MAG Interactive
Swedish mobile-game developer and publisher focused on casual, word, trivia, and social games.
Last updated August 26, 2026
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Overview
MAG Interactive is a Swedish mobile-game developer and publisher whose portfolio centers on casual games, particularly word puzzles, trivia, and socially oriented free-to-play experiences. The company’s best-known brands include Ruzzle, QuizDuel, WordBrain, Wordzee, and Word Domination. Its games are distributed primarily through Apple’s App Store and Google Play, giving the company an international audience rather than a business limited to the Swedish market. The company’s roots predate the MAG Interactive name. Daniel Hasselberg and Kaj Nygren met in 1999 while working at an Ericsson research laboratory. With Roger Skagervall, they later established Connect Things and then Mobile Access Group Sweden AB in 2003. The earlier business initially worked with music-streaming platforms. After Anders Larsson, Fredrik Stenh, and Johan Persson joined, the company moved toward application-development consulting in 2008. MAG Interactive was subsequently established as a mobile-games business, with the founders combining technical development experience and consumer-app ambitions. The company released its first proprietary game in Sweden in 2012. Originally called Rumble, the word game was later renamed Ruzzle and became the cornerstone of the portfolio. Its design—short, repeatable word challenges that could be played competitively or socially—fit the expanding smartphone and tablet market. Ruzzle helped establish MAG Interactive as a consumer-games company and provided a platform for further development, publishing, and acquisitions. MAG expanded both organically and through acquisitions. In 2015 it acquired the United Kingdom-based studio Delinquent, increasing its workforce to approximately 50 people at the time. The combined team worked on Potion Pop, a free-to-play match-three title that achieved millions of downloads. In 2017 MAG acquired Swedish studio FEO Media, the developer of QuizDuel, broadening the company’s position in trivia and quiz games. The same year, MAG Interactive became publicly traded on Nasdaq First North Growth Market. The company continued to add live and casual entertainment capabilities. In 2020 it announced the purchase of Sventertainment AB, the Swedish company behind the live-trivia application PrimeTime. Later that year it announced the acquisition of Swedish studio Apprope, whose portfolio included WordBubbles and Word Mansion. These transactions gave MAG access to additional games, development talent, and established user communities while reinforcing its concentration on accessible mobile entertainment. MAG Interactive’s business model is based on developing, operating, publishing, and acquiring mobile games. Its portfolio includes word games such as Ruzzle, WordBrain, WordBrain 2, Wordzee, and Word Domination; quiz products such as QuizDuel, New QuizDuel, QuizCross, and PrimeTime; and other casual titles including PaintHit, Potion Pop, Wordalot, Wordalot Express, and Ruzzle Adventure. According to the supplied reference material, the company’s games collectively exceeded 350 million downloads by 2020. Its positioning combines broad international accessibility with repeat play, social competition, and content that can be consumed in short sessions.
