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Enad Global 7 AB (also known as EG7) is a Swedish video game holding company based in Stockholm. It was founded as Toadman Interactive in 2013 by Robin Flodin and Rasmus Davidsson as a work-for-hire consultancy studio. The company began fully developing games in 2017 and became a public company later that year. Starting in 2018, Toadman Interactive acquired other video game companies, including the developer Antimatter Games, marketing agency Petrol Advertising, and publisher Sold Out.

Key Information

In January 2020, Toadman Interactive reformed as Enad Global 7, organising Petrol Advertising, Sold Out, and the renamed Toadman Studios as its direct subsidiaries. Since then, Enad Global 7 has acquired Big Blue Bubble, Piranha Games, Daybreak Game Company, and Innova. In August 2021, the management was replaced with Daybreak Game Company's Ji Ham as acting chief executive officer (CEO) and Fredrik Rüdén as deputy CEO and chief financial officer, with Floding leaving the company and selling all shareholdings by May 2022. Innova was sold off in September 2022 due to the 2022 Russian invasion of Ukraine. Sold Out was rebranded as Fireshine Games in March 2022.

History

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Background

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Enad Global 7 was founded as Toadman Interactive in 2013 by Robin Flodin and Rasmus Davidsson.[2] Flodin grew up in Upplands Väsby and began developing video games at age 11, creating one with a friend each week to play with other friends on the weekends.[3][4] After serving in the Swedish military, he began studying video game design in Gotland, at the University of Gotland.[4][5] During his studies, Flodin created multiple games and founded a gaming startup at age 19.[2][4] He and Teddy Sjöström conceptualised the game Dwarfs!? as part of a lecture in late 2009. For its development, they founded the studio Power of 2, of which Flodin was the chief executive officer (CEO).[5] Tripwire Interactive, which Flodin had been acquainted with since 2008, published Dwarfs!? in May 2011.[5] It became Flodin's "breakthrough game" and sold more than 250,000 copies by November 2017.[2][4]

In March 2011, Flodin, Davidsson, and Ted Lindström founded Zeal Game Studio, of whom Flodin assumed the role of CEO.[3][6] The studio was co-located with Power of 2 in a small office on Stenkumla väg in Visby.[7] By May 2011, Zeal Game Studio had 12 employees, all of them active or former students of the University of Gotland. Due to the small office size, the company was looking to relocate within Visby.[7] In November 2012, Zeal Game Studio employed 30 people in the Visby office (now on Tallundsgatan) and a second office in Stockholm (on Kungsholmen). The Visby office was still crowded, which Flodin blamed on limited housing available in Gotland.[3][6] Also in November 2012, Flodin was named Gotland's "Young Entrepreneur of the Year".[6]

Paradox Interactive, a Swedish video game publisher, invested in Zeal Game Studio as a result of the success of Dwarfs!?.[6] Under Flodin's leadership, Zeal Game Studio developed two games for Paradox Interactive: Starvoid (2011) and A Game of Dwarves (2012).[4][6] In December 2012, Flodin and former Starbreeze Studios executives Nicklas Dunham and Jens Larsson founded Gaming Corps in Uppsala, which absorbed Zeal Game Studio.[8][9]

Early years as Toadman Interactive (2013–2017)

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In 2013, Flodin and Davidsson decided to "restart" in Stockholm and established Toadman Interactive.[4] The company acted as a consultancy firm for game development on a work-for-hire basis.[2] Games that the company contributed to include Warhammer: End Times – Vermintide, Dead Island 2, and Bloodsports.TV.[2][10] Toadman Interactive began developing its own games in 2017, starting with Immortal: Unchained.[2] The studio initially intended to self-publish the game but later partnered with Game Odyssey for the personal computer version and Sold Out for the console versions.[11]

In October 2017, Toadman Interactive announced its plans to become a public company, though Flodin and Davidsson were to retain a majority ownership.[2] Around this time, the company had 25 employees and a second office in Berlin and had hired Alexander Albedj as chairman.[2][12] By issuing new shares, the company expected to raise 22 million kr. Half of this was subscribed to by early investors, including Paradox Interactive founder Fredrik Malmberg and Simplygon founder Martin Ekdal, by November 2017.[12] At the end of the subscription period later that month, 1,230 people had subscribed to the issuing for 83 million kr, wherefore a full share allocation could be undergone.[13] Toadman Interactive planned to start trading on the NGM Nordic MTF on 6 December but missed that date.[14] It was approved by the market the day after and commenced trading on 13 December.[15] On its first day on the market, Toadman Interactive's share price fell by 25%, from 12.90 kr to 9.70 kr.[16]

