NaturalMotion
NaturalMotion is a London-based mobile and cross-platform game studio, owned by Zynga (a Take-Two Interactive subsidiary), that develops free-to-play franchise titles — including CSR Racing 2, Dawn of Titans, Star Wars: Hunters and Borderlands Mobile — for mass-market global gaming audiences using proprietary Morpheme animation technology.
- Company typePrivate
- Founded2001
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingSoftware
What NaturalMotion does
NaturalMotion Games Ltd. is a London-headquartered mobile game developer, founded in 2001, that has operated as a wholly-owned subsidiary of Zynga Inc. since February 2014 (when Zynga acquired it for $527 million), and as part of Take-Two Interactive since Take-Two's 2022 acquisition of Zynga. The studio's core product portfolio spans three active franchises: CSR Racing 2 (a hyper-real drag racing game with over 50 officially licensed supercars from manufacturers such as Ferrari, McLaren, Bugatti, Lamborghini, Pagani and Koenigsegg, #1 top-grossing racing game in 50+ countries with 1M+ five-star reviews), Dawn of Titans (a console-quality 3D action-strategy MMO with named Titans such as THOR, ZEUS and OSIRIS), and Star Wars: Hunters (an arena combat game developed under license from Lucasfilm, released on iPhone, Android and Nintendo Switch in June 2024). A new Borderlands Mobile title with creative guidance from Gearbox launched as a limited-time iOS test in the US in April 2026, with CSR 3 and an unannounced project in active development.
The studio's technical foundation centers on Morpheme, a proprietary run-time animation engine launched in February 2007 that was the industry's first graphically authorable animation engine and remains widely used across console and PC development. NaturalMotion pairs this with next-generation mobile 3D rendering techniques designed to deliver console-quality visuals on iOS and Android devices. Development is consolidated at the London studio in Covent Garden, with additional UK operations spanning Brighton and Birmingham.
NaturalMotion monetizes exclusively through a free-to-play model with in-app purchases across iOS and Android app stores (and Nintendo Switch for Star Wars: Hunters), targeting mass-market mobile and console gamers — primarily racing enthusiasts (primary segment) and strategy/action game players — with daily content updates, live events, real-time multiplayer, and licensed IP integration. Title-level engagement has been substantial: CSR 2 and the CSR franchise, Clumsy Ninja (10M+ downloads in its first week, November 2013), Backbreaker (7M+ downloads), and the broader Zynga portfolio of 6 billion+ downloads across 175+ countries collectively anchor the studio's distribution and live-ops economics.
NaturalMotion firmographics
Firmographics- Name
- NaturalMotion
- Legal name
- NaturalMotion Games Ltd.
- Website
- https://naturalmotion.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- NaturalMotion is a London-based mobile and cross-platform game studio, owned by Zynga (a Take-Two Interactive subsidiary), that develops free-to-play franchise titles — including CSR Racing 2, Dawn of Titans, Star Wars: Hunters and Borderlands Mobile — for mass-market global gaming audiences using proprietary Morpheme animation technology.
- Ownership category
- akta.pro rank
NaturalMotion industry classification
Industry- Product category
- Mobile Games
- NAICS
- Software Publishers (5132)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Social/UGC & Sandbox Game Studios (Roblox-like) (MPAFAAAF)
- akta.pro secondary industry
- Game Engine & Creation Platforms (UGC/Modding) (BPAMAKAE)
Keywords
Where NaturalMotion is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
NaturalMotion business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Free-to-Play Mobile Gaming with In-App Purchases: NaturalMotion develops free-to-play mobile games (CSR Racing, CSR Racing 2, Dawn of Titans, Star Wars: Hunters) that monetize through in-app purchases. Players download games for free and purchase virtual goods, upgrades, and premium content.
