptional clarity, aligning the entire organization on the critical priorities required to evolve from a single-hit success into a durable entertainment leader.

Scopely Playtika Aristocrat Leisure AppLovin Take-Two Interactive

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To create exceptional mobile experiences by becoming the world's leading mobile gaming and entertainment company.

DIVERSIFY REVENUE

De-risk our future by launching the next blockbuster hit.

ACQUIRE: Complete the acquisition of one game studio with a title generating >$50M in annual revenue.
SCALE: Grow non-Coin Master revenue to constitute 15% of the company's total quarterly revenue by EOY.
LAUNCH: Successfully soft-launch 2 new titles with Day-30 retention > 20% to validate core game loops.
TEAM: Build a dedicated 'New Hits' division with three fully staffed and independent game teams by EOY.

ACCELERATE INNOVATION

Harness AI to build better games, faster than anyone.

PIPELINE: Reduce new game asset creation time by 30% using a new generative AI art production pipeline.
PROTOTYPE: Ship 10 playable game prototypes built with AI-assisted development tools for internal review.
PERSONALIZE: Implement an AI-driven dynamic offer system in Coin Master, increasing ARPDAU by 5%.
TEST: A/B test AI-generated level designs in a new title, aiming for a 10% lift in player progression.

FUTURE-PROOF CORE

Evolve our flagship game for long-term, sustainable growth.

RETENTION: Increase Coin Master's 90-day retention rate by 3 percentage points via new clan features.
MONETIZATION: Introduce 2 new non-loot box mechanics, driving 5% of Coin Master's total IAP revenue.
COMPLIANCE: Audit all game mechanics for compliance with emerging global regulations in 5 key markets.
COMMUNITY: Boost positive App Store sentiment by 15% via proactive community management initiatives.

EXPAND HORIZONS

Fuel growth through strategic acquisitions and partnerships.

M&A: Build a qualified M&A pipeline of 20+ potential studio or tech acquisition targets by mid-year.
PARTNERSHIP: Sign one major IP licensing deal with a globally recognized entertainment brand for a new game.
TALENT: Hire a proven Head of Corporate Development to lead our M&A and strategic investment strategy.
INTEGRATION: Develop and approve a standardized playbook for integrating acquired studios within 90 days.

METRICS

Annual Revenue Growth Rate: 15%
Daily Active Users (DAU): 120M
ARPDAU: $0.65

VALUES

Player-First Mindset
Data-Driven Decisions
Relentless Innovation
Team Collaboration
Ownership & Impact

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Moon Active Retrospective

AI-Powered Insights

Claude

Gemini

GPT

Sensor Tower & data.ai for revenue and download estimates.
Company website and LinkedIn for executive and employee data.
TechCrunch, VentureBeat for funding and M&A news.
App Store and Google Play for customer reviews and sentiment.
Public statements and interviews with company leadership.

Scopely Playtika Aristocrat Leisure AppLovin Take-Two Interactive

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To create exceptional mobile experiences by becoming the world's leading mobile gaming and entertainment company.

Toggle Theme

What Went Well

REVENUE: Coin Master continues to be a top-10 global grossing game
PROFITABILITY: Maintained strong margins despite rising UA costs
MARKETING: Celebrity campaigns drove strong brand recall and installs
ACQUISITION: Successful integration of Melsoft (Family Island) continues
CASH-FLOW: Generated significant free cash flow for future investments

Not So Well

COMPETITION: Monopoly Go! captured significant market share in the genre
DIVERSIFICATION: Non-Coin Master revenue growth is not yet exponential
INNOVATION: No major new internal game launches have gained traction
UA-COSTS: Faced increased cost-per-install across all major ad networks
SENTIMENT: Negative player feedback on monetization intensity persists

Learnings

M&A: Acquiring proven games is the fastest path to diversification
IP: Strong, globally recognized IP (like Monopoly) is a major advantage
CORE: Defending the core franchise requires constant innovation
AI: AI in UA is now table stakes; creative AI is the next frontier
GENRE: The 'Build & Battle' social casino genre is still growing

Action Items

M&A: Accelerate the evaluation of M&A targets in adjacent genres
R&D: Fund an internal team dedicated to generative AI prototyping
PRODUCT: Launch major new social features in Coin Master to boost defense
MARKETING: A/B test new ad creative strategies to combat rising CPIs
LEGAL: Proactively review all mechanics against emerging regulations

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Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

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Moon Active Market

AI-Powered Insights

Claude

Gemini

GPT

Sensor Tower & data.ai for revenue and download estimates.
Company website and LinkedIn for executive and employee data.
TechCrunch, VentureBeat for funding and M&A news.
App Store and Google Play for customer reviews and sentiment.
Public statements and interviews with company leadership.

