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Wooga
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Wooga
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The Wooga offices in Berlin, Germany.
The Wooga offices in Berlin, Germany

Key Information

Wooga is a German game software company based in Berlin[2] that develops story-driven casual games for mobile devices, such as smartphones and tablets and social networks like Facebook. It has developed mobile games such as June's Journey, Pearl's Peril and Switchcraft. The company is part of the social games company Playtika. Their name comes from the words "World of Gaming".

History

[edit]

Wooga was founded in January 2009 by Jens Begemann (CEO), Patrick Paulisch, and Philipp Moeser (CTO).[3] Paulisch has since left Wooga. The first games released were only available on social networks, first and foremost on Facebook. The first game developed by Wooga was Brain Buddies, a quiz game released in July 2009.[4] Wooga received €5 million in a round of funding led by Balderton Capital in November 2009.[5] Holtzbrinck Ventures, which had provided funding earlier that year, also participated in this round.[6]

In April 2010, Wooga released its second game, Monster World. That same year, Holtzbrinck Ventures and Balderton Investment stepped in, helping to fund a third game.[7] In October 2010, the company employed 50 people; in 2011, that number increased to 150.[7][8]

In November 2010, Wooga launched Happy Hospital.[9] In March 2011, Wooga launched Diamond Dash. The company raised a Series B Round of $24 million funding in May 2011.[10] Magic Land Island was launched during the GDC Europe in August 2011 in Cologne. In June 2012, the HTML5 game was open sourced under the name Pocket Island on GitHub under MIT license and with the assets under Creative Commons license CC BY-NC-SA.[11][12]

With the progressive development of mobile technology and the global spread of mobile devices, Wooga's focus shifted in 2012 to games for the mobile sector. Diamond Dash was first game they released for iPhone and iPad on the iOS App Store (December 2011).[13] In December 2012, Diamond Dash became the first Wooga game for Android smartphones and tablets.[14] On 22 August 2013, Jelly Splash was the first game to be released for mobile devices first.[15][16][17] The game was subsequently released on Facebook in September 2013 and on Android in October 2013.[18] For Jelly Splash, Wooga entered into a cooperation with the South Korean internet service provider Kakao,[19] and the game was launched as a test title for their KakaoTalk platform on 9 November 2013.[17][20]

In March 2013, Wooga launched both Monster World mobile for iOS and Pearl's Peril. Pearl's Peril became the company’s fastest selling game.[21] On 10 April 2013, Wooga launched Pocket Village.[17] In May, they launched Fantastic Forest and Kingsbridge on 21 and 28 March, respectively.[17][9] In December 2013, Jelly Splash reported monthly active users of 8.2 million.[21] In February 2014, Fantastic Forest was relaunched as Farm Tales.

Investments in smartwatch games in 2015 did not pay off and sales plummeted for the first time. The trend continued in 2016, when newly developed games, such as Agent Alice, no longer brought in the same success figures. That year, the company laid off 40 employees and terminated projects from the previous year.[22] After that, Wooga continued to develop its casual gaming strategy. This direction was implemented in particular with the launch of the most successful game to date, June's Journey, at the end of 2017.[23][24] Wooga decided to exclusively focus on the casual games segment and on story-driven casual games.

On 20 May 2015, Wooga launched Crazy Kings (developed by TicBits).[17] On 6 October 2016, Wooga launched Bubble Island 2.[17] As of July 2018, the company employs 200 people.[25]

In December 2018, Wooga was acquired for more than $200 million by Israeli gaming company Playtika.[26][27] The COVID-19 pandemic, which boosted the entire industry, also boosted business at Wooga. The mystery hidden object game June's Journey turned over $500 million by mid-2022 since its launch.[23]

In March 2020, Nai Chang replaced the previous CEO Jens Begemann.[28] In the same year, Wooga employed 250+ people.[29] Since Playtika Holding Corporation's IPO on the US stock exchange Nasdaq in January 2021, Wooga GmbH has been part of a listed company. In December 2024, Dennis Korf joined Wooga as Nai Chang's Successor and is the current Managing Director of Wooga. https://www.pocketgamer.biz/february-2025-mobile-movers-and-shakers/


Funding

[edit]

In May 2011, Wooga raised $24 million in venture capital.[8] The largest backers were the US investor Highland Capital Partners and the German publishing group Georg von Holtzbrinck.[7][30] Holtzbrinck and Balderton Capital had already invested €4.4 million in venture capital in November 2009.[31] Although all of Wooga's games are free-to-play games, whose basic game content can be used free of charge, Wooga generates revenue via paid elements and in-app purchases.[32][23] In total, six games contributed to revenue in 2020 and total revenue increased by 56 percent to €128.18 million compared to 2019.