- Borderlands Mobile Game: New free-to-play Borderlands mobile game launched as limited-time test by Zynga/NaturalMotion studio with creative guidance from Gearbox.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free-to-play with in-app purchases |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
NaturalMotion product offering
Product offeringCore offering
NaturalMotion develops and publishes free-to-play social mobile games for iOS, Android and Nintendo Switch, including the CSR Racing franchise (drag racing with officially licensed supercars), Dawn of Titans (action strategy MMO), and Star Wars: Hunters (arena combat). The studio also operates Access All Areas, a web-based virtual studio platform for career discovery in gaming. Revenue is generated primarily through in-app purchases.
Product overview
NaturalMotion is a mobile game developer operating as part of Zynga (a wholly-owned subsidiary of Take-Two Interactive). Their portfolio includes three core active games: CSR Racing 2 (hyper-real drag racing), Dawn of Titans (3D action strategy with Titans), and Star Wars: Hunters (Nintendo Switch/mobile arena combat). Currently developing CSR 3 as the next chapter in their racing legacy. They offer early career talent programs through internships and graduate rotations, and operate Access All Areas, a virtual studio platform for career discovery. The company is headquartered in London with additional UK studios.
Differentiator
Problem solved
Functional benefit
Brands
- CSR Racing Franchise: Award-winning drag racing game series including CSR Racing, CSR Racing 2, and upcoming CSR 3
- CSR 2
- Dawn of Titans
- Star Wars: Hunters
- Access All Areas
Products and services
- CSR Racing 2 Hyper-real drag racing game for iOS and Android featuring over 50 officially licensed supercars from manufacturers including Ferrari, McLaren, Bugatti, Lamborghini, Pagani and Koenigsegg, with real-time multiplayer racing, crew battles, car customisation and tuning. Targets mobile racing game enthusiasts.
- Dawn of Titans Action strategy mobile game featuring console-quality 3D graphics where players control epic Titans (THOR, ZEUS, OSIRIS) and massive armies in fantasy PVP warfare, including Alliance War, Raid Boss, Conquest and Assault modes. Targets mobile strategy/MMO players.
- Star Wars: Hunters Arena combat game released for iPhone, Android and Nintendo Switch in collaboration with Lucasfilm, where players compete as characters from the Star Wars universe in free-to-play arena battles.
- Borderlands Mobile New free-to-play Borderlands mobile game developed by NaturalMotion with creative guidance from Gearbox, featuring Borderlands franchise classes, loot-based endgames and character customisation. Currently available as a limited-time test on iOS in the US market.
- Access All Areas Web-based 360-degree virtual studio launched December 2022 that provides an interactive environment for parents, children and educators to explore game development careers, studio operations and educational pathways. Supported by Zynga's social impact fund.
Quantifiable outcome
- Over 6 billion game downloads across Zynga portfolio
- +4 more outcomes
Companies that use NaturalMotion
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
NaturalMotion technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
NaturalMotion partnerships and signals
Strategic signalPartnerships
26 partnerships are on record, tiered core and minor.
- Gearbox EntertainmentcoreGearbox provided creative guidance for the new Borderlands mobile game developed by NaturalMotion. This marks the Borderlands franchise's debut on mobile platforms, with Zynga stating the goal is to introduce Borderlands to new audiences.
- Take-Two InteractivecoreTake-Two completed its acquisition of Zynga in 2022, combining Zynga's expertise in mobile with Take-Two's best-in-class capabilities and intellectual property to advance the mission to connect the world through games.
- Women in GamesminorNaturalMotion became a Women in Games Corporate Ambassador in 2021. The program consists of a worldwide network of studios, companies & organisations aligned and engaged with the WiG agenda to support, empower and celebrate female talent in the games industry.
- RaiseTheGameminorNaturalMotion joined the #RaiseTheGame Pledge in 2020, designed to inspire meaningful, cultural and behavioural change in all games businesses, companies and organisations regarding equity, diversity and inclusivity.
- ZyngacoreZynga acquired NaturalMotion for $527 million in February 2014 to provide next-generation technology and tools, expanding Zynga's creative pipeline and accelerating planned mobile growth. NaturalMotion is now part of Zynga, a global leader in interactive entertainment and wholly-owned subsidiary of Take-Two Interactive.
