Maria Redin of mobile giant MTG on rebranding, buying Raid: Shadow Legends, and plans to double the company's size

MTG’s post-Plarium strategy is no longer just about owning more studios; it’s about turning a growing portfolio into a more unified operating model. CEO Maria Redin says the company wants to double in size again over the next three to five years, and that will require more acquisitions alongside organic growth. The target is ambitious, but it fits MTG’s recent pace of expansion in a mobile market that has cooled from double-digit growth to a much tougher, more competitive environment.

The company has also reworked how it presents and organizes its studios. Its former Casual and Midcore districts are now Playsimple and Playamp, with the split reflecting different business models: ad-driven free-to-play on one side, IAP-heavy games on the other. That naming shift is cosmetic on the surface, but the real goal is retention and integration. MTG wants founders and teams to stay after acquisition, and it’s framing the company as a “gaming village” meant to keep people invested in the long-term scale-up.

Under the hood, MTG is standardizing parts of its tech stack across the group, but not in a one-size-fits-all way. Playsimple is being positioned as the foundation for future casual acquisitions, while Playamp is selectively adopting pieces of Plarium’s tech suite, including GoGame marketing and PDP data platforms. The company says it is also adding features to those systems and rolling them out only where they improve outcomes, which is the kind of integration discipline that matters when multiple studios are shipping live games with different needs.

AI is becoming a bigger...