MTG rebrands Midcore District unit as Playamp
Modern Times Group MTG AB (MTG) has launched Playamp, a new brand identity for its Midcore District. The rebranding reflects the unit's role as an ecosystem for scaling games driven by in-app purchases (IAP).
Modern Times Group MTG AB (MTG) has announced the rebranding of its Midcore District business unit to Playamp. The company stated the new name and visual identity aim to reinforce the unit's position as an ecosystem for scaling games that rely on in-app purchases (IAP).
Playamp consolidates MTG's international game studios and teams, including Plarium, InnoGames, Snowprint, Hutch, Ninja Kiwi, and Futureplay. The initiative intends to foster collaboration and shared services in areas such as marketing and direct-to-consumer (DTC) operations, supporting the growth of both games and studios.
The company believes that collaboration is key to amplifying game success. Through Playamp, MTG aims to provide shared services and tools to assist game developers in scaling their operations more effectively.
This strategic rebranding is expected to strengthen MTG's market position in mobile gaming, with a particular focus on games utilizing the IAP monetization model.