Embracer to sell mobile developer Easybrain to Miniclip for $1.2 billion, console and PC game sales continue to decline

by Danny Craig  · 
Embracer to sell mobile developer Easybrain to Miniclip for $1.2 billion, console and PC game sales continue to decline
Embracer Group/Easybrain

Embracer Group has announced that it is selling mobile developer Easybrain to browser game developer turned publisher Miniclip for $1.2 million USD, following reports of declining sales after a difficult financial year.

The details:

  • As part of its latest financial report, the Swedish firm announced the sale of Easybrain, a mobile developer it acquired in 2021, to Miniclip, which is best known for its history of creating popular browser games. “This transaction transforms Embracer’s financial position and puts us in a stronger position to drive value,” Embracer CEO Lars Wingefors said in a press release. “Easybrain has been an important part of the Embracer family for over three years, contributing to strong value creation during this time. As Easybrain’s market is transforming, Miniclip is the right strategic buyer to enable the company to stay at the forefront of the ad-driven mobile game industry.”

  • The deal is valued at $1.2 billion for 100% ownership of Easybrain, with the entire amount paid in cash. According to Embracer, the sale is expected to be completed in the first few months of 2025.

  • While the $1.2 billion will be a significant boost to the company's finances, its console and PC games have continued to perform poorly in the last quarter. Between July and September 2024, PC and console sales declined by 46% compared to 2023, with sales of Epic Mickey: Rebrushed lower than expected. On the other hand, Satisfactory's 1.0 release "performed above management expectations," with over 200,000 concurrent players at its peak.

  • Despite declining sales overall, Embracer remains optimistic, stating that it plans to sell its tabletop gaming business, Asmodee, in the near future, and that titles such as Kingdom Come: Deliverance 2 will be released in the second half of the financial year. Also, with the cancellation of its agreement with Saber Interactive's owners, the company still owns 4A Games, which is developing a new Metro entry.

  • Embracer has had a difficult year due to the collapse of a $2 billion deal with the Saudi-backed Savvy Gaming Group, which resulted in mass layoffs, studio closures, and the sale of Saber Interactive and Gearbox. Earlier this year, it announced that it would be divided into three businesses: Asmodee, Coffee Stain & Friends, and Middle-earth Enterprises & Friends, each focusing on a different areas of the gaming industry.

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