Expansion (2017–present)

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In December 2017, Toadman Interactive formally registered a subsidiary for its Berlin office and hired Daniel Mesonero as the office's CEO and studio manager.[17] In mid-2018, Toadman Interactive acquired the Norwegian studio Artplant.[18] Craig Fletcher, the founder of Multiplay, infused a 3 million kr investment in August 2018.[18] In September 2018, the company acquired Diskett Interactive Sweden, a game development consulting operation consisting of Andreas Jonsson and Jim Sagevid, for 140,000 kr.[19] Jonsson later served as chief technical officer at Toadman Interactive.[20] Immortal: Unchained was released later that month but failed to sell well, reaching a peak concurrent player count of just 235. In response, Toadman Interactive's share price fell by 39%.[21] Later that month, the company hired Birgitta Lönnberg as its chief financial officer (CFO).[22]

Toadman Interactive switched its trading venue from NGM Nordic MTF to Nasdaq First North in February 2019.[23] In June, the company acquired the studio Antimatter Games and its 21 employees for roughly US$169,800.[24][25] It also purchased the marketing agency Petrol Advertising for US$7.25 million in shares and US$10.75 million in cash that month.[26] Toadman Interactive acquired the assets of Tangentix, including the GameSessions platform, for £50,000 in October 2019.[27] The company bought Sold Out in November that year, paying £12 million in cash and £4 million in stock, as well as an additional £5.2 million if Sold Out reached certain financial targets by 2020.[28][29]

In January 2020, Toadman Interactive announced the formation of Enad Global 7 as the parent company for Toadman Interactive (which was rebranded Toadman Studios), Sold Out, and Petrol.[30] Artplant and Antimatter Games remained part of Toadman Studios.[31] The move was aimed at clarifying the company's position as a holding company. "Enad" is a Swedish word meaning "unified" or "united".[32] The reorganisation process was completed on 19 March 2020, when the entity Toadman Interactive AB was legally renamed Enad Global 7 AB and the company's ticker symbol changed to "EG7".[33] In November that year, Enad Global 7 acquired two Canadian development studios: Big Blue Bubble for CA$16 million and Piranha Games for CA$31.4 million.[34] In December 2020, Enad Global 7 purchased Daybreak Game Company for US$300 million.[35] Enad Global 7 bought the Russian publisher Innova in February 2021.[36] Sold Out rebranded as Fireshine Games in March 2022.[37]

In August 2021, Flodin was replaced by Ji Ham (the CEO of Daybreak) as acting CEO. Flodin was to stay with the company for six months.[38] Fredrik Rüdén was appointed as deputy CEO and CFO, with Lönnberg now reporting to him.[39] Flodin's last shareholdings were bought out by the company's executives in May 2022.[40] This made Jason Epstein, Daybreak Game Company's former owner, the second-largest shareholder in Enad Global 7. He was named chairman of the company by August.[41] As a result of the 2022 Russian invasion of Ukraine, Enad Global 7 announced its intent to divest of Innova via a management buyout valued at €32 million and plans to relocate key staff from Artplant's Russian office outside of the country.[1] In September 2022, it announced that it sold Innova to Games Mobile ST for €21 million.[42]

In January 2025, Enad Global 7 shut down Toadman Studios (which had since returned to the Toadman Interactive name) alongside redundancies at Piranha Games.[43]

References

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Enad Global 7

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Enad Global 7 AB (publ), known as EG7, is a Swedish headquartered in that operates in the video game sector by acquiring studios, developing titles, and publishing games for PC, console, and mobile platforms. Founded in 2013, the company pursues a franchise-driven strategy emphasizing live service games and co-development partnerships, with subsidiaries including Daybreak Games, , and . EG7 manages 11 live service titles, such as , , and , which generate recurring revenue through ongoing updates and player engagement, alongside marketing support for over 2,000 external releases including and . Its portfolio spans multiplayer MMOs, mobile hits like , and single-player experiences, reflecting a focus on the mid-market segment rather than blockbuster AAA pursuits. The company has navigated industry headwinds, including a 2025 wind-down of its Toadman Interactive operations due to difficulties securing work-for-hire contracts, alongside staff reductions at amid broader market contraction. These restructurings highlight persistent challenges in game development profitability, though EG7 maintains operations centered on established franchises.

