Observed Signal · Aug 11, 2026 · Product Launch · Source: PocketGamer.biz · Impact: 3/5 · Sentiment: Positive
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.
MTG reorganises and brands a major midcore games division that accounts for a large share of group revenue, centralises DTC monetisation and shared services which may influence distribution and monetisation strategies across gaming and adjacent ad/commerce channels.
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Key Takeaways & Evidence Grounding
- MTG rebranded its midcore division as Playamp, consolidating Plarium, InnoGames, Snowprint, Hutch, Ninja Kiwi and Futureplay.
- Playamp generated SEK 9,039m ($953m) in revenue and SEK 2,278m ($240m) in adjusted EBITDA for 2025, ~78% of group revenue and ~86% of adjusted EBITDA.
- Direct-to-consumer channels (launcher, webstores, user-choice billing) made up 51% of Playamp’s revenue in Q2 2026.
- Playamp’s shared services (marketing, DTC monetisation, AI, data infrastructure, player platforms) support more than 60 games.
- Playamp and Playsimple will replace the Midcore and Casual District labels in MTG financial reporting from Q3 2026.
Connected Companies & Entities
1 Entity mapped“Modern Times Group (MTG) has unveiled Playamp as the new brand for its Midcore District to bring IAP-driven studios and shared services unde...”
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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 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 Q2: Raid, PlaySimple, D2C Drive Revenue Growth
MTG reported its seventh consecutive quarter of revenue growth in Q2 2026, with group revenue of $306m and adjusted EBITDA of $73m (24% margin). Growth was led by Raid: Shadow Legends ($111m, +9% YoY) and PlaySimple (revenue +29% YoY). MTG said 38% of group revenue now comes from its own direct-to-consumer (D2C) stores, up from 24% a year ago, and over half of midcore revenue is D2C. PlaySimple has filed a Draft Red Herring Prospectus as part of preparations for a possible 2026 listing. Full-year guidance was unchanged.
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