MysteryTag

What MysteryTag does

MysteryTag (legally MTAG Publishing LTD) is an international publisher and developer of free-to-play mobile games, incorporated in Cyprus with operations centered in Kyiv, Ukraine. The company designs, develops, and publishes idle, tycoon, simulation, and casual adventure titles for iOS, Android, and Huawei devices through Google Play, the Apple App Store, and Huawei AppGallery. Its portfolio includes more than 10 released games such as Harvest Land, Diamond City: Idle Tycoon, Paris: City Adventure, Berry Factory Tycoon, Train Ride, Crypto Miner Tycoon, AI Takeover Tycoon, Medieval Tycoon, and Trump's Empire, which together have surpassed 100 million cumulative downloads with roughly 500,000 daily active users and 5 million monthly active users.

Core technology is built on the Unity game engine, with analytics and attribution layers spanning Firebase, Unity Analytics, Adjust, AppsFlyer, Tenjin, and Localytics, and a wide monetization advertising stack that includes Google Ads, AdMob, Unity Ads, Facebook Ads, AppLovin, IronSource, Chartboost, TikTok Ads, Vungle, AdColony, MoPub, Huawei Ads, Pangle, and YANDEX. MysteryTag has also begun layering generative AI capabilities onto its products by integrating the Google Gemini Developer API for image and text features such as its MatchCheck photo-analysis tool. A cross-promotion infrastructure re-targets existing players across the catalog, reducing reliance on paid UA for new releases.

MysteryTag monetizes through a freemium model combining in-app purchases of virtual items, recurring subscriptions, and in-game advertising, and has additionally launched a B2B Publishing Services offering that markets, acquires users for, and provides analytics, QA, and technical support to third-party game developers. End customers are global casual mobile gamers, while the B2B arm serves external development studios; the company is privately held and founder-operated by CEO Leonid Zhuravskyi and CPO Denys Topchiev.

Name

MysteryTag

Legal name

MTAG Publishing LTD

Website

https://mysterytag.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

MysteryTag (MTAG Publishing LTD) is a Cyprus-incorporated, Ukraine-operated mobile game publisher and developer that designs and publishes 10+ free-to-play idle, tycoon, and casual games for global consumers, also offering publishing services to third-party studios.

Ownership category

akta.pro rank

Product category

Mobile Game Publishing and Development

NAICS

Software Publishers (5132), Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Mobile Game Publishing & App Game Stores (BPAMAKAB)

akta.pro secondary industry

Mobile Game Publishing Networks (UA, Cross-Promo, Portfolio Publishing) (MPAFABAE)

Keywords

• Mobile game publishing
• Idle game development
• Freemium mobile games
• In-app advertising
• Game publishing services

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. In-App Purchases (Virtual Items): Users purchase virtual goods and items within games using real cash. Virtual items include in-game currency, upgrades, and gameplay enhancements. These purchases are non-refundable and do not have equivalent real-world cash value. Payment transactions are processed through Apple App Store or Google Play.
2. Subscriptions: Some games offer subscription-based access to dynamic content or services on an ongoing basis. Subscriptions auto-renew unless disabled 24 hours before expiry. Trial subscriptions are available for specified periods. Payment is taken upon trial expiration if not cancelled.
3. In-Game Advertising: Games display advertisements including banner ads, rewarded videos, interstitial ads, and videos when starting or stopping gameplay. The company uses third-party advertising networks (Aarki, AdColony, Unity Ads, Google Ads, Facebook Audience Network, etc.) to serve both personalized and contextual advertisements. Revenue is generated by sharing user data with advertising partners.
4. Publishing Services (B2B): MysteryTag publishes games developed by external studios, providing marketing, user acquisition, analytics, QA, and technical support services. Revenue from these partnerships likely comes from revenue share arrangements with developers.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

MysteryTag (MTAG Publishing LTD) is an international mobile game publisher and developer that builds, publishes, and monetizes a portfolio of freemium idle, tycoon, and simulation games — including Harvest Land, Diamond City: Idle Tycoon, Paris: City Adventure, Berry Factory Tycoon, Train Ride, Crypto Miner Tycoon, Medieval Tycoon, AI Takeover Tycoon, and Trump's Empire — distributed globally on iOS, Android, and Huawei AppGallery. In parallel, the company sells end-to-end game publishing services to third-party developers, covering marketing, user acquisition, analytics and A/B testing, quality assurance, and technical integration.