History

Founding and early operations as Toadman Interactive (2013–2016)

Toadman Interactive AB was founded in 2013 in , , by Robin Flodin and Rasmus Davidsson as a work-for-hire consultancy firm focused on game development services. The founders established the company to offer specialized expertise in areas such as programming, art, and design for external clients in the video game sector. In its initial operations, Toadman operated primarily as a co-development studio, undertaking consulting assignments rather than producing original titles under its own brand. The firm assembled a small team of experienced developers, emphasizing technical proficiency in PC and console game production to support client projects. Contributions during this period included work on titles like Escape from Dead Island (released in 2014) and elements of Killing Floor 2 (released in 2016), where Toadman provided outsourced development support. By 2016, Toadman had solidified its position as a reliable partner for work-for-hire tasks, though it remained a modest operation without significant independent releases or public financial disclosures from that era. This foundational phase prioritized building internal capabilities and client relationships, setting the stage for later expansion into proprietary development.

Initial expansion and co-development focus (2017)

In 2017, Toadman Interactive transitioned from its primary role as a work-for-hire consultancy studio to establishing an in-house capability for independent game development and co-development projects, broadening its operational scope beyond external client contracts. This shift enabled the company to pursue original intellectual properties while maintaining consultancy services, with a focus on leveraging its existing expertise in game engines like for both proprietary titles and collaborative efforts with publishers. A key milestone was the initiation of its first independent title, Immortal: Unchained, signaling the company's ambition to enter the competitive market for original PC and console games. Concurrently, Toadman expanded geographically by registering Toadman Interactive GmbH in in December 2017, establishing a Berlin-based game studio to support development activities and tap into European talent pools. This move complemented its headquarters and laid groundwork for scaling production capacity. Financially, the year culminated in Toadman Interactive's public listing on the NGM Nordic MTF exchange in December 2017, providing capital for further growth initiatives. Trading commenced following regulatory approval, though the share price experienced an initial 25% decline on the debut day, reflecting market volatility for newly listed gaming firms. These developments positioned Toadman to balance co-development contracts—valued for steady revenue—with higher-risk, higher-reward original projects, setting the stage for subsequent acquisitions.

Rebranding to Enad Global 7 and key acquisitions (2018–2020)

In January 2020, Toadman Interactive's proposed changing the parent company's name to Enad Global 7 AB (EG7) to clarify the group's structure as a focused on game development, publishing, and related services, following a series of acquisitions that diversified its operations beyond co-development work. The name change, approved by shareholders, took effect on March 19, 2020, with shares beginning to trade under the new ticker EG7 on First North Growth Market. This rebranding coincided with Toadman reorganizing its subsidiaries, including Petrol Advertising (acquired in June 2019), Sold Out (acquired in November 2019), and the renamed Toadman Studios, under the EG7 umbrella to support a of in game production and distribution. The shift emphasized EG7's ambition to build a portfolio of owned intellectual properties and live-service games, moving away from its origins as a service provider. Key acquisitions preceding and immediately following the rebranding accelerated this expansion. In June 2019, Toadman entered an agreement to acquire Petrol Advertising, a U.S.-based agency specializing in game launches, in a merger that aligned with its strategy to strengthen industry positioning through complementary assets. Earlier that year, around June 9, Toadman acquired Antimatter Games, a -based studio known for titles like Killing Floor 2 and Rising Storm 2: Vietnam, for approximately 1.58 million SEK plus cash reserves, adding expertise in multiplayer shooters to its development capabilities. In November 2019, Toadman acquired publisher Sold Out Sales & for £16 million upfront (with potential earn-outs up to £5.2 million), gaining a distribution network for PC and console titles and enhancing its publishing arm. Post-rebranding, EG7 continued its acquisition drive in 2020. On August 27, it acquired , a Canadian developer behind My Singing Monsters, to bolster its and casual gaming portfolio. In November, EG7 agreed to purchase , creators of MechWarrior 5: Mercenaries, for up to CAD 95 million, integrating a studio focused on simulation and mech-based titles into its lineup. These moves, funded partly through share issues and bonds, increased EG7's employee count significantly and positioned it for further growth in MMOs and live-service games by year-end 2020.

