MAG Interactive
MAG Interactive AB is a publicly listed Swedish mobile game developer specializing in free-to-play word and trivia games. It operates nine live titles — including Crozzle, Wordzee, and Ruzzle — distributed globally via app stores and monetized through in-app purchases.
- Company typePublic
- Founded2010
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What MAG Interactive does
MAG Interactive AB (publ) is a Sweden-headquartered mobile game developer listed on a Nordic public market, operating from Stockholm with a wholly owned UK subsidiary in Brighton. The company specializes in free-to-play word and trivia games for iOS and Android, currently maintaining a portfolio of nine live titles — Crozzle, QuizDuel, Wordzee, Ruzzle, Word Domination, Wordbrain, Wordbrain 2, Wordalot, and Ruzzle Adventure — each having surpassed one million downloads for cumulative downloads exceeding 350 million. Its core technology is an analytics-driven, repeatable, 'scientific' game development process designed to ensure both quality and production frequency across titles.
The business model is freemium: games are free to download and generate revenue via in-app purchases, with monetization optimized through per-DAU ARPU tracking and continuous user-acquisition investment. Distribution is direct-to-consumer via the iOS App Store and Google Play globally, with a horizontal (cross-vertical) targeting strategy aimed at casual mobile word and trivia players. The company runs a small organization (11–50 employees) supporting a relatively broad product portfolio, which suggests meaningful operating leverage but also thin resourcing for net-new IP development.
Financially, MAG has reported Q3 (of its September–August fiscal year) net sales of SEK 65.30 million, up 4% year-over-year, with adjusted EBITDA of SEK 13.40 million. ARPU per DAU increased from 7.1 cents to 8.8 cents, while user acquisition costs rose to SEK 18.1 million from SEK 12.7 million, indicating deliberate near-term margin compression in pursuit of growth. Game-contribution revenue declined to SEK 38.7 million from SEK 40.6 million, partially offset by the ARPU improvement. The company has historically pursued inorganic growth, acquiring Delinquent Interactive (2015), Feo Media (2017), Sventertainment (2020), and Apprope (2020). It is publicly listed, raising capital historically through NGP Capital (2013, USD 6M) and Swedbank Robur's Microcap fund (2017, USD ~9.5M), and reports no material AI/ML differentiation beyond its analytics-driven optimization methodology.
MAG Interactive firmographics
Firmographics- Name
- MAG Interactive
- Legal name
- MAG Interactive AB
- Website
- https://maginteractive.se
- Company type
- Public
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- MAG Interactive AB is a publicly listed Swedish mobile game developer specializing in free-to-play word and trivia games. It operates nine live titles — including Crozzle, Wordzee, and Ruzzle — distributed globally via app stores and monetized through in-app purchases.
- Ownership category
- akta.pro rank
MAG Interactive industry classification
Industry- Product category
- Mobile Casual Gaming
- NAICS
- Software Publishers (51321), Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Mobile Game Publishing & App Game Stores (BPAMAKAB)
- akta.pro secondary industries
- Gaming & Interactive Entertainment (Digital Goods, Subscriptions) (CRAFAIAC), Virtual Goods & Digital Item Commerce (skins, cosmetics, DLC) (MPAFAJAF)
Keywords
Where MAG Interactive is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
MAG Interactive business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Marketing or Sales, Personnel, Technology or R&D, Operations, Infrastructure
Revenue model
- Mobile Game Monetization: MAG Interactive generates revenue through free-to-play mobile games with in-app purchases. The company increased average revenue per daily active user (ARPU) from 7.1 cents to 8.8 cents, while also investing in user acquisition to drive growth.
- In-App Purchases and User Acquisition: Revenue generated from game contributions (declined to SEK 38.7 million from SEK 40.6 million) offset by increased user acquisition costs (rose to SEK 18.1 million from SEK 12.7 million). Net sales of SEK 65.30 million in Q3, up 4% year-over-year.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free-to-play mobile games with optional in-app purchases |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels2 records
MAG Interactive product offering
Product offeringCore offering
MAG Interactive develops, publishes, and monetizes a portfolio of nine free-to-play mobile word and trivia games, including Crozzle, QuizDuel, Wordzee, Ruzzle, Word Domination, Wordbrain, Wordbrain 2, Wordalot, and Ruzzle Adventure. The company distributes these games globally through the iOS App Store and Google Play, generating revenue from in-app purchases while investing in user acquisition to grow daily active users.
Product overview
MAG Interactive is a Sweden-based mobile game developer offering a portfolio of nine live word and trivia games: Crozzle, QuizDuel, Wordzee, Ruzzle, Word Domination, Wordbrain, Wordbrain 2, Wordalot, and Ruzzle Adventure. The company operates a single-platform architecture focused on mobile gaming, with each game downloaded over one million times. Total downloads exceed 350 million. Crozzle, their flagship crossword game, drove Q3 2025/26 net sales of SEK 65.30 million (up 4% YoY). The company uses an analytics-driven and scientifically-based game development process to ensure quality and production frequency.
Differentiator
Problem solved
Functional benefit
Products and services
- Crozzle A free-to-play crossword-style word game published by MAG Interactive. Crozzle returned to growth and drove Q3 2025/26 net sales of SEK 65.30 million (up 4% YoY), supporting higher average revenue per daily active user. It is one of nine live titles in the company's portfolio, each downloaded over one million times.
- QuizDuel A free-to-play mobile trivia game where players compete in quiz duels. Part of MAG Interactive's portfolio of nine live word and trivia games, each downloaded over one million times.
