Playtech has strengthened its casual gaming division with the acquisition of film and television-based gaming business Funtactix, as part of a strategy to significantly boost its share of the market.

The purchase of Funtactix, for an undisclosed sum, is Playtech’s third casual games deal after the solutions giant bought Plamee in 2014 and followed this with the purchase of Game Maker: Studio developer Yoyo Games last year.

Founded in 2006, Funtactix is described as having built a reputation for developing high-quality titles based on popular entertainment franchises such as The Hunger Games, Mission: Impossible, Power Rangers and Rocky. It is headquartered in New York, with offices in Los Angeles and Tel Aviv.

Last year it announced the launch of its FTX Games publishing division last year, allowing the company to publish major titles and connect successful developers with best-in-class entertainment intellectual property.

The deal is designed to establish Playtech as a major player in the casual games sector. The Funtactix team will continue to facilitate partnerships with leading entertainment property owners, publishing games developed in-house as well as those developed externally under the FTX Games division.

“The Funtactix team remains focused on building FTX Games as a world-leading publisher of IP-based games, backed by Playtech's extensive internal game development resources,” the company said.

Additional details of new development projects will be announced in future on a title-by-title basis.

“The Playtech casual games division has a clear strategy and direction and we're very confident it will continue to go from strength-to-strength,” Playtech's chief operating officer Shimon Akad explained.

“The acquisition of Funtactix, in addition to Plamee and YoYo Games, enables us to offer a complete suite of content and software to players, designers and third parties including some of the largest studios and brands in the world.”

Shares in Playtech plc (Co.Data) (LSE:PTEC) were trading up 0.12 per cent at 852.00 pence per share in London this afternoon.