History
MAG Interactive developed from a sequence of Swedish technology and application businesses associated with Daniel Hasselberg, Kaj Nygren, and Roger Skagervall. Hasselberg and Nygren first met in 1999 at an Ericsson research laboratory. Together with Skagervall, they created Connect Things, and the three later founded Mobile Access Group Sweden AB in 2003. That business initially concentrated on music-streaming platforms rather than games. The company’s direction changed as Anders Larsson, Fredrik Stenh, and Johan Persson joined the founding group. By 2008, Mobile Access Group Sweden AB had moved toward application-development consulting. The founders subsequently built a proprietary mobile-games operation under the MAG Interactive identity. In 2012, the company released its first original game in Sweden. The title was initially named Rumble and was later renamed Ruzzle. Its word-game format, brief sessions, and competitive social mechanics made it the company’s defining early product. Following Ruzzle, MAG Interactive broadened its portfolio through both internal development and acquisitions. The company added word, quiz, puzzle, and other casual concepts, including WordBrain and QuizDuel. In 2015, it acquired UK studio Delinquent. The acquisition increased the company’s staff to about 50 people and led to the joint development of Potion Pop, a free-to-play match-three game that received millions of downloads. A major expansion came in 2017, when MAG acquired FEO Media, the Swedish developer of QuizDuel. This strengthened the company’s quiz and trivia offering and supplemented its established word-game franchise. In December of the same year, MAG Interactive became publicly traded on Nasdaq First North Growth Market, giving the company a listed structure as it continued to build a multi-title mobile-games portfolio. The company’s acquisition strategy continued in 2020. In August, MAG announced the purchase of Sventertainment AB, a Swedish media company behind the live-trivia application PrimeTime. The announced consideration was SEK 20 million. In December, MAG announced the acquisition of Apprope, a Swedish studio founded in 2012 by Daniel Lodin and Markus Wedenborn. Apprope brought casual mobile titles such as WordBubbles and Word Mansion, with an initial cash purchase price of SEK 50 million. Across this period, MAG Interactive remained focused on mobile distribution through iOS and Android. Its portfolio came to include Ruzzle, Wordzee, Word Domination, New QuizDuel, PaintHit, WordBrain, WordBrain 2, Potion Pop, Wordalot, Wordalot Express, QuizCross, and Ruzzle Adventure, alongside acquired properties. The supplied reference material states that the company’s games collectively surpassed 350 million downloads by 2020. The company’s historical identity is therefore defined by casual mobile entertainment, especially wordplay and trivia, supported by live operations, publishing, and selective studio acquisitions.
- 2020
Portfolio exceeds 350 million downloads
[1]The supplied reference material reports that MAG Interactive’s games collectively passed 350 million downloads by this year.
- 2017
FEO Media acquisition and public listing
[1]MAG acquired FEO Media and later listed on Nasdaq First North Growth Market.
- 2015
Delinquent acquisition
[1]MAG acquired UK studio Delinquent and expanded its development workforce.
- 2014
Recognition in growth and technology rankings
[1]MAG Interactive received the Tech 5 jury prize and ranked first in the Hit Bolagen listing cited in the reference material.
- 2012
First proprietary game launches
[1]The company released Rumble in Sweden; the word game was later renamed Ruzzle and became its signature title.
- 2008
Business shifts toward application consulting
[1]With additional founders involved, the company moved from its earlier music-streaming focus toward application-development consulting.
- 2003
Mobile Access Group Sweden is founded
[1]Hasselberg, Nygren, and Skagervall established Mobile Access Group Sweden AB after their earlier work through Connect Things.
- 1999
Founders meet at Ericsson
[1]Daniel Hasselberg and Kaj Nygren met while working at an Ericsson research laboratory, before later collaborating with Roger Skagervall.
Products and positioning
An international casual-mobile-games company built around wordplay, trivia, social competition, and accessible free-to-play entertainment.
Word game · 2012
Ruzzle
MAG Interactive’s signature word game, originally released in Sweden in 2012 under the name Rumble. Players form words from a grid of letters in short competitive rounds. The title established the company’s identity in casual mobile gaming and became the foundation for later word-focused products.
Trivia game
QuizDuel
A social trivia game developed by FEO Media and brought into MAG Interactive’s portfolio through the 2017 acquisition of that studio. QuizDuel broadened MAG’s offering beyond word puzzles by emphasizing head-to-head knowledge contests and repeat play across a wide range of quiz topics.
Word-puzzle game
WordBrain
A structured word-puzzle title in which players solve progressively challenging letter and word arrangements. WordBrain became one of MAG Interactive’s important word-game properties and was followed by WordBrain 2, extending the same broad puzzle-oriented concept.
Word game
Wordzee
A mobile word game within MAG Interactive’s casual portfolio. It combines word formation with competitive and social play, reflecting the company’s continuing focus on accessible games that can be played in relatively short sessions on smartphones and tablets.
