Observed Signal · Jul 14, 2026 · Strategy Update · Source: PocketGamer.biz · Impact: 2/5 · Sentiment: Positive
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.
Provides publisher-level strategic signals (D2C growth, $50M/year benchmark, R&D redesign and AI integration) that may influence how other game publishers structure R&D, monetisation and data strategies, but is not a major platform-level change.
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Key Takeaways & Evidence Grounding
- My.Games operates more than 40 live games across mobile, PC and console.
- War Robots, developed by Pixonic, has accumulated more than $1 billion in revenue and attracted 325 million players; the company claims it gets 20 million new players annually.
- Rush Royale has generated more than $500 million in lifetime revenue.
- My.Games has redesigned its R&D process and set a benchmark to release long-lasting games capable of making $50 million per year.
- My.Games has grown via acquisition of Pixonic and the launch of divisions including Knights Peak and MGVC, and now has around 1,000 employees.
Connected Companies & Entities
4 Entities mapped“As we recently covered, Stillfront its making 44% of sales from its D2C platforms now, while Playtika D2C revenue accounts for 39.2% of sale...”
“As we recently covered, Stillfront its making 44% of sales from its D2C platforms now, while Playtika D2C revenue accounts for 39.2% of sale...”
“As we recently covered, Stillfront its making 44% of sales from its D2C platforms now, while Playtika D2C revenue accounts for 39.2% of sale...”
“We spoke with CEO Elena Grigorian on the PocketGamer.biz Podcast to find out more, as part of our new expanded video series with industry le...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
Burny Games CEO on building a repeatable mobile studio
Burny Games, a Ukrainian developer and publisher, has restructured into smaller autonomous "mini-studios" to speed development and decision-making, and has expanded from internal development into selective external publishing. CEO Anatolii Henis says the company has grown to 140+ employees and 65+ million downloads since launch, and that a key lesson has been learning to stop projects quickly when data (CPI, D1 retention) indicates limited potential. Burny completed its first publishing partnership with Infinity Games (5+ million downloads) and emphasizes investments in analytics, user acquisition, fast creative iteration and live ops. Henis also highlights wider opportunities in Ukraine for stronger publishing infrastructure and notes AI will play a role in development but must be applied where it creates real value.
Bold Games CEO Outlines Strategy to Stand Out in Turkish Market
Bold Games, a Turkish mobile games studio founded by former Dream Games, Rollic, and Bigger Games employees, aims to differentiate itself through product innovation in casual puzzle games. CEO Ulaş Mergen emphasizes small teams, rapid prototyping, and a focus on mechanics and level design rather than just art execution. The studio recently secured a $6 million seed investment from Arcadia Gaming Partners, Makers Fund, and e2vc to build its team, not to scale its first title, Market Match. Bold Games plans to keep its team small (12-14 people) and aims to produce multiple casual puzzle titles over the next five years. Mergen also discusses the impact of AI on accelerating game development timelines.
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