MTG unveils Playamp brand for midcore games division
MTG has rebranded its midcore games division as Playamp, consolidating six major mobile game studios—Plarium, InnoGames, Snowprint, Hutch, Ninja Kiwi, and Futureplay—under a unified corporate identity. The division, previously known internally as the Midcore District, represents the company’s in-app purchase-focused segment, distinct from its Playsimple division, which focuses on advertising-driven casual games.
Playamp is the larger of MTG’s two gaming divisions by a significant margin. In 2025, it generated $953 million in revenue and $240 million in adjusted EBITDA, accounting for 78% of the group’s total revenue and 86% of its adjusted EBITDA. This financial dominance underscores the commercial importance of the studios brought together under the new brand.
The studios operate a portfolio of established mobile gaming franchises, including Raid: Shadow Legends, Forge of Empires, Bloons TD 6, Warhammer 40,000: Tacticus, F1 Clash, and Merge Gardens. These titles represent a mix of gameplay genres and intellectual property partnerships, from licensed properties like Warhammer 40,000 and F1 to original franchises developed in-house.
By unifying the midcore studios under a single brand identity, MTG appears to be positioning Playamp as a cohesive division while maintaining the autonomy of its constituent studios.