MTG (Modern Times Group) is a publicly listed Swedish gaming company headquartered in Stockholm. It has a global portfolio of leading studios in mid-core and casual games, focusing on long-term value creation in the gaming industry.
MTG
Industry Gaming
Geography Global
Impact From legacy media to modern gaming powerhouse
Lynxeye helped MTG redefine and refresh its brand by creating a future-proof visual identity, brand architecture and communication framework.
Challenge
Between 2019 and 2026 MTG underwent a series of profound transformations. In 2019 MTG split out its broadcasting and streaming assets, and in 2022 it divested its e-sports business to become a mobile-first gaming group. At the same time, the brand identity remained rooted in MTG’s media group past, and did not catch up with the company’s current ambition, culture, and global reach.
The previous brand identity was created in 2014 and reflected MTG’s legacy and position at the time. It was not optimized for motion and did not reflect MTG’s current position, future vision or strategic ambitions. To sustain momentum and strengthen both internal and external credibility, MTG needed a new visual identity, to match its evolution.
“MTG has pioneered commercial and paid TV, e-gaming, tabloid papers, and TV formats, reshaping almost the entire media landscape. Always the outsider who dares. This new chapter belongs to the same story, tied together by two main visual assets: the MTG red and MTG Display.”
Carl Johan Näs, Executive Creative Director at Lynxeye
“Lynxeye turned out to be the perfect partner when we needed to update our brand identity after acquiring and onboarding a company that doubled our size.”
Anton Gourman, VP Communication MTG
Response
Lynxeye helped MTG redefine its brand by creating a future-proof visual identity, brand architecture and communication framework. The team designed a cohesive brand experience, optimized for digital and motion, that was launched at the 2025 Capital Markets Day and implemented globally. All of this was done within an accelerated four-month window, to enable MTG to deploy its new brand during a key public event in early October.
Impact
Armed with an updated and relevant brand identity, MTG now unites its employees around a brand that brings its dynamism, ambitions and journey to life. Externally, the new identity signals what the company has long embodied internally, a modern leader in global gaming. It reinforces MTG’s position as a value-creating holding company with the ambition and credibility to drive long-term growth.