Revenue in Mio. EUR
2014 2015 2016 2017 2018 2019 2020
47.608 40.911 37.727 34.353 53.104 82.495 128.184

Sources: Bundesanzeiger[33][34][35]

Games

[edit]

Wooga GmbH develops casual games. These are games for mobile devices such as smartphones and tablets that players do not play for long at a stretch.[23] Since focusing on story-driven casual games, the Berlin-based developer studio has been producing plot-driven games aimed primarily at female casual gamers.[36]

The games developed for Facebook are social games. Here users exchange ideas, share their success or help each other in the respective game worlds. These types of games generate reach by using viral marketing, whereby players can invite their friends to a game via Facebook.[32]

Portfolio

[edit]

Facebook Games

[edit]
  • Diamond Dash[30]
  • Bubble Island[30]
  • Monster World[30]
  • Magic Land[37]
  • Happy Hospital[4]
  • Brain Buddies[7]
  • Kingsbridge
  • Farm Tales
  • Pearl’s Peril[30]
  • Jelly Splash[15]
  • June's Journey

Smartphone games

[edit]

Awards (Selection)

[edit]
  • 2010: Award for Best Social Game for Bubble Island at the European Games Award[42]
  • 2011: Award for best Social Game for Diamond Dash and award for "Best European Games Company" at the European Games Award[42]
  • 2011: Award as best newcomer startup of the decade by Gründerszene[43]
  • 2013: People's Choice Award at The Europas by tech blog Techcrunch[44]
  • 2021: Audience Award for the implementation of real tree planting through the participation of the game June's Journey at the Green Game Jam[45]
  • 2022: Awarded as Leading Employer[46]
  • 2022: Players Choice Award for June's Journey at the Green Game Jam 2022[47]

Sustainability

[edit]

In a collaboration with the search engine Ecosia, Wooga took part in the Green Game Jam, an initiative sponsored by the United Nations Environment Programme (UNEP), with its game June's Journey in 2021 and 2022. In the game, Wooga players were able to reforest a forest in their game world and plant trees virtually, which enabled Ecosia to subsequently coordinate tree plantings around the world in reality. Over 60 tree planting projects in more than 30 countries have been supported in this way. In 2021, June's Journey planted 25,000 trees, for which Wooga won the audience award at the Green Game Jam.[45][48]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Wooga

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from Grokipedia
Wooga is a Berlin-based specializing in story-driven casual mobile games, founded in 2009 by Jens Begemann, Philipp Moeser, and Patrick Paulisch. The company, headquartered at Stralauer Allee 16 in , , employs approximately 300 people from more than 40 nations and focuses on creating engaging narratives through genres like hidden object adventures and match-3 puzzles. Wooga's early success came from social games on platforms like , with its first title launched in 2009, followed by a pivot to mobile in 2011. Notable releases include Diamond Dash and Bubble Island, which helped establish the company as a leader in casual gaming, and later hits like June's Journey (2017) and Pearl's Peril (2014), both of which emphasize immersive storytelling and have attracted millions of players worldwide. By 2016, Wooga refocused on narrative-driven titles after experimenting with various genres, aiming to deliver "joy and unforgettable adventures" through collaborative design, writing, art, and engineering. In December 2018, Wooga was acquired by Israeli gaming company for an undisclosed sum, becoming a key studio in its portfolio while retaining operational independence. Founder Jens Begemann served as CEO until 2020; as of 2025, the studio is led by Managing Director Dennis Korf, who succeeded Nai Chang in January 2025. This integration has enhanced resources for global distribution, with Wooga continuing to prioritize player-centric experiences in its headquarters. As of 2025, Wooga's games, such as June's Journey, Pearl's Peril, Tropicats, and Jelly Splash, remain popular on and Android, underscoring its reputation for high-quality, accessible entertainment, with recent collaborations like the Wicked event for June's Journey.