Product overview

MysteryTag is an international mobile game publisher and developer offering a portfolio of idle and simulation games. The product portfolio includes Harvest Land (farming simulation), Diamond City: Idle Tycoon (city-building idle), Paris: City Adventure (city adventure), Berry Factory Tycoon (factory management), Train Ride (railway simulation), Crypto Miner Tycoon (crypto idle), AI Takeover Tycoon (tech empire builder), Trump's Empire (business idle), and Medieval Tycoon (medieval idle). In addition to publishing its own games, MysteryTag offers publishing services to third-party developers, providing marketing, user acquisition, analytics, quality assurance, and technical support throughout the game lifecycle.

Differentiator

Problem solved

Functional benefit

Products and services

• Harvest Land A freemium farming simulation mobile game in which players set up a new village, build houses, discover hidden mysteries and islands, tame animals, fight monsters, and trade with friends.
• Diamond City: Idle Tycoon An idle tycoon mobile game where players build and manage a city economy, generating wealth through passive income mechanics.
• Paris: City Adventure A city adventure mobile game set in Paris in which players settle in the city, experiencing French fashion and architecture.
• Berry Factory Tycoon An idle berry tycoon mobile game in which players grow a small jelly factory into a large dessert complex by installing equipment, upgrading loaders and trucks, and managing a logistics office.
• Train Ride A railway simulation mobile game in which players drive trains, overcome obstacles, unlock new routes, and build their own railway empire.
• Crypto Miner Tycoon
• Medieval Tycoon An idle tycoon mobile game set in the Middle Ages in which players guide the character Giovanni from beggar to king through absurd situations involving inquisitors, swindlers, and fanatics.
• AI Takeover Tycoon An idle tycoon mobile game in which players invest in AI startups, conquer industries such as robotics, automation, machine learning, and data analytics, and build a tech empire that generates profit even when offline.
• Trump's Empire An idle mobile game in which players help Donald grow his business, make deals with mobs, racketeer small ventures, invest in American companies, and climb to success.
• Game Publishing Services B2B end-to-end publishing services for third-party mobile game developers, covering marketing and user-acquisition strategy, analytics and A/B testing, quality assurance, production support, and technical integration assistance across the game lifecycle.

Quantifiable outcome

• 100 million+ cumulative downloads
• +2 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration27 records

