Estoty
Estoty is a privately held Baltic video game developer founded in 2012 in Riga, Latvia, with a second studio in Vilnius, Lithuania. The company develops free-to-play mobile games across action, puzzle, RPG, and idle genres, distributed globally across iOS, Android, Steam, Nintendo Switch, and VR, serving casual gamers worldwide with a catalog exceeding 50 titles and over 2 billion cumulative downloads.
- Company typePrivate
- Founded2012
- HeadquartersVilnius, Lithuania
- Headcount51–100
- GTM typeB2C
- OfferingSoftware
What Estoty does
Estoty is a privately held video game development studio founded in 2012 in Riga, Latvia, with a second studio opened in Vilnius, Lithuania in 2014. The company develops free-to-play mobile games across action, adventure, RPG, puzzle, and idle genres, with a catalog exceeding 50 titles including globally successful franchises such as Johnny Trigger (most downloaded mobile game worldwide in January 2020), 2048, and Knife Hit. Total cumulative downloads exceed 2 billion across the portfolio, with 25 #1 app store rankings. Estoty primarily builds on the Unity engine using C#, with Cocos Creator used for playable advertising creative.
The company monetizes through a multi-stream freemium model: in-app purchases, in-game advertising across major networks (Meta, Google AdMob, AppLovin, Unity Ads, Mintegral, IronSource), subscriptions in some titles, and premium sales via Steam following the recent port of My Little Universe to PC and Nintendo Switch. Distribution spans iOS, Android, Amazon Appstore, Steam, Nintendo eShop, and VR platforms globally. A publishing partnership with SayGames handles mobile distribution and marketing for flagship titles, while Estoty maintains an internal user acquisition team operating across performance networks with CPI, ROAS, and LTV optimization. The company employs between 51 and 100 people across its two Baltic studios, with founder Veslav Zapolski serving as CEO and Arnoldas Zvinys as COO.
Estoty serves three end-customer segments: mobile gamers (primary), PC/console gamers, and VR gaming enthusiasts, with a horizontal segmentation approach. The studio integrates with attribution and analytics platforms (AppsFlyer, Adjust, Firebase, GameAnalytics) and uses AI-assisted tooling for UA forecasting and optimization, though no proprietary AI capabilities are evidenced. The company operates without disclosed external funding rounds or institutional investors, suggesting organic growth funded by operating cash flow, and maintains compliance with GDPR through a dedicated Data Protection Officer.
Estoty firmographics
Firmographics- Name
- Estoty
- Legal name
- SIA Estoty
- Website
- https://estoty.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Estoty is a privately held Baltic video game developer founded in 2012 in Riga, Latvia, with a second studio in Vilnius, Lithuania. The company develops free-to-play mobile games across action, puzzle, RPG, and idle genres, distributed globally across iOS, Android, Steam, Nintendo Switch, and VR, serving casual gamers worldwide with a catalog exceeding 50 titles and over 2 billion cumulative downloads.
- Ownership category
- akta.pro rank
Estoty industry classification
Industry- Product category
- Mobile Game Development
- NAICS
- Software Publishers (5132)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Mobile & F2P Game Studios (MPAFAAAB)
- akta.pro secondary industry
- Mobile Game Publishing & App Game Stores (BPAMAKAB)
Keywords
Where Estoty is headquartered
LocationHeadquarters
- HQ city
- Vilnius
- HQ country
- Lithuania
- HQ region
- Europe
Offices2 records
Markets served
Estoty business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- In-App Purchases (IAP): Free-to-play games generate revenue through in-game purchases of virtual goods, currency, and premium content. Players can spend real money to accelerate progress or unlock features.
- In-Game Advertising: Monetization through various ad formats including interstitial ads, banners, and rewarded videos. The company uses multiple ad networks and mediation platforms for optimal fill rates and revenue.
- Subscriptions: Some games offer subscription-based features billed recurring (weekly, monthly, or annually) with auto-renewal through Google Play or Apple App Store.
- Premium Game Sales: PC and console versions of games can be sold directly through platforms like Steam, with My Little Universe achieving over 50% conversion from wishlist to purchase.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Senior User Acquisition Manager: 1800 - 4000 EUR bruto |
| Subscription | Annual | UX Designer (Mobile Games): 1800 - 3000 EUR bruto |
| Subscription | Annual | Game Designer (Riga): 1600 - 3500 EUR bruto |
| Subscription | Annual | Senior Unity Developer (Riga): 2000 - 4000 EUR bruto |
| Subscription | Annual | Game Designer (PC Games, Vilnius): 2500 - 3500 EUR bruto plus performance bonuses |
| Subscription | Annual | 2D/3D Concept Artist: 1500 - 2500 EUR bruto |
| Subscription | Annual | Animator/Cinematic Artist: 1500 - 3000 EUR bruto |
| Subscription | Annual | Marketing Creatives Designer: 1200 - 3000 EUR bruto |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels4 records
Estoty product offering
Product offeringCore offering
Estoty develops and publishes free-to-play video games across multiple genres (action, adventure, RPG, puzzle, idle) for iOS, Android, PC, Nintendo Switch, and VR platforms. The studio operates from studios in Riga, Latvia and Vilnius, Lithuania, has shipped 50+ successful titles, and monetizes its games primarily through in-app purchases and in-game advertising, with selected premium releases sold via Steam.
