MIRACLE GAMES INC

What MIRACLE GAMES INC does

MIRACLE GAMES INC is a Beijing-headquartered private company founded in 2016 that operates as a certified Microsoft global ISV partner focused on the Windows 10/11 and Microsoft Store gaming ecosystem. The company runs the MG Open Platform, which provides Chinese and global game developers with a suite of services including the MG SDK (covering login, payment, advertising mediation, data analytics, and community functions), the MG App Store for cross-platform distribution, MG Ads for traffic monetization, and the GWGC developer community spanning 28,000+ Windows developers worldwide. MG holds a distinctive position as the only Chinese game publisher with an independent brand zone on Microsoft Store, granted in July 2021, providing exclusive access to Windows Spotlight and Start Menu promotional placements.

The company's technology stack centers on the MG SDK, which supports multiple game engines (Unity, Cocos2D-X, HTML5, Unreal) and cross-platform deployment across Win10, Win11, Android, H5, and Web, with multi-engine UWP migration solutions. It integrates third-party advertising networks (Google AdSense, Amazon, Baidu, Facebook), six major settlement currencies, and identity providers (Facebook, Google, WeChat, QQ). MG maintains a wholly-owned Hong Kong subsidiary to handle international contracts and USD settlements.

MG generates revenue through a CPS (revenue share) model on game publishing with no upfront license fees or advance payments from developers, supplemented by advertising monetization through MG Ads (CPM, CPC, CPI, CPS billing), and paid marketing services including ASO optimization, traffic acquisition, popup push, SMS, and We Media promotion. As of end-2023, the platform had 4,095+ registered developers, 47 cooperative developers with 78 products, a 84.25M+ user push foundation, and a 6.02M+ email subscriber base, with brand zone revenue growing 80.79% YoY in 2023.

Name

MIRACLE GAMES INC

Legal name

MIRACLE GAMES INC

Website

https://mguwp.net

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

MIRACLE GAMES INC is a Beijing-based certified Microsoft ISV partner operating the MG Open Platform, providing SDK, publishing, and advertising services that enable Chinese and global game developers to publish and monetize titles on Microsoft Store and Windows 10/11.

Ownership category

akta.pro rank

Product category

Game Publishing & Distribution Platform

NAICS

Software Publishers (513210), Other Computer Related Services (541519)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

PC & Console Game Distribution Platforms (BPAMAKAA)

akta.pro secondary industry

SDKs, APIs & Platform Integration Tools (Console/Store/Identity) (MPAFAFAJ)

Keywords

• Game publishing services
• SDK development platform
• Advertising monetization
• Game distribution platform
• Microsoft Store publishing

Headquarters

HQ city

Beijing

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Game Publishing Revenue Share (CPS): Revenue sharing model where developers handle Microsoft Store version migration and updates while MG provides free technical support and full promotion operations. Both parties share CPS revenue from in-app purchases with competitive distribution ratios.
2. Advertising Monetization: MG Ads platform enables developers to monetize traffic through Google Ads, Amazon affiliate ads, Facebook ads, and MG's own game advertisements. Supports CPM, CPC, CPI, CPS billing modes.
3. SDK Services (Free): MG SDK is provided free of charge to developers as a neutral platform service. Revenue is generated through the game publishing and advertising operations rather than SDK licensing fees.
4. Marketing Services: Paid marketing services including traffic acquisition through MG Ads platform, Microsoft Store ASO, popup message push, SMS marketing, and We Media promotion (WeChat, Facebook, YouTube, Twitter).

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

MIRACLE GAMES INC operates the MG Open Platform, providing end-to-end services for game developers and publishers in the Microsoft/Windows ecosystem: MG SDK for cross-platform integration, MG Ads for monetization, MG App Store and Game Center for distribution on Windows devices, and supporting services such as MG Community, MG Data Center, and global payment integration. The company also self-publishes and co-publishes titles via the Microsoft Store, leveraging its Microsoft-certified ISV partnership.

Product overview

MIRACLE GAMES INC operates as a Microsoft-certified ISV partner operating the MG Open Platform, a comprehensive ecosystem for Windows 10 game and application distribution. The platform consists of interconnected products: the core MG Open Platform powered by MG SDK (providing login, payment, advertising, social, and analytics functions), the MG App Store for global distribution, and MG Ads for monetization. GWGC (Global Windows Game Conference) serves the developer community with over 28,000 members. The company publishes titles including Warship Wars: Naval Fury, Rage of Kings, Clash of Empire, Cooking City, and Evony: The King's Return through Microsoft Store.

Differentiator

Problem solved

Functional benefit

Brands

• MG SDK: Software Development Kit providing login, payment, advertising, social, and data analytics functions for developers
• MG Ads
• GWGC (Global Windows Game Conference)
• Miracle Games Store

Products and services

• MG Open Platform End-to-end platform for game and app publishers targeting Windows/Microsoft Store, integrating SDK, distribution, advertising, community, and analytics/payment services. For game developers, indie studios, and application publishers that need a unified Microsoft Store go-to-market stack.
• MG SDK Software development kit for integrating games with the MG Open Platform, including runtime, cross-platform support (Windows/Android/iOS/Web), payment, community, and ad mediation hooks. For game and app developers building Windows titles.
• MG Ads Advertising platform with mediation across CPM, CPC, CPI, and CPS ad formats, enabling developers to monetize games/apps and enabling advertisers to buy Windows/Microsoft Store user acquisition. For game developers, advertisers, and ad networks.
• MG App Store / MG Game Center Proprietary application and game distribution platform for Windows users, providing an additional discovery and download channel beyond the Microsoft Store. For publishers seeking distribution to Windows users and for end users downloading games.
• MG Community Community and social SDK/services for in-game chat, friends, leaderboards, and player engagement. For game developers wanting embedded social features without building them in-house.
• MG Data Center Analytics, reporting, and operational dashboards for managed games and apps, covering usage, revenue, and player behavior. For developers and publishers operating on the MG platform.
• Global Payment Integration Multi-currency, cross-border payment integration supporting regional payment methods for global distribution of games and apps. For publishers needing worldwide billing on Windows/Microsoft Store.
• Global Agent Network (Overseas Publishing Service) Service for Chinese developers to publish and operate games overseas on Microsoft Store via MG's global agent network, handling localization, distribution, and operations. For Chinese game publishers seeking non-China reach.
• GWGC (Game Workshop Global Community) Developer community and event program for game developers in the MG/Microsoft Store ecosystem, providing networking, knowledge sharing, and ecosystem support. For indie and mid-sized game developers.

