Embracer Has Divested Easybrain to Miniclip for $1.2 Billion

Embracer Group continues the restructuring efforts that have unravelled over the last year or two, divesting Easybrain to Miniclip for a consideration of $1.2 billion. Per a press release, the ‘transaction has a strong strategic and financial rationale’.

Easybrain has been developing mobile apps for almost a decade, and since 2016, the developer has seen more than 1.5 billion downloads across its portfolio. Miniclip, on the other hand, is a mobile publisher founded more than 20 years ago.

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Making Changes

In a press release published today by Embracer Group, it was revealed that the firm is divesting Easybrain to Miniclip for a tidy sum of £$1.2 billion.

In a statement, Lars Wingefors, the CEO of Embracer, said:

This transaction transforms Embracer’s financial position and puts us in a stronger position to drive value. 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.

Saad Choudri, the CEO of Miniclip, echoed that sentiment:

We are delighted to welcome Easybrain to Miniclip. We have long admired Easybrain’s ability to build loyal and engaged puzzle game communities. The addition of evergreen franchises like Sudoku.com further reinforces our vision to engage a broad audience of players.

Easybrain’s CEO spoke of the future of the brand and starting a new chapter that will allow them to ‘deliver even more enriching experiences for players’. It’s expected that the transaction will close in the early months of 2025, with Miniclip securing the Easybrain label on a cash and debt-free basis.

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