Easybrain Breaks Free from Embracer Neighborhood’s Hold

Embracer Group has successfully completed its sale of the mobile studio Easybrain.

In a statement to investors, the Swedish multinational announced that the $1.2 billion deal was finalized on January 23, 2025.

“On November 14, 2024, Embracer Group AB (‘Embracer’) reached an agreement to sell the operating group Easybrain to Miniclip,” the brief statement reads. “All requirements for the deal have now been satisfied, payment as per the agreement has been received, and the transaction is officially closed as of today.”

Embracer’s CEO Lars Wingefors referred to Easybrain as a “significant part of the Embracer family” when announcing the sale, but mentioned that the decision to sell to Miniclip, a mobile publisher owned by Tencent, was a strategic move in light of the changing mobile market.

“Miniclip is the optimal strategic buyer to ensure the company remains at the forefront of the ad-supported mobile gaming sector,” Wingefors added at that time.

Embracer’s latest divestments

In 2024, Embracer opted to divest several high-profile subsidiaries as part of a quest for business stability. The company sold the creators of Borderlands, Gearbox Entertainment and Replicas Marine 2 developer Saber Interactive for $460 million and $247 million, respectively.

These actions occurred during a time of extensive layoffs and studio closures at Embracer Group, with the company dismissing large numbers of employees following a series of mergers and acquisitions that ultimately did not succeed.

When discussing these layoffs in 2023, Wingefors indicated that Embracer needed to concentrate on evolving into a “more streamlined, self-sufficient organization.”

Following the culmination of that difficult restructuring process, Embracer made the decision to divide into three independent companies in order to focus its efforts on specific market sectors.

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