MYTONA
MYTONA is a privately held New Zealand-headquartered mobile game developer and publisher operating five free-to-play casual titles — including Cooking Diary and Seekers Notes — serving global mobile gamers through in-app purchases and advertising across major app stores.
- Company typePrivate
- Founded2012
- HeadquartersSingapore, Singapore
- Headcount251–500
- GTM typeB2C
- OfferingSoftware
What MYTONA does
MYTONA is a privately held mobile game developer and publisher headquartered in Auckland, New Zealand, operating since 2012 through a corporate parent (Mytona Limited) and wholly-owned subsidiaries across seven countries including Kazakhstan, Thailand, Armenia, Georgia, Serbia, and Singapore. The company develops and publishes five free-to-play mobile games targeting casual gamers globally: Cooking Diary (a restaurant management game), Seekers Notes (a hidden-object adventure), Ravenhill (a horror-adventure), OutFire, and Chef & Friends. Its technology stack is conventional mobile/web engineering — native iOS and Android apps, HTML5 web games built on PixiJS and AnimeJS, with backend infrastructure on AWS orchestrated via Kubernetes and Docker, and CI/CD pipelines using TeamCity/Jenkins with Terraform/Ansible for infrastructure-as-code.
MYTONA's business model is free-to-play mobile gaming with two primary revenue streams: in-app purchases of virtual currency (rubies, coins, points) and virtual goods, plus in-game advertising (rewarded ads for adults 18+, non-personalized ads for ages 13-17, no ads for users under 13). The company personalizes in-game offers based on player spending patterns, supported by user profiling. Distribution is global via major app stores — Apple App Store, Google Play, Microsoft Store, Amazon Appstore, Facebook marketplace, and Steam — with payment processing handled by platform providers under standard revenue-share arrangements. The company maintains compliance with privacy regimes including GDPR (EEA/UK), CCPA (US), LGPD (Brazil), PIPA (South Korea), APPI (Japan), and Indonesian data protection law, and has appointed jurisdictional representatives in the EEA, UK, and Turkey.
MYTONA's customer base is B2C — millions of individual mobile gamers seeking entertainment, time-management gameplay, and social interaction through in-game guilds and community features. The company employs community-led and product-led growth, maintaining active social media presence across 11+ platforms and operating automated content moderation systems for in-game social hubs. Customer support is delivered via Helpshift integration with 24/7 in-game chat and email channels. The company has 501-1,000 employees and operates without disclosed external investors or venture funding.
MYTONA firmographics
Firmographics- Name
- MYTONA
- Legal name
- Mytona Limited
- Website
- https://mytona.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- MYTONA is a privately held New Zealand-headquartered mobile game developer and publisher operating five free-to-play casual titles — including Cooking Diary and Seekers Notes — serving global mobile gamers through in-app purchases and advertising across major app stores.
- Ownership category
- akta.pro rank
MYTONA industry classification
Industry- Product category
- Mobile Games
- NAICS
- Software Publishers (5132)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Mobile Game Publishing & App Game Stores (BPAMAKAB)
- akta.pro secondary industry
- Mobile Game Stores & Alternative App Stores (MPAFACAD)
Keywords
Where MYTONA is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices7 records
Markets served
MYTONA business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- In-App Purchases (Virtual Goods): Players purchase virtual currency (rubies, coins, points) and virtual goods (abilities, items) using real money through in-app purchases. Virtual Goods can also be acquired using Virtual Currency. Purchases are processed through platform providers (Apple, Google, etc.) and are final with no refunds offered. The company uses profiling to create personalized in-game offers that may differ in composition and price based on user spending patterns.
- In-Game Advertising: The company displays advertisements within games, including rewarded ads (available only to users 18+), non-personalized ads for ages 13-17, and no ads for users under 13. Personalized advertising requires user consent via consent management platform and, on iOS, App Tracking Transparency prompt. Advertising identifiers are not collected for minors.
- Virtual Currency Sales: Primary revenue stream from selling virtual currency bundles to players. Prices are displayed in-game and vary by package. Currency can be used to purchase virtual goods and enhance gameplay experience.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Virtual Currency Packages |
| Unit Pricing | Pay-as-you-go | Virtual Goods |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels7 records
MYTONA product offering
Product offeringCore offering
MYTONA develops and publishes casual mobile games available globally on iOS, Android, Microsoft, Amazon, and Facebook platforms. Its flagship titles include Cooking Diary (a restaurant time-management game) and Seekers Notes (a hidden-object adventure game), alongside Ravenhill, OutFire, and Chef & Friends. The company monetizes through a free-to-play model with in-app purchases of virtual currency and goods, supplemented by in-game advertising.
Product overview
MYTONA is a mobile game developer and publisher offering a portfolio of casual gaming titles. The company's core products include Cooking Diary (a restaurant management game), Seekers Notes (a hidden-object adventure game), Ravenhill, OutFire, and Chef & Friends. These games share common features including social networking integration, in-app purchases with virtual currency and virtual goods, customer support via Helpshift, and cross-platform availability through major app stores (Apple App Store, Google Play, Microsoft Store, Amazon Appstore). The company operates primarily on a free-to-play model with monetization through in-app purchases.
