Games

Miniclip acquires mobile game developer Easybrain from Embracer Group for $1.2 billion

BBG News

As a seasoned gamer with decades under my belt, I can’t help but feel a thrill of anticipation over the recent announcement of Miniclip’s acquisition of Easybrain. With a life spent traversing virtual landscapes and solving countless puzzles, I’ve grown to appreciate the skill and creativity that goes into crafting engaging games like Sudoku.com, Word Search, and Number Sums.

In simple terms, the Switzerland-based gaming company, Miniclip, has agreed to buy Easybrain, a mobile game developer based in Cyprus, from Embracer Group for a whopping $1.2 billion. This acquisition, which is expected to be finalized early in 2025, will be settled entirely with cash, as stated in the official announcement.

Miniclip’s acquisition of Easybrain reinforces its vision to engage a broad audience of players

Easybrain, recognized primarily for its collection of engaging puzzle games such as Sudoku.com, Word Search, and Number Sums among others, was previously taken over by Embracer Group in the year 2021, at a cost of approximately $640 million. There’s also a potential for an additional $125 million in future earnings.

For quite some time now, Miniclip has been dominating the casual and strategy gaming sector. They’ve produced a multitude of hit games such as Mini Football, Golf Strike, and 8 Ball Pool. However, they haven’t stopped there; they’ve been actively growing their international presence. This expansion includes opening a new studio in Portugal, collaborating with Make-A-Wish UK to fulfill 50 wishes for their Wish 200 Week campaign, and acquiring Sybo, the company behind Subway Surfers and FuturLab.

Lars Wingefors, the joint founder and CEO of Embracer Group, announced that the acquisition fortifies their financial standing and keeps Easybrain leading within the ad-driven mobile game sector. He also acknowledged the diligence of Easybrain’s team, referring to them as “an essential component of the Embracer family for over three years,” and hinted at Easybrain’s continued creativity and long-term growth in the industry.

As a passionate gamer myself, I’m thrilled to announce that we’ve brought Easybrain on board at Miniclip! Their knack for creating dedicated gaming communities is truly impressive. Acquiring franchises like Sudoku.com not only strengthens our commitment to cater to a wide variety of gamers but also aligns perfectly with our mission to inspire the gamer in everyone. Let’s embark on this exciting journey together!

Oleg Grushevich, Easybrain’s CEO, acknowledged Embracer’s assistance during their collaboration and felt optimistic about the future with Miniclip. He referred to the agreement as an “exciting new chapter” for his team, expressing eagerness to embark on a journey of creativity and expansion together.

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2024-11-21 09:11

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