Post-rebranding growth and major integrations (2021–2023)

In 2021, Enad Global 7 acquired Piranha Games Inc., a Canadian developer specializing in PC and console titles including MechWarrior Online, on March 1 for a total consideration of SEK 483.9 million, comprising SEK 138.2 million in cash, SEK 34.5 million in shares, and SEK 276.6 million in contingent payments. Later that month, on March 31, the company completed the acquisition of Innova Intellectual Properties S.à r.l., a digital distributor focused on free-to-play MMORPGs such as Lineage II in Russia and CIS markets, for SEK 1,104.6 million primarily in shares. These moves built on prior integrations of Daybreak Game Company and Big Blue Bubble, with ongoing efforts to consolidate operations across subsidiaries, including earn-out payments of USD 40 million to Daybreak sellers in the second quarter. The acquisitions drove substantial revenue expansion, with net sales reaching SEK 1,670.5 million for the full year , a 193% increase from SEK 569.8 million in , supported by contributions from the new entities— generated SEK 91.1 million in revenue over 10 months, while Innova added SEK 202.6 million over 9 months—and of 28% in Q4 compared to the prior year. Daybreak further bolstered the portfolio by acquiring the digital rights to Magic: The Gathering Online in Q4 , expected to contribute SEK 90–100 million in net sales annually starting in 2022. Employee headcount expanded to approximately 880 across 16 global offices, reflecting scaled development and publishing capacities. From 2022 onward, emphasis shifted toward operational synergies and live-service optimization amid fewer large acquisitions, yielding net revenue of SEK 1,865.9 million in 2022 (an approximate 11.6% year-over-year increase) and SEK 2,045.0 million in 2023 (9.6% growth), with adjusted EBITDA of SEK 542.0 million in the latter year. Innova's Russian operations, representing 9.7% of 2021 net sales, faced disruptions from the 2022 Ukraine conflict, prompting EG7 to exit the Russian market by divesting Innova through a management buy-out completed in September 2022 for €21 million due to geopolitical uncertainties in the region. In 2023, Enad Global 7 launched initiatives targeting SEK 3 billion in net revenue by 2026, implying a 16% from 2023 levels, through content updates and efficiency gains across 11 live titles.

Recent challenges and restructuring (2024–present)

In 2024, Enad Global 7 experienced a 16.2% decline in net revenue to SEK 1,713.0 million from SEK 2,045.0 million the previous year, attributed to reduced performance in certain live-service titles and higher operational costs amid a competitive market. This downturn prompted renewed cost-cutting initiatives, including the closure of offices in , , and in August 2024, alongside layoffs in as part of broader efforts to streamline operations following prior acquisitions. Early 2025 saw intensified restructuring, with EG7 announcing the wind-down of Toadman Interactive's operations on January 9, 2025, after previous cost-saving measures proved insufficient to achieve profitability. The closure was expected to incur a non-recurring restructuring reserve of approximately SEK 16.5 million. Concurrently, EG7 implemented staff reductions at subsidiary Piranha Games, affecting 38 employees, in response to underperforming sales of MechWarrior 5: Clans. These actions were framed by the company as "business optimization" to refocus resources on core MMOs and higher-margin activities. Despite these measures, Q2 2025 financials indicated ongoing pressures, with net revenue of SEK 378.8 million reflecting only modest FX-adjusted organic growth of 6.7% year-over-year, while Daybreak Games reported margin challenges amid investments in new initiatives. EG7's emphasized stabilizing legacy titles like and , though potential impacts on ongoing support for games such as were noted in industry commentary following the Piranha Games cuts.

Corporate Structure and Leadership

Executive team and governance

Ji Ham serves as Chief Executive Officer of Enad Global 7 AB (EG7), having been appointed in August 2021 initially as acting CEO before assuming the full role. Ham, who holds 2,018,472 shares representing 2.28% of the company's shares and votes, brings extensive experience in gaming and finance, including serving as CEO of since 2015. Prior to EG7, Ham held leadership positions in game development and operations at major studios. Fredrik Rüdén acts as Group Deputy CEO and Chief Financial Officer, appointed on August 31, 2021. Rüdén possesses over 25 years of finance experience and more than 10 years in entertainment industry leadership, focusing on financial strategy and operations in gaming holdings. Huyen Huynh is of Group Operations, with 25 years in across industries and 14 years specifically in gaming. David Youssefi serves as and , appointed January 29, 2024, drawing on 25 years of in-house and legal expertise in global corporate matters. EG7's board of directors comprises seven members as re-elected at the June 11, 2025, : Jason (Chairman), Ben , Gunnar Lind, Ji Ham, Marie-Louise Gefwert, Ronald Moravek, and Ebba Ljungerud. , Chairman since 2021, holds 8,582,320 shares equating to 9.69% of shares and votes. Ham serves dually as a director alongside his CEO role. Governance follows the Swedish Corporate Governance Code, Nasdaq Stockholm Rulebook for Issuers, and EG7's , emphasizing accountability through board oversight, internal controls, and annual general meetings. The board maintains committees including , Compensation, and Contract Oversight, the latter comprising independent directors Braun, Lind, Gefwert, Moravek, and Ljungerud to review major . External auditing ensures financial reporting integrity, with shareholder influence exercised via the nomination committee ahead of general meetings.

