MAG Interactive AB (publ)
MAG Interactive AB (publ) is a Swedish public limited company (publikt aktiebolag) registered with the Swedish Companies Registration Office (Bolagsverket) under organisation number 556804-3524. The company was registered on 8 April 2010, and its Bolagsverket status is currently Active. Its registered office is in Stockholm, Sweden.
MAG Interactive AB (publ)’s registered business purpose is to develop and sell software, directly or indirectly through subsidiaries, and to own and manage real and personal property related to this activity. Operationally, the company develops and publishes mobile casual and word games. Its portfolio includes the word-search game Ruzzle, the WordBrain puzzle series, and the player-versus-player crossword game Crozzle, launched in 2023 and reported by the company as the second-largest title in its games portfolio by net sales during the 2024/25 financial year. The company is classified under publishing of computer games and has reported around 75 employees.
MAG Interactive AB (publ) has been listed on Nasdaq First North Growth Market Stockholm since 8 December 2017, trading under the ticker MAGI (ISIN SE0010520908).
The company’s financial year runs from September to August. For its last reported complete financial year, September 2023 to August 2024, the group reported net sales of SEK 283.4 million, a 22% decrease year-on-year, and adjusted EBITDA of approximately SEK 75.8 million. For the first quarter of financial year 2025/26 (September to November 2025), the group reported adjusted net sales of SEK 71 million, up 5% year-on-year, with an adjusted EBITDA margin of 20%. In a recent business development, MAG Interactive AB (publ) divested its Primetime live-trivia business, selling it back to founder Martin Palm for a nominal consideration effective retroactively from 1 January 2025 and announced on 13 January 2025, refocusing the company on its core casual and word-game portfolio.
An active Bolagsverket status confirms that MAG Interactive AB (publ) remains a registered legal entity; it does not by itself indicate current trading performance, profitability or financial condition.
- Company fundamentals
- Corporate linkage & group structures
- Digitized company financials
- Firmographics — websites, social profiles, revenue and employee estimates
Shareholders
Shareholders of MAG Interactive AB (publ)
MAG Interactive AB (publ) is listed on Nasdaq First North Growth Market Stockholm and publishes a list of its largest shareholders rather than a complete shareholder register. Availability here is major shareholders only. Per the company’s own "Ownership structure" page, updated 31 August 2026, out of 26,540,857 total outstanding shares, the largest disclosed holders are: Daniel Hasselberg, 4,254,666 shares (16.0%); Kaj Nygren, 3,636,999 shares (13.7%); Nordnet Pensionsförsäkring AB, 3,442,620 shares (13.0%); Swedbank Robur Fonder AB, 1,715,704 shares (6.5%); and Martin Poulsen Invest AB, 1,467,000 shares (5.5%).
The current Ownership Structure page lists the Hasselberg and Nygren positions under the individuals’ own names without specifying whether the holdings are direct or indirect. An earlier company disclosure, dated 30 April 2026, described these same positions as held indirectly through personal investment vehicles, NMO Invest AB (Hasselberg) and Playful Days AB (Nygren) respectively. The two disclosures are not from the same date and are noted here as a limitation rather than reconciled.
Ultimate beneficial ownership
No UBO threshold was supplied for this profile. The largest individual shareholder is Daniel Hasselberg, the company’s CEO and a board member, at 16.0% of share capital, which is below the 25% threshold commonly applied under Swedish and EU beneficial-ownership rules. No source reviewed identifies a natural person crossing a stated beneficial-ownership threshold in MAG Interactive AB (publ), and Zavia’s own Bolagsverket-sourced registry data for this company did not return specific beneficial-owner records. Accordingly, no ultimate beneficial owner is confirmed from the information reviewed.
Data availability
Major shareholders only: MAG Interactive AB (publ) discloses its largest shareholders (currently five to ten holders) on its investor-relations page rather than a complete shareholder register; smaller individual holdings are not disclosed.
