Mind the Tech London 2024Papaya to enter UK market by end of 2024
Mind the Tech London 2024
Papaya to enter UK market by end of 2024
Uri Pearl, Head of Marketing at the Tel Aviv-based gaming company, spoke to CTech about Papaya’s plans to expand to the UK market and how it differs from the U.S. market where the company is currently active.
“We are planning to enter the UK market by the end of 2024,” said Uri Pearl, Head of Marketing at gaming company Papaya in conversation with CTech. “We’ve conducted a lot of research and are actively engaged in penetrating this market.”
Papaya’s core offering lies in transforming classic single-player games, such as Solitaire and Bubble Shooter, into multiplayer experiences that emphasize community and challenge. The company has seen exponential growth over the past few years, now boasting over 20 million downloads and 1 million daily users.
The Tel Aviv-based gaming company has already achieved notable success in the U.S., its core market, and is looking to replicate that growth across the pond. Papaya’s growth, particularly in the U.S. market, has been driven by the introduction of new game categories and the building of strong communities. "For us, the game itself is only part of the equation," said Pearl. "Creating a vibrant community around those games is equally important, and that's a strategy we’ll be bringing to the UK as well."
According to Pearl, the UK market presents a unique opportunity for Papaya, despite its differences from the U.S. market. “The UK gaming market is less developed in certain ways, but that’s exactly what excites us,” he explained. “It's very centralized compared to the U.S. Players are accustomed to a more casual gaming experience, and we see an opportunity to introduce them to more challenging, community-driven games.”
One key difference, according to Pearl, is the cultural acceptance of certain game types. "In the U.S., games involving monetary stakes aren't as widely accepted, while in the UK, they are part of the gaming culture. However, Papaya's focus remains on skill-based challenges rather than chance."
Papaya has come a long way since Pearl first joined the company in 2019 as its fifth employee shortly after its founding. Today, the company employs more than 350 people worldwide, with offices not only in Tel Aviv but also in Poland and other locations.
Despite the current geopolitical climate in Israel, Pearl emphasized that Papaya’s global operations have not been significantly impacted. "We had employees serving in reserves and tried to support them in whatever way we could. Yet, while it’s been a challenging time for us as an Israeli company, our activities haven’t been affected. We’re mostly active in the U.S. market and, in any case, customers aren’t looking at where the game is coming from. Our partners’ desire to work with us hasn’t been impacted. Our focus remains on bringing new gaming experiences to players, no matter where they are."
