Miniclip
Miniclip is a Tencent-owned Swiss mobile game publisher and developer operating 22 studios across 15 countries, reaching 450 million monthly active users across 60+ free-to-play multiplayer games spanning sports, puzzle, and casual genres.
- Company typePrivate
- Founded2001
- HeadquartersNeuchâtel, Switzerland
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingSoftware
What Miniclip does
Miniclip is a Swiss-incorporated (Neuchâtel) digital games developer, publisher, and distributor founded in 2001 and operating as a wholly-owned subsidiary of Tencent. The company develops, publishes, and distributes free-to-play multiplayer mobile and web games across 22 studios in 15 countries, reaching over 450 million monthly active users and 70 million daily active users across 195 countries, with cumulative downloads exceeding 10.5 billion. Its portfolio includes evergreen flagship franchises — 8 Ball Pool (15M DAU after 13 years), Subway Surfers (acquired via SYBO; 4B+ downloads), Agar.io, Golf Battle, Football Strike, Mini Football, Online Soccer Manager, and Easybrain's puzzle titles (Sudoku.com, Pixel Art, Blockudoku) — spanning sports simulation, casual puzzle, arcade, action, and endless-runner genres. Distribution is layered across Apple App Store, Google Play, Amazon Appstore, Facebook Games, and Apple Arcade; recent moves include the April 2024 acquisition of FuturLab (PowerWash Simulator) and the $1.2 billion Easybrain deal announced November 2024 and closed in early 2025.
The underlying technology stack combines native iOS/Android development, Unity, and C++ on the client side, with .NET Core microservices orchestrated on Kubernetes, RabbitMQ for inter-service messaging, and Google BigQuery for analytics on the backend — supporting millions of concurrent users in titles such as OSM. Revenue is generated through four streams: in-game advertising (via a broad network including AppLovin, Google, Meta, Unity Ads, ironSource, Vungle, and dozens more), Virtual Item sales (Coins, cosmetics, loot boxes) processed through Apple, Google, Amazon, Facebook, and Xsolla, recurring Subscriptions (premium content and "remove ads"), and B2B Publishing and co-development services for third-party mobile game studios. The B2B publishing motion is itself a structural moat: Miniclip's internal cross-promotion network spans 70M+ DAU across 60+ titles, giving partner studios a low-cost UA advantage unavailable to standalone competitors. The company is privately held with no public ticker, headquartered in Switzerland with a UK legal entity, and employs 501-1,000 people across engineering, product, data, and live-ops functions.
Miniclip firmographics
Firmographics- Name
- Miniclip
- Legal name
- Miniclip SA
- Website
- https://miniclip.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Miniclip is a Tencent-owned Swiss mobile game publisher and developer operating 22 studios across 15 countries, reaching 450 million monthly active users across 60+ free-to-play multiplayer games spanning sports, puzzle, and casual genres.
- Ownership category
- akta.pro rank
Miniclip industry classification
Industry- Product category
- Mobile Gaming
- NAICS
- Software Publishers (5132), Software Publishers (513210)
- SIC
- Services-Computer Programming Services (7371)
- akta.pro primary industry
- Mobile & F2P Game Studios (MPAFAAAB)
- akta.pro secondary industries
- Casual/Hypercasual Game Studios (MPAFAAAG), Mobile Game Publishing & App Game Stores (BPAMAKAB)
Keywords
Where Miniclip is headquartered
LocationHeadquarters
- HQ city
- Neuchâtel
- HQ country
- Switzerland
- HQ region
- Europe
Offices7 records
Markets served
Miniclip business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- In-game advertising: Ad-supported free games: Miniclip shows third-party ads (including rewarded video) in its mobile games and across web properties (8ballpool.com advertising managed by Playwire LLC). Personalized ads via integrations with AppLovin, Google/Meta, Unity Ads, ironSource, Vungle, and dozens of other ad partners.
- Virtual Items (in-app purchases): Sale of in-game Virtual Items (currencies/Coins, cosmetics, skins, unlockables, loot boxes) via Apple App Store, Google Play, Amazon Appstore, Facebook, and Xsolla. Players receive a limited personal revocable licence; all purchases are non-refundable.
