East Side Games

What East Side Games does

East Side Games (ESG) is a Vancouver-based mobile game developer and publisher operating as the core operating subsidiary of East Side Games Group Inc. (ESGG), a publicly listed entity on the TSX under ticker EAGR and on the OTC under EAGRF. Founded in 2011 by Jason Bailey, Josh Nilson, and Galan Akin, the company has scaled from a 14-person team to over 125 employees and specializes in free-to-play idle and match-genre mobile games built around licensed intellectual properties from major entertainment brands. Its portfolio of roughly 17 titles includes Squishmallows Match, RuPaul's Drag Race Superstar and Match Queen, Doctor Who: Lost In Time, Star Trek: Lower Decks - The Badgey Directive, The Office: Somehow We Manage, Power Rangers: Mighty Force, AEW: Rise to the Top, Trailer Park Boys: Greasy Money, Cheech & Chong's Kush Kingdom, Milk Farm Tycoon, Dragon Up, and The Goldbergs: Back to the 80s, distributed globally through the iOS App Store, Google Play, Netflix, and a proprietary web store (TPB Game Store).\n\nThe company builds games on the Unity engine and has developed a proprietary technology kit branded IdleKit that packages idle-game mechanics, match-genre frameworks, and live-operations tooling, enabling the studio to deliver licensed-IP adaptations with reusable technology assets. ESG's revenue model is predominantly freemium, driven by in-app purchases of virtual currency and digital items, supplemented by in-game advertising; the company is now layering in direct-to-consumer payment options through web stores to bypass app store platform fees. Its go-to-market motion is product-led, leveraging fan bases of partner entertainment IPs as the primary acquisition channel, with cross-promotion from IP holders (e.g., RuPaul social media endorsements, Netflix exclusive releases, Universal Games promotions) supporting user growth. Customer segments span end-user mobile gamers globally and enterprise IP licensors including Jazwares, BBC Studios, Paramount Consumer Products, Universal Games and Digital Platforms, World of Wonder Productions, Warner Bros. Discovery, and Sony Pictures Television.\n\nIn 2025, ESG reported CAD 77.6 million in revenue, down 7% year-over-year, and CAD 800,000 in adjusted EBITDA, down 92% from 2024. Management characterized 2025 as a "tough year" and announced a strategic reset toward profitability, including workforce reductions, project cancellations, and a direct-to-consumer payment initiative expected to deliver 10-15 percentage points of margin improvement. The company also disclosed covenant non-compliance under its credit agreement with RBC and is in active discussions with the lender for accommodations. 2026 revenue guidance is CAD 50-56 million with adjusted EBITDA guidance of CAD 7.5-10 million, implying a continued revenue contraction paired with a meaningful profitability recovery program.

Name

East Side Games

Legal name

Eastside Games Inc.

Website

https://eastsidegames.com

Company type

Public

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Short description

East Side Games is a Vancouver-based mobile game developer and publisher that builds free-to-play idle and match-genre titles around licensed entertainment IPs (Squishmallows, Doctor Who, Star Trek, The Office, RuPaul's Drag Race) for global mobile gamers and brand partners, operating under publicly listed parent East Side Games Group (TSX: EAGR).

Ownership category

akta.pro rank

Product category

Mobile Games

NAICS

Software Publishers (5132)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Game & In-App Content Stores (BPAMADAC)

akta.pro secondary industry

SDKs, APIs & Platform Integration Tools (Console/Store/Identity) (MPAFAFAJ)

Keywords

• Mobile game development
• Idle game mechanics
• Licensed IP games
• Free-to-play mobile games
• Match puzzle games

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. In-App Purchases: Virtual in-game currency and digital items purchased by players for real-world money. Digital Items are non-refundable and remain property of ESG. This is the primary revenue driver for free-to-play mobile games.
2. Advertising: Revenue generated through advertisements displayed within mobile games. Third-party advertising and analytics cookies may be used for personalized advertising purposes.
3. Direct-to-Consumer Payments: Web store payment processing bypassing platform app store fees. Strategic initiative to improve margins by 10-15 percentage points through reduced platform fees (shifting from 30% to tiered 10-25% rates).

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

East Side Games (ESG) is a Vancouver-based mobile game developer and publisher that builds, publishes, and operates free-to-play idle and match-puzzle mobile games on iOS and Android, leveraging licensed intellectual properties from major entertainment brands. Its portfolio includes titles such as Squishmallows Match, RuPaul's Drag Race Match Queen and Superstar, Doctor Who: Lost in Time, Star Trek: Lower Decks, The Office: Somehow We Manage, Power Rangers: Mighty Force, AEW: Rise to the Top, Trailer Park Boys: Greasy Money, Cheech & Chong's Kush Kingdom, The Goldbergs: Back to the 80s, and Dragon Up. The company also operates IdleKit, a proprietary technology platform providing tech kits and frameworks for mobile game delivery, and monetizes through in-app purchases, in-game advertising, and direct-to-consumer web stores.

