Observed Signal · Sep 30, 2026 · Strategy Update · Source: PocketGamer.biz · Impact: 4/5 · Sentiment: Positive
MTG Aims to Double Size Through Selective M&A and AI
Swedish digital entertainment firm Modern Times Group (MTG) aims to double its size within three to five years, primarily through selective M&A and organic growth, while scaling AI tooling. CEO Maria Redin emphasized a 'village philosophy' where studios maintain autonomy but share technology and learnings. MTG recently rebranded its midcore division to PlayAmp, which includes Plarium, InnoGames, Snowprint, Hutch, Ninja Kiwi, and Futureplay. Shared services include Plarium's data platform, the GoGame marketing platform, a D2C platform (accounting for 51% of division revenue in Q2 2026), and an AI Lab. AI is being used to accelerate game development, allowing teams to produce more content and test more ideas. Redin stressed that AI is about improving quality and output, not reducing workforce. The company is also exploring M&A opportunities in markets like Türkiye, China, and Vietnam, while remaining Western-focused.
MTG's strategic ambition to double via M&A and AI leverage signals significant consolidation and technology adoption in the gaming adtech space.
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Key Takeaways & Evidence Grounding
- MTG aims to double its size within three to five years through selective M&A and organic growth.
- MTG acquired Plarium for $620 million from Aristocrat Leisure; the deal closed in 2025.
- MTG rebranded its midcore division to PlayAmp, including Plarium, InnoGames, Snowprint, Hutch, Ninja Kiwi, and Futureplay.
- PlayAmp's D2C platform accounts for 51% of the division's total revenue as of Q2 2026.
- MTG operates a centralized AI Lab to accelerate game development and increase content output.
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
MTG Playamp adopts AI across game development and marketing
MTG’s Playamp division—comprising studios such as Plarium, InnoGames, Hutch, Snowprint, Ninja Kiwi and Futureplay—has embedded AI across development, art, marketing and business intelligence pipelines. Playamp CEO Oliver Bulloss describes AI as an “amplifier” that speeds workflows and lets teams reinvest time savings into more projects rather than cutting staff. Examples include InnoGames’ custom “AI Stage Designer,” which reduced stage development from ten weeks to three and avoided layoffs, and a reported 60% reduction in planned 2025 external art outsourcing spend through AI-assisted art production. Plarium built three no-code internal data tools (VizOps, Nexus, Chronicle), added LLM agents in BigQuery for plain-language data queries, and created an internal art platform, Artmaker, to protect IP. AI is also used for faster, character-led ad production and playable-ad prototyping via an AI-first VS Code framework with native Claude Code integration.
MTG launches Playamp for midcore games
Modern Times Group (MTG) has rebranded and consolidated its midcore games operations under Playamp, combining studios Plarium, InnoGames, Snowprint, Hutch, Ninja Kiwi and Futureplay with shared services for marketing, DTC monetisation, AI, data infrastructure and player platforms. Playamp reported SEK 9,039m ($953m) in revenue and SEK 2,278m ($240m) in adjusted EBITDA for 2025, representing about 78% of group revenue and 86% of adjusted EBITDA. In Q2 2026, direct-to-consumer channels (launcher, webstores and user-choice billing) accounted for 51% of Playamp’s revenue, and its shared services support more than 60 games. MTG will adopt the Playamp and Playsimple names in place of the Midcore and Casual District labels in its financial reporting from Q3 2026.
My.Games sets $50M/year benchmark for new franchises
My.Games CEO Elena Grigorian outlines the studio's strategy to build long-lasting "forever" franchises, including a redesigned R&D process with a $50m-per-year benchmark for new titles, smaller teams, earlier idea evaluation and more "smart experiments." The company emphasises direct-to-consumer (D2C) platforms that combine live ops, payments and CRM, claims sustained D2C revenue growth, and reports wide internal use of AI across development, localisation, marketing and operations. My.Games has grown via acquiring Pixonic and launching divisions such as Knights Peak and MGVC, operates over 40 live games, and employs around 1,000 people.
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