How Playtika tackles its evolving IP partnerships

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Branded content in the mobile games industry has become an increasingly popular strategy, one that, when executed well, can yield benefits for both parties.

One title partnering with external IPs is Playtika’s Solitaire Grand Harvest, which aims to utilise these licences not only to drive user acquisition, but enhance audience engagement.

With the release of The Smurfs movie in 2025, the developer saw an opportunity to expand its IP strategy. Rather than a one-time campaign, the collaboration has become a deeper part of the game.

“Solitaire is a timeless and classic game, but we are constantly looking for new ways to keep our players engaged and excited while reaching them in new ways,” says Solitaire Grand Harvest GM Roi Glazer.

“Partnering with other IPs who have their own dedicated fan bases keeps Solitaire Grand Harvest and all of Playtika’s games at the forefront of gaming innovation.”

IP partnerships that fit

Mobile games, in particular, have proven a popular choice for IP collaborations, whether with other games, movies or series. Part of the appeal is that many mobile games are free-to-play and support long-term live ops, making them a natural fit. 

In today’s market, players expect more from the partnerships and collaborations introduced into the games they play. These additions need to feel natural and provide enough content to keep players engaged rather than feeling like noise. For Playtika, this means treating each IP as its own character. 

“Players now expect branded content to feel like a shameless extension of the game world, not just a skin or a logo slapped on,” says Glazer. “The robust integrations must be meaningful, interactive and rewarding.”

The Smurfs partnership features character-driven missions, themed locations, and exclusive rewards that align with the building progression seen in Solitaire Grand Harvest. 

Regarding the IP selection process, Playtika looks not just at a brand’s data but also at its emotional appeal and how that property may be able to connect with players to spark recognition and nostalgia.

Glazer expands on choosing an IP for the game and explains that any partner must align with the gameplay DNA. He states that the team thinks of it like a puzzle and that the IP has to align with the spirit of Solitaire Grand Harvest, suiting its themes of being “relaxing, uplifting, and rich with discovery”.

The Smurfs IP explores themes around community and exploration, something Glazer says is a natural fit for the game.

“It starts with resonance,” he states. “We look at IPs with emotional staying power. Listening to how brands resonate with our players is essential, and they’ve repeatedly been all in on what we’ve brought to the game.”

Glazer points to previous collaborations with the likes of celebrity Sarah Jessica Parker, which has consistently driven the “right type of results” out of a partnership for the studio.

Celebrity partnerships are another collaboration that has become a massive trend in the mobile games industry, with some of the biggest names in Hollywood engaging with mobile advertising campaigns. 

Long-term vision

A successful IP partnership can be seen through increased user acquisition, longer play sessions, and an overall sense of excitement within the community.

Glazer shares that Playtika’s collaborations have “historically rallied the fan base of our partner as well as our own audience” and claims that the results have “consistently been a great success”.

Bringing globally recognised brands, such as the Smurfs, into a live game means managing expectations from both the IP holder’s side and the studio’s.

“Working with major IP holders like the Smurfs means collaborating with brands with decades of legacy and a passionate fanbase. So the bar is high, and rightly so,” he says. Glazer goes on to explain that the challenge lies in striking the balance between staying true to the essence of the IP and giving it room to shine.

What’s next

Glazer believes that we are entering a new phase in IP partnerships, one where brands don’t just appear in games but are fully immersed in them. 

“We’re moving from moment-based marketing to world-building,” he says.

“The next wave of IP partnerships will be more narrative-driven, longer lasting and interactive. Games are becoming the new stage for storytelling, and brands want in. Not as cameos, but as part of the world players live in.”

Solitaire Grand Harvest is a leader for IAP revenue in the highly competitive Solitaire genre, while Disney Solitaire from the recently acquired SuperPlay is off to a strong start.

Playtika’s Wooga studio had also recently been developing a Solitaire title in Claire’s Chronicles, but was ultimately cancelled. The decision led to approximately 50 layoffs, followed by another round of company redundancies largely impacting the Best Fiends and Redecor teams.

While Glazer doesn’t reveal what’s next to come for Solitaire Grand Harvest, he does share the title won’t be slowing down its experimentation anytime soon.

“Solitaire Grand Harvest is always thinking about the next best thing, from new game innovations to partnerships,” he says.