Overview

Company Profile

Wooga is a development studio founded in 2009 and headquartered in , . As of 2024, the company employed approximately 300 people from over 50 nationalities; however, in May 2025, it laid off around 50 staff members following the cancellation of a project and as part of a strategic pivot toward story-driven casual games. In January 2025, Dennis Korf became the new Managing Director, succeeding Nai Chang. Since its acquisition in 2018 for $220 million, Wooga has operated as a of the Israeli gaming company . The studio specializes in story-driven casual games, primarily targeting female audiences through engaging narratives in genres like hidden object and match-3 puzzles on mobile platforms. Originally focused on social games for , Wooga transitioned to mobile development to reach broader audiences. Its portfolio includes notable titles such as Pearl's Peril and Tropicats, alongside its flagship game June's Journey. A key milestone for Wooga came in 2023 when June's Journey surpassed $1 billion in lifetime gross revenue, making it the top-grossing worldwide and the first German-developed mobile title to achieve this feat.

Core Business and Focus

Wooga specializes in developing story-driven casual games that emphasize emotional narratives and puzzle-based mechanics to foster deep player immersion. These titles integrate compelling with elements like hidden object puzzles, designed to evoke and progression through character-driven plots, setting Wooga apart in the casual gaming landscape. In 2025, the studio continued to refine its strategy, doubling down on expansion for titles like June's Journey, including collaborations such as a crossover with ' Wicked. To support long-term player retention, Wooga incorporates live operations such as regular content updates, seasonal events, and community-building features that encourage social interaction and ongoing engagement. This approach ensures games evolve over years, maintaining player interest through personalized experiences and collaborative elements like guilds or shared challenges. Wooga's primary target demographic consists of women over 35, with game designs tailored for relaxed, episodic play sessions that fit into busy lifestyles, prioritizing and emotional resonance over high-pressure . The company's revolves around distribution, supplemented by in-app purchases for cosmetic or progression-enhancing items, alongside optional rewarded ads to balance monetization with . Development is rigorously data-driven, relying on and analytics to optimize features, ensuring iterative improvements that enhance retention without aggressive tactics. Guided by a of inspiring "joy in work and play," Wooga promotes a collaborative culture that extends to ethical practices, focusing on sustainable player value and to build lasting loyalty rather than short-term exploitation.

History

Founding and Early Development

Wooga was founded in January 2009 in , , by Jens Begemann as CEO, Philipp Moeser as CTO, and Patrick Paulisch as a co-founder. The company started with a small team focused on developing browser-based social games, capitalizing on the emerging popularity of platforms like to create engaging, viral experiences for casual players. Paulisch later departed, leaving Begemann and Moeser to lead the venture amid the nascent social gaming boom. The studio's first release, Brain Buddies, a brain-training game, launched on in July 2009 and quickly gained traction, reaching 1 million users within three weeks through social sharing mechanics. This was followed by Bubble Island in February 2010, a classic arcade-style , and Monster World in May 2010, a monster-farming that further exemplified Wooga's of leveraging Facebook's ecosystem for rapid, community-driven growth. These early titles established Wooga as a pioneer in accessible social gaming, emphasizing simple mechanics and multiplayer elements to foster player retention and virality on the platform. As user numbers surged—reaching over 40 million monthly by late 2011—Wooga faced significant challenges in scaling operations rapidly from a startup with around 60 employees at the start of the year to a multinational team exceeding 200 by early 2012. This expansion highlighted the demands of building a , with more than half of employees hailing from outside , requiring deliberate efforts in team integration and diverse hiring to maintain innovation in a fast-paced industry. By mid-2011, these efforts positioned Wooga as Europe's leading developer and the second-largest globally by player engagement.