- FerraricoreProduced under licence from Ferrari Spa. FERRARI, the PRANCING HORSE device, all associated logos and distinctive designs are property of Ferrari Spa. Used in CSR Racing 2 game.
- McLaren AutomotivecoreManufactured under licence from McLaren Automotive Limited. McLaren and Senna trademarks used in CSR Racing 2 vehicles.
- Bugatti InternationalcoreOfficially licensed by Bugatti International S.A. for use in CSR Racing 2 game.
- LamborghinicoreThe trademarks, copyrights and design rights in and associated with Lamborghini, Lamborghini with Bull and Shield device are used under licence from Automobili Lamborghini S.p.A. for CSR Racing 2.
- Pagani AutomobilicoreThe Trademarks Pagani and Pagani Automobili and Huayra and Zonda are used under license from Horacio Pagani S.p.A. in CSR Racing 2.
- KoenigseggcoreLicensed for use in CSR Racing 2 game featuring vehicles from Koenigsegg.
- Porsche AGcorePorsche AG trademarks, designs, copyrights and/or other intellectual property rights are used under license in CSR Racing 2.
- Mercedes-Benz GroupcoreMercedes-Benz and Three pointed star in a ring are intellectual property of Mercedes-Benz Group AG used by NaturalMotion Games Ltd under license in CSR Racing 2.
- National Football League (NFL)coreNFL Rivals game released in August 2011 featuring all 32 NFL teams on iOS. NFL Rivals was one of NaturalMotion's early mobile titles.
- LucasfilmcoreStar Wars: Hunters developed by NaturalMotion under license from Lucasfilm. Star Wars: Hunters released worldwide in June 2024 on iPhone, Android and Nintendo Switch.
- Universal City Studios (Fast & Furious)minorFast & Furious Franchise licensed for use in CSR Racing 2. The driving sequences were filmed with professional stunt drivers under carefully-controlled conditions for entertainment purposes.
- Bentley MotorsminorProduced under licence of Bentley Motors Limited. Bentley, the B in wings device and other associated logos and names are trademarks of Bentley Motors Limited.
- BMW AGminorThe BMW logo, the BMW word mark and the BMW model designation are trademarks of BMW AG and are used under License in CSR Racing 2.
- Aston MartinminorAston Martin, the Aston Martin wings logo, and all related trade marks are owned, licensed and/or used by Aston Martin for CSR Racing 2.
- Honda Motor Co.minorHONDA OFFICIAL LICENSED PRODUCT. Designed, manufactured, and distributed by or for NaturalMotion Games Limited. Intellectual property of Honda Motor Co., Ltd. used under license.
- Toyota Motor CorporationminorTOYOTA and all other associated marks, emblems, and designs are intellectual property rights of Toyota Motor Corporation and used with permission in CSR Racing 2.
- Ford Motor CompanyminorFord Motor Company Trademarks and Trade Dress used under license to NaturalMotion Games Ltd. Includes COBRA and SHELBY licensed vehicles.
- Noble AutomotiveminorNoble Automotive Limited vehicle and marks used under license in CSR Racing 2.
- Rimac AutomobiliminorRimac Automobili trademarks, designs, copyrights and/or other intellectual property rights are used under license in CSR Racing 2.
- Zenvo AutomotiveminorZenvo vehicles and marks used under license from Zenvo Automotive A/S in CSR Racing 2.
- INDYCARminorManufactured under license from INDYCAR and Brickyard Trademarks, Inc. in CSR Racing 2.
Scale indicators9 records
Recent moves8 records
Expansion highlights5 records
NaturalMotion competitors and assessment
Company assessmentDirect peers
- King: King (Candy Crush maker) is a direct mobile F2P peer developing top-grossing, graphically polished titles on iOS and Android with heavy in-app purchase models — structurally identical to NaturalMotion's CSR Racing 2 and Star Wars: Hunters playbooks.
- Supercell: Supercell (Clash of Clans, Brawl Stars) is a direct mobile F2P peer that builds top-grossing multiplayer games globally and is comparable in studio scale and live-ops maturity to NaturalMotion's London operation.