Quantifiable outcome

• S-level game achieved 9.29 million cumulative downloads on Microsoft global app store within one year
• +4 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability5 records

Feature8 records

Partnerships

Six partnerships are on record, tiered core and regional.

• MicrosoftcoreStrategic or Co-development PartnerMG is a certified Microsoft global ISV top partner and the only Chinese game publisher with independent brand zone on Microsoft Store since July 2021. MG provides game publishing and promotion services on Microsoft Store, helping Chinese developers access the Windows 10/11 ecosystem. Microsoft provides MG with exclusive brand zone access, promotional resources including homepage recommendations and Start Menu placements, and technical support for UWP development.
• Google (Google AdSense)coreTechnology or IntegrationMG SDK integrates Google AdSense for advertising mediation, enabling UWP applications to access Google's advertising network for traffic monetization. Developers can call Google Ads through MG SDK for CPC-based revenue.
• Amazon (Amazon Affiliate Advertising)coreTechnology or IntegrationMG SDK integrates Amazon affiliate advertising for e-commerce ad monetization. Developers can call Amazon ads through MG SDK with CPS-based revenue sharing model.
• BoaCompra by PagSeguroregionalChannel Partner/ Reseller/ DistributorBoaCompra by Pagseguro is a local payment company in Brazil focusing on providing international merchants with local payment methods in Latin America. They serve as MG's local partner in Latin America to better serve local players with local payment options.
• MyappfreeregionalChannel Partner/ Reseller/ DistributorMyappfree is a well-known Italian channel partner focused on global and multi-platform distribution of Windows 10 products. Michele Lichinchi serves as core market executive and is one of the important partners of MG Microsoft Channel Alliance.
• Microsoft AzurecoreTechnology or IntegrationMG recommends developers use Microsoft Azure for deploying overseas servers. Developers can apply for Microsoft Store promotional resources including in-store recommendation slots by using Azure services.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CrazyLabs: CrazyLabs (formerly TabTale) is a mobile game publisher and ad monetization platform focused on casual and hyper-casual games. It is comparable to MG's publishing business — both take a revenue share on published titles and provide marketing/UA support, although CrazyLabs is mobile-focused while MG focuses on Microsoft Store.
• ironSource (Unity): ironSource, now part of Unity, provides a leading game ad SDK, mediation layer, and developer monetization tools used by mobile and PC game publishers. It is directly comparable to MG Ads and MG SDK, which provide similar login, payment, and ad mediation services integrated into publisher workflows.
• Valve (Steam): Steam is the dominant PC game distribution platform. It is directly comparable to MG's Microsoft Store publishing and distribution business — both operate storefronts for PC games, take a revenue share on in-app purchases, and monetize via integrated SDKs (login, payments, community). Steam is far larger and is the benchmark Microsoft Store publishers like MG compete against for developer attention.
• Tilting Point: Tilting Point is a game publisher that signs, funds, and scales free-to-play games across mobile and PC with a revenue-share model and live-ops support. It is directly comparable to MG's CPS publishing model on Microsoft Store, with both firms acting as publisher partners for external developers.
• Epic Games Store: Epic Games Store is a competing PC game storefront offering developers a favorable revenue share plus integrated SDK and engine (Unreal) services. It is comparable to MG's role as a Microsoft Store publisher providing SDK, distribution, and promotional services to game developers.
• AppLovin: AppLovin operates a mobile gaming ad SDK, mediation platform, and game publishing business (Lion Studios / SparkLabs). It is directly comparable to MG Ads and MG's publishing function — both monetize game traffic through SDK-driven ad mediation and provide publishing services to mobile-to-PC developers.

Broad incumbents

• Unity Technologies: Unity is a leading game engine plus a growing ad/LevelPlay mediation business. It is comparable to MG because both target the same game developer audience with engine-agnostic SDKs, ad mediation, and tools — and MG explicitly supports Unity-engine migration to UWP as part of its offering.
• Microsoft (Xbox Game Studios / Microsoft Casual Games): Microsoft is both MG's partner and a broader incumbent on its own platform, running Xbox Game Studios and Microsoft Casual Games on Microsoft Store. As the platform owner and a direct publisher of PC games, it competes broadly with the same developers MG publishes, while also controlling MG's distribution access.

Emerging players

• Mintegral: Mintegral is a China-origin mobile ad SDK and mediation platform serving global game developers. It overlaps with MG Ads in providing game-focused ad mediation and monetization tooling, and the comparable Chinese origin and global ambition make it a meaningful emerging peer in the same category.
• BlueStacks (by Intel): BlueStacks enables Android apps and games to run on Windows PCs, addressing the same mobile-to-PC bridge that MG's UWP migration and cross-platform SDK target. While BlueStacks runs Android on Windows via emulation, both companies are positioned around bringing mobile content to the Windows PC user base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/miracle-games-inc

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 MIRACLE GAMES INC