Expansion and Mobile Transition

In 2012, Wooga pivoted toward mobile platforms by launching versions of its popular game Diamond Dash for in December 2011 and Android in December, transitioning away from heavy reliance on as the viability of social platform games began to wane amid shifting user behaviors and platform algorithms. This move aligned with broader industry trends, where Wooga aimed to expand beyond its 35 million monthly on by developing social mobile titles that incorporated offline play, gem-matching mechanics, and cross-platform connectivity. The adaptation process involved significant technical adjustments, such as optimizing for touch interfaces and shorter sessions, as detailed in internal postmortems on social games to mobile devices. Wooga's portfolio expanded during this period into match-3 puzzles and hidden object adventures, diversifying beyond initial Facebook titles to capitalize on mobile's casual gaming demand. By 2014, mobile revenue accounted for 70% of total income, up from zero two years prior, reflecting successful adaptation and global localization in 20 languages. Revenue continued to grow, with a 40% year-over-year increase reported in the 12 months leading to mid-2018, driven by sustained user engagement in these s. In 2015, annual revenue reached approximately $45.3 million, underscoring the scale of this expansion. Organizationally, Wooga underwent significant changes by 2015, including rapid team growth from 10 employees in 2010 to over 300, fostering diversification across cultural backgrounds and expertise to support mobile development. This expansion emphasized inclusive hiring practices, with the company maintaining a strong reputation for , employing individuals from numerous nationalities to enhance creativity in . These shifts enabled Wooga to scale operations while adapting to the demands of cross-platform production. By 2018, Wooga had established itself as a market leader in story-driven casual mobile games, with a portfolio that achieved profitability and consistent user retention through narrative-focused titles in emerging genres. This recognition positioned the company as a key player in Europe's mobile gaming sector, setting the stage for further strategic developments.

Acquisition and Recent Milestones

In 2018, Israeli mobile gaming company acquired Berlin-based Wooga for more than $100 million, marking a significant expansion into the casual games sector. The deal integrated Wooga's expertise in story-driven puzzle and hidden object games with Playtika's data-driven and global scale, enabling resource sharing across operations while allowing Wooga to retain its creative independence and continue operating under its own brand from . Following the acquisition, Wooga experienced steady post-acquisition growth, expanding its workforce to over 300 employees by 2024, up from approximately 180 at the time of the deal. transitioned in March 2020 when Nai Chang succeeded founder Jens Begemann as Managing Director (CEO), a role she held until December 2024. In January 2025, Dennis Korf, previously with , assumed the position, bringing experience in mobile gaming to further align Wooga's strategy with its parent company. Key milestones in recent years include the flagship title June's Journey surpassing $1 billion in lifetime gross revenue in November 2023, making it the first German-developed game to achieve this benchmark and highlighting Wooga's success in the hidden object genre. In May 2025, Wooga laid off approximately 50 employees following the cancellation of an in-development project and a move to a new office. Wooga also actively participated in global sustainability initiatives, joining the Green Game Jam in 2024 with a campaign themed "Little Actions Big Impact" to promote environmental awareness through in-game content, and earning recognition as a winner in the 2025 edition for its contributions to climate action. In October 2025, June's Journey launched a crossover event with Universal Pictures' Wicked, running from November 2025 to January 2026, integrating themed mystery adventures to engage players. In 2025, Wooga advanced its by undertaking compliance with the European Union's Corporate Sustainability Reporting Directive (CSRD), preparing to publish enhanced disclosures on environmental, social, and governance impacts for the 2024, in line with requirements for large EU-based companies.

Games

Early Facebook Games

Wooga's entry into social gaming began with Brain Buddies, a puzzle game released on in July 2009, in which players answered trivia questions to increase their virtual brain mass and compete on leaderboards. The game quickly attracted 1 million users within three weeks, marking Wooga's initial success in the platform's emerging casual gaming ecosystem. In February 2010, Wooga launched Bubble Island, a fast-paced match-3 that emphasized arcade-style action and power-ups to clear levels. This was followed in May 2010 by Monster World, a city-builder where players cultivated and managed monster habitats in a whimsical farming . The studio's fourth major title, Diamond Dash, debuted in March 2011 as an arcade-style gem-matching game with 60-second rounds, achieving nearly 50 million players and over 10 million monthly active users at its peak. These games pioneered through Facebook's , incorporating viral loops such as friend invitations, shared progress updates, and requests for in-game items like extra lives or boosts to encourage organic player acquisition. Wooga's model relied on —cosmetic items, energy refills, and time-savers—purchased with real money, which balanced accessibility with while fostering community-driven . Such mechanics not only amplified retention but also leveraged Facebook's network effects for rapid scaling, with titles like Diamond Dash exemplifying addictive, session-based loops that rewarded quick plays and social competition. The early Facebook portfolio propelled Wooga to become the third-largest social game developer by mid-2011, with collective monthly active users exceeding 20 million across its lineup and establishing the company as a European leader in the genre. Diamond Dash in particular drove initial revenue streams through its high-engagement model and earned accolades, including recognition at the 2011 European Games Awards for best . By 2015, amid Facebook's algorithm shifts prioritizing personal feeds over app promotions and the broader industry migration to mobile, Wooga phased out support for these titles, with games like Monster World fully discontinued by 2016.