- Wordzee A free-to-play mobile word game from MAG Interactive's portfolio of nine live word and trivia games, each downloaded over one million times with the portfolio collectively exceeding 350 million downloads.
- Ruzzle A free-to-play mobile word game in MAG Interactive's portfolio of nine live word and trivia titles. Each game in the portfolio has been downloaded over one million times, and total portfolio downloads exceed 350 million.
- Word Domination A free-to-play mobile word game from MAG Interactive's portfolio of nine live word and trivia games that have each been downloaded over one million times.
- Wordbrain A free-to-play word puzzle game in MAG Interactive's nine-title live portfolio, with each title having passed one million downloads and the full portfolio exceeding 350 million total downloads.
- Wordbrain 2 A sequel word puzzle game in MAG Interactive's nine-title live portfolio, each title having been downloaded over one million times.
- Wordalot A free-to-play mobile word puzzle game in MAG Interactive's nine-title live portfolio, with each game having surpassed one million downloads.
- Ruzzle Adventure An adventure-themed free-to-play word game in MAG Interactive's portfolio of nine live titles. Each title has been downloaded more than one million times, and total portfolio downloads exceed 350 million.
Quantifiable outcome
- 350+ million total downloads across portfolio
- +2 more outcomes
Companies that use MAG Interactive
Customer profileSegments2 records
Ideal customer profiles1 record
MAG Interactive technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
MAG Interactive partnerships and signals
Strategic signalScale indicators6 records
Recent moves7 records
Expansion highlights5 records
MAG Interactive competitors and assessment
Company assessmentBroad incumbents
- King (King Digital Entertainment): King, owned by Activision Blizzard, is a major mobile casual game publisher with franchises like Candy Crush and Wordscapes-like word titles; directly comparable as a mobile free-to-play word and casual game operator with similar monetization model.
- Zynga: Zynga is a leading mobile free-to-play social and word game publisher (Words With Friends) with the same freemium and IAP revenue model and App Store distribution approach.
- Scopely: Scopely is a large mobile game publisher operating free-to-play social and word titles with similar live-ops, UA-driven monetization and App Store distribution mechanics.
Direct peers
- Rovio Entertainment: Rovio is a Finland-headquartered mobile game publisher (Angry Birds franchise) and a near-identical Nordic publicly listed mobile game peer, making it the most direct comparable in geography, scale and category.
- PlaySimple: PlaySimple is a mobile word and trivia puzzle game publisher (Wordscapes, WordTrip) competing directly in the same casual word game category and distribution channels.
- Miniclip: Miniclip publishes mobile casual and trivia titles (including 8 Ball Pool) and competes with MAG Interactive in free-to-play mobile casual word and trivia categories on iOS and Android.
Others
- AppLovin: AppLovin is a mobile monetization and UA platform that provides ad mediation and user acquisition tooling used by mobile game publishers including those in the word and casual genre like MAG Interactive.
- Unity Technologies: Unity provides the mobile game engine and monetization/UA stack (including Unity Ads and ironSource) commonly used by mobile game developers; relevant as both a tooling peer and indirect competitor via its publishing arm Supersonic.
Regional players
- Stillfront Group: Stillfront is a Stockholm-listed Swedish mobile game holding company that acquires and operates casual and mid-core mobile game studios, making it a relevant regional peer for capital allocation and exit dynamics.
- Embracer Group: Embracer is a Sweden-based gaming conglomerate with mobile and casual game exposure; comparable as a regional Nordic public-market reference for valuation and M&A activity in mobile gaming.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
MAG Interactive social profiles
Digital presenceMAG Interactive financial estimates
Financial estimateRevenue estimate
Valuation estimate
MAG Interactive leadership team
Management profileNumber of profiles
Profiles4 records
MAG Interactive subsidiaries and ownership
Company hierarchySubsidiaries1 record
MAG Interactive funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MAG Interactive M&A and investment
M&A and investmentM&A4 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MAG Interactive
What does MAG Interactive do?
MAG Interactive develops, publishes, and monetizes a portfolio of nine free-to-play mobile word and trivia games, including Crozzle, QuizDuel, Wordzee, Ruzzle, Word Domination, Wordbrain, Wordbrain 2, Wordalot, and Ruzzle Adventure. The company distributes these games globally through the iOS App Store and Google Play, generating revenue from in-app purchases while investing in user acquisition to grow daily active users.
Is MAG Interactive a public or private company?
MAG Interactive is a public company. It is classified as public and is currently operating.
When was MAG Interactive founded?
MAG Interactive was founded in 2010. It employs 11 to 50 people.
Where is MAG Interactive based?
MAG Interactive is headquartered in Stockholm, Sweden, in the Europe region.
How does MAG Interactive make money?
Two revenue lines are on record. Mobile Game Monetization is the primary driver. The others are in-App Purchases and User Acquisition.
Who are MAG Interactive's main competitors?
Broad incumbents on record are King (King Digital Entertainment), Zynga and Scopely. Direct peers are Rovio Entertainment, PlaySimple and Miniclip. Others are AppLovin and Unity Technologies. Regional players are Stillfront Group and Embracer Group.
Does MAG Interactive have an API?
No public API is recorded for MAG Interactive.
What industry is MAG Interactive in?
MAG Interactive's product category is Mobile Casual Gaming. Its primary akta.pro industry code is BPAMAKAB, Mobile Game Publishing & App Game Stores, with a secondary code of CRAFAIAC, Gaming & Interactive Entertainment (Digital Goods, Subscriptions). Its NAICS code is 51321 and its SIC code is 7372.