Futureplay Games

Founding and History

Futureplay Games was founded in 2015 in Helsinki, Finland, by five experienced gaming industry professionals including CEO Jami Laes and Tuomas Huhtanen. The founders had previously worked at companies such as Digital Chocolate, EA, and Rovio, bringing deep expertise in mobile game development. The studio initially focused on the idle game genre, releasing Idle Farming Empire, Idle City Empire, Idle Crafting Empire, and Idle Tuber Empire—titles that generated steady revenue through incremental progression and in-app purchases. In 2017 they launched Battlelands Royale, a top-down, cartoon-style battle royale that offered quick matches and a whimsical aesthetic.

Flagship Title and Turnaround

Futureplay's breakthrough came in 2020 with Merge Gardens, a merge-3/match-3 puzzle game set in a narrative-driven garden world. Although the game initially showed strong retention, its performance declined in 2021. Rather than shutting it down, the studio invested in a comprehensive rebranding: refreshing the art style, introducing episodic storytelling, and—in response to a player request—creating a fictional 80s-inspired band called Dancegarden. This deep community engagement led to a tenfold increase in installs and doubled revenue, cementing Merge Gardens as the company's flagship and a case study in live-ops turnarounds.

Business Model and Revenue

Futureplay generates revenue primarily through in-app purchases and advertising within its free-to-play mobile games. The idle games use a "play-to-earn-while-away" mechanic that encourages frequent return visits, while Battlelands Royale monetizes through cosmetic items and battle passes. Merge Gardens combines merge mechanics with limited energy systems and premium currency, driving both ad revenue and IAP. The company operates a data-driven development cycle, using tools like Looker, BigQuery, and Firebase to inform design decisions and optimize player lifetime value.

Ownership and Structure

In 2022, Futureplay was acquired by Modern Times Group (MTG) through its subsidiary Plarium, a major mobile and social game publisher. The acquisition was motivated by MTG's desire to expand its casual gaming portfolio and leverage Futureplay's expertise in community-driven, long-lived titles. Futureplay continues to operate independently within the MTG group, retaining its flat organizational culture built on four Cs: Communication, Consultation, Collaboration, and Consensus. The studio has raised approximately $2.93 million across two rounds from investors including London Venture Partners, DN Capital, Sunstone, and Creandum prior to the acquisition.

Culture and Development Philosophy

The company employs about 70 people from 11 nationalities, working in a non-hierarchical environment where all team members have direct access to leadership. CEO Jami Laes has publicly described the culture as being built on trust and data-informed experimentation. He has noted that he learns more from direct conversations with peers—such as Supercell's Ilkka Paananen—than from reading industry reports. The studio places a strong emphasis on community interaction, as seen in the Dancegarden initiative, and uses rapid iteration cycles to respond to player feedback and market trends.

Market Position and Competitors

Futureplay operates in the highly competitive mobile gaming market, where it competes with casual and mid-core titles from studios such as King, Playrix, Moon Active, and Supercell. The Idle Empire series holds a niche within the idle genre, while Merge Gardens competes directly with merge games like Merge Dragons! and Merge Magic!. Battlelands Royale offers a lighter alternative to Fortnite and PUBG Mobile. Futureplay's strength lies in its ability to pivot and deepen engagement through narrative and community-building moves, as demonstrated by the Merge Gardens revitalization.