Owned studios and subsidiaries

Enad Global 7 structures its operations through wholly-owned subsidiaries focused on game development, , and ancillary services such as . These entities form the core of its portfolio, emphasizing live-service MMOs, support, and promotional activities, with a total of approximately 560 employees across 12 offices worldwide as of mid-2025. The company has divested non-core assets like Innova Intellectual Properties in September 2022 for €21 million as part of exiting the Russian market due to geopolitical risks associated with its Russian operations. Daybreak Games, headquartered in , , serves as EG7's largest unit with 307 employees and revenue of 766 MSEK in recent reporting periods; it develops and publishes PC and console titles, including flagship MMOs such as , , and . Acquired in December 2020 for approximately $300 million, it represents the cornerstone of EG7's live-service strategy. , based in , is a game studio with over 15 years of experience in creating accessible mobile and cross-platform titles, most notably the franchise, which drives significant recurring revenue through in-app purchases. , founded in 2000 and located in Vancouver, , specializes in mech-based simulation games like and MechWarrior 5: Mercenaries; it faced staff reductions of 38 employees in January 2025 as part of broader restructuring. Fireshine Games, the rebranded evolution of Sold Out (acquired in December 2019 for £16 million and renamed in March 2022), operates as a UK-based publisher handling physical and for indie developers, partnering with studios like Team17. Petrol, a Burbank, California-based agency acquired in June 2019, provides creative services for over 2,000 game releases, including major titles like and , supporting EG7's promotional needs across gaming and entertainment. Toadman Interactive, previously a work-for-hire studio subsidiary, initiated wind-down operations in January 2025 due to contract shortages and industry headwinds, resulting in a SEK 16.5 million restructuring reserve; it no longer contributes active development.

Business Model and Operations

Acquisition and roll-up strategy

Enad Global 7 (EG7) adopted an acquisition-driven roll-up strategy following its 2019 on First North, transforming from a single studio into a overseeing multiple business units in game development, , and operations. This approach emphasizes consolidating fragmented gaming assets, particularly those centered on massively multiplayer online (MMO) and live-service titles, to achieve scale, synergies, and diversified revenue streams through integrated operations. The strategy involves targeted purchases of studios, intellectual properties, and service providers to build , including development talent, publishing capabilities, and player acquisition expertise. For instance, EG7 acquired on December 22, 2020, for approximately SEK 837 million, gaining control of enduring MMOs such as EverQuest, , and , which collectively serve millions of active users and provide stable recurring revenue. Earlier, the November 25, 2020, acquisition of Inc. for up to CAD 75 million added casual and family-oriented titles like , enhancing portfolio diversity beyond core MMOs. Subsequent deals, such as the February 25, 2021, purchase of Innova Intellectual Properties S.A.R.L. for SEK 150 million plus performance-based earn-outs, secured publishing rights for MMOs like Lineage II and Perfect World in emerging markets, bolstering EG7's global distribution and localization strengths. Additional acquisitions, including Piranha Games in early 2021 and Sold Out in December 2019, further expanded mech-based titles and PC/console distribution networks, respectively. This roll-up model prioritizes long-term cash-flow generation from established IPs while mitigating risks through a mix of organic development and inorganic growth, though integration challenges have occasionally pressured short-term margins. EG7's leadership has articulated this as an "aggressive M&A roll-up" to counter industry fragmentation, with post-acquisition focuses on operational efficiencies, , and cross-studio collaborations to optimize live-service management and player retention. By 2024, subsidiaries like Daybreak continued the pattern by acquiring Singularity 6 on July 2, developers of , to incorporate elements into EG7's ecosystem. Despite ambitions for sustained expansion, the strategy has drawn scrutiny for execution risks, including dependency on acquisition financing and varying post-deal performance amid volatile gaming markets.