- Recurring Subscriptions: Auto-renewing Subscriptions offering premium content, Virtual Item bundles, and 'remove ads' options; subscription fees handled via Apple App Store, Google Play, and Amazon, with possible trial periods.
- Publishing and co-development services: B2B publishing and co-development for external game studios: revenue share via user acquisition scaling, cross-promotion, and 360° product support including advertising and IAP economy optimization.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free-to-play mobile and web games |
| Transaction based/ take rate | Pay-as-you-go | Virtual Items (Coins, cosmetics, loot boxes) purchased with real money |
| Subscription | Monthly | Recurring Subscriptions (premium content, 'remove ads') |
| Other | Pay-as-you-go | Webmaster Game embedding licence |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels14 records
Miniclip product offering
Product offeringCore offering
Miniclip develops, publishes, and distributes free-to-play multiplayer mobile games across iOS, Android, and web platforms, generating revenue through in-game advertising, virtual items/in-app purchases, and recurring subscriptions (including 'remove ads' options). Flagship franchises include 8 Ball Pool (15M DAU), Subway Surfers (4B+ downloads), Agar.io, Golf Battle, Football Strike, Soccer Stars, Carrom Pool, and Online Soccer Manager. The company also operates the Miniclip Publishing Platform offering user acquisition, cross-promotion, and 360° publishing/co-development services to third-party mobile game studios via its 70M+ DAU cross-promotion network.
Product overview
Miniclip operates a multi-product mobile gaming portfolio rather than a single unified application, with flagship franchises including 8 Ball Pool (the world's #1 pool game with 15 million DAU), Subway Surfers (over 4 billion downloads, acquired via SYBO), Agar.io, Golf Battle, Football Strike, Carrom Pool, and Online Soccer Manager — collectively generating more than 10.5 billion downloads. The portfolio is extended through acquired studios' titles such as Easybrain's Sudoku.com, Pixel Art and Blockudoku, Lessmore's Eatventure and We Are Warriors, and FuturLab's PowerWash Simulator, alongside published casual hits like Triple Match 3D and Puzzle Page. Underpinning this portfolio are the Miniclip Publishing Platform (offering User Acquisition, Cross Promotion across a 70 million DAU network, and 360° Support to third-party studios) and the Webmaster Games program for website embedding. Distribution is layered across the App Store, Google Play, Amazon Appstore, Facebook, and the Apple Arcade subscription platform (where Mini Football Legends launched in June 2026), with revenue generated through in-app purchases, subscriptions, virtual items, and integrated advertising from a broad network of ad partners.
Differentiator
Problem solved
Functional benefit
Products and services
- 8 Ball Pool Miniclip's flagship multiplayer pool game and the world's #1 pool title, offering 1-on-1 matches, tournaments, Pool Coins, customizable cues and cloths across mobile (iOS/Android) and web (8ballpool.com). Reaches 15 million daily active users.
- Subway Surfers One of the most successful endless runner games globally with over 4 billion downloads; joined Miniclip via the SYBO acquisition. Players help Jake and friends escape a grumpy guard.
- Agar.io Browser and mobile multiplayer game where players control cells, eat others, and try to become the biggest cell. Available on web and mobile.
- Mini Football Wild arcade-style multiplayer football game featuring World Cup-themed content and online multiplayer modes; one of Miniclip's headline football franchises.
- Football Strike Free-kick face-off multiplayer football game where players compete to make a name as the best free-kick taker.
- Carrom Pool Easy-to-play multiplayer board game adaptation of Carrom with online matches and tournaments.
- Soccer Stars Easy-to-play multiplayer skill-shot soccer game where players compete to take the cup home.
- Basketball Stars Multiplayer mobile basketball game featuring dribbling, shooting, and competitive matches.
- Head Ball 2 Multiplayer head-soccer style game where players use their character to score and become champion.
- Online Soccer Manager (OSM) Football management simulation where players start a manager career by signing a contract at a favorite football club; backed by .NET Core microservices architecture supporting millions of concurrent users.
- Golf Battle Innovative real-time 6-player multiplayer golf game where players beat opponents head-to-head.
- Ultimate Golf Real-time multiplayer golf game optimized for quick matchmaking and fast play.
