MTG launches Playamp brand for a midcore games operation generating more than $950 million

Modern Times Group has unveiled Playamp as the new identity for its midcore games organisation, bringing several studios and shared-service teams under one brand. Playamp encompasses groups including Plarium, InnoGames, Snowprint, Hutch, Ninja Kiwi and Futureplay, supported by common technology and services covering marketing, data, AI, direct-to-consumer monetisation and platform relationships. The business generated approximately SEK 9 billion, or $950.

6 million, in 2025 revenue and accounted for the majority of MTG's gaming revenue and adjusted EBITDA. Direct-to-consumer channels represented 51 percent of Playamp's revenue during the second quarter of 2026, highlighting how aggressively large mobile publishers are trying to reduce their dependence on conventional app-store billing. Shared-service teams currently support more than 60 games.

Playamp and the separate Playsimple brand will replace MTG's previous Midcore and Casual District labels in financial reporting from Q3 2026. The change is more than cosmetic: MTG is effectively positioning technology, data infrastructure and distribution as shared capabilities that individual game studios can use without completely giving up their own identities.