Disney Solitaire drives Playtika earnings, but UA spend will now drop 70%
Disney Solitaire delivered exceptional results for Playtika in the second quarter of 2026, with the game’s revenue surging 288.6% year-on-year and helping the company return to profitability following a first-quarter loss.
Despite the game’s strong performance, Playtika announced plans to significantly scale back its marketing investment in Disney Solitaire, reducing advertising spend by approximately 70% in the second half of 2026 compared to the first half, according to CFO Tae Le. The dramatic reduction suggests the company is prioritizing near-term financial stability over continued aggressive growth in the title.
The marketing pullback reflects broader financial pressures stemming from Playtika’s 2024 acquisition of SuperPlay, the developer behind Disney Solitaire, for an initial $700 million payment. The company is reportedly struggling to meet earnout obligations tied to the deal—conditional payments linked to achieving specific revenue or performance milestones. The financial strain became particularly acute following Disney Solitaire’s unexpectedly successful launch, which exceeded initial projections and triggered substantial earnout payments.
Recent reports indicate Playtika has begun exploring strategic alternatives, including the potential sale of SuperPlay to Chinese technology giant Tencent. Such a transaction could resolve Playtika’s earnout challenges and provide liquidity to manage its obligations while potentially allowing Tencent to expand its gaming portfolio through an established, revenue-generating title.