Publishing, development, and live-service management

Enad Global 7 operates a decentralized structure with six business units responsible for , development, and live-service , emphasizing franchise-based titles across PC, console, and mobile platforms. This model integrates first-party development and with third-party collaborations, prioritizing repeatable processes and risk-adjusted returns, such as targeting 25% on projects with $10-30 million investments. Publishing is primarily managed through Fireshine Games, which handles both physical and for mid-market titles. The unit has facilitated the release of over 2,000 games globally, including franchises like , Doom, Diablo, and , often under an institutional model where publisher shares range from 30-70% based on risk and involvement. Fireshine focuses on selective, hands-on support for indie and established developers, combining physical logistics with digital storefront expertise to enable worldwide reach. Game development occurs via owned studios tailored to specific genres and platforms, employing an 80-10-10 content allocation: 80% on proven assets, 10% improving existing titles, and 10% pursuing new innovations. Daybreak Games develops massively multiplayer online games (MMOGs), specializes in first-person shooters like the series, focuses on mobile innovations, and Toadman Interactive provides co-development services—though the latter faced wind-down in early 2025 due to contract shortages. This studio network supports both proprietary IPs and third-party work, with emphasis on scalability for live-service integration. Live-service management centers on sustaining 11 ongoing titles, which generated 29% of last-twelve-months revenue as of Q2 2023 through free-to-play models, microtransactions, subscriptions, and DLC expansions. Daybreak oversees MMOGs such as DC Universe Online, EverQuest, PlanetSide 2, The Lord of the Rings Online, and Dungeons & Dragons Online, delivering regular content updates to maintain communities. Piranha manages MechWarrior Online, while Big Blue Bubble handles My Singing Monsters, which saw 371% year-over-year revenue growth in the same period. Operations prioritize stability with minimal new investment in mature titles, using proceeds to fund expansions like H1Z1 reboots, fostering predictable cash flows amid industry volatility.

Games and Intellectual Properties

Core MMOs and live-service titles

Enad Global 7's core massively multiplayer online (MMO) titles form the backbone of its live-service revenue, largely inherited through the 2020 acquisition of for $300 million, which included established franchises with persistent player bases and models emphasizing ongoing content updates and microtransactions. These titles, such as and , have demonstrated long-term viability, with EG7 identifying them as key value drivers capable of generating steady cash flow through expansions and seasonal events. EverQuest, launched in 1999 by Verant Interactive (later Sony Online Entertainment), and its sequel from 2004, represent pioneering MMORPGs with deep lore, raid-focused gameplay, and subscription-optional models transitioned to . Developed by Darkpaw Games (a ), both titles continue to receive expansions, such as EverQuest's 30th anniversary content in 2029, underscoring their role in EG7's portfolio for nostalgic retention and incremental monetization. PlanetSide 2, released in 2012, stands as a cornerstone (MMOFPS) emphasizing large-scale, persistent battles across continents with thousands of concurrent players. Maintained by Daybreak's subsidiary, it has sustained operations via battle passes and cosmetic sales, with EG7 highlighting its potential for tech sharing across titles despite fluctuating player counts. DC Universe Online (DCUO), developed by Dimensional Ink Games under Daybreak and launched in 2011, integrates IP from DC Comics into a action-combat MMO with episodic storylines and cross-platform support, including a 2020 update that boosted accessibility. It remains a top earner in EG7's Daybreak segment, benefiting from licensed content tie-ins like events. Through its ownership of Standing Stone Games (acquired via Daybreak), EG7 operates The Lord of the Rings Online (LOTRO, 2007) and (DDO, 2006), both free-to-play MMORPGs rooted in licensed fantasy IPs with expansion packs expanding endgame raids and class systems. LOTRO, in particular, leverages J.R.R. Tolkien's for immersive quests, while DDO focuses on tactical crawling; EG7 has invested in content roadmaps for both to maintain subscriber and VIP revenue streams. Among live-service titles beyond traditional MMOs, H1Z1 (2015, battle royale origins) persists under Daybreak with survival and extraction modes, though secondary to core MMOs in EG7's emphasis. More recently, the 2024 acquisition of Singularity 6 added Palia, a cozy life-simulation MMO with crafting and social features, which quickly scaled to become Daybreak's largest revenue generator among live games by mid-2025 through console expansions and cross-play. Mobile-oriented live-service like My Singing Monsters from Big Blue Bubble (acquired 2021) complements the portfolio with casual monster-collection mechanics and frequent events, diversifying beyond PC/console MMOs. Collectively, these 10+ live-service titles underpin EG7's strategy of predictable recurring revenue, though growth relies on selective updates amid market saturation.

