Embracer Has Divested Easybrain to Miniclip for $1.2 Billion

As a seasoned gamer with decades of gaming under my belt, I’ve seen countless mergers and acquisitions in the industry, but this one between Embracer Group and Miniclip is particularly intriguing. The £1.2 billion deal for Easybrain, a developer I’ve been following since their early days, marks a significant shift in the mobile gaming landscape.

Embracer Group is persisting with its reorganization plans, which have been underway for approximately the last year or two, by selling Easybrain to Miniclip for a value of $1.2 billion. According to a recent press statement, this ‘deal’ offers a compelling strategic and financial reasoning.

For close to a decade, Easybrain has been crafting mobile applications, and since 2016, they have achieved over 1.5 billion downloads collectively. In contrast, Miniclip is a mobile publishing company with roots dating back over 20 years.

Making Changes

Today, according to a press announcement from Embracer Group, they’re selling off Easybrain to Miniclip for a substantial amount of approximately 1.2 billion pounds.

In a statement, Lars Wingefors, the CEO of Embracer, said:

This deal significantly enhances Embracer’s financial standing, positioning us for greater value generation. For more than three years, Easybrain has been a valued member of our family, contributing significantly to our value growth. Given that Easybrain’s market is undergoing change, Miniclip represents the ideal strategic purchaser to help the company remain competitive and lead in the evolving ad-driven mobile gaming sector.

Saad Choudri, the CEO of Miniclip, echoed that sentiment:

It’s a pleasure to have Easybrain join us at Miniclip! We’ve always been impressed by their talent in creating dedicated and involved puzzle game communities. The inclusion of timeless brands such as Sudoku.com aligns perfectly with our goal to appeal to a wide range of gaming enthusiasts.

Easybrain’s chief executive discussed the brand’s upcoming phase, aiming to provide an increased number of engaging experiences for players. It is anticipated that this transaction will be finalized in the first part of 2025, with Miniclip acquiring Easybrain under a deal that includes no cash or debt obligations.

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