Miniclip vs Stillfront Group

Miniclip Launches AdSurge as Standalone Mobile Ad Platform

Games studio Miniclip has launched AdSurge, an AI-powered mobile advertising platform for third-party games publishers. The platform offers integrated user acquisition and ad monetization solutions, initially focusing on games monetized through in-app advertising. AdSurge operates as a standalone company, with partner data isolated from Miniclip to ensure privacy. The platform was developed over three years, drawing on lessons from Tencent's ad ecosystem. Miniclip's chief data officer, Paul Bugryniec, claims that AdSurge ads become skippable in half the time and require half the clicks to close compared to common formats, aiming to improve user experience. The platform captures a low single-digit share of wallet for ad monetization and a double-digit margin for Miniclip. Future plans include supporting in-app purchase and hybrid-monetized games.

• Miniclip launched AdSurge, an AI-powered mobile advertising platform for third-party game publishers.
• AdSurge operates as a standalone company with data isolated from Miniclip.
• Paul Bugryniec, Miniclip's chief data officer, stated AdSurge ads are skippable in half the time and require half the clicks to close.

Miniclip launches AdSurge ad network with Tencent AI, Easybrain data

Miniclip, a Tencent-owned mobile games company, launched AdSurge, an AI-powered mobile advertising platform, as an independent standalone company. AdSurge offers integrated user acquisition and ad monetization for third-party game publishers, initially targeting games monetized through in-app ads. It aims to improve user experience by making ads skippable in half the time and requiring fewer clicks to close. Developed over three years, AdSurge leverages Miniclip's scale, the Easybrain acquisition, and Tencent's AI expertise, though its algorithms are built from scratch. It captures a low single-digit share of wallet on ad monetization across Miniclip's portfolio, with double-digit margins. CEO Paul Bugryniec cited squeezed publisher margins as motivation. The next phase will extend to games using IAP and hybrid monetization.

• Miniclip launched AdSurge, an AI-powered mobile advertising platform, as a standalone company.
• AdSurge provides integrated user acquisition and ad monetization, initially for ad-monetized games.
• AdSurge ads are skippable in half the time and require fewer clicks to close.

Stillfront appoints Marcus Jacobs as CEO

Stillfront Group, a Swedish gaming firm behind titles like Albion Online and BitLife, has appointed Marcus Jacobs as its new President and Group CEO, effective November 1, 2026. Jacobs brings over 25 years of games industry experience, including roles as director of monetisation at Electronic Arts, seven years on King's Candy Crush executive team, and chief commercial officer at Embark Studios. He also served on Stillfront's Board of Directors from 2022 to 2026. Jacobs will succeed Alexis Bonte, who remains in the role until the handover. The announcement accompanied Stillfront's Q3 2026 results, which showed net revenue of SEK 1,291 million (~$130 million), down 1% year-on-year, and adjusted EBITDAC of SEK 366 million (~$36.8 million), a 16% decline. Bonte attributed the dip to deprioritized catalogue games, while key franchises like Big, Empire, and Board grew organically for the fifth consecutive quarter.

• Marcus Jacobs becomes Stillfront's President and Group CEO on November 1, 2026, succeeding Alexis Bonte.
• Jacobs has over 25 years of games industry experience, including roles at EA, King, and Embark Studios, and served on Stillfront's Board from 2022 to 2026.
• Stillfront reported Q3 2026 net revenue of SEK 1,291 million (~$130 million), down 1% year-on-year.

Stillfront appoints Marcus Jacobs as new President and Group CEO

The Board of Directors of Stillfront Group AB (publ) has appointed Marcus Jacobs as new President and Group CEO.