MTG Unveils Playamp Brand for Midcore Games Division

MTG has rebranded its midcore games division as Playamp, bringing Plarium, InnoGames, Snowprint, Hutch, Ninja Kiwi, and Futureplay together under a single new identity. The division, previously referred to internally as the Midcore District, covers MTG's in-app purchase-driven studios.

Playamp is by far the larger of the two divisions, generating $953m in revenue and $240m in adjusted EBITDA for 2025, accounting for 78% of group revenue and 86% of adjusted EBITDA. Playamp's studios are behind several long-standing mobile hits, including Raid: Shadow Legends, Forge of Empires, Bloons TD 6, Warhammer 40,000: Tacticus, F1 Clash, and Merge Gardens.

Rather than operating as standalone publishers, the studios share a set of central tools spanning marketing, data infrastructure, AI development, and player-facing platforms. A direct-to-consumer push, covering MTG's own launcher, webstores, and user-choice billing, now accounts for 51% of Playamp's total revenue, reducing its reliance on app store distribution.

The Playamp and Playsimple names will replace the Midcore and Casual District labels in MTG's financial reporting starting in the third quarter of 2026. Last month, MTG's Q2 earnings posted a seventh sequential quarter of revenue growth. Raid: Shadow Legends continues to be a standout performer, with Q2 revenue growing to $111m, a 9% year-over-year rise.