The leading instant games developer explains why scale matters and how it approaches deals, after acquiring the instant gaming portfolio of Funday Games.
Schönefeld, Germany, October 6, 2026: SOFTGAMES, the leading developer and live operator of instant games on platforms like Meta, Google, Microsoft, Reddit, and Samsung, today shared more details on its acquisition plans and strategy. This announcement follows the purchase of Funday Games’ back catalogue of instant games earlier this year, as well as a series of ongoing conversations with studios and publishers.
For nearly two decades, SOFTGAMES has pioneered instant games guided by a strong conviction: players want to enjoy their favourite games without downloads, without friction. With more than a billion players reachable through Meta’s platforms alone, and a growing number of instant gaming platforms across mobile and desktop, instant play represents one of the most compelling opportunities in casual gaming today. Yet the supply side remains highly fragmented. Many talented studios own casual games that never reach their full potential since scaling distribution, live operations, and monetisation across multiple platforms is difficult to do alone.
This is where scale creates real value. Every title that SOFTGAMES operates benefits from the same platform relationships, live operations, data, infrastructure and monetisation know-how learned and accumulated by its whole portfolio of games. Each game further benefits from SOFTGAMES’ substantial investments in AI-enabled tooling, driving much faster global releases as well as game upgrades, while preserving the quality, creativity, and hands-on support of experienced teams.
What is SOFTGAMES looking for
The focus is on web and mobile casual games with a proven audience, healthy retention and monetisation metrics, clear intellectual property rights, and a technical setup that can be integrated quickly. SOFTGAMES is highly selective but open to both individual games and larger portfolios that can benefit from its expertise, and global reach.
How SOFTGAMES approaches deals
SOFTGAMES keeps its deal structure flexible, tailored to each game and studio. It acquires individual titles, catalogues and IP, and is also open to acquiring entire companies where the fit is right. The acquisition of Funday Games’ back catalogue of instant games shows how this can work: after its strategic shift, the studio no longer pursued these games and they moved to a new home with SOFTGAMES, while Funday Games continues independently with its new strategic focus.
“Instant games are one of the most exciting categories in gaming, and we want to be the go-to home for the world’s best instant game experiences,” said Alexander Krug, CEO of SOFTGAMES Mobile Entertainment Services GmbH.
“We are not buying to get big for the sake of it. A game has to stand on its own merits first, and then our reach, liveops and monetisation experience can help it perform better than it would alone. Every team is in a different situation. Some want to refocus on a new strategy, as Funday did, others want to transition ownership of their entire company. We make sure the games land in good hands with a simple and fair process.”
“Many developers have a good game but are tired of running it on their own across several platforms. We aim for simple, fair, and fast deals, and we are clear about what we can do and what we cannot,” said André Krug, co-founder of SOFTGAMES.
Funday Games CEO Kristian Bang Nørgaard said at the time of the August deal: “SOFTGAMES has the platform expertise and reach to take these games to new audiences we could never have reached alone.”
About SOFTGAMES Mobile Entertainment Services GmbH
Founded in 2006 and headquartered in Germany, SOFTGAMES is a leading developer and live operator of instant games. The company develops, publishes and operates a portfolio of more than 500 casual instant games reaching hundreds of millions of players globally across Meta, Google, Microsoft, Reddit, Samsung and more. SOFTGAMES is actively pursuing acquisitions of web and mobile casual games, studios and IPs as part of its strategy to build the world’s leading instant games powerhouse.
Media Contact
SOFTGAMES Mobile Entertainment Services GmbH
Alexander Krug
CEO
info@softgames.com