- Pure Sniper 3D first-person sniper action game with realistic shooting gameplay.
- Sniper Strike Tactical sniper game where players intercept, eliminate, and extract targets.
- Mini Militia Cartoon-themed 2D multiplayer combat game supporting up to 6 players online.
- Motorsport Manager Online Mobile adaptation of the acclaimed Motorsport Manager race strategy game with online competition.
- Darts of Fury
Quantifiable outcome
- Over 450 million monthly and 70 million daily active users
- +5 more outcomes
Companies that use Miniclip
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Miniclip technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration23 records
AI capability5 records
Feature5 records
Miniclip partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and flagship.
- Embracer GroupcoreEmbracer divested its mobile developer Easybrain to Miniclip in a $1.2 billion cash deal announced November 14, 2024, expected to close in early 2025. The transaction strengthens Embracer's balance sheet following recent restructuring and adds Easybrain's puzzle titles (Sudoku.com, Pixel Art, Blockudoku) to Miniclip's portfolio.
- SYBO (Subway Surfers developer)flagshipSYBO and its mobile evergreen Subway Surfers joined the Miniclip family (officially announced on LinkedIn). Subway Surfers is described as the most downloaded mobile game on the planet with over 4 billion downloads.
- FuturLabcoreFuturLab joined the Miniclip Group in April 2024. The success of PowerWash (PowerWash Simulator) has propelled FuturLab into a genre-leading position, and the team is a welcome addition to Miniclip's growing group.
- Lessmore (Eatventure, We Are Warriors)coreLessmore, maker of the hit casual titles Eatventure and We Are Warriors, joined Miniclip to expand the company's presence into new casual game categories.
- EasybrainflagshipEasybrain joined Miniclip via the $1.2B Embracer divestiture, bringing top puzzle titles like Sudoku.com, Pixel Art, and Blockudoku into the Miniclip portfolio — marking a strategic expansion into the casual puzzle space.
- Apple (Apple Arcade)coreApple Arcade is a subscription distribution platform where Miniclip titles such as Mini Football Legends launched on June 4, 2026, expanding Apple's gaming subscription library toward ~250 titles.
- Apple (App Store + Apple Search Ads)coreApple is a primary distribution, in-app purchase, and user acquisition partner for Miniclip's mobile games via the App Store, Search Ads, and Apple's payment processing.
- Google (Google Play + Google Ads + AdMob)coreGoogle is a primary Android distribution partner (Google Play), payment processor for in-app purchases and Subscriptions, advertising partner (Google Ads/AdMob), and authentication provider for third-party login.
- Meta (Facebook / Instagram)coreMeta is an authentication partner (Facebook login), payment processor for in-app purchases in Facebook Games, and a major advertising/user acquisition partner for Miniclip's portfolio of titles.
- Amazon Web Services (AWS)coreAWS provides cloud infrastructure and data storage services relied upon by Miniclip across its games portfolio (US-based data centers).
- ZendeskcoreZendesk hosts Miniclip's customer support ticketing infrastructure and privacy request workflows, processing support requests and data subject requests globally.
- Adjust (Adjust GmbH)coreAdjust (Germany-based) is an analytics, segmentation and mobile measurement partner used by Miniclip to optimize in-game features, events and marketing campaigns.
- Optimove
Scale indicators10 records
Recent moves8 records
Expansion highlights6 records
Miniclip competitors and assessment
Company assessmentDirect peers
- Zynga: Zynga is one of the largest Western mobile social and casual game publishers (Words With Friends, FarmVille, CSR Racing). It is directly comparable to Miniclip in business model (F2P mobile + web, IAP and ads), cross-promotion flywheel, and Tencent strategic interest — Take-Two acquired Zynga for ~$12.7B in 2022.
- Rovio Entertainment: Rovio (Angry Birds franchise) is a Finnish mobile game developer/publisher acquired by Sega in 2023. Comparable to Miniclip in F2P mobile/IP-driven casual gaming with multi-platform distribution.
- Supercell: Supercell (Clash of Clans, Clash Royale, Brawl Stars) is a Tencent majority-owned mobile game studio, making it a direct comparable to Miniclip in parent ownership, F2P mobile genre leadership, and small-team high-revenue mobile model.
