MTG's Playamp brand brings more than $950 million of midcore games under one umbrella

Modern Times Group has introduced Playamp as the new identity for its midcore games operation, bringing studios including Plarium, InnoGames, Snowprint, Hutch, Ninja Kiwi and Futureplay into a more unified structure. The group generated roughly SEK 9 billion, or more than $950 million, in 2025 revenue, making the rebrand significant beyond simple corporate presentation.

Playamp is designed to provide shared technology and services around marketing, data, AI, direct-to-consumer monetisation and platform relationships while allowing individual studios to retain their own game identities. That model reflects how large mobile publishers increasingly compete through infrastructure as much as through individual titles.

User acquisition, analytics and web-store systems are expensive to build independently, so shared capabilities can give multiple studios access to tools that would otherwise favour only the largest games. Direct-to-consumer revenue is another major focus as publishers try to reduce dependence on app-store fees and own more of the customer relationship. The challenge will be preserving studio autonomy while extracting enough efficiencies to justify centralisation.

If Playamp succeeds, it could become a useful template for how multi-studio mobile groups organise themselves in a more mature and cost-conscious market.