Miniclip, the Switzerland-based mobile game publisher has announced the acquisition of Cyprus-based mobile game developer Easybrain from Embracer Group for $1.2 billion. This deal, set to be completed in early 2025, is expected to be paid entirely in cash as confirmed in the official announcement.
Miniclip’s acquisition of Easybrain reinforces its vision to engage a broad audience of players
Easybrain, best known for its popular puzzle games like Sudoku.com, Word Search, and Number Sums to name a few, was previously acquired by Embracer Group in 2021 for $640 million, with an additional $125 million in potential earnouts.
Meanwhile, Miniclip has been the leader in casual and strategy gaming for a long time. While they have released a lengthy list of successful games with titles like Mini Football, Golf Strike, and 8 Ball Pool, they have been continuously making moves to expand its global operations, be it a new studio in Portugal, a partnership with Make-A-Wish UK to grant 50 wishes for Wish 200 Week or the acquisition of Sybo, the publisher behind Subway Surfers and FuturLab.
Lars Wingefors, co-founder and CEO of Embracer Group, stated that the deal strengthens the company’s financial position and ensures Easybrain remains at the forefront of the ad-driven mobile game industry. He also expressed gratitude to Easybrain’s team, calling them “an important part of the Embracer family for over three years,” and mentioned that “Easybrain will continue to innovate and achieve sustainable growth in the industry”.
Saad Choudri, CEO of Miniclip, welcomed Easybrain, praising their ability to build loyal gaming communities. He emphasized that the acquisition of franchises like Sudoku.com “further reinforces our vision to engage a broad audience of players” and aligns with Miniclip’s vision of “unleashing the gamer in everyone”
Oleg Grushevich, CEO of Easybrain, expressed appreciation for Embracer’s support during their partnership and excitement for the future with Miniclip. He described the deal as “an inspiring new phase” for the team, and “look forward to a journey of innovation and growth together”.
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