- Outfit7: Outfit7 (Talking Tom Gold Run, My Talking Tom Friends) is a Slovenia-based mobile casual game developer/publisher. Comparable to Miniclip's casual mobile portfolio targeting global mass-market consumers.
- Jam City: Jam City is a US-based mobile social and casual game developer/publisher (Cookie Jam, Disney Mirrorverse, Marvel Avengers Academy). Direct peer in mobile RPG/strategy/casual genres with cross-promotion and licensing-driven model.
- King: King, owned by Activision Blizzard (Microsoft), operates Candy Crush and other F2P mobile puzzle and casual games at massive scale. Comparable to Miniclip in evergreen mobile franchises, IAP-driven monetization, and reliance on Apple/Google distribution.
- Voodoo: Voodoo is a Paris-based leader in hypercasual mobile gaming with a massive publishing network. Comparable to Miniclip's mobile publishing and cross-promotion capabilities, though focused primarily on hypercasual rather than mid-core sports/puzzle.
- Playrix: Playrix is a private Russian-founded casual mobile game developer (Homescapes, Gardenscapes, Township) with comparable F2P puzzle/arcade portfolio and global distribution. Direct peer in casual mobile monetization at hundreds-of-millions MAU scale.
- Scopely: Scopely is a mobile-first game publisher behind Monopoly GO!, Stumble Guys, and Marvel Strike Force. Highly comparable to Miniclip's mobile publishing and live-ops model; acquired by Savvy Games Group for ~$4.9B in 2023.
Broad incumbents
- Electronic Arts (EA Mobile): EA Mobile (within Electronic Arts) operates F1 Mobile, Madden Mobile, FC Mobile, and The Sims Mobile. A broad incumbent mobile gaming peer with significantly larger overall corporate scale but overlapping mobile distribution, live-ops, and IAP mechanics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Miniclip social profiles
Digital presenceMiniclip compliance and trust
Trust signalCompliance4 records
Miniclip financial estimates
Financial estimateRevenue estimate
Valuation estimate
Miniclip leadership team
Management profileNumber of profiles
Profiles8 records
Miniclip subsidiaries and ownership
Company hierarchySubsidiaries5 records
Miniclip funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Miniclip M&A and investment
M&A and investmentM&A9 records
Investments5 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Miniclip
What does Miniclip do?
Miniclip develops, publishes, and distributes free-to-play multiplayer mobile games across iOS, Android, and web platforms, generating revenue through in-game advertising, virtual items/in-app purchases, and recurring subscriptions (including 'remove ads' options). Flagship franchises include 8 Ball Pool (15M DAU), Subway Surfers (4B+ downloads), Agar.io, Golf Battle, Football Strike, Soccer Stars, Carrom Pool, and Online Soccer Manager. The company also operates the Miniclip Publishing Platform offering user acquisition, cross-promotion, and 360° publishing/co-development services to third-party mobile game studios via its 70M+ DAU cross-promotion network.
Is Miniclip a public or private company?
Miniclip is a private company. It is classified as corporate owned and is currently operating.
When was Miniclip founded?
Miniclip was founded in 2001. It employs 501 to 1,000 people.
Where is Miniclip based?
Miniclip is headquartered in Neuchâtel, Switzerland, in the Europe region.
How does Miniclip make money?
Four revenue lines are on record. In-game advertising is the primary driver. The others are virtual Items (in-app purchases), recurring Subscriptions and publishing and co-development services.
Who are Miniclip's main competitors?
Direct peers on record are Zynga, Rovio Entertainment, Supercell, Outfit7, Jam City, King, Voodoo, Playrix and Scopely. Electronic Arts (EA Mobile) is listed as a broad incumbent.
Does Miniclip have an API?
No public API is recorded for Miniclip.
What industry is Miniclip in?
Miniclip's product category is Mobile Gaming. Its primary akta.pro industry code is MPAFAAAB, Mobile & F2P Game Studios, with a secondary code of MPAFAAAG, Casual/Hypercasual Game Studios. Its NAICS code is 5132 and its SIC code is 7371.