Embracer Group enters into agreement to divest Easybrain to Miniclip

Embracer Group has made a strategic decision for Limassol-based Easybrain to join Miniclip through a divestment deal subject to closing custom conditions.

Easybrain will continue to operate as an independent developer and publisher. The company’s primary objective remains driving long-term organic growth rather than expanding through acquisitions.

Oleg Grushevich, Peter Skoromnyi and Matvey Timoshenko as Easybrain's founders/senior management as well as Embracer shareholders, support this deal and see benefits for all parties involved.

Key advantages for Easybrain include:

1. Miniclip is a reputable mobile game development company with a substantial advertising revenue stream which aligns great with Easybrain business.
2. Deal will allow Easybrain to avoid an intra-group reorganisation as part of the planned spin off from Embracer of Coffee Stain & Friends.
3. Easybrain has found a new home that will enable it to continue to operate with minimal interference, maintaining its culture, methodologies, incentives, values and autonomy.
4. Joining forces with Miniclip positions Easybrain to better navigate industry challenges with enhanced support, synergies and resources.

These factors contribute to Easybrain’s confidence that this strategic move is the right decision at the right time.

“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. I would like to extend my gratitude to the founders and senior management Oleg Grushevich, Peter Skoromnyi and Matvey Timoshenko, who remain Embracer shareholders and the fantastic Easybrain team for their contributions to Embracer. I am confident that Easybrain will continue to innovate and achieve sustainable growth in the industry,” said Lars Wingefors, co-founder and CEO of Embracer.

“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. Oleg and I have known each other for some time, and we are happy to be able to work together to deliver exceptional experiences for our players. The combination of Miniclip and Easybrain brings us closer to our vision of unleashing the gamer in everyone," said Saad Choudri, CEO of Miniclip.

“Embracer has been a wonderful home for the Easybrain team - allowing us to focus on our business and grow in our unique way. We’re proud to have contributed to Embracer’s story and strength along the way, and we extend our sincere thanks to Lars for being an exceptional partner who has been supportive and trustworthy throughout. Today, Easybrain starts a new chapter, and we are confident that joining forces with Miniclip will enable us to leverage new strengths and deliver even more enriching experiences for our players. This is an inspiring new phase for the Easybrain team, and I’m excited to start working with Saad and look forward to a journey of innovation and growth together," said Oleg Grushevich, CEO of Easybrain.

(Source: easybrain.com)