Product overview
Estoty is a video game development company that creates mobile games across multiple genres including action, adventure, RPG, puzzle, and idle games. The company operates as a game developer with a portfolio of over 50 successful titles. Their product portfolio includes their own developed games (Frost World, Age Of Sails, I Am Cat, Raptor Evolution, West Escape, Mars Survivor, Idle Breaker, Idle Civilizations, Merchant Mike, My Little Universe) as well as hit titles like Johnny Trigger, 2048, and Knife Hit. Games are distributed across iOS, Android, PC, Nintendo Switch, and VR platforms. Estoty also partners with publishers like SayGames for game distribution and works with partner developers for certain titles.
Differentiator
Problem solved
Functional benefit
Products and services
- Frost World
Quantifiable outcome
- 50%+ conversion rate from wishlist to purchase on Steam for My Little Universe
- +2 more outcomes
Companies that use Estoty
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Estoty technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration20 records
Feature3 records
Estoty partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core.
- SayGamescoreSayGames serves as the publisher for Estoty's My Little Universe and likely other titles. They handle mobile game publishing, distribution, and marketing, enabling Estoty to focus on game development while leveraging SayGames' publishing expertise and distribution networks.
- Google FirebasecoreFirebase provides product and business metrics services including crash reporting, performance monitoring, and analytics for Estoty's games. Data is processed and stored according to Firebase Data Processing and Security Terms with transfers to USA and Singapore.
- AppsFlyercoreMobile attribution and analytics platform used for tracking user acquisition, campaign performance, and conversion attribution. Data processing includes transfers to India, Thailand, China, Ukraine, Russia, USA, Brazil, Hong Kong, and Australia.
- AdjustcoreAttribution and analytics platform used for checking quality of games, identifying problems, and user acquisition tracking. Handles attribution data including device IDs, campaign names, and tracker tokens.
- UnitycoreUnity engine is used for game development. Unity also provides user acquisition, monetization, and mediation services. Data processing transfers occur to the USA under Unity's Data Processing Addendum.
- Meta (Facebook)coreMeta advertising platform used for user acquisition campaigns. Provides ad delivery, targeting, and campaign management capabilities with data processing under their Data Processing Addendum.
- Google AdMobcoreMobile advertising platform for in-app ad monetization and user acquisition. Integrates with Google's advertising ecosystem for ad serving and revenue optimization.
- TikTok AdscoreTikTok advertising platform for user acquisition campaigns, leveraging TikTok's audience for mobile game marketing with data transfers to USA, Russia, UAE, Indonesia, and India.
- ApplovincoreMobile growth platform providing user acquisition, monetization, and mediation services with data processing under Applovin's Data Processing Agreement.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Estoty competitors and assessment
Company assessmentDirect peers
- SayGames: Mobile game publisher and developer that partners with Estoty on key titles like My Little Universe. Operates in the same hyper-casual/casual mobile gaming space and is a critical distribution partner.
- CrazyLabs: Mobile game developer and publisher specializing in casual/hyper-casual titles. Competes in the same UA-driven market for top app store rankings.
- Homa Games: Mobile game publishing platform and developer specializing in hyper-casual games with strong UA capabilities and analytics infrastructure.
- Playgendary: Mobile game developer/publisher with hits in casual, puzzle, and action categories. Comparable portfolio breadth and global UA focus.
- Kwalee: Mobile game developer and publisher with strong hyper-casual portfolio. Competes for top app store rankings with similar UA-driven approach.
- JoyPac: Mobile game publisher working with studios to publish and distribute casual/hyper-casual titles globally. Operates in adjacent publishing/development space.
- Green Panda Games: Mobile game studio focused on casual and hyper-casual titles. Comparable portfolio approach and reliance on UA-driven user acquisition.
Broad incumbents
- Voodoo: One of the world's largest mobile game publishers focused on hyper-casual and casual games. Directly comparable in genre focus and UA-driven distribution model, though at significantly larger scale.
- Outfit7: Established mobile game studio behind Talking Tom franchise. Comparable in multi-platform mobile game development, though at much larger scale with stronger IP.
Emerging players
- Amanotes: Mobile music game publisher with hyper-casual adjacent titles. Comparable in mobile game publishing model and Asian/international distribution focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Estoty social profiles
Digital presenceEstoty financial estimates
Financial estimateRevenue estimate
Valuation estimate
Estoty leadership team
Management profileNumber of profiles
Profiles2 records
Estoty subsidiaries and ownership
Company hierarchySubsidiaries1 record
Estoty funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Estoty 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 Estoty
What does Estoty do?
Estoty develops and publishes free-to-play video games across multiple genres (action, adventure, RPG, puzzle, idle) for iOS, Android, PC, Nintendo Switch, and VR platforms. The studio operates from studios in Riga, Latvia and Vilnius, Lithuania, has shipped 50+ successful titles, and monetizes its games primarily through in-app purchases and in-game advertising, with selected premium releases sold via Steam.
Is Estoty a public or private company?
Estoty is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Estoty founded?
Estoty was founded in 2012. It employs 51 to 100 people.
Where is Estoty based?
Estoty is headquartered in Vilnius, Lithuania, in the Europe region.
How does Estoty make money?
Four revenue lines are on record. In-App Purchases (IAP) is the primary driver. The others are in-Game Advertising, subscriptions and premium Game Sales.
Who are Estoty's main competitors?
Direct peers on record are SayGames, CrazyLabs, Homa Games, Playgendary, Kwalee, JoyPac and Green Panda Games. Broad incumbents are Voodoo and Outfit7. Amanotes is listed as an emerging player.
Does Estoty have an API?
No public API is recorded for Estoty.
What industry is Estoty in?
Estoty's product category is Mobile Game Development. Its primary akta.pro industry code is MPAFAAAB, Mobile & F2P Game Studios, with a secondary code of BPAMAKAB, Mobile Game Publishing & App Game Stores. Its NAICS code is 5132 and its SIC code is 7990.