AI could help quadruple new game development, says Mag boss

Word and trivia game specialist Mag Interactive says AI could help the firm test new game concepts four times faster than it could previously.

CEO Daniel Hasselberg made the claim in the firm’s Q3 25/26 financial results, which saw net sales rise 4% year-on-year to 65,302 KSEK (~$6.75m) and Adjusted EBITDA of 13,401 KSEK (~$1.4m).

Hasselberg said Mag has had two games in active testing in the last quarter, and expects another three concepts to enter testing this month. Referring to increased productivity due to the use of AI, he said: “The speed at which we can prototype, iterate and evaluate new ideas continues to improve rapidly.”

“Historically, testing five to six game concepts per year would have represented a high pace for a company of our size,” Hasselberg  continued. “Today, we see a realistic path toward testing a similar number of concepts every quarter. The ability to test more ideas increases our probability of finding successful products while reducing the cost and risk associated with innovation. Combined with our shared technology platform, this creates a powerful foundation for future growth.”

Elsewhere in the financial results, Mag said its average revenue per daily active user (ARPDAU) for the quarter was 8.8 US cents a rise of 35%, and that it spent 18,071 KSEK (~$1.86m) on user acquisition in the last quarter.

QuizDuel and Wordzee remain Mag’s two biggest revenue drivers, while its most recent launch Crozzle “returned to growth” in Q3. Legacy titles Ruzzle, Word Domination and WordBrain were each described as evergreen, having picked up a dedicated, long-term player base.