G5 Entertainment

What G5 Entertainment does

G5 Entertainment AB (publ) is a Swedish public mobile and casual-game publisher founded in 2006 (stock-registered entity) and listed on Nasdaq Stockholm under the ticker G5EN.ST, with corporate headquarters in Stockholm, a regional headquarters in Sliema (Malta), a sales/marketing office in San Rafael, California, and engineering/R&D centers across Ukraine, Georgia, Armenia, Bulgaria, Russia, Cyprus, and Kazakhstan. The company develops and publishes a portfolio of more than 35 free-to-play casual games across genres — hidden object, match-3, mahjong, merge, simulation (farming, city-building, time-management), and word puzzles — including flagship titles Sherlock, Hidden City, Jewels of Rome, Jewels of Egypt, and The Secret Society. Its technology stack is centered on a multi-platform game engine that ports the same titles across browser, Windows, iOS, Android, Mac, and Kindle Fire from a single codebase, plus the proprietary G5 Store distribution platform, the G5 Friends cross-title social layer, and a third-party G5 Publishing program that distributes external developers' games through the G5 Store.

G5 operates a pure free-to-play (freemium) revenue model, monetizing optional in-app purchases of boosters, power-ups, and virtual goods, augmented by digital advertising — most recently through a deepened partnership with Microsoft Advertising focused on video ads and impression-based remarketing for player acquisition. The company employs 501–1,000 people and serves a horizontal, globally distributed base of casual mobile and desktop gamers via the Apple App Store, Google Play, Microsoft Windows Store, Mac App Store, Amazon Appstore, and its own G5 Store. There are no disclosed enterprise or named-customer contracts; end users are individual consumers acquired at scale.

For the most recent reported quarter (Q4 2025), revenue was 221 million SEK, down 9% year-over-year, with an operating loss of 6 million SEK and a 31.49% post-earnings drop in the share price. The Q3 2025 results had also been pressured by elevated user-acquisition costs. The company's owned IP is operated as live-service titles with ongoing content updates, in-game events, and social engagement through G5 Friends.

Name

G5 Entertainment

Legal name

G5 Entertainment AB (publ)

Website

https://g5.com

Company type

Public

Founded year

2006

Operating status

Operating

Headcount range

501–1,000 employees

Short description

G5 Entertainment AB is a Nasdaq Stockholm–listed Swedish publisher that develops and distributes more than 35 free-to-play casual games (match-3, hidden object, mahjong, merge, simulation) globally via its G5 Store and major app marketplaces, monetizing through in-app purchases and advertising.

Ownership category

akta.pro rank

Product category

Casual Mobile Gaming

NAICS

Software Publishers (51321), Software Publishers (513210)

akta.pro primary industry

Digital Game Distribution Platforms & Storefronts (PC/Mobile/Console) (MPAFABAB)

akta.pro secondary industries

Mobile Game Publishing & App Game Stores (BPAMAKAB), Mobile Game Stores & Alternative App Stores (MPAFACAD)

Keywords

• Casual mobile games
• Free-to-play gaming
• Hidden object games
• Match-3 puzzle games
• Mobile game publishing

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

Marketing or Sales, Personnel, Technology or R&D, Operations, Infrastructure

Revenue model

1. Free-to-Play with In-Game Purchases: Core revenue model based on free-to-play games with optional in-game purchases for boosters, power-ups, and virtual goods. Players can progress without purchases but can accelerate through optional microtransactions.
2. Digital Advertising: Revenue from advertising partnerships including Microsoft Advertising for player acquisition campaigns, video ads, and impression-based remarketing

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

G5 Entertainment develops and publishes free-to-play casual mobile and browser games across genres including hidden object, match-3, mahjong, merge, and city-building. Its core offering is a portfolio of 35+ game titles distributed through its proprietary G5 Store and major app marketplaces (Apple App Store, Google Play, Windows Store, Mac App Store, Amazon Appstore), monetized through optional in-game purchases of boosters, power-ups, and virtual goods, supplemented by in-game advertising. The company also operates a third-party publishing program (G5 Publishing) for external developers to distribute games through the G5 Store platform.

Product overview

G5 Entertainment operates a portfolio-based free-to-play mobile and browser gaming platform centered on its proprietary G5 Store distribution channel. The core offering is a catalog of dozens of casual puzzle and hidden object games spanning genres including match-3, hidden object, mahjong, simulation (farming, city-building, restaurant management), word puzzles, card games, and adventure. Key flagship titles include Sherlock (a Sherlock Holmes-themed hybrid hidden object and match-3 game), Hidden City (a paranormal-themed hidden object adventure), and the Jewels franchise (Jewels of Rome, Jewels of Egypt, Jewels of the Wild West), alongside numerous other titles such as The Secret Society, Homicide Squad, Crime Mysteries, Harvest Land, and Supermarket Mania. Games are available across web browsers (Windows/Mac), iOS (iPhone/iPad), Android (Google Play), Amazon Kindle Fire, and as downloadable desktop clients. The G5 Store serves as the unified platform for accessing and managing the game portfolio. G5 Friends is a social layer enabling players to connect, chat, and share within games. G5 also operates a publishing program (G5 Publishing) to distribute third-party games through its platform, expanding the G5 Store's catalog beyond its own titles.

