MTG unveils Playamp brand for midcore games division

MTG has rebranded its midcore games division as Playamp, bringing Plarium, InnoGames, Snowprint, Hutch, Ninja Kiwi and Futureplay together under a single new identity.

The division, previously referred to internally as the Midcore District, covers MTG’s in-app purchase-driven studios, and sits alongside Playsimple, the advertising-driven arm built around casual word games.

Playamp is by far the larger of the two: it generated $953m (SEK 9,039m) in revenue and $240m (SEK 2,278m) in adjusted EBITDA for 2025, accounting for 78% of group revenue and 86% of adjusted EBITDA.

Playamp’s studios sit behind a run of long-standing mobile hits, including Raid: Shadow Legends, Forge of Empires, Bloons TD 6, Warhammer 40,000: Tacticus, F1 Clash and Merge Gardens.

Rather than operating as standalone publishers, they share a set of central tools spanning marketing, data infrastructure, AI development and player-facing platforms. Chief among them is a direct-to-consumer push – covering MTG’s own launcher, webstores and user-choice billing – that the company says now accounts for 51% of Playamp’s total revenue, reducing its reliance on app store distribution.

MTG group president and CEO Maria Redin said the aim was to give studios access to shared infrastructure to drive growth “while preserving their unique cultures and identity.”

Playamp CEO Oliver Bulloss added that the division’s shared services now support more than 60 games across marketing, AI integration and data analytics.

The Playamp and Playsimple names will replace the Midcore and Casual District labels in MTG’s financial reporting starting in the third quarter of 2026.

Last month, MTG’s Q2 earnings posted a seventh sequential quarter of revenue growth. Raid: Shadow Legends continues to be a standout performer, with Q2 revenue growing to $111m (SEK 1,076m), a 9% year-over-year rise, despite a quieter content period after an exceptionally strong Q1.