AI capability4 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• Unity Technologies Finland OYcoreTechnology or IntegrationUnity Technologies provides the Unity game engine used for developing MysteryTag's mobile games. MysteryTag uses Unity Software for game development and Unity Ads for advertising. The partnership includes data processing arrangements governed by Unity's privacy policy.
• Google LLCcoreTechnology or IntegrationGoogle provides multiple services including Google Ads, AdSense, AdMob for advertising; Google Cloud Platform for cloud infrastructure; and Gemini Developer API for AI features. MysteryTag uses these services for user acquisition, ad serving, data storage, and AI-powered game features.
• Apple Inc.coreTechnology or IntegrationApple provides the App Store distribution platform and Apple Search Ads for advertising. MysteryTag distributes games through the Apple App Store and uses Apple services for payment processing (in-app purchases) and analytics.
• Facebook, Inc.majorTechnology or IntegrationFacebook provides FB Analytics, FB Ads, and FB Audience Network for advertising and analytics. MysteryTag uses Facebook's advertising platforms for user acquisition campaigns and analytics tracking. Privacy data processing agreements in place.
• Tapjoy, Inc.majorTechnology or IntegrationTapjoy provides mobile advertising and analytics services. Used by MysteryTag for delivering services, conducting analysis, and research. Device data shared is encoded and providers assign random IDs that cannot be matched back to users.
• Adjust GmbHmajorTechnology or IntegrationAdjust provides mobile measurement and fraud prevention services. MysteryTag uses Adjust for tracking and fraud prevention for advertising campaigns, measuring performance, and optimizing user acquisition.
• AppsFlyermajorTechnology or IntegrationAppsFlyer provides mobile attribution and analytics. MysteryTag uses AppsFlyer for tracking how advertising campaigns perform and identifying/preventing fraud in advertising campaigns.
• Huawei Technologies Co. LtdminorChannel Partner/ Reseller/ DistributorHuawei provides the AppGallery distribution platform. MysteryTag distributes games through AppGallery for Huawei device users, particularly in markets where Google services are unavailable.
• Third-Party Development StudiosmajorStrategic or Co-development PartnerMysteryTag partners with third-party development studios to develop some games. These partners do not have access to personal user information, only receiving aggregated data they cannot trace back to individuals.
• Third-Party Advertising Networks (50+ partners)majorGTM or Marketing PartnerExtensive network of advertising partners including Aarki, AdColony, Chartboost, IronSource, Unity Ads, Vungle, and many others. These networks enable MysteryTag to serve advertisements and acquire users across multiple platforms and formats.

Scale indicators5 records

Recent moves1 record

Expansion highlights6 records

Direct peers

• Voodoo: One of the world's largest mobile game publishers, focused on hyper-casual and casual titles distributed via Apple App Store and Google Play. Closely comparable to MysteryTag's publishing-led model, portfolio breadth, and reliance on UA networks and cross-promotion.
• CrazyLabs: Mobile game publisher and developer specializing in casual and hyper-casual titles, with a portfolio distributed across the major app stores. Comparable to MysteryTag in publishing-led GTM, genre breadth, and reliance on UA and ad monetization.
• SayGames: Mobile game publisher operating a broad portfolio of casual and hyper-casual titles globally. Comparable to MysteryTag in catalog-driven publishing, cross-promotion, and heavy dependence on Facebook/Google UA networks.
• Playrix: Top-tier mobile game publisher behind casual/hidden-object/hybrid-casual hits (Gardenscapes, Homescapes). Comparable to MysteryTag in idle/casual mechanics, app-store distribution, and data-driven live-ops approach.
• Azerion: Pan-European digital entertainment and mobile game publishing platform with a large casual/hyper-casual portfolio. Comparable to MysteryTag in publishing-led model, ad-tech integrations, and cross-promotion infrastructure.
• Tilting Point: Mobile game publisher offering UA, live-ops, and product support to external developers. Comparable to MysteryTag's B2B publishing services arm and portfolio-style approach to casual mobile games.
• Kwalee: Mobile game publisher and developer of hyper-casual and casual titles, with in-house creative and UA teams. Comparable to MysteryTag in publishing model, ad-network integrations, and cross-genre portfolio strategy.
• JoyPac: Mobile game publisher focused on casual titles distributed globally through app stores. Comparable to MysteryTag in scale, casual-portfolio publishing, and reliance on ad monetization and cross-promo.
• Green Panda Games: Mobile game publisher of casual and idle titles, with a portfolio-led approach and emphasis on UA optimization. Comparable to MysteryTag in idle/casual focus and publishing-services orientation.

Broad incumbents

• Zynga: Large, established mobile game publisher (Take-Two subsidiary) with broad casual and social game portfolio. Comparable to MysteryTag in app-store distribution, IAP/ad monetization, and UA scale, but operates at significantly greater scale and genre breadth.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mysterytaggames
• LinkedInlinkedin.com/company/mystery-tag

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about MysteryTag