Sources
- MAG Interactive AB (publ), "Ownership structure," maginteractive.com/investors/investor-relations/ownership-structure/, data as of 31 August 2026, retrieved 22 September 2026
- Swedish Companies Registration Office (Bolagsverket) filings, via Zavia registry data (org.nr 556804-3524), retrieved 22 September 2026
- allabolag.se, MAG Interactive AB (publ) company profile, registration data sourced from Bolagsverket, retrieved 22 September 2026
Officers
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Directors and officers of MAG Interactive AB (publ)
Per the company’s own governance disclosure (retrieved 22 September 2026), the Board of Directors of MAG Interactive AB (publ) comprises six members elected by the general meeting: Jonas Eriksson (Chairman, board member since 2021), Daniel Hasselberg (board member since 2014, and Group CEO since 2013), Britt Boeskov (board member since 2023), Åsa Linder (board member since 2023), Taina Malén (board member since 2018), and Asbjørn Søndergaard (board member since 2020). The Executive Management team additionally comprises CFO Magnus Wiklander (since 2017), CTO Kaj Nygren (since 2010), Head of People & Culture Marie Lundgren (since 2022), and Head of Production Magnus Holmström (since 2019).
Separately, Zavia’s own registry data (Swedish Companies Registration Office, Bolagsverket filings for org.nr 556804-3524) records 13 director filings in total, of which 5 were reviewed in detail: active records for Erik Daniel Hasselberg and Kaj Fredrik Nygren, the full legal names corresponding to Daniel Hasselberg and Kaj Nygren above; resigned records for Anita Helena Berggren and Eva Margareta Eljans; and a further active record for Karl Johan Henrik Persson, whose current role could not be matched to a named position on the company’s public governance page and is reported here without further interpretation.
Recent officer changes
- New appointments: Britt Boeskov and Åsa Linder joined the Board of Directors in 2023, per the company’s governance disclosure.
- Chairman Jonas Eriksson has served as Chairman since 2021; no change of chairmanship was identified in the sources reviewed.
Data availability
Current only: this overview reflects the Board of Directors and Executive Management team as published on MAG Interactive AB (publ)’s own investor and governance pages as of the retrieval date, supplemented by active/resigned status flags from Bolagsverket filings held in Zavia’s registry data. Historical appointment and resignation dates, nationalities and countries of residence for individual officers are not disclosed on the company’s governance page and are not stated here.
Sources
- MAG Interactive AB (publ), "Board and Management," maginteractive.com/investors/corporate-governance/board-and-management/, retrieved 22 September 2026
- Swedish Companies Registration Office (Bolagsverket) filings, via Zavia registry data (org.nr 556804-3524), retrieved 22 September 2026
Group Structure
Group structure of MAG Interactive AB (publ)
MAG Interactive AB (publ) is listed on Nasdaq First North Growth Market Stockholm; no external parent company is disclosed in the sources reviewed, consistent with its status as a widely held, publicly listed group parent. Its verified direct subsidiary, per Zavia’s Bolagsverket-sourced registry data, is MAG United AB (Sweden, registration number 559182-8230). A further group company, Sventertainment AB (Sweden, registration number 559155-8464), previously operated the Primetime live-trivia app as part of the group; MAG Interactive AB (publ) divested its stake on 13 January 2025, selling it back to founder Martin Palm, so it is reported here as a historical relationship rather than a current subsidiary. Information reflects registry data and the company’s own official announcement as of 22 September 2026; ownership percentages for MAG United AB are not separately disclosed.
Verified corporate relationships
| Entity | Country | Registration number | Relationship | Ownership | Status | Information date |
|---|---|---|---|---|---|---|
| MAG United AB | Sweden | SE 559182-8230 | Direct subsidiary | Ownership percentage not disclosed | Active | 22 September 2026 |
| Sventertainment AB | Sweden | SE 559155-8464 | Historical relationship (divested) | Ownership percentage not disclosed | Divested 13 January 2025 | 13 January 2025 |
Recent structural changes
- Divestment: MAG Interactive AB (publ) sold its stake in Sventertainment AB and the Primetime trivia-app business back to founder Martin Palm, for a nominal consideration of SEK 1 plus a potential earn-out, announced 13 January 2025 and effective retroactively from 1 January 2025.
Data availability
Partial: a direct subsidiary (MAG United AB) is confirmed from registry data, and the 2025 Sventertainment AB divestment is confirmed from an official company announcement distributed via Nasdaq’s regulatory news service. Ownership percentages and any further indirect subsidiaries are not individually disclosed in the sources reviewed.