Product overview

East Side Games (ESG) is a Vancouver-based mobile game developer and publisher operating under East Side Games Group (TSX: EAGR). The company specializes in free-to-play idle and match-genre mobile games built around licensed intellectual properties from major entertainment brands. Their portfolio includes licensed titles such as Squishmallows Match, RuPaul's Drag Race Superstar/Match Queen, Doctor Who: Lost in Time, Star Trek: Lower Decks, Power Rangers: Mighty Force, The Office: Somehow We Manage, AEW: Rise to the Top, Trailer Park Boys: Greasy Money, Cheech & Chong's Kush Kingdom, Milk Farm Tycoon, Dragon Up, and The Goldbergs: Back to the 80s. The company also operates IdleKit, a technology platform that enables creators to build and deliver mobile gaming experiences. Revenue is generated through in-app purchases and advertising, with the company recently pivoting to direct-to-consumer payment options to reduce platform fees. East Side Games operates on a remote-first basis with approximately 125 employees.

Differentiator

Problem solved

Functional benefit

Products and services

• Squishmallows Match Match-3 mobile game for iOS and Android featuring the Squishmallows collectible plush brand, allowing players to engage with popular characters from the Jazwares-owned IP in a free-to-play puzzle format.
• RuPaul's Drag Race Match Queen Match puzzle mobile game for iOS and Android featuring the RuPaul's Drag Race franchise IP, bringing drag culture-themed gameplay to mobile devices.
• Doctor Who: Lost in Time Idle mobile game for iOS and Android developed with BBC Studios where players act as the Doctor to explore space and time, visiting classic Doctor Who locations while collecting energy to save the universe.
• Power Rangers: Mighty Force Match mobile game for iOS and Android featuring the Power Rangers IP, part of East Side Games' licensed match-genre portfolio.
• RuPaul's Drag Race Superstar Mobile game for iOS and Android featuring the RuPaul's Drag Race IP, developed in partnership with Night Garden Studio and World of Wonder Productions. Won NYX Game Awards Gold in the Mobile Game – Simulation category.
• Star Trek: Lower Decks — The Badgey Directive Mobile game for iOS and Android released in partnership with Paramount Consumer Products, featuring Star Trek: Lower Decks storyline and characters.
• Cheech & Chong's Kush Kingdom Match-2 mobile game for iOS and Android featuring Cheech & Chong's cannabis-themed IP.
• Trailer Park Boys: Greasy Money Idle mobile game for iOS and Android featuring characters from the Canadian TV series Trailer Park Boys, with companion web store TPB Game Store for direct-to-consumer payment processing.
• The Office: Somehow We Manage Free-to-play idle mobile game for iOS and Android inspired by NBC's Emmy Award-winning comedy series The Office, developed in collaboration with Universal Games and Digital Platforms, where players engage with Dunder Mifflin and the Scranton branch characters.
• AEW: Rise to the Top Idle sports mobile game for iOS and Android featuring the All Elite Wrestling (AEW) roster, allowing players to go on tour, unlock wrestlers, and engage in various match types.
• Milk Farm Tycoon Idle tycoon mobile game for iOS and Android where players manage a milk farm, hire workers, and produce dairy products including milk, butter, cheese, chocolate milk, latte cream, ice cream, and protein powder.
• Dragon Up Idle Adventure Idle adventure mobile game for iOS and Android featuring dragon breeding, hatching, and collection mechanics where players send dragons on trips to collect treasure and earn rewards.
• The Goldbergs: Back to the 80s Idle mobile game for iOS and Android based on the hit ABC comedy series The Goldbergs from Sony Pictures Television, set in the 1980s.
• Dragon Up (Netflix Exclusive) Premium version of the Dragon Up narrative-driven idle game released exclusively on the Netflix platform in May 2022, offered to Netflix subscribers.
• Funko Pop! Blitz Free-to-play mobile game featuring Funko pop culture brand IP, with rights acquired from N3TWORK Inc. for mobile game publishing on iOS and Android.
• ARCHER: DANGER PHONE Mobile game for iOS and Android based on FX Networks' Emmy Award-winning animated series Archer, developed in collaboration with FX Networks, 20th Century Studios Games, and Truly Social Games.
• IdleKit Proprietary technology kit/platform from East Side Games providing proven development frameworks and tech kits that enable creators to deliver mobile gaming experiences efficiently.

Named customers9 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

15 partnerships are on record, tiered core and minor.

