Miniclip

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.

Name

Miniclip

Legal name

Miniclip SA

Website

https://miniclip.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1,001–5,000 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

Product category

Mobile Gaming

NAICS

Software Publishers (5132), Software Publishers (513210)

SIC

Services-Computer Programming Services (7371)

akta.pro industry

PRIMARYMPAFAAAB

Mobile & F2P Game Studios

Media, Entertainment & Sports/Gaming & Interactive Entertainment (Video Games, Esports)/Game Development Studios (PC/Console/Mobile)

SECONDARYMPAFAAAG

Casual/Hypercasual Game Studios

Media, Entertainment & Sports/Gaming & Interactive Entertainment (Video Games, Esports)/Game Development Studios (PC/Console/Mobile)

SECONDARYBPAMAKAB

Mobile Game Publishing & App Game Stores

Business & Public Services/Web, Mobile & Digital Platforms/Gaming Platforms & Digital Worlds

Keywords

• Mobile game publishing
• Multiplayer mobile games
• Casual puzzle games
• Free-to-play gaming
• Mobile game development

Headquarters

HQ city

Neuchâtel

HQ country

Switzerland

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion1 record

Distribution channels7 records

Marketing channels14 records

Core 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

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration23 records

AI capability5 records

Feature5 records

Partnerships

13 partnerships are on record, tiered core and flagship.

• Embracer GroupcoreStrategic or Co-development PartnerEmbracer 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)flagshipStrategic or Co-development PartnerSYBO 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.
• FuturLabcoreStrategic or Co-development PartnerFuturLab 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)coreStrategic or Co-development PartnerLessmore, maker of the hit casual titles Eatventure and We Are Warriors, joined Miniclip to expand the company's presence into new casual game categories.
• EasybrainflagshipStrategic or Co-development PartnerEasybrain 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)coreTechnology or IntegrationApple 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)coreTechnology or IntegrationApple 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)coreTechnology or IntegrationGoogle 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)coreTechnology or IntegrationMeta 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)coreTechnology or IntegrationAWS provides cloud infrastructure and data storage services relied upon by Miniclip across its games portfolio (US-based data centers).
• ZendeskcoreTechnology or IntegrationZendesk hosts Miniclip's customer support ticketing infrastructure and privacy request workflows, processing support requests and data subject requests globally.
• Adjust (Adjust GmbH)coreTechnology or IntegrationAdjust (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

Direct 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

• Xx.com/miniclip
• GitHubgithub.com/miniclip
• YouTubeyoutube.com/user/miniclip
• Facebookfacebook.com/Miniclip
• LinkedInlinkedin.com/company/miniclip
• Instagraminstagram.com/miniclip

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

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

M&A9 records

Investments5 records

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

Frequently asked questions about Miniclip