Mobile Games Portfolio

Wooga's mobile games portfolio emphasizes story-driven casual experiences, transitioning from its early social gaming roots to narrative-focused titles optimized for touch-based platforms. The company's flagship offerings include Pearl's Peril, originally launched on in March 2013 and released on in September 2013 as a hidden object adventure set in the , where players uncover clues in a tale of mystery and exploration. This title marked Wooga's entry into the hidden object genre on mobile, building on episodic with weekly chapter releases to sustain player engagement. Another cornerstone is June's Journey, released in October 2017, a 1920s-themed hidden object mystery following detective June Parker as she solves her family's murder. By November 2023, it had surpassed $1 billion in lifetime gross revenue, establishing it as the world's top-grossing hidden object game on mobile. Switchcraft, a match-3 puzzle game with magical narrative elements, debuted globally in October 2021, blending interactive storylines about a young witch at a wizarding with puzzle mechanics. Beyond these flagships, Wooga has developed a range of supporting titles that diversify its portfolio across genres. Jelly Splash, released in August 2013, is a vibrant match-3 puzzle game featuring colorful jelly-popping challenges across hundreds of levels. Tropicats, launched in November 2017, combines match-3 puzzles with simulation elements, where players build and manage a paradise alongside anthropomorphic cats. More recently, arrived in September 2023 as a narrative-driven hidden object thriller exclusive to Games, tasking players with solving their own supernatural murder in a haunted town filled with twists. Performance metrics highlight the portfolio's success, particularly through live service models that deliver ongoing content. June's Journey exemplifies this approach, with regular seasonal events and story expansions driving sustained revenue and a global player base exceeding tens of millions. Similarly, Pearl's Peril has maintained longevity via 90+ story chapters and over 40 million downloads by 2016, underscoring Wooga's focus on retention through narrative progression. Other titles like Jelly Splash and Tropicats contribute to portfolio diversity, achieving steady downloads and in-app purchases via accessible puzzle loops enhanced by thematic events. Wooga's development approach prioritizes narrative depth, integrating cinematic storytelling techniques such as animated cutscenes, , and branching dialogues to create immersive worlds. This is evident in titles like June's Journey and Switchcraft, where character-driven plots encourage empathy and , while inclusive designs feature diverse protagonists and settings to appeal to a broad audience. Live updates, including seasonal themes and community feedback loops, ensure evolving content that keeps stories fresh over years of play.

Business Operations

Funding and Financial Growth

Wooga secured its initial funding through a €5 million seed round in November 2009, led by with participation from HV Capital. In May 2011, the company raised $24 million in a Series B round led by Highland Capital Partners, with additional investment from Tenaya Capital, , and Holtzbrinck Ventures (formerly HV Holtzbrinck Ventures). These rounds brought Wooga's total to approximately $31.5 million, enabling early expansion in social gaming development. Founded in 2009 with no initial revenue, Wooga achieved significant financial growth, reaching €238.9 million in revenue by 2020, driven by its transition to mobile models. This growth reflected the scalability of titles like June's Journey, which contributed to post-acquisition synergies with , enhancing global distribution and monetization efficiency. By 2024, Wooga had established itself as one of Germany's largest studios, ranking among the top six by employee count and playing a key role in Berlin-Brandenburg's vibrant games industry ecosystem, which employs around 4,230 professionals. The company's 2018 acquisition by reportedly for $220 million, as later disclosed by , underscored its mature asset value, built on a decade of consistent revenue expansion and market leadership in casual mobile gaming. In May 2025, Wooga experienced layoffs following the cancellation of its upcoming title Claire's Chronicles: Solitaire, impacting its operational structure.