• JazwarescoreOEM/ Whitelabel/ Licensing Partner · 1 January 2023East Side Games Group partnered with Jazwares to develop a mobile game based on the Squishmallows brand. Squishmallows has sold over 200 million units and features in over 55 countries. The partnership enables the brand's entry into mobile gaming with new and iconic characters.
• NetflixcoreChannel Partner/ Reseller/ Distributor · 1 January 2022Dragon Up mobile game released exclusively on Netflix platform as a premium version of the narrative-driven idle game, marking a strategic distribution partnership with the streaming giant.
• Paramount Consumer ProductscoreOEM/ Whitelabel/ Licensing Partner · 1 January 2022Multi-year partnership for worldwide release of Star Trek: Lower Decks-themed mobile game on iOS and Android, including characters and storylines from the popular animated series.
• BBC StudioscoreOEM/ Whitelabel/ Licensing PartnerPartnership for Doctor Who: Lost In Time mobile game where players explore space and time as the Doctor, collecting energy to save the universe while visiting classic locations from the franchise.
• Universal Games and Digital PlatformscoreOEM/ Whitelabel/ Licensing PartnerCollaboration for The Office: Somehow We Manage mobile game, inspired by NBC's Emmy award-winning comedy series. Game allows players to engage with Dunder Mifflin and Scranton branch characters.
• World of Wonder Productions Inc.coreOEM/ Whitelabel/ Licensing PartnerPartnership with Night Garden Studio to bring RuPaul's Drag Race Superstar to Android and iOS, resulting in award-winning mobile game that gained RuPaul's social media endorsement.
• FunkominorOEM/ Whitelabel/ Licensing PartnerEast Side Games Group acquired all of N3TWORK Inc.'s interest in Funko Pop! Blitz mobile game and related assets. Free-to-play mobile game rights with Funko, a leading pop culture lifestyle brand.
• Night Garden StudiocoreStrategic or Co-development PartnerCo-development partner for RuPaul's Drag Race Superstar mobile game alongside World of Wonder Productions.
• Trailer Park BoyscoreOEM/ Whitelabel/ Licensing PartnerLong-running IP partnership for Trailer Park Boys: Greasy Money mobile game, described as most Canadian collaboration ever. Game has maintained strong player engagement with over 200 seasons of content.
• Sony Pictures Television (The Goldbergs)minorOEM/ Whitelabel/ Licensing PartnerPartnership for The Goldbergs: Back to the 80s idle game based on hit ABC comedy series.
• FX Networks / 20th Century Studios GamesminorOEM/ Whitelabel/ Licensing PartnerPartnership for ARCHER: DANGER PHONE mobile game based on Emmy Award-winning animated series Archer, in collaboration with Truly Social Games.
• Vancouver Film School, Blackbird Interactive, Timbre GamesminorStrategic or Co-development PartnerPartnership for 2022 Indigenous Scholarship in Video Games valued at over US$200,000, including mentorship and paid internship.
• WISH Drop-In Centre SocietyminorOthersCharitable partnership supporting Vancouver's street-based sex workers through Scotiabank Charity Challenge, raising $25,005 for participant program delivery.
• Vancouver Climate PledgeminorOthersOne of 10 companies supporting Vancouver Climate Pledge focused on reducing carbon footprints and keeping planet healthy for future generations.
• Ancient Forest AllianceminorOthersEnvironmental partnership to protect BC's old-growth forests and bald eagle habitat, including integration of eagles into ESG games.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Scopely: Mobile-first game publisher built around licensed IP (Marvel Strike Force, Star Trek Fleet Command, WWE). Most directly comparable to ESG in business model, target audience, and licensed-IP strategy.
• Jam City: Mobile game publisher focused on licensed IP (Harry Potter: Hogwarts Mystery, Disney Frozen). Highly comparable on IP-driven casual mobile publishing and similar scale band.
• Rovio Entertainment: Mobile game developer/publisher behind Angry Birds and Angry Birds 2; comparable as a mid-sized licensed-IP mobile studio with idle/match mechanics, now owned by Sega.
• Outfit7: Mobile studio behind Talking Tom Gold Run and other casual idle titles. Comparable in casual idle gameplay focus and IP-led mobile publishing at similar scale.
• N3TWORK: Mobile game publisher/developer and creator of the Funko Pop! Blitz title ESG acquired in 2022. Directly comparable as a mid-sized licensed-IP mobile studio.
• Ludia: Montreal-based mobile developer behind Jurassic World Alive and similar licensed-IP titles. Comparable on IP-driven mobile game development at similar size band.
• Wooga: Berlin-based mobile game developer specializing in story-led casual and hidden-object titles (June's Journey). Comparable as a mid-sized free-to-play mobile studio with strong narrative design capabilities similar to ESG's idle/narrative strengths.

Broad incumbents

• Zynga: Largest pure-play mobile/social publisher (Words With Friends, CSR Racing). Now under Take-Two; competes broadly in casual free-to-play mobile with idle and match-3 mechanics overlapping ESG's portfolio.
• Playtika: Public mobile gaming operator specializing in casual and casino-style titles with heavy live-ops and UA. Closely comparable to ESG on free-to-play monetization mechanics and live-ops tooling.
• King Digital Entertainment: Owner of Candy Crush and dominant match-3 mobile franchise under Activision Blizzard. Overlaps ESG's match-genre titles (Squishmallows Match, RuPaul's Drag Race Match Queen) in mechanics and target audience.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/eastsidegames
• YouTubeyoutube.com/user/EastSideGames
• Facebookfacebook.com/eastsidegames
• LinkedInlinkedin.com/company/east-side-games
• Instagraminstagram.com/eastsidegamestudio
• TikToktiktok.com/@eastsidegames

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about East Side Games