Differentiator
Problem solved
Functional benefit
Brands
- Cooking Diary: Restaurant-themed mobile game published by Mytona
- Seekers Notes
- OutFire
- Ravenhill
- Chef & Friends
Products and services
- Cooking Diary A mobile restaurant management game where players run their own café, cook dishes, serve customers, decorate their restaurant, and engage in time-management challenges with social features.
- Seekers Notes A hidden-object adventure game where players explore a mysterious town, solve puzzles, and uncover secrets through narrative-driven gameplay.
- Ravenhill A mobile horror-themed adventure game with mystery and puzzle elements and story-driven gameplay.
- OutFire A mobile game title in MYTONA's portfolio.
- Chef & Friends A mobile cooking and restaurant management game with social and culinary gameplay elements.
Quantifiable outcome
- 349 player-initiated moderation reports processed within 24 hours
- +2 more outcomes
Companies that use MYTONA
Customer profileSegments2 records
Ideal customer profiles1 record
MYTONA technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration20 records
Feature9 records
MYTONA partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
MYTONA competitors and assessment
Company assessmentDirect peers
- Peak Games: Peak Games is a Turkish mobile gaming company (Toon Blast, Toy Blast) acquired by Zynga. It is highly comparable to MYTONA in scale, casual puzzle genre focus, and emerging-market team structure.
- Moon Active: Moon Active is a casual mobile gaming company behind Coin Master, one of the highest-grossing mobile games globally. It shares MYTONA's core model of free-to-play casual mobile games monetized via in-app purchases and advertising, with similar global distribution and international engineering teams.
- Wooga: Wooga is a Berlin-based developer of hidden-object puzzle games (June's Journey, Pearl's Peril), making it the closest direct peer to MYTONA's Seekers Notes. It competes in the same narrative-driven hidden-object subgenre with similar story-led gameplay and IAP mechanics.
- Playrix: Playrix is a leading casual mobile game developer and publisher (Homescapes, Gardenscapes, Township) with a similar time-management and puzzle gameplay focus. It is the closest direct comparable to MYTONA's Cooking Diary in genre, monetization model (IAP-driven free-to-play), and international team structure.
- Outfit7: Outfit7 is the developer of the Talking Tom Gold Run and My Talking Tom franchises, owned by a Chinese consortium. It shares MYTONA's casual mobile gaming focus, multi-title portfolio approach, and global distribution model.
Broad incumbents
- Zynga: Zynga is a major publicly-traded casual mobile gaming publisher (now owned by Take-Two) with a portfolio including Words With Friends, Zynga Poker, and CSR Racing. It represents a much larger incumbent operating across the same casual mobile gaming categories MYTONA targets.
- King (Activision Blizzard): King is the developer of Candy Crush Saga and other casual mobile puzzle games, owned by Microsoft/Activision Blizzard. It defines the casual mobile gaming category in which MYTONA's titles compete for player attention and wallet share.
- Rovio Entertainment: Rovio Entertainment (Angry Birds franchise) is a publicly-listed mobile gaming company now owned by Sega. It shares MYTONA's free-to-play mobile model with diversified IP across multiple titles.
- Big Fish Games: Big Fish Games (owned by Churchill Downs) operates a casual games platform spanning mobile and PC with hidden-object, time-management, and match-3 genres that directly overlap with MYTONA's portfolio mix.
- Playtika: Playtika is a publicly-traded mobile gaming company with a portfolio of casual and casino-style games (Bingo Blitz, Slotomania). It operates at significantly larger scale than MYTONA but competes in overlapping casual mobile gaming segments with similar IAP monetization.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
MYTONA social profiles
Digital presenceMYTONA compliance and trust
Trust signalCompliance4 records
MYTONA financial estimates
Financial estimateRevenue estimate
Valuation estimate
MYTONA leadership team
Management profileNumber of profiles
Profiles3 records
MYTONA subsidiaries and ownership
Company hierarchySubsidiaries6 records
MYTONA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MYTONA M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MYTONA
What does MYTONA do?
MYTONA develops and publishes casual mobile games available globally on iOS, Android, Microsoft, Amazon, and Facebook platforms. Its flagship titles include Cooking Diary (a restaurant time-management game) and Seekers Notes (a hidden-object adventure game), alongside Ravenhill, OutFire, and Chef & Friends. The company monetizes through a free-to-play model with in-app purchases of virtual currency and goods, supplemented by in-game advertising.
Is MYTONA a public or private company?
MYTONA is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MYTONA founded?
MYTONA was founded in 2012. It employs 251 to 500 people.
Where is MYTONA based?
MYTONA is headquartered in Singapore, Singapore, in the Asia region.
How does MYTONA make money?
Three revenue lines are on record. In-App Purchases (Virtual Goods) is the primary driver. The others are in-Game Advertising and virtual Currency Sales.
Who are MYTONA's main competitors?
Direct peers on record are Peak Games, Moon Active, Wooga, Playrix and Outfit7. Broad incumbents are Zynga, King (Activision Blizzard), Rovio Entertainment, Big Fish Games and Playtika.
Does MYTONA have an API?
No public API is recorded for MYTONA.
What industry is MYTONA in?
MYTONA's product category is Mobile Games. Its primary akta.pro industry code is BPAMAKAB, Mobile Game Publishing & App Game Stores, with a secondary code of MPAFACAD, Mobile Game Stores & Alternative App Stores. Its NAICS code is 5132 and its SIC code is 7900.