Leadership and Organizational Structure

Wooga was co-founded in 2009 by Jens Begemann, Philipp Moeser, and Patrick Paulisch, with Begemann serving as CEO until his departure in June 2020 after leading the company's growth from a startup to a prominent mobile games developer. Moeser, an early technical leader, acted as CTO and later COO, overseeing engineering and product development until February 2018. Following Begemann's exit, Nai Chang assumed the role of Managing Director in March 2020, guiding Wooga through strategic initiatives including a strong emphasis on , such as achieving carbon neutrality in operations. Chang stepped down at the end of 2024, succeeded by Korf, who became Managing Director in 2025 and has prioritized through advancements like AI integration in game content creation and enhanced live operations for titles such as June's Journey. Wooga's features approximately 300 employees organized into small, independent cross-functional teams dedicated to individual game projects, fostering and rapid iteration in development. The workforce draws from over 40 nationalities, reflecting a global composition that supports collaborative . The company's internal governance emphasizes a culture of inclusivity and diversity, with initiatives to promote , including elevating women into leadership positions to align with the predominantly female player base of its games. This approach extends to broader ethical practices, creating a welcoming environment across cultural backgrounds, genders, ages, and abilities, while prioritizing work-life balance through flexible policies and high employee satisfaction ratings in these areas.

Awards and Recognition

Industry Game Awards

Wooga's early accolades in the social gaming space highlighted its innovative approach to casual games on . In 2010, its title Bubble Island received the Best Social Game award at the European Games Award, recognizing the game's engaging bubble-shooter mechanics and rapid player adoption. This win underscored Wooga's ability to adapt arcade-style gameplay for social platforms, attracting millions of monthly shortly after launch. Building on this momentum, Wooga secured further recognition in 2011 at the same awards ceremony. Diamond Dash was honored as Best Social Game for its fast-paced puzzle action, which propelled it to become one of the top titles on with over 10 million monthly players. Additionally, the company itself was awarded Best European Publisher, affirming its leadership in the burgeoning social games market and its success in scaling user engagement across multiple titles. As Wooga transitioned toward mobile and narrative-driven experiences, its awards reflected this evolution. In 2013, the company won the People's Choice Award at The Europas, TechCrunch's European tech startup awards, based on over 300,000 public votes that celebrated Wooga's growth and community impact in the gaming sector. More recently, in 2023, Wooga's community campaign for June's Journey was named a finalist in the Gaming category at the , highlighting innovative player engagement strategies in a hidden-object . On the company level, Wooga earned the Leading Employer 2025 certification from Leading Employers, placing it in the top 1% of German employers based on a comprehensive of HR practices, diversity, and employee satisfaction. These honors collectively validate Wooga's strategic pivot to mobile platforms and its emphasis on story-rich , which have sustained long-term player retention and industry influence.

Sustainability and Awards

Wooga has received multiple recognitions through the Green Game Jam, an initiative by the Playing for the Planet Alliance facilitated by the (UNEP), for its environmental integrations in games like June's Journey. These awards highlight the studio's efforts to incorporate real-world climate actions into gameplay, such as tree-planting campaigns tied to in-game purchases. In , Wooga earned the Player's Choice at the Green Game Jam for a June's Journey event where players purchased virtual tree decorations, prompting the studio to plant a corresponding number of real trees—ultimately leading to over 200,000 trees committed through player engagement. This accolade, voted by the gaming community, underscored early player-driven sustainability mechanics. The studio repeated this success in 2022 and 2023, securing the Player's Choice Award both years for continued June's Journey activations focused on environmental themes, including efforts that raised funds for species protection like snow leopards. Additionally, in 2023, Wooga won the Best in Wildlife category for integrating awareness into gameplay, demonstrating sustained innovation in eco-themed content. In 2025, June's Journey claimed the UNEP's Choice Award and the Call to Action category at the Green Game Jam, celebrating innovative features that mobilize players toward climate solutions, such as interactive challenges linked to global . These wins reflect Wooga's evolving approach to blending narrative-driven gaming with verifiable environmental impact, establishing it as a frontrunner in sustainable game development.