Other developed and published games

Enad Global 7 maintains a diverse array of titles outside its primary MMOs, spanning battle royale shooters, mobile simulations, combat arenas, tactical action games, and third-party publications across PC, console, and mobile platforms. These games contribute to the company's revenue through live operations, in-game purchases, and one-time sales, often leveraging subsidiaries like Daybreak Games, , , and Fireshine Games. H1Z1, developed and published by Daybreak Games, launched in 2015 as a competitive battle royale shooter emphasizing survival mechanics, weapons, vehicles, and multiplayer matches on procedurally generated maps. The title shifted from on to a model, focusing on battle royale modes after initial survival elements were spun off into a separate project. My Singing Monsters, developed by and released in 2012, is a mobile world-building game where players collect, breed, and manage musical monsters that generate tunes through island-based habitats. The franchise has expanded with spin-offs like My Singing Monsters Playground in 2021, featuring competitive mini-games, and has driven significant revenue for EG7, including viral engagement exceeding one billion hashtags by late 2022. Piranha Games contributes mech-focused titles, including , a free-to-play online combat game released in 2013 set in the universe, where players pilot customizable BattleMechs in team-based battles. Single-player entries encompass MechWarrior 5: Mercenaries (2019), a mercenary simulation with open-world contracts and co-op support, and its standalone expansion MechWarrior 5: Clans (2024), emphasizing tactical squad-based combat and narrative-driven campaigns. Fireshine Games, EG7's publishing arm, handles third-party developments such as (2022, Pugstorm), a 1-8 player mining sandbox adventure involving base-building and exploration in underground biomes; (2023, ColePowered Games), a procedurally generated in a dystopian noir city; and Little Friends: Puppy Island (2023, Big Blue Bubble), a title centered on puppy care, exploration, and resort management. Daybreak also operates Magic: The Gathering Online, a digital adaptation of the originally released in 2002, supporting virtual economy trading, tournaments, and format-specific play under EG7's management following studio integrations. These non-core titles reflect EG7's strategy to balance live-service longevity with broader genre diversification, though some, like projects, have faced sales challenges prompting studio restructurings in 2025.

Financial Performance

Enad Global 7's net revenue grew substantially from SEK 78.9 million in 2020 to SEK 1,670.5 million in 2021, driven primarily by the December 2020 acquisition of and integration of its MMO portfolio. Growth moderated but remained positive in subsequent years, with net revenue reaching SEK 1,865.9 million in 2022 (an 11.7% increase) and SEK 2,045.0 million in 2023 (a 9.6% rise), reflecting contributions from live-service titles like and Lord of the Rings Online, alongside publishing efforts. Revenue declined in 2024 to SEK 1,713.0 million, a 16.2% year-over-year drop, amid a broader gaming industry downturn and weaker-than-expected performance from releases such as 5: Clans. Quarterly results in early 2025 indicated stabilization, including Q4 2024 net revenue of SEK 512.9 million (up 8.4% year-over-year) and Q2 2025 net revenue of SEK 378.8 million (up 7.4% reported, 17.2% FX-adjusted).
YearNet Revenue (SEK million)Year-over-Year Growth
202078.9-
20211,670.5+2,018%
20221,865.9+11.7%
20232,045.0+9.6%
20241,713.0-16.2%
Sources: Annual reports and year-end interim reports for respective years. In 2023, EG7 outlined growth initiatives targeting SEK 3 billion in net revenue by 2026, implying a of 16% from the 2023 base, supported by expansions in existing MMOs, new title launches, and selective investments in studios. This ambition follows earlier medium-term goals, such as approaching SEK 2.2 billion in 2023 (achieved at SEK 2.045 billion), emphasizing organic expansion in live-service operations over further large-scale acquisitions. Progress toward the 2026 target remains challenged by 2024's revenue contraction, with management citing ongoing focus on cost discipline and title optimizations to drive recovery.