Differentiator

Problem solved

Functional benefit

Brands

• G5 Store: Company's proprietary game distribution platform offering free-to-play casual games including hidden object, match-3, mahjong, simulation, and word puzzle games
• G5 Friends
• G5 Entertainment Group

Products and services

• G5 Store G5 Store is G5 Entertainment's proprietary digital distribution platform and portal through which players access and play G5's free-to-play casual games across web browsers and multiple device platforms (iOS, Android, Windows, Mac, Kindle Fire). It serves as the unified storefront for the company's game portfolio.
• Sherlock (Hidden Object & Match 3) A hybrid hidden object and match-3 puzzle game featuring world-famous detective Sherlock Holmes, where players solve cases and mini-events through both deduction and match-3 mechanics. Targeted at casual mobile gamers seeking story-driven puzzle entertainment.
• Hidden City (Hidden Objects & Pictures) A hidden object adventure game in which players unravel mysteries in a mysterious shadow city, combining hidden object scenes with puzzle and adventure gameplay. Targeted at casual gamers seeking immersive mystery narratives.
• Jewels of Rome A match-3 puzzle game set in ancient Rome where players match jewels to build and restore a thriving Roman civilization. Targeted at fans of historical-themed match-3 puzzle games.
• Jewels of Egypt A match-3 puzzle game set in ancient Egypt where players match jewels to build and restore an Egyptian civilization. Targeted at historical match-3 puzzle enthusiasts.
• Jewels of the Wild West A match-3 puzzle game set in the American Wild West where players match jewels to rebuild towns and settlements. Targeted at casual gamers interested in themed match-3 gameplay.
• The Secret Society (Seek & Find Hidden Objects) A hidden object mystery game where players join a secret society to uncover hidden mysteries and solve puzzles. Targeted at players who enjoy narrative-driven hidden object adventures.
• Homicide Squad (Hidden Objects) A hidden object crime investigation game set in New York City where players solve homicide cases alongside the homicide squad. Targeted at crime and mystery genre enthusiasts.
• Harvest Land A magical farming simulation game combining merge mechanics with farming adventures, where players grow crops and restore a magical farm. Targeted at simulation and merge-puzzle players.
• Piece of Cake: Merge and Bake A merge and baking simulation game where players restore a cafe, find secrets, and solve merge puzzles. Targeted at merge-puzzle enthusiasts with baking themes.
• Crime Mysteries (Hidden Murder) A match-3 and hidden object crime investigation game where players solve murder cases and find hidden clues. Targeted at fans of hybrid match-3 and investigation gameplay.
• Tropical Merge A tropical-themed merge puzzle game where players merge items to build and decorate a seaside town. Targeted at merge and decoration casual gamers.
• Fairyland: Merge & Magic A merge and magic-themed puzzle game set in a fantasy fairyland world. Targeted at fans of fantasy merge-puzzle games.
• Crowd Express A puzzle game involving crowd management and logistics puzzles. Targeted at casual puzzle players.
• Emperor of Mahjong A mahjong tile-matching puzzle game where players match tiles to restore a city. Targeted at mahjong enthusiasts.
• Sheriff of Mahjong A mahjong tile-matching puzzle game set in a Wild West sheriff theme. Targeted at themed mahjong players.
• Pyramid of Mahjong A pyramid-themed mahjong tile-matching puzzle game. Targeted at mahjong enthusiasts.
• Mahjong Journey A mahjong tile-matching puzzle game with a travel and journey theme. Targeted at mahjong and travel-theme players.
• Hawaii Match-3 Mania A Hawaii-themed match-3 puzzle game combined with design and home decoration elements. Targeted at casual decoration and match-3 players.
• The Hidden Treasures A hidden object adventure game set in the Caribbean where players find hidden objects and embark on treasure-hunting journeys. Targeted at adventure and hidden object fans.
• Match Town Makeover A match-3 puzzle game combined with city renovation and decorating a seaside town. Targeted at makeover and match-3 puzzle players.
• Wordplay (Search Word Puzzle) A word search puzzle game designed to exercise the brain. Targeted at word puzzle enthusiasts.
• DesignVille: Merge & Design A merge puzzle game combined with interior design and decoration. Targeted at merge and interior design casual gamers.
• Survivors: the Quest A survival adventure puzzle game where players solve quests and puzzles. Targeted at adventure and survival genre players.
• Twilight Land: Hidden Objects A spooky-themed hidden object adventure game set in a mysterious twilight world. Targeted at fans of mystery and hidden object adventures.
• Hole People A casual puzzle game in G5's portfolio. Targeted at general casual mobile gamers.
• The Paranormal Society A hidden object adventure game with paranormal and supernatural mystery themes. Targeted at supernatural mystery and hidden object fans.
• Pirates & Pearls A match-3 and building puzzle game where players build a pirate resort. Targeted at themed match-3 and city-building players.
• Supermarket Mania Journey A time-management and puzzle game set in a supermarket where players serve customers. Targeted at time-management and simulation game players.
• Virtual City Playground A city-building tycoon simulation game. Targeted at simulation and tycoon genre players.
• Hidden Epee A mystery hidden object game. Targeted at hidden object mystery players.
• Mansion Tale: Merge Secrets A merge puzzle game where players restore a mansion and uncover secrets. Targeted at merge and mystery gamers.
• Supermarket Mania Match 3 A match-3 version of the Supermarket Mania franchise combining shopping adventure with match-3 puzzle mechanics. Targeted at match-3 and shopping game players.
• Mary's Mahjong: City Building A mahjong tile-matching game combined with city-building simulation. Targeted at hybrid mahjong and city-building players.
• Mayor Match: Big City Builder A match-3 puzzle game combined with city-building and mayor simulation. Targeted at hybrid match-3 and city-building players.
• Spooky Suites A spooky-themed puzzle game involving suites and mysteries. Targeted at mystery and puzzle game players.
• The Island Castaway: Lost World A survival and adventure game set on a castaway island in a lost world. Targeted at survival and adventure game players.
• Stand O'Food City: Virtual Frenzy A virtual restaurant and city management game in the Stand O'Food franchise. Targeted at time-management and simulation game players.
• Solitaire Tour A classic TriPeaks solitaire card game. Targeted at casual card game players.
• Mystery of the Opera: The Phantom's Secret A hidden object mystery adventure game based on the Phantom of the Opera story. Targeted at story-driven hidden object players.
• Twin Moons A hidden object game set in a twin moons-themed mysterious world. Targeted at hidden object mystery players.
• Letters From Nowhere A hidden object mystery game where players investigate mysterious letters from nowhere. Targeted at mystery hidden object players.
• Farm Clan: Farm Life Adventure A farming simulation game where players manage farm life and grow crops. Targeted at farming simulation game players.
• G5 Friends A social gaming platform integrated within G5's games, allowing players to connect with friends, join groups, participate in chat rooms and in-game messaging, and share gaming experiences across the G5 game portfolio. Targeted at G5's installed player base for cross-game community and retention.
• G5 Publishing G5's publishing program for third-party game developers to distribute games through the G5 Store platform, enabling external developers to reach G5's player base. Targeted at independent casual game developers seeking distribution support.

