Tactile Games
Tactile Games is a Copenhagen-based mobile game studio developing casual puzzle games including Lily's Garden, Cookie Cats, and the Simon's Cat series. It operates a free-to-play model with in-app purchases and advertising, serving global mobile gamers across iOS and Android.
- Company typePrivate
- Founded2008
- HeadquartersCopenhagen, Denmark
- Headcount101–250
- GTM typeB2C
- OfferingSoftware
What Tactile Games does
Tactile Games is a privately held Danish mobile game studio founded in 2008 and headquartered in Copenhagen, with additional offices in Derby (United Kingdom) and Tenerife (Spain). The company develops and operates casual puzzle games for iOS, Android, and other platforms, distributed via Google Play, Apple App Store, Amazon App Store, and Facebook. Its portfolio spans 10+ live titles, including flagship Lily's Garden (a story-driven match-3 puzzle game with renovation and mystery elements), the Cookie Cats franchise (Cookie Cats, POP, BLAST), the Simon's Cat series (Match!, Pop Time, Blast Time, Crunch Time) developed under IP partnership with Simon Tofield, and additional titles Penny & Flo and Makeover Match. Tactile has grown from a three-person founding team to 360+ employees. The studio is led by co-founder and CEO Asbjoern Soendergaard, with a CFO hire in early 2026 indicating a maturing leadership function.
Tactile's technology is built on the Unity game engine, supplemented by in-house proprietary platforms including the LiveOps Dashboard (built with React, MongoDB, and Redis, supporting event scheduling, A/B testing, player segmentation, and personalized player journeys) and an automated Build Server pipeline (TypeScript and Python, running on 148 build agents across approximately 30 Mac Minis, producing 100,000+ game builds in 2023). Data analytics are supported by Looker and internal BI tools for revenue, player behavior, and economy tracking. The LiveOps team of 15 supports the entire portfolio and was centralized in 2024 to provide unified operational oversight. The organizational structure is notably flat, with stated emphasis on avoiding crunch culture and an internal Tactile Bootcamp program that has onboarded 140+ employees.
The business model is free-to-play with two revenue streams: in-app purchases of virtual goods (Coins and Boosters with no real-world monetary value, purchased through app store payment systems) and in-game advertising through multiple ad providers managed via the LiveOps dashboard. Go-to-market is product-led, combining app store optimization, paid user acquisition, an in-house creative marketing team producing video ads and playable ads, and event-based marketing including IP tie-ins. The company is privately held with no disclosed institutional investors, operates its own publishing, and maintains a strategic IP licensing partnership with the Simon's Cat brand.
Tactile Games firmographics
Firmographics- Name
- Tactile Games
- Legal name
- Tactile Games ApS
- Website
- https://tactilegames.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Tactile Games is a Copenhagen-based mobile game studio developing casual puzzle games including Lily's Garden, Cookie Cats, and the Simon's Cat series. It operates a free-to-play model with in-app purchases and advertising, serving global mobile gamers across iOS and Android.
- Ownership category
- akta.pro rank
Tactile Games industry classification
Industry- Product category
- Casual mobile puzzle games
- NAICS
- Doll, Toy, and Game Manufacturing (339930)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- In-Game Item Marketplaces & Trading Platforms (MPAFACAJ)
Keywords
Where Tactile Games is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Offices3 records
Markets served
Tactile Games business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- In-app purchases (Virtual Goods): Free-to-play model with virtual currency (Coins) and boosters that players can purchase. Coins and Boosters have no monetary value and are non-transferable. Revenue generated from digital sales of these virtual goods within games.
- In-game Advertising: Games include ad mediation with multiple ad providers controlled through the LiveOps dashboard. Players can be shown advertisements as part of the free-to-play experience.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free-to-play base game with optional in-app purchases |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Tactile Games product offering
Product offeringCore offering
Tactile Games develops and operates free-to-play casual story-driven puzzle mobile games, including Lily's Garden, Cookie Cats, the Simon's Cat series, Penny & Flo, and Makeover Match. The company monetises through in-app purchases of virtual Coins and Boosters and in-game advertising, and uses in-house LiveOps tools to continuously update games with new events, features, and seasonal content.
Product overview
Tactile Games is a Danish mobile game developer specializing in casual puzzle games. The company offers a portfolio of games including flagship titles (Lily's Garden, Cookie Cats, Simon's Cat series) and manages them through internal operational platforms. The LiveOps Dashboard is a proprietary internal tool that enables live game operations including event scheduling, A/B testing, player segmentation, and engagement management. The Build Server is an internal build pipeline that automates game compilation using Unity and Xcode. The company's product strategy centers on continuous live operations with new events and features released monthly, supported by their internal technology infrastructure.
Differentiator
Problem solved
Functional benefit
Brands
- Lily's Garden: A cozy puzzle game with a storyline about renovating a garden and solving mysteries.
- Penny & Flo
- Makeover Match
- Simon's Cat Match!
- Cookie Cats
- Cookie Cats POP
- Cookie Cats BLAST
- Simon's Cat: Pop Time
- Simon's Cat: Blast Time
- Simon's Cat: Crunch Time
Products and services
- Lily's Garden A story-driven casual match-3 puzzle game with renovation and mystery elements where players progress through a narrative while solving puzzles to renovate areas and uncover mysteries.
- Cookie Cats A highly successful casual match-3 puzzle game and one of Tactile's flagship titles that helped establish the company's reputation in the mobile gaming market.
