Midoki
- Company typePrivate
- Founded2011
- HeadquartersLeamington Spa, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
Midoki firmographics
Firmographics- Name
- Midoki
- Legal name
- Midoki Limited
- Website
- https://midoki.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Midoki industry classification
Industry- Product category
- Mobile Game Development
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Mobile & F2P Game Studios (MPAFAAAB)
Keywords
Where Midoki is headquartered
LocationHeadquarters
- HQ city
- Leamington Spa
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Midoki 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 Items): Players purchase virtual in-game items (Virtual Items) through iTunes or Google Play accounts using a third-party payment mechanism. Purchases are consumable and non-transferable, with a 14-day refund right for digital purchases. Revenue is recognised at point of delivery or payment.
- In-App Advertising (Unity Ads): Midoki works with Unity Ads to serve advertisements within games, including video ads that reward users with in-game benefits. Revenue is generated from advertising impressions and clicks.
- Dynamic Pricing and Engagement Optimization: Midoki implements dynamic pricing models to offer promotional discounts to different user segments based on in-app purchase history, aimed at re-engaging less active users and improving monetisation through personalised offers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free-to-play base game with in-app purchases |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Midoki product offering
Product offeringCore offering
Midoki is a mobile game development studio that designs, builds, and operates free-to-play socially-connected mobile games such as Knighthood (turn-based RPG) and Plunder Pirates (multiplayer strategy), distributed globally via the Apple App Store and Google Play Store. The studio develops its games on MDK, an in-house cross-platform engine and toolkit that supports iOS, Android, Apple TV, OSX, VR, and AR, and monetises through in-app virtual goods purchases and in-game advertising.
Product overview
Midoki is a UK-based mobile game development studio founded in 2011 with over 100 years of combined game development experience. The company develops its own games using the proprietary MDK (Midoki Development Kit) platform, which includes Mars (battle system), Mercury (UI system), and Jupiter (networking). Core products include Knighthood (turn-based RPG, 2021) and Plunder Pirates (multiplayer strategy game), both released on iOS and Android. Midoki has also co-developed Crazy Taxi City Rush with SEGA and previously created location-based apps Recce and Go Deliver. MDK supports cross-platform development for iOS, Android, Apple TV, OSX, VR, and AR.
Differentiator
Problem solved
Functional benefit
Brands
- MDK (Midoki Development Kit): Midoki's proprietary in-house development kit and technology platform used for creating cutting-edge mobile games. MDK supports cross-platform development including iOS, Android, Apple TV, OSX, VR and AR.
Products and services
- Knighthood A turn-based RPG mobile game featuring 3D graphics powered by MDK, deep PvE and PvP gameplay, hero collection, guild systems, and narrative-driven exploration across the land of Astellan, available on iOS and Android.
- Plunder Pirates A multiplayer strategy game where players build a 3D pirate island base, recruit and train a crew, explore uncharted waters, attack rival players for treasure, and join guilds on iOS and Android.
- MDK (Midoki Development Kit) An in-house development toolkit for creating cutting-edge mobile games on multiple platforms including iOS, Android, Apple TV, OSX, VR, and AR, integrating Mars (battle library), Mercury (UI system), and Jupiter (networking system).
- Crazy Taxi City Rush Co-developed action game sequel to SEGA's Crazy Taxi franchise, released on iOS and Android, with Midoki contributing brand/style design, vehicle design, gameplay code, traffic AI, vehicle handling, physics, and overall optimization.
- Recce A 3D city discovery application developed in partnership with eeGeo, providing immersive exploration of New York, San Francisco, and London in super-fast 3D on mobile devices.
- Go Deliver A location-based delivery game featuring real cities and real destinations, where players pick up and deliver virtual packages, explore cities, and unlock costumes for special package types.
Quantifiable outcome
- Best RPG award at Pocket Gamer Awards 2021
- +3 more outcomes
Companies that use Midoki
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Midoki technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature5 records
Midoki partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- SEGA HardlightminorMidoki assisted the SEGA Hardlight team with development of Crazy Taxi City Rush, the all-new sequel to SEGA's legendary action franchise. Midoki contributed brand and style design, vehicle design and art assets, and gameplay code including traffic AI, vehicle handling, physics, and overall product optimisation for iOS and Android.
- Apple (iOS/App Store)coreMidoki distributes games through Apple's App Store and iTunes. The EULA confirms the app store terms of service govern usage. Apple is mentioned in Midoki's own EULA as a third-party beneficiary. Apple also referenced Midoki in its keynote presentation for Metal technology support.
