G5 Entertainment (G5EN) SEB Nordic Seminar presentation summary

Market overview and positioning

• Operates in the global casual free-to-play games market, targeting women aged 35+ with puzzle and adventure genres like Hidden Object, Match-3, and Mahjong Solitaire.

• North America is the largest revenue contributor, accounting for 63% of group revenue in 2024.

• Mobile gaming is the fastest-growing segment, expected to reach $114 billion globally by 2028, with 55% of 2025 global game revenue from mobile.

• Asia leads the global market, but the main focus remains on North America, followed by Europe and Japan.

Business model and distribution

• G5 Store, launched in 2020, is the third-largest distribution channel, now accounting for 24.7% of total net revenue.

• Direct-to-consumer (D2C) model reduces store fees from 12–30% to low single digits, improving margins.

• Web shop launched in 2024, enabling direct payments from mobile users and contributing 3% of mobile revenue.

• Plans to launch third-party games in G5 Store, creating new revenue streams and increasing traffic.

Portfolio and development strategy

• Own games generate over 73% of net revenue, with a balanced portfolio across different lifecycle stages.

• Focus on strengthening development teams, quality control, and a tougher approach to underperforming games.

• Pipeline includes 30 game ideas, with 5–6 soft launches and one global release planned.

• Emphasis on engaging storylines and immersive meta-mechanics to drive player retention.