Founded: 2011
Market Share: Top 5 grossing mobile game publisher globally
Customer Base: Hundreds of millions of casual mobile game players worldwide
Category:
Mobile Gaming
SIC Code: 7372 Prepackaged Software
NAICS Code: 511210 InformationT
Location: Tel Aviv, Israel
Zip Code: 6789121
Employees: 4200

Competitors

Scopely Request Analysis

Playtika View Analysis

Aristocrat Leisure Request Analysis

AppLovin View Analysis

Take-Two Interactive Request Analysis

Products & Services

No products or services data available

Distribution Channels

Moon Active Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

Sensor Tower & data.ai for revenue and download estimates.
Company website and LinkedIn for executive and employee data.
TechCrunch, VentureBeat for funding and M&A news.
App Store and Google Play for customer reviews and sentiment.
Public statements and interviews with company leadership.

Problem

Boredom during short breaks and commutes
Desire for light, social competition
Need for simple, rewarding progression

Solution

Engaging 'attack, spin, build' core loop
Seamless social integration with Facebook
Constant live-ops events and new content

Key Metrics

Daily Active Users (DAU)
Average Revenue Per Daily Active User (ARPDAU)
Player Lifetime Value (LTV)

Unique

Mastery of the social casino 'build & battle' genre
Aggressive, data-driven performance marketing
World-class live operations at massive scale

Advantage

Proprietary player data and analytics engine
Massive cash reserves for UA and M&A
Highly recognizable Coin Master brand IP

Channels

Apple App Store & Google Play Store
Facebook, TikTok, YouTube for advertising
Celebrity influencer marketing campaigns

Customer Segments

Mass-market casual gamers (25-55, female skew)
Players who enjoy social competition
Users susceptible to collection mechanics

Costs

User Acquisition (Marketing)
Platform fees (Apple/Google 30% cut)
Salaries for developers and live-ops teams

Moon Active Product Market Fit Analysis

Updated: October 5, 2025

Moon Active creates the world's most engaging mobile entertainment. It connects millions of players through thrilling social competition and a constant stream of new content and rewards. The platform masters the art of building and collecting, turning moments of downtime into exciting, shared experiences that keep players coming back for years.

Thrilling social competition with friends

Endless new events, content, and rewards

The simple joy of building and collecting

Before State

Feeling bored during downtime
Lacking simple, social competitive fun
Playing games with limited progression

After State

Excited for daily game progression
Socially connected with friends via gameplay
Feeling rewarded for consistent play

Negative Impacts

Wasted time on unengaging apps
Isolation from friends in gaming
Frustration with pay-to-win mechanics

Positive Outcomes

Daily entertainment and anticipation
Stronger social bonds through competition
Sense of achievement and collection

Key Metrics

DAU/MAU Ratio

Industry leading at ~25-30%

ARPDAU

Estimated $0.50+, among highest in casual genre

D30 Retention

Estimated 10-15% for Coin Master

App Store Rating

4.6 stars from 5M+ reviews

Requirements

Constant stream of new content and events
Robust social features and leaderboards
Balanced and compelling core game loop

Why Moon Active

World-class live operations team
Data-driven personalization engine
Aggressive performance marketing

Moon Active Competitive Advantage

Deep understanding of player motivation
Ability to scale games to massive audiences
Financial power to outspend competitors

Proof Points

Coin Master: A top 5 grossing game for years
Over $5 billion in lifetime revenue
Hundreds of millions of downloads globally

Moon Active Market Positioning

AI-Powered Insights

Claude

Gemini

GPT

Sensor Tower & data.ai for revenue and download estimates.
Company website and LinkedIn for executive and employee data.
TechCrunch, VentureBeat for funding and M&A news.
App Store and Google Play for customer reviews and sentiment.
Public statements and interviews with company leadership.

Strategic pillars derived from our vision-focused SWOT analysis

Launch and scale new blockbuster games beyond Coin Master.

Deepen personalization and live-ops with AI/ML.

Acquire studios with unique IP, talent, and tech.

Capture user growth in emerging markets.

What You Do

Develops and publishes highly engaging, social casual mobile games.

Target Market

Mass-market casual gamers seeking social competition and progression.

Differentiation

World-class live-ops and monetization
Massive-scale, data-driven user acquisition

Revenue Streams

In-app purchases (IAPs) for virtual goods
In-game advertising (rewarded video)

Moon Active Operations and Technology

AI-Powered Insights

Claude

Gemini

GPT

Sensor Tower & data.ai for revenue and download estimates.
Company website and LinkedIn for executive and employee data.
TechCrunch, VentureBeat for funding and M&A news.
App Store and Google Play for customer reviews and sentiment.
Public statements and interviews with company leadership.

Company Operations

Organizational Structure: Functional structure with game-specific studio teams
Supply Chain: Digital; relies on app stores for distribution and payment
Tech Patents: Proprietary data analytics and live-ops management platforms
Website: https://www.moonactive.com/

Top Clients

Board Members

Moon Active Competitive Forces

Threat of New Entry

MEDIUM: While anyone can develop a game, the barrier to entry at scale is high due to massive user acquisition costs. However, a viral hit can emerge unexpectedly, disrupting the market.

