In the ever-evolving world of mobile gaming, few names resonate as strongly as Playrix. Founded by Russian entrepreneurs Dmitry and Igor Bukhman, the company has grown from humble beginnings into a global leader in casual and puzzle games. With hit franchises like Gardenscapes, Homescapes, and Fishdom, Playrix has consistently captured the imagination of millions of players worldwide. This article delves deep into the company’s history, recent developments, product strategy, and future prospects—offering a unique view into the creative engine driving one of the most prolific mobile game developers of the decade.
The Evolution of Playrix: From Garage Startup to Global Brand
Playrix was established in 2004, originally focusing on PC puzzle and casual games before fully transitioning to mobile gaming in the early 2010s. This shift proved pivotal. In 2016, Playrix launched Gardenscapes, combining match-3 gameplay with a rich narrative and renovation mechanics. The game’s success was quickly followed by Homescapes, which further cemented the company’s reputation.
By blending storytelling with interactive gameplay, Playrix essentially pioneered a new sub-genre of mobile games—where gameplay progression is tightly interwoven with character-driven plots and in-game environments. This formula proved incredibly sticky, and Playrix’s portfolio has been downloaded billions of times across iOS and Android platforms.
Strategic Decisions: Office Closures and Legal Changes
As of September 2023, Playrix made a bold and politically sensitive move by closing all offices in Russia and Belarus. Over 1,500 employees were affected by this decision. While many were relocated, others had to part ways with the company. The decision aligns with ongoing geopolitical tensions and represents a strategic pivot to solidify Playrix’s standing in Western markets.
In November 2023, the company also changed its legal name from LLC “PLAYRIX” to LLC “ITDEV LAB”, although ownership remained unchanged under RIMUTE HOLDINGS LIMITED LLC in Cyprus. Additionally, four other group companies in Russia—including FORESTWEST LLC, MGL GAMES LLC, and PERFECT PLAY LLC—entered the process of liquidation, with two already formally dissolved as of June 2024.
This restructuring signals a complete divestment from Russian operations, indicating a broader effort to align the brand with global and European market expectations. These strategic decisions also reaffirm Playrix’s commitment to its multinational footprint.
Global Expansion Through Strategic Acquisitions
In a significant move to expand its European presence, Playrix acquired Cateia Games, a Croatian game development studio with a legacy of creating premium puzzle and adventure games. This acquisition is part of Playrix’s initiative to bolster its development capabilities and inject fresh creative energy into its game lineup.
Now operating under Playrix Croatia, Cateia Games is currently working on a new and unannounced free-to-play title. The acquisition not only enhances Playrix’s development pipeline but also strengthens its presence in Eastern and Central Europe—regions with emerging gaming markets and a wealth of creative talent.
Cateia Games previously developed titles like Mary Le Chef: Cooking Passion and The Man with the Ivory Cane. These narrative-driven games are well-aligned with Playrix’s storytelling ethos, suggesting future synergies between the two companies.
The New Wave of Playrix Games: What’s in Development?
While Playrix has historically been known for Gardenscapes, Homescapes, and Fishdom, recent years have seen a slowdown in new releases—but that’s about to change. According to data and early access releases tracked by industry analysts, is preparing a new wave of titles that aim to diversify its catalog while retaining its signature gameplay mechanics.
1. Aqua Match
This game borrows the Fishdom setting but adopts core mechanics similar to Royal Match by Dream Games. It is already available in 10 regions and has earned nearly $1 million, with $8.7 revenue per download in the US. A full release appears imminent.
2. Austin’s Odyssey
Another match-3 title, Austin’s Odyssey fuses expedition gameplay with energy-based mechanics. Currently available in select countries (US, Canada, Australia, India), this game represents a thematic continuation of Playrix’s mascot, Austin the Butler, who’s now exploring new territories beyond the house.
3. Roomscapes
A recent soft-launch in October introduced Roomscapes, a game that innovates with 3D perspective gameplay. Instead of the isometric design seen in earlier games, players navigate inside the house with characters in a more immersive setting. The game is currently being tested in five countries.
4. FamilyScapes
Perhaps Playrix’s most ambitious narrative experiment, FamilyScapes functions like a sitcom, with storylines focusing on family drama rather than just renovation. The match-3 core remains, but the metagame revolves around humorous and relatable family scenarios. The game boasts a first-day retention rate of over 40%, indicating strong potential.
5. Questbound
This mid-core title combines expedition mechanics with RPG battlers, offering a genre hybrid that marks new territory for . It features impressive graphics and currently maintains a 30%+ first-day retention rate, although it remains in early testing stages.
6. Merge Hearts
A visually distinct project, Merge Hearts is a merge-3 game leaning toward merge-2 dynamics. It offers a fresh art direction and experimental gameplay. Though it has only generated $50,000 in a year, its test results in the US suggest a 38% retention rate, indicating potential with further refinement.
7. Too Much to Match
Little is known about this title, which blends merge and match-3 mechanics in a Disney-style presentation. Currently being tested only in India, this game remains an enigma—but might be aimed at younger audiences or specific regional markets.
Innovation Meets Familiarity: The Playrix Formula
What sets apart from competitors is its ability to innovate within familiarity. While many of its games share match-3 mechanics, the company continuously experiments with metagames, themes, and storytelling techniques. Whether it’s exploring 3D environments or introducing sitcom-style narratives, finds creative ways to keep loyal players engaged.
Moreover, the company is known for its high production values, with richly animated characters, detailed environments, and emotionally resonant storylines. These elements combine to create a deeper connection with users—essential in today’s competitive app landscape.
Conclusion
As Playrix moves forward, it finds itself at a crossroads of reinvention and continuity. The company has decisively distanced itself from its Russian roots, established a stronger presence in Europe, and is now exploring new gameplay formats that appeal to both casual and mid-core audiences.
With a promising lineup of unreleased titles, strategic acquisitions like Cateia Games, and an increasing emphasis on global operations, is poised to retain its position as a top-tier mobile game developer—all while redefining what casual gaming can look like.
Whether you’re a fan of its current catalog or eagerly awaiting its next hit, one thing is clear: continues to be a powerhouse of creativity in the mobile gaming world.
Frequently Asked Questions (FAQs)
1. What is Playrix best known for?
Playrix is best known for its hit mobile games such as Gardenscapes, Homescapes, and Fishdom, which blend match-3 gameplay with rich storytelling and character development.
2. Has Playrix left Russia and Belarus?
Yes, as of September 2023, closed all its offices in Russia and Belarus, relocating many employees and dissolving its remaining legal entities in the region.
3. What kind of games does Playrix develop?
Playrix specializes in casual mobile games, particularly in the match-3 and puzzle genres. Recent projects also explore mid-core gameplay and experimental mechanics.
4. Who owns Playrix now?
Playrix remains under the ownership of RIMUTE HOLDINGS LIMITED LLC, a Cyprus-based company. It changed its legal entity name to LLC “ITDEV LAB” in late 2023.
5. What new games is Playrix working on?
Playrix is currently testing several new games including Aqua Match, Austin’s Odyssey, Roomscapes, FamilyScapes, Questbound, Merge Hearts, and Too Much to Match.