- Google (Android/Google Play)coreMidoki distributes games through Google Play. The EULA confirms users must accept Google Play Terms of Service. Google also assists Midoki with fraud prevention and detection of illegal activity for in-game purchases.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Midoki competitors and assessment
Company assessmentBroad incumbents
- King (Activision Blizzard): King is a global leader in mobile F2P gaming (Candy Crush, Farm Heroes Saga) and operates the same freemium + IAP + ad-supported mobile business model as Midoki. Comparable as a directly adjacent mobile F2P studio, but vastly larger in scale and operating a broad portfolio of titles rather than focused RPG/strategy hits.
- Supercell: Supercell is a Finland-based mobile F2P studio behind Clash of Clans and Hay Day, with a similar small-team-per-game culture and focus on deeply social, multiplayer mobile games. Highly comparable in business model and craft focus, though significantly larger and more established.
- NaturalMotion (Zynga): NaturalMotion is a London-based mobile game studio (CSR Racing, Dawn of Titans) owned by Zynga/Take-Two, focused on 3D mobile F2P titles. Comparable for its UK origin, 3D mobile graphics focus, and F2P mobile business model, though now operating as part of a much larger parent.
- Scopely: Scopely is a mobile F2P games company behind titles like MONOPOLY GO!, Stumble Guys, and Marvel Strike Force. Comparable as a mobile F2P studio with RPG/strategy titles and similar live-ops and social multiplayer mechanics, but operating at significantly larger scale.
- Rovio Entertainment: Rovio is the Finnish mobile F2P studio behind Angry Birds and small battle RPGs. Comparable as a publicly listed mobile F2P studio with cross-platform ambitions and similar social/multiplayer focus, though much larger and with a much broader IP portfolio.
Direct peers
- Space Ape Games: Space Ape Games is a UK-based mobile game studio that develops F2P multiplayer strategy games (Fastlane, Transformers: Earth Wars) using a small team and focused IP. Closely comparable as a London/UK-headquartered mobile F2P studio targeting similar casual-strategy and RPG-adjacent audiences.
- Playdemic: Playdemic is a UK mobile games studio best known for Golf Clash, operating the same F2P mobile model with IAP and ad monetization. Comparable as a UK-headquartered mobile F2P studio with a small-to-mid team building social, multiplayer titles.
- Hutch Games: Hutch is a London-based mobile game studio developing F2P racing and strategy games (F1 Clash, Rebel Racing) with similar team size and distribution through app stores. Highly comparable as a UK mobile F2P studio focused on visually rich, social multiplayer titles.
- Deca Games: Deca Games acquires and live-operates mobile F2P games, similar to how Phoenix Games now operates Knighthood. Comparable as a small-team operator focused on live-operating mobile games with IAP and ad revenue, often in partnership with or as a buyer of smaller studios.
Regional players
- Sumo Digital: Sumo Digital is a UK-based game developer known for co-development and work-for-hire on AAA IPs alongside self-published titles. Comparable as a UK-based multi-studio with both co-development work (similar to Midoki's Crazy Taxi City Rush with SEGA) and self-published mobile titles, though primarily focused on console/PC.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Midoki social profiles
Digital presenceMidoki financial estimates
Financial estimateRevenue estimate
Valuation estimate
Midoki leadership team
Management profileNumber of profiles
Profiles5 records
Midoki funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Midoki 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 Midoki
What does Midoki do?
Midoki is a mobile game development studio that designs, builds, and operates free-to-play socially-connected mobile games such as Knighthood (turn-based RPG) and Plunder Pirates (multiplayer strategy), distributed globally via the Apple App Store and Google Play Store. The studio develops its games on MDK, an in-house cross-platform engine and toolkit that supports iOS, Android, Apple TV, OSX, VR, and AR, and monetises through in-app virtual goods purchases and in-game advertising.
Is Midoki a public or private company?
Midoki is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Midoki founded?
Midoki was founded in 2011. It employs 11 to 50 people.
Where is Midoki based?
Midoki is headquartered in Leamington Spa, United Kingdom, in the Europe region.
How does Midoki make money?
Three revenue lines are on record. In-App Purchases (Virtual Items) is the primary driver. The others are in-App Advertising (Unity Ads) and dynamic Pricing and Engagement Optimization.
Who are Midoki's main competitors?
Broad incumbents on record are King (Activision Blizzard), Supercell, NaturalMotion (Zynga), Scopely and Rovio Entertainment. Direct peers are Space Ape Games, Playdemic, Hutch Games and Deca Games. Sumo Digital is listed as a regional player.
Does Midoki have an API?
No public API is recorded for Midoki.
What industry is Midoki in?
Midoki's product category is Mobile Game Development. Its primary akta.pro industry code is MPAFAAAB, Mobile & F2P Game Studios. Its SIC code is 7990.