- Cookie Cats POP A spin-off of the Cookie Cats franchise featuring pop/bubble shooter mechanics.
- Cookie Cats BLAST A spin-off of the Cookie Cats franchise featuring blast/puzzle mechanics.
- Simon's Cat Match! The newest game in the Simon's Cat series, a casual match-3 puzzle game featuring characters from the Simon's Cat animated series.
- Simon's Cat: Pop Time A pop/bubble shooter game featuring characters from the Simon's Cat animated series.
- Simon's Cat: Blast Time A blast/burst style puzzle game featuring characters from the Simon's Cat animated series.
- Simon's Cat: Crunch Time A puzzle game featuring characters from the Simon's Cat animated series with a crunch theme.
- Penny & Flo A casual puzzle game featuring story-driven gameplay with characters Penny and Flo.
- Makeover Match A casual puzzle game with a makeover/fashion theme featuring interactive gameplay elements.
Quantifiable outcome
- Successful release of Expeditions feature as the biggest feature in Lily's Garden to date, with positive ARPDAU increase and favorable player reviews
Companies that use Tactile Games
Customer profileNamed customers5 records
Segments1 record
Ideal customer profiles1 record
Tactile Games technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Tactile Games partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Simon's Cat (Based on Simon Tofield's cartoon)coreTactile has a partnership to develop and publish multiple Simon's Cat themed mobile games including Match!, Pop Time, Blast Time, and Crunch Time. The games feature the popular cartoon cat character created by animator Simon Tofield.
- JAMS (Judicial Arbitration and Mediation Services)minorTactile uses JAMS for binding arbitration services as specified in their User Terms for dispute resolution with US residents.
Scale indicators5 records
Recent moves6 records
Expansion highlights7 records
Tactile Games competitors and assessment
Company assessmentDirect peers
- Wooga: Berlin-based casual mobile game studio specializing in story-driven puzzle games such as June's Journey and Pearl's Peril. Most directly comparable to Tactile given the shared focus on narrative-led casual puzzle titles for female-skewing audiences.
- Playrix: Russia/Ireland-headquartered developer of Gardenscapes, Homescapes, and Township - story-driven match-3 puzzles with home renovation and narrative elements. Closest functional analog to Lily's Garden in mechanics, narrative layer, and target demographic.
- Seriously: Los Angeles-based mobile game studio behind Best Fiends and Best Fiends Puzzle. Comparable as a casual mobile studio operating multiple live games with LiveOps-driven engagement.
- Peak Games: Istanbul-founded mobile casual/social game developer (Toon Blast, Toy Blast). Direct competitor in the casual puzzle genre with a comparable live operations model.
- Jam City: Los Angeles-based mobile game studio behind Disney Magic Kingdoms, Cookie Jam, and Marvel Avengers Academy. Operates story-driven casual puzzle titles with licensed IP, structurally similar to Tactile's portfolio strategy.
Broad incumbents
- King (Activision Blizzard): Publisher of Candy Crush Saga, the dominant force in mobile match-3 and casual puzzle gaming. Operates at vastly larger scale but directly competes for the same casual puzzle player wallet share as Tactile's portfolio.
- Playtika: Public casual and casino mobile gaming company (Slotomania, House of Fun, Wooga portfolio). Overlaps in casual mobile puzzle genre and operates acquired studios at scale similar to where Tactile could grow.
- Zynga: Major publisher of mobile free-to-play social and casual games (Words With Friends, Zynga Poker, CSR Racing). Owned by Take-Two; competes broadly in mobile social/casual gaming where Tactile operates.
- Miniclip: Swiss-based mobile and online games publisher (8 Ball Pool, Subway Surfers) and subsidiary of Tencent. Comparable as a multiplayer and casual mobile publisher; notably Tactile's Lead Data Analyst previously worked at Miniclip for five years.
- Rovio Entertainment: Finnish developer of Angry Birds and Small Town Murders, now part of SEGA. Comparable as a Nordic-headquartered mobile game studio operating multiple live titles with strong IP.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Tactile Games social profiles
Digital presenceTactile Games financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tactile Games leadership team
Management profileNumber of profiles
Profiles4 records
Tactile Games funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tactile Games 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 Tactile Games
What does Tactile Games do?
Tactile Games develops and operates free-to-play casual story-driven puzzle mobile games, including Lily's Garden, Cookie Cats, the Simon's Cat series, Penny & Flo, and Makeover Match. The company monetises through in-app purchases of virtual Coins and Boosters and in-game advertising, and uses in-house LiveOps tools to continuously update games with new events, features, and seasonal content.
Is Tactile Games a public or private company?
Tactile Games is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Tactile Games founded?
Tactile Games was founded in 2008. It employs 101 to 250 people.
Where is Tactile Games based?
Tactile Games is headquartered in Copenhagen, Denmark, in the Europe region.
How does Tactile Games make money?
Two revenue lines are on record. In-app purchases (Virtual Goods) is the primary driver. The others are in-game Advertising.
Who are Tactile Games's main competitors?
Direct peers on record are Wooga, Playrix, Seriously, Peak Games and Jam City. Broad incumbents are King (Activision Blizzard), Playtika, Zynga, Miniclip and Rovio Entertainment.
Does Tactile Games have an API?
No public API is recorded for Tactile Games.
What industry is Tactile Games in?
Tactile Games's product category is Casual mobile puzzle games. Its primary akta.pro industry code is MPAFACAJ, In-Game Item Marketplaces & Trading Platforms. Its NAICS code is 339930 and its SIC code is 7990.