Profitability issues and cost management

Enad Global 7 experienced a decline in profitability in , with full-year net revenue falling to SEK 1.7 billion from SEK 2.0 billion in 2023, and adjusted EBITDA decreasing to SEK 325.5 million from SEK 542.0 million. This downturn was attributed to the normalization of revenue from following a record year in 2023, combined with transitional investments in new projects such as and titles from Cold Iron Studios, which deferred short-term gains for anticipated 2025 growth. Despite a stronger Q4 with net revenue of SEK 512.9 million (up 8.4% year-over-year) and adjusted EBITDA margin of 25.1%, the overall annual results highlighted vulnerabilities in reliance on legacy live-service titles amid fluctuating player engagement and development costs. In Q2 2025, profitability remained pressured despite revenue growth, as net revenue rose to SEK 378.8 million (FX-adjusted organic increase of 6.7% from SEK 352.7 million in Q2 2024), but adjusted EBITDA margin was only 9.9%, with EBIT negative at SEK -38.3 million. Factors contributing to subdued margins included elevated marketing expenditures and timing issues in , particularly affecting segments like , where operational inefficiencies eroded profitability despite modest revenue upticks. Additionally, non-recurring items such as goodwill impairments—exemplified by a SEK 342.3 million write-down at in Q4 2024—further strained reported earnings, underscoring challenges in integrating acquired studios and sustaining MMO ecosystem investments. To address these issues, EG7 implemented aggressive cost management starting in mid-2024, launching a comprehensive savings plan in that targeted annual reductions of SEK 103 million, comprising SEK 35 million from prior initiatives and an additional SEK 68 million from streamlined operations across units like Toadman, , Daybreak, Fireshine, Petrol, and . These measures aimed to enforce profitability discipline, redirecting capital to high-return areas such as the Singularity 6 acquisition and expansions, while targeting group-wide adjusted EBITDA margins of 22-25%. Post-Q4 2024 optimizations added SEK 87.7 million in annual savings through targeted reductions, reflecting a shift toward optimization over expansive roll-ups. Specific restructuring actions included the January 2025 wind-down of Toadman Interactive, driven by persistent industry headwinds and failure to secure sufficient work-for-hire contracts despite earlier cuts, yielding SEK 46.5 million in annual operating cost savings effective H2 2025 at the expense of a SEK 16.5 million non-recurring restructuring reserve. Similar optimizations at involved staff reductions tied to underperforming titles like MechWarrior 5: Clans, as part of broader efforts to prune non-core activities and enhance sustainability in a competitive live-service market. These steps, while improving long-term margins, incurred short-term charges and highlighted EG7's reactive approach to profitability amid acquisition-driven overheads.

Controversies and Criticisms

Studio closures, layoffs, and restructuring

In May 2023, Enad Global 7 initiated the wind-down of Antimatter Games, its UK-based studio, after alternative measures to improve profitability failed; this action was projected to reduce annual costs by SEK 50 million. In January 2025, the company announced the wind-down of Toadman Interactive's operations, citing persistent industry challenges, difficulties in securing new contracts, and prior unsuccessful cost-cutting efforts; the process affected 69 employees and subcontractors, with 42 temporarily retained to fulfill ongoing work-for-hire obligations for Daybreak Game Company and Cold Iron Studios. This restructuring was expected to lower annual expenses by SEK 46.5 million, accompanied by a one-time reserve of SEK 16.5 million. Concurrently, Enad Global 7 implemented business optimization at Piranha Games, resulting in the layoff of 38 employees due to underwhelming sales of MechWarrior 5: Clans; the reductions were slated for completion by the second quarter of 2025. Daybreak Game Company, a key subsidiary, conducted smaller-scale layoffs of fewer than 15 staff in February 2024 amid broader portfolio adjustments. These measures reflect Enad Global 7's ongoing efforts to address profitability shortfalls across its studios, prioritizing cost discipline in a competitive live-service gaming market.

Management decisions and player feedback

Enad Global 7's management has pursued a strategy emphasizing revenue maximization from legacy MMOs through expanded in-game monetization, including cash shops offering progression advantages and cosmetic items, which has drawn accusations of prioritizing short-term profits over balanced gameplay. In titles like and under Daybreak Games, decisions to implement membership perks and loyalty rewards have been defended as sustaining long-term operations but criticized for exacerbating pay-to-win dynamics that disadvantage non-paying players. A notable 2025 decision involved Daybreak initiating legal action in June against operators of the Project 1999 emulator, claiming and lost revenue from unauthorized server hosting that attracted lapsed players; the suit sought damages exceeding $1 million and injunctions against the project, which community members viewed as an attack on fan-driven preservation efforts amid perceived neglect of official servers. Player feedback across EG7-operated games has highlighted frustrations with infrequent major updates and perceived underinvestment; in , community discussions in September 2025 cited executive feedback that development costs for new powersets outweighed projected returns, leading to stalled content pipelines and declining player engagement. Similar sentiments emerged in , where players reported technical instability and content droughts attributed to EG7's portfolio-wide resource allocation favoring higher-revenue titles like over niche MMOs. Former Daybreak employees have alleged a dysfunctional culture under EG7 oversight, describing profit extraction via executive bonuses and minimal reinvestment, which correlated with player complaints of unresponsive and server performance issues in games like Lord of the Rings Online, including the 2024 cancellation of a planned . While EG7 publicly attributes profitability to incorporating player desires into content roadmaps, forum analyses and reviews indicate skepticism, with many attributing stagnant populations to unaddressed feedback on balance and innovation.

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