- Rovio Entertainment: Rovio (Angry Birds) is a direct mobile F2P peer that monetizes through licensed franchise extensions and in-app purchases, with comparable studio scale and historic IP-licensing playbook to NaturalMotion's CSR and Star Wars tie-ins.
- Scopely: Scopely (Monopoly Go, Stumble Guys, Marvel Strike Force) is a direct mobile F2P peer building top-grossing licensed and original IP titles — closely paralleling NaturalMotion's mix of Star Wars, Borderlands, and original CSR franchise work.
- Jam City: Jam City develops top-grossing mobile F2P games including Disney and Harry Potter licensed titles, comparable to NaturalMotion's model of building console-quality mobile games around major third-party IP licenses.
- Playrix: Playrix (Homescapes, Township) is a direct mobile F2P peer focused on top-grossing puzzle and casual titles — relevant for comparing mid-size mobile studios with similar monetization mechanics to NaturalMotion.
- Miniclip: Miniclip is a direct mobile F2P peer (8 Ball Pool, mobile sports titles) with a Zurich/European footprint similar to NaturalMotion's London base and licensed-IP portfolio expansion model.
- Kabam: Kabam develops mobile F2P titles around Marvel and other major licensed IPs; comparable in building top-grossing licensed franchise mobile games using high-fidelity 3D rendering similar to NaturalMotion's approach.
Broad incumbents
- Glu Mobile (EA Mobile): Glu Mobile, folded into EA Mobile, is a broad incumbent in mobile F2P gaming (formerly including racing titles like CSR's direct rivals); comparable as a mobile racing/sports F2P peer inside a much larger publisher group.
- Zynga (parent studio portfolio): Zynga is NaturalMotion's parent and operates multiple mobile F2P studios (FarmVille, Toon Blast, Empires & Puzzles) across 175+ countries, with a combined 6B+ downloads — directly comparable as the broader group for studio-level benchmarking.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks4 records
Key highlights6 records
Customer concentration
NaturalMotion social profiles
Digital presenceNaturalMotion financial estimates
Financial estimateRevenue estimate
Valuation estimate
NaturalMotion leadership team
Management profileNumber of profiles
Profiles5 records
NaturalMotion funding detail
Funding detailFunding overview
Funding rounds6 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NaturalMotion M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NaturalMotion
What does NaturalMotion do?
NaturalMotion develops and publishes free-to-play social mobile games for iOS, Android and Nintendo Switch, including the CSR Racing franchise (drag racing with officially licensed supercars), Dawn of Titans (action strategy MMO), and Star Wars: Hunters (arena combat). The studio also operates Access All Areas, a web-based virtual studio platform for career discovery in gaming. Revenue is generated primarily through in-app purchases.
Is NaturalMotion a public or private company?
NaturalMotion is a private company. It is classified as corporate owned and is currently operating.
When was NaturalMotion founded?
NaturalMotion was founded in 2001. It employs 101 to 250 people.
Where is NaturalMotion based?
NaturalMotion is headquartered in London, United Kingdom, in the Europe region.
How does NaturalMotion make money?
Two revenue lines are on record. Free-to-Play Mobile Gaming with In-App Purchases are the primary driver. The others are borderlands Mobile Game.
Who are NaturalMotion's main competitors?
Direct peers on record are King, Supercell, Rovio Entertainment, Scopely, Jam City, Playrix, Miniclip and Kabam. Broad incumbents are Glu Mobile (EA Mobile) and Zynga (parent studio portfolio).
Does NaturalMotion have an API?
No public API is recorded for NaturalMotion.
What industry is NaturalMotion in?
NaturalMotion's product category is Mobile Games. Its primary akta.pro industry code is MPAFAAAF, Social/UGC & Sandbox Game Studios (Roblox-like), with a secondary code of BPAMAKAE, Game Engine & Creation Platforms (UGC/Modding). Its NAICS code is 5132 and its SIC code is 7900.