Competitive word game
Word Domination
A competitive word-focused mobile title that extends MAG Interactive’s central wordplay proposition. It is designed around player-versus-player interaction and provides a more directly competitive format than a purely solo word puzzle.
Match-three casual game
Potion Pop
A free-to-play match-three game developed following MAG Interactive’s acquisition of Delinquent. The title represented a move beyond word and quiz games into another major casual-mobile format and was reported to have received millions of downloads.
Live trivia application
PrimeTime
A live-trivia application created by Sventertainment AB. MAG Interactive added the property through its 2020 acquisition of Sventertainment, expanding its portfolio into scheduled, live social quiz entertainment.
Casual mobile games
Apprope portfolio
The acquisition of Apprope added casual iOS and Android games including WordBubbles and Word Mansion. These titles complemented MAG Interactive’s existing emphasis on accessible, repeatable mobile entertainment and enlarged its portfolio of established game concepts.
Brand decisions
2020
Acquisition of SventertainmentM&ABackground
MAG Interactive pursued live and social trivia capabilities through the addition of Sventertainment.
Action taken
The company announced the acquisition of Swedish media company Sventertainment AB, maker of PrimeTime, for SEK 20 million.
Aftermath
The transaction added a live-trivia application to MAG Interactive’s casual and quiz-game portfolio.
Acquisition consideration. SEK 20 million (Announced in August 2020)
2020
Acquisition of AppropeM&ABackground
MAG Interactive sought further casual-game properties and development expertise for iOS and Android.
Action taken
The company announced the acquisition of Swedish studio Apprope, including an initial cash purchase price of SEK 50 million.
Aftermath
Apprope added titles such as WordBubbles and Word Mansion to MAG Interactive’s portfolio.
Initial cash purchase price. SEK 50 million (Announced in December 2020)
2017
Acquisition of FEO MediaM&ABackground
MAG Interactive expanded its portfolio and strengthened its position in quiz and trivia games.
Action taken
The company acquired Swedish studio FEO Media, developer of QuizDuel.
Aftermath
QuizDuel became part of MAG Interactive’s broader multi-title mobile-games portfolio.
2017
Public listing on Nasdaq First NorthStrategyBackground
MAG Interactive pursued a listed-company structure while expanding its mobile-game portfolio.
Action taken
The company became publicly traded on Nasdaq First North Growth Market in December.
Aftermath
The listing provided the company with a public-market identity during its subsequent acquisition and portfolio-expansion period.
2015
Acquisition of DelinquentM&ABackground
MAG Interactive sought additional mobile-game development capacity and acquired the UK studio Delinquent.
Action taken
The acquisition brought Delinquent into MAG Interactive and supported the joint development of Potion Pop.
Aftermath
The transaction increased the company’s staff to approximately 50 people and added a match-three title that received millions of downloads.
Recent events
- 2020
MAG Interactive acquires Sventertainment[1]
M&A
MAG Interactive announced the acquisition of Swedish media company Sventertainment AB, maker of the live-trivia app PrimeTime, for SEK 20 million.
- 2020
MAG Interactive announces acquisition of Apprope[1]
M&A
The company announced the acquisition of Swedish casual-game studio Apprope. The transaction included an initial cash purchase price of SEK 50 million and added titles including WordBubbles and Word Mansion.
- 2017
MAG Interactive acquires FEO Media[1]
M&A
The company acquired Swedish game studio FEO Media, developer of QuizDuel, strengthening MAG Interactive’s presence in trivia and quiz games.
- 2017
MAG Interactive lists on Nasdaq First North[1]
Other
MAG Interactive became a publicly traded company on Nasdaq First North Growth Market in December.
- 2015
MAG Interactive acquires Delinquent[1]
M&A
MAG Interactive acquired the United Kingdom-based development studio Delinquent, expanding its staff and development capacity. The companies subsequently worked together on the match-three game Potion Pop.
Sources4 sources
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