Sources
- Swedish Companies Registration Office (Bolagsverket) filings, via Zavia registry data (org.nr 556804-3524), retrieved 22 September 2026
- MAG Interactive AB (publ), press release "MAG Interactive AB (publ) säljer tillbaka Primetime till dess grundare," distributed via Nasdaq’s regulatory news service, view.news.eu.nasdaq.com, 13 January 2025, retrieved 22 September 2026
MAG Interactive AB (publ)
Sweden
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Frequently Asked Questions
What does MAG Interactive AB (publ) do?
Swedish developer and publisher of mobile casual and word games, including Ruzzle, the WordBrain series and Crozzle.
Who owns MAG Interactive AB (publ)?
Major shareholders only (31 Aug 2026, of 26,540,857 shares): Daniel Hasselberg 16.0%, Kaj Nygren 13.7%, Nordnet Pensionsförsäkring AB 13.0%, Swedbank Robur Fonder AB 6.5%, Martin Poulsen Invest AB 5.5%.
Who is MAG Interactive AB (publ)'s UBO (Ultimate Beneficial Owner)?
No confirmed UBO; largest individual holder, CEO Daniel Hasselberg at 16.0%, is below the commonly applied 25% threshold and no source identifies a natural person crossing a stated beneficial-ownership threshold.
What is MAG Interactive AB (publ)'s company registration number?
MAG Interactive AB (publ)'s registration number is 5568043524, filed with Swedish Companies Registration Office (Bolagsverket) in Sweden. Its current status on the register is active.
Is MAG Interactive AB (publ) still an active company?
MAG Interactive AB (publ)'s status on Swedish Companies Registration Office (Bolagsverket) is listed as active.
When was MAG Interactive AB (publ) incorporated?
MAG Interactive AB (publ) was incorporated on 1 January 2010, according to Swedish Companies Registration Office (Bolagsverket).
What is MAG Interactive AB (publ)'s registered address?
The registered address on file for MAG Interactive AB (publ) is Stockholm, Sweden.
What legal structure is MAG Interactive AB (publ) registered as?
MAG Interactive AB (publ) is registered as a Private limited company (Ltd.) in Sweden.
What is MAG Interactive AB (publ)'s revenue?
FY2023/24 (Sep 2023-Aug 2024) net sales were SEK 283.4 million, -22% YoY; Q1 FY2025/26 (Sep-Nov 2025) adjusted net sales were SEK 71 million, +5% YoY, 20% adjusted EBITDA margin.
Is MAG Interactive AB (publ) listed on a stock exchange?
Listed on Nasdaq First North Growth Market Stockholm since 8 December 2017 under ticker MAGI, ISIN SE0010520908.
Who are the officers/directors of MAG Interactive AB (publ)?
Board chaired by Jonas Eriksson (since 2021); CEO and board member Daniel Hasselberg (CEO since 2013, board since 2014); CFO Magnus Wiklander (since 2017); CTO Kaj Nygren (since 2010).
Does MAG Interactive AB (publ) have a parent company or subsidiaries?
No external parent disclosed; direct subsidiary MAG United AB (Sweden). Former subsidiary Sventertainment AB (Primetime) was divested back to founder Martin Palm on 13 January 2025.
Can Zavia monitor changes to MAG Interactive AB (publ)'s ownership over time?
This profile reflects a point-in-time snapshot from Swedish Companies Registration Office (Bolagsverket). Zavia's monitoring API can track changes to MAG Interactive AB (publ)'s registered shareholders, officers, and group structure going forward, flagging updates as they're filed rather than requiring a manual recheck.
Can I access MAG Interactive AB (publ)'s data through an API?
Yes. Zavia's API connects directly to official government ownership registries across 195 countries and territories, including Sweden, so records like MAG Interactive AB (publ)'s registration, shareholder, UBO, and group-structure data can be queried programmatically instead of viewed one page at a time.
Where does this company information come from, and how current is it?
This record is sourced directly from Swedish Companies Registration Office (Bolagsverket) and was last synced on 22 September 2026.