Sustainability Efforts

Environmental Initiatives

Wooga achieved carbon neutrality in 2020 by implementing measures to offset its emissions and transitioning its offices to sources. This commitment reflects the company's broader strategy to minimize its environmental footprint across operations, including the use of verified carbon offsets to neutralize unavoidable emissions. In support of efforts, Wooga partnered with during the 2021 Green Game Jam, pledging to plant up to 25,000 trees through player engagement in June's Journey. These trees were distributed across more than 60 projects in over 30 countries, leveraging Ecosia's global network to enhance and . Building on this, the company committed to planting 200,000 trees in 2022 as part of another Green Game Jam event in June's Journey, where in-game actions by players directly funded real-world initiatives. Wooga has integrated environmental actions into its games to drive player-led conservation. In 2024, during Wildlife Week in June's Journey, the company collaborated with Dots.eco, enabling players to collectively protect 26,000 km² of snow leopard habitat in Central Asia through in-game achievements until December 2024. This initiative supported the Snow Leopard Trust by funding habitat preservation efforts. Additionally, Wooga's ongoing integration with Ecosia in Green Game Jam events has facilitated tree-planting campaigns, turning virtual player interactions into tangible ecological benefits. In 2025, as part of the Green Game Jam in June's Journey, players achieved a community goal of 16 million animal tracks by early , prompting Wooga to pledge support for protecting 800,000 ft² (approximately 74,322 m²) of and planting 25,000 trees in . As part of its long-term goals, Wooga outlined a net zero plan in early 2025, aiming to achieve net zero emissions by 2040 through enhanced decarbonization measures and continued partnerships. This builds on prior initiatives by prioritizing emission reductions in operations and supply chains.

Social and Ethical Practices

Wooga has implemented robust diversity and inclusion initiatives to build a multicultural and equitable . The company has significantly increased representation, growing from 20% of employees over a decade ago to 42% in 2023, with women comprising 24% of tech roles and 40% of positions. To support this, Wooga introduced unconscious bias training led by experts, mandates at least one candidate in every hiring round, requires at least one woman on panels, and uses gender-sensitive language in job postings to avoid male-associated terms. Its workforce draws from over 50 nations, fostering policies that value diverse perspectives across genders, ages, abilities, and cultural backgrounds to enhance collaboration and creativity. Wooga has earned recognitions such as the Silver and Gold Seals for LGBTIQ+ diversity (scoring 60-100% in audits) and the Champion Gold Seal from Kununu for employee satisfaction. In , Wooga integrates player feedback into game development to refine user experiences, using tools like simulations and playtesting to balance mechanics and adjust content based on player behavior. For instance, the company employs player services teams to address issues and gather specific input on , ensuring updates align with needs. On the front, Wooga received the Leading Employer 2025 certification, placing it in the top 1% of German employers based on assessments of employee satisfaction, working conditions, diversity, and reputation—analyzed from over 400,000 companies. This certification highlights Wooga's efforts to build trust and a strong team culture, including global employee mobility. Wooga upholds ethical practices through transparent monetization strategies that prioritize player experience, such as balancing in-app purchases and ads to avoid disrupting core loops. The company complies with data regulations, including GDPR under Article 6(1)(f), evaluating legitimate interests for while maintaining detailed policies. Internally, Wooga promotes work joy via initiatives emphasizing collaboration and shared goals, where cross-functional teams of designers, writers, artists, and engineers contribute to story-driven games. Post-acquisition by in 2018, Wooga has preserved its distinct collaborative culture, focusing on inspiring joy in both work and play through knowledge exchange without fully adopting a results-driven shift. These practices have broader implications, positioning Wooga as a model for industry standards in fostering positive environments and player-centric experiences. By promoting equal opportunities regardless of race, , age, , , or appearance, Wooga enhances creativity and sets benchmarks for self-empowered, inclusive cultures in mobile gaming.

