MTG Creates Playamp Label, Bringing InnoGames Under One Development Umbrella

Modern Times Group (MTG) is reorganizing part of its game development footprint by bundling its midcore-focused studios into a new label called Playamp—an umbrella that also brings Hamburg-based InnoGames into the same operational structure. The move is aimed at sharing teams, technology, and know-how across marketing, data and AI, while centralizing player-facing services like community operations, customer support, audio production, and localization.

InnoGames GmbH, headquartered in Hamburg, is one of Germany’s largest game companies, employing 350 people. The studio has been building FreePlay online and mobile games for nearly 20 years, and its most recent titles—Forge of Empires, Rise of Cultures, and Heroes of History—have generated more than €166 million in revenue.

Playamp represents MTG’s “Midcore District” strategy, with InnoGames co-founder Hendrik Klindworth serving as Executive Chairman since October 2025 alongside CEO Oliver Bulloss. Beyond InnoGames, the midcore portfolio also includes MTG investments and studios such as Plarium, Hutch, Ninja Kiwi, Futureplay, and Snowprint. The plan is for these companies to benefit from shared service teams and infrastructure, using common tools and platforms across disciplines including marketing, analytics, direct-to-consumer monetization, artificial intelligence, and technical infrastructure.

MTG’s cost-efficiency rationale centers on a central set of “Player Services,” which covers community management, support functions, audio production, and localization. That shared backbone is intended to help multiple studios move faster and operate more efficiently under one midcore organization rather than handling every function independently.

Playamp also defines a clearer monetization focus compared with MTG’s other label. While MTG’s Playsimple division is oriented toward in-game advertising, Playamp will operate around in-game purchases. Bulloss said Playamp’s catalog spans more than 60 games.

MTG’s shares have recently rebounded as well. After notable losses leading into the end of the year, the stock recovered strongly—helped by improved results—and posted an increase of roughly 45% since February.