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Microsoft AdvertisingcoreGTM or Marketing Partner · 23 December 2025G5 Entertainment partnered with Microsoft Advertising to restructure their digital ad campaigns ahead of Q4 peak season. The partnership moved from broad search and native ads without audience segmentation to a focused strategy using video ads and impression-based remarketing. Results included video ads achieving the lowest cost-per-acquisition, remarketing delivering 50% lower CPA, and native ads driving majority of paid user conversions. G5 plans to deepen the partnership and expand player acquisition efforts.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• King Digital Entertainment: Direct peer: Activision Blizzard-owned developer of Candy Crush Saga and adjacent match-3/hidden object titles; competes head-to-head with G5's Jewels franchise and Hidden City in the same casual mobile genre with identical monetisation mechanics.
• Rovio Entertainment: Direct peer: Finnish mobile game studio (Angry Birds, Small Town Murders) acquired by Sega; comparable free-to-play mobile casual publisher with cross-platform distribution and similar headcount scale.
• Big Fish Games: Direct peer: casual and hidden object mobile/PC game publisher (owned by Churchill Downs), overlapping heavily with G5's hidden object adventure portfolio and offering similar distribution through app stores and proprietary storefront.
• Playtika: Direct peer: publicly listed mobile casual gaming company (Slotomania, House of Fun, Bingo Blitz) operating free-to-play titles across similar genres and distribution through Apple/Google app stores with comparable UA-driven model.
• Jam City: Direct peer: mid-cap mobile casual game publisher (Cookie Jam, Panda Pop, Harry Potter: Hogwarts Mystery) operating free-to-play match-3 and narrative casual titles with comparable UA economics.
• Wooga: Direct peer: Berlin-based casual mobile studio owned by Playtika, specialising in hidden object and story-driven casual games (June's Journey, Pearl's Peril), competing directly with Hidden City, The Secret Society, and Homicide Squad.

Broad incumbents

• Zynga: Broad incumbent: Take-Two-owned major mobile casual publisher (Words With Friends, Zynga Poker, CSR Racing) with broader casual portfolio and significantly larger scale than G5; operates overlapping match-3 and casual mechanics categories.

Emerging players

• PlaySimple: Emerging player: India-based word and casual puzzle game studio (Wordscapes, WordTrip) operating free-to-play mobile titles in adjacent casual genres; comparable monetisation and target demographic to G5's casual segment.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/g5-entertainment-ab
• Xx.com/G5games
• Facebookfacebook.com/G5games

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about G5 Entertainment