Supplier Power

HIGH: Apple and Google are a duopoly controlling distribution via their app stores. They dictate terms, take a ~30% cut of revenue, and can change policies (like ATT) at any time.

Buyer Power

LOW: Individual players have no bargaining power. However, collective power exists in the form of mass churn if the game becomes unappealing or too aggressive in its monetization.

Threat of Substitution

VERY HIGH: Thousands of free-to-play mobile games are available as substitutes. Player switching costs are zero, making retention a constant battle against a sea of alternatives.

Competitive Rivalry

VERY HIGH: Intense rivalry from Scopely (Monopoly Go!), Playtika, and others. The success of Monopoly Go! proves the genre is vulnerable to well-executed new entrants with strong IP.

Analysis of AI Strategy

Updated: October 5, 2025 • 2025-Q4 Analysis

The Moon Active AI SWOT analysis highlights a pivotal opportunity. The company's greatest AI strength is its massive proprietary dataset—a goldmine for training personalization and predictive models that competitors cannot replicate. This data advantage is the key to deepening its moat. The primary opportunities lie in leveraging generative AI to crush content creation bottlenecks and in deploying sophisticated ML for dynamic player experiences, boosting retention and LTV. However, the threat of smaller, AI-native studios disrupting the market is very real. Moon Active must avoid the weakness of siloed AI efforts and act decisively. The conclusion is spot on: the strategic imperative is to infuse AI across the entire value chain, from automated UA creative to AI-assisted prototyping and hyper-personalized live-ops. This isn't a side project; it's central to their next phase of growth and defense.

Scopely Playtika Aristocrat Leisure AppLovin Take-Two Interactive

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To create exceptional mobile experiences by becoming the world's leading mobile gaming and entertainment company.

Strengths

DATA: Massive, proprietary player behavior dataset to train AI models
ENGINEERING: Strong data science teams capable of deploying ML at scale
RESOURCES: Financial ability to invest heavily in AI talent and tech
TESTING: A/B testing framework to rapidly validate AI-driven features
SCALE: Millions of DAU provide a huge environment for AI learning

Weaknesses

TALENT: Competition for elite AI researchers from big tech (Google, Meta)
FOCUS: AI efforts may be siloed within UA/data, not creative dev
LEGACY: Existing tech stack may not be optimized for GenAI pipelines
SPEED: Large company inertia could slow adoption vs agile AI startups
ETHICS: Risk of backlash from using AI for overly aggressive pricing

Opportunities

CONTENT: Use GenAI to create endless game assets, levels, and events
PERSONALIZATION: AI-driven dynamic offers and difficulty to boost LTV
PROTOTYPING: Rapidly create and test new game concepts with AI tools
SUPPORT: AI chatbots to automate player support and reduce overhead
UA: AI to generate and optimize thousands of ad creatives automatically

Threats

DISRUPTION: Small, AI-native studios could create hit games much faster
COMMODITIZATION: Competitors using the same AI tools could erode edge
REGULATION: Potential future laws governing AI use in persuasive tech
DETECTION: Players may negatively react to perceptibly AI-gen content
SECURITY: AI models and proprietary data are high-value hacking targets

Key Priorities

AUTOMATE: Deploy GenAI to accelerate art and content creation pipelines
PERSONALIZE: Implement AI models for dynamic IAP offers and live events
PROTOTYPE: Establish an AI-native team for rapid new game development
OPTIMIZE: Use AI to automate creative production for user acquisition

Create professional SWOT analyses in minutes with our AI template. Get insights that drive real results.

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Moon Active Financial Performance

AI-Powered Insights

Claude

Gemini

GPT

Sensor Tower & data.ai for revenue and download estimates.
Company website and LinkedIn for executive and employee data.
TechCrunch, VentureBeat for funding and M&A news.
App Store and Google Play for customer reviews and sentiment.
Public statements and interviews with company leadership.

Profit: Not publicly disclosed (Private company)

Market Cap: Valued at $5 Billion in 2021 funding round

Stock Performance

Annual Report: Not publicly available

Debt: Not publicly disclosed

ROI Impact: Marketing ROI is a core driver of growth and profitability

SWOT Index

Composite strategic assessment with 10-year outlook

/ 100

Market Leader

ICM Index

STRATEGIC ADVISOR ASSESSMENT

Moon Active is a Market Leader with a highly ambitious vision, but its achievability is constrained by a significant revenue dependency on a single title. The SWOT factors are balanced, with strong monetization (Upside) offset by intense competition and dependency risk (Downside). The OKRs are category-shaping and directly address core weaknesses. High AI potential from its massive dataset provides a key future lever. The low growth multiplier reflects its challenge: transitioning from optimizing a single hit to creating a diversified portfolio.

SWOT Factors

Upside: 78.0 Risk: 84.0

OKR Impact

AI Leverage

Top 3 Strategic Levers

EXECUTE M&A: Acquire proven games to de-risk revenue stream.

HARNESS AI: Use AI to accelerate new game prototyping and launch.

DEFEND CORE: Innovate Coin Master to fend off competitors.

AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

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