References

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  29. https://blog.wooga.com/wooga-facts-and-numbers-7a29594ffb4
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  31. https://www.pocketgamer.biz/wooga-ceos-advice-to-founders-prepare-to-unlearn-what-you-know/
  32. https://blog.wooga.com/facebook-game-brain-buddies-1-million-users-in-three-weeks-9b0ebecdabe
  33. https://blog.wooga.com/monster-world-launches-on-iphone-and-ipad-today-b59757b7fc98
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  37. https://blog.wooga.com/climbing-to-the-top-in-18-months-wooga-is-europes-leading-social-games-developer-8d729f20cdb6
  38. https://www.ign.com/articles/2011/08/15/wooga-wins-best-publisher-and-best-social-game-at-the-european-games-award-2011
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  41. https://blog.wooga.com/wooga-brings-diamond-dash-to-android-available-today-71267ae490fe
  42. https://www.gamedeveloper.com/business/postmortem-5-lessons-learned-making-em-diamond-dash-em-mobile
  43. https://blog.wooga.com/diamond-dash-goes-mobile-wooga-launches-popular-social-game-for-ios-d3995b77f86b
  44. https://tech.eu/2014/01/31/wooga-jens-begemann-video-interview/
  45. https://www.pocketgamer.biz/pearls-peril-studio-wooga-profitable-again-after-two-tough-years/
  46. https://tracxn.com/d/companies/wooga/__JlV2ameAhGvt9ymtKCgOp4HvPbx8h6Qxy6HM4icGJt4
  47. https://videogameseurope.eu/wp-content/uploads/2018/11/deloitte_report_isfe_2015.pdf
  48. https://www.womeningames.org/wp-content/uploads/2023/04/Building-a-Fair-Playing-Field-2.pdf
  49. https://www.pocketgamer.biz/industry/wooga-gmbh/
  50. https://www.reuters.com/article/technology/israeli-gaming-firm-playtika-buys-germanys-wooga-idUSL8N1Y81WL/
  51. https://www.bloomberg.com/profile/person/21715089
  52. https://blog.wooga.com/green-game-jam-2024-turning-gamers-into-environmental-stewards-3e917d78b134
  53. https://www.gamesindustry.biz/playing-for-the-planet-and-green-jam-2025-winners-include-aggro-crab-wooga-and-activision
  54. https://www.playing4theplanet.org/post/woogas-journey-through-the-csrd-challenge
  55. https://blog.wooga.com/happy-second-birthday-bubble-island-6bbd670b4028
  56. https://blog.wooga.com/monster-world-keeping-players-engaged-for-more-than-3-years-a176513a7f10
  57. https://blog.wooga.com/diamonds-are-forever-diamond-dash-turns-one-97d67b6924f8
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  59. https://venturebeat.com/ai/wooga-becomes-no-3-facebook-game-maker-and-launches-mobile
  60. https://blog.wooga.com/wooga-wins-big-at-the-european-games-award-2011-best-publisher-and-best-social-game-ce23be3774a1
  61. https://blog.wooga.com/pearls-peril-launches-on-ipad-today-29b9e27c7d0
  62. https://blog.wooga.com/long-term-game-dev-strategies-at-wooga-a2bc2c4dcde2
  63. https://gamefaqs.gamespot.com/iphone/224055-junes-journey/data
  64. https://financialpost.com/globe-newswire/playtikas-game-studio-wooga-launches-switchcraft-a-new-story-driven-match-3-game
  65. https://gamefaqs.gamespot.com/iphone/728719-jelly-splash/data
  66. https://blog.wooga.com/tropicats-is-woogas-new-puzzle-game-4660e03f196e
  67. https://www.netflix.com/games/81680595
  68. https://naavik.co/digest/junes-journey-hidden-objects/
  69. https://news.cision.com/wooga/r/wooga-brings-hidden-object-hit-game-pearl-s-peril-to-android%2Cc2007400
  70. https://blog.wooga.com/wow-one-year-of-jelly-splash-7f0f0f335563
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  72. https://www.youtube.com/watch?v=Var8GA7LyPE
  73. https://techcrunch.com/2009/11/12/following-the-playfish-exit-social-games-developer-wooga-secures-a-further-e5-million-funding/
  74. https://tracxn.com/d/companies/wooga/__JlV2ameAhGvt9ymtKCgOp4HvPbx8h6Qxy6HM4icGJt4/funding-and-investors
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  77. https://www